DTH drives the industry

Direct to Home television is one of the most lucrative and in-demand services that the satellite industry can provide. Large and diverse populations across the world provide a strong base for the DTH sector where demand for niche programming is huge.

Globalisation has meant many things for the satellite industry, but notably it has been a driver for Direct to Home Television. The composition of population on every continent reveals a diverse array of languages and cultures that all require specific television programming. Specially tailored bouquets offered by DTH providers are in great demand with countries such as India and China and also the Eastern European region, leading the way. Regardless of the country they live in, people want to watch the content they are familiar with. The effect of migration on the satellite industry has simply fuelled the need for these services. From a financial point of view, DTH is a moneyspinner for satellite operators. It is a reliable source of income.

The global economic problems do not appear to be touching the DTH sector. In fact, if anything, the general consensus seems to be that it is fuelling the industry. Instead of spending hard earned money on outside entertainment, people are finding it preferable to stay at home and spend their money on a DTH subscription. Rising disposable income in areas such as Central and Eastern Europe have also accelerated demand. According to Northern Sky Research, the DTH sector will be contributing strongly towards the growth of the satellite industry in challenging times; “…NSR is relatively optimistic that 2009 should be a reasonably successful year for the industry as well. Recent and soon-to-occur satellite launches are all satellites with substantial pre-launch contracts, often for video distribution or DTH services, that will contribute to growth in the coming year.”

The advent of new compression techniques has helped DTH service providers to achieve very high quality transmission and the ability to transmit more channels with no loss of quality. With higher levels of compression, DTH providers can concentrate on satisfying demand for High Definition channels, a trend currently sweeping the world.

It appears that DTH could escape the present economic problems unscathed. For many, the price of subscription to a DTH service provider is well worth it as entertainment in the home means less money paid out to seek entertainment elsewhere and investment in new services such as HDTV seems to be money well spent. The business is out there and that is hugely significant for the satellite industry as it has the opportunity to go out and get new customers. Planning is underway for further satellites that will provide DTH services. Telenor is one example of a company gleaning success from the DTH market. The company is about to launch their THOR-6 satellite at the end of October, yet they are already in the early stages of planning their next satellite project as they see no decrease in future demand for DTH services.

DTH continues to flourish and grow to shine a positive light in a rather negative time.

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