Direct-to-home is simply high
definition digital TV at our door step. Why most of us never heard of it?
Because PEMRA didn’t think it was right time to auction out licenses of a
technology that is being used by millions of users in the region. DTH would mean
high quality international entertainment channels at our doorstep. Now if we
look at the possible DTH deployment in Pakistan picture looks pretty dark. Local
cable providers not only provide low quality cable services which is unreliable,
makes no use of superior display of our TVs and worst not regulated at all. This
behavior not only deprived the television watchers of our country but wasted
what could have been a great investment niche. Oh yes it’s about foreign and
domestic investors too, kind of helps the economy IF they are making money which
in this case doesn’t look very probable
First Mover Advantage
Remember when the first KFC or McDonalds opened up how people stayed in queues
for hours to get a whiff of their tasty products and now we raise our eyebrow
sarcastically when we see the new fast-food opening up near us. Well it was the
first mover advantage that excites the customers and gets them around to buy the
product. Pakistani markets are flooded with Indian DHT products like SKY ruining
its novelty for the consumers so DHT investors won’t be selling anything new
But I Got Better Options
PTCL Smart TV over the internet, IP TV already offer a fulfilling and low cost
alternate to DTH and in the absence of DHT providers they have become a part of
routine for most TV users. High speed fibrotic & 3G/LTE internet has made world
class Apple TV & Netflix launch service in Pakistan, making TV mobile making DTH
a very expensive and low tech option. Consumers need reasons to switch, and
thanks to media they are getting more and more aware of what’s best for their
pockets and easily available on the move. I don’t see a lot a reasons to switch
from PTCL SMART TV with 80 channels and customizable features in very decent
price especially when I have a Netflix account too, sorry DTH.
The Ship Has Already Sailed
For any technology investor to avail max possible profitability requires a
launch date which fits the timeline and has a few years of profitability till
the next big thing. When a technology is being introduced in market all the new
tech toys come equipped to avail it. We have SMART TV and high definition TVs
capable of using all advanced options for years. PEMRA has delayed DTH to death
& it’s out of it’s timeline making it impossible for any investor to earn back
from their investments. We can see the plight of telecom companies in Pakistan
who spent millions in licensing and infrastructure of 3G and 4G was launched
shortly killing any possibility or any return of investment on 3G
In conclusion we can easily see that PEMRA delayed DTH to death simply. The
technology that was right for its own time is now a thing of past and consumers
have better and cheaper options. Any investor introducing DTH will not be
offering anything new or of value to customers. For Pakistani TV viewers there
is no appeal in DTH and not many reasons to swath to it either. Globally DTH has
already hit event horizon and is now declining revenue wise, companies in DTH
business are now looking to adopt the new technology. To top it up PEMRA has
announced the auction date on 31st October 2016 and it will take another year
before it’s commercially deployed. Yet another tale of dismay as this
opportunity to earn for investors and government sinks into the abyss of red
tape culture.