Case Study 5: To Switch or Not to Switch—Madhu’s Dilemma

Abstract

Madhu, a young professional—living with her family in New Delhi, has received a SMS from her local cable operator to install Set Top Box by 31 October 2012, in order to continue hassle free viewing of her favourite television programs from November 2012 onwards. Meanwhile she has also noticed the recent TV advertisements of national DTH service providers that have led her to re-think, whether she should continue with her existing subscription of local cable service operator or switchover to another national DTH service provider brands such as Dish TV, Airtel Digital TV or TataSky. She is also weighing pros- and cons- of shifting to a la carte packages offered by national DTH service brands—given the fact that her family watches only few specific channels out of the total bouquet of channels. Madhu’s dilemma lies in the fact that she has to contain her monthly subscription bill at the same time not compromising on the quality of TV viewing experience. She is planning to evaluate each of the options, based on the information collected over past few days, but she is wondering whether her decision can be based on economic value alone and she can ignore all other benefits in the choice of DTH services.