On Indian broadcasting industry

The Indian broadcasting industry is one of the largest markets in the world and continues to grow rapidly. It is rapidly evolving with the introduction of new technologies and within a few years should be at par with the world's leading broadcast industries. New technologies, value-added services and concrete regulatory support can be expected to advance the industry further

According to a FICCI-KPMG report released in March 2010, television industry will post a combined annual growth rate of 15.2 per cent over the next five years to touch Rs. 521 billion in 2014. It will continue to account for 48 percent of the sector's total revenues. The buoyancy of the Indian economy coupled with new distribution platforms like DTH and IPTV can be expected to propel this growth. In view of the current market trends, more and more broadcasters and cable operators are voluntarily opting for addressable cable TV systems. In fact, all spheres of the industry content, broadcasting, distribution and regulation are implementing technological changes.

On factors driving the market

Value-added services and positive government regulatory support are the key factors that will encourage growth in the market. One of the most important factors that drive technology in the Indian broadcast market is the pricing of pay-TV services. The Indian market as a whole is emerging as a cost effective technological hub. Apart from the cost factor, the technological relevance and the user friendliness of products will be the major factors that will lead to success.

On unique selling propositions or innovations that NDS offers the industry

At NDS we believe in innovation and leadership. We pride ourselves in being the market leader in the global Pay-TV industry. Our conditional access, digital video recorder (DVR) and electronic programme guide (EPG) solutions have helped the Indian DTH industry expand and at the same time they have been a leading factor in putting NDS in the forefront of the Indian digital TV industry.

NDS Dynamic, our enhanced advertising solution, is also proving to be an innovative advertising tool in the international Pay-TV industry. With the help of NDS Dynamic, TV operators can create new revenue streams by offering advertisers what they want and facilitating advertising that reaches well defined audiences, which leads to better results. NDS Dynamic generates additional sales by helping operators generate additional sales and expand their advertising inventory.

On your best selling products in India

NDS VideoGuard-This is the Pay-TV industry's most advanced suite of conditional access (CAS) and digital rights management (DRM) solutions. It protects operators' branded service and ensures a wide range of business models that allow them to package and market content to their subscribers flexibly. Using smart cards, VideoGuard security can be implemented in set-top boxes (STBs). For two-way cable and IPTV networks there are solutions without smart cards. VideoGuard also offers DRM security solutions in various devices including PCs, mobile handsets, removable media and portable media players (PMPs).

VideoGuard is currently deployed on 119 million active devices worldwide, safeguarding pay-TV service revenues exceeding USD 40 billion.

MediaHighway Set-top Box software Middleware is the software layer inside the set-top box that dramatically enhances the broadcast services proved by the pay-TV operator. MediaHighway minimizes the cost of set-top boxes by separating hardware and software, allowing operators to source the right set-top boxes for their operation. With MediaHighway, operators can easily add new features while maintaining a consistent branded look across all boxes.

NDS is the leader when it comes to deploying middleware with different manufacturers, models and chipsets. NDS middleware has been integrated on more than 143 million set-top boxes.

NDS is also the front-runner in deploying DVR solutions with its XTV DVR Technology and more than 28 million DVRs have been deployed worldwide.

On key achievements focusing your customers in India

We pride ourselves on partnering with the leading DTH players in India:Tata Sky and Bharti Airtel. We also work with leading MSOs like Hathway, DEN and GTPL by helping them extend seamless digital TV services to their subscribers across the country. We are jointly working towards the achievement of leadership with all our partners in India.

The first digital video recorder [DVR] in India launched by TATA Sky in 2008 was based on our XTV DVR technology. In the last couple of years we have deployed advanced DVR solutions for Hathway and more recently Bharti Airtel.

We have also given a leading edge to our customers through technological innovations. Bharti Airtel's remote recording facility through mobile phones and Tata Sky's True Video on Demand (TVoD) services are instances that show our commitment to not only our customers but also the Indian viewers.

Our EPGs, DVR, interactive applications and other cost-effective solutions that are available to various DTH and digital cable TV companies, not only help service providers increase their ARPU but also generate new revenue streams.

On market growth perspective and plans for expansion in India

India is a dynamic and exciting market place for digital pay-TV solutions. To cater to the dramatic growth projections in the local market, NDS has put significant expansion plans in place.

We are committed to the Indian market and are ramping up the headcount to the excess of 1,400 across our R&D facility in Bangalore and offices in Gurgaon and Mumbai. This will allow NDS to increase local support capabilities to service the growing needs of our customers and the Indian pay-TV market.

We have also recently appointed a new Sales Director for NDS India to spearhead the business development activities in the region.

NDS has a strong track record helping Indian broadcasters successfully launch digital services easily and cost-effectively. We are committed to creating local solutions that give operators the flexibility to choose the path to digital TV that is right for their budget and strategy. NDS solutions have been deployed by Tata Sky, Bharti Airtel, Digital Entertainment Network (DEN), Hathway and GTPL. We plan to increase our coverage and market share by winning new platforms in the digital cable; DTH, IPTV and mobile TV space, and continue working with our existing leading DTH and Digital Cable TV customers to implement new services for India such as advanced advertising.

In a study conducted by TAM Media Research, India shows the huge growth potential in the digitization of the Indian cable TV industry. In response, NDS has developed local, low cost, scalable and end-to-end solutions to facilitate the digital migration of the diverse cable TV operator industry in India.

NDS will continue to invest in R&D with more than 75 percent of our workforce dedicated to the development of new and better solutions for pay-TV operators. To maintain our position as a world leader, we invest almost 26 percnet of our revenues into research and development. We are continually evaluating market trends and translating these into new technologies for increasingly technology aware consumers. Bangalore will continue to expand its R&D operations to meet the needs of our customers and their subscribers. NDS will continue its commitment to evaluate local markets and invest in localization leading to further expansion in the coming years.

NDS has invested more than USD130 million in the Indian market so far and plans to invest another USD150 million in the next four years. NDS is committed to a strong presence in India now and in the future and as the Indian pay-TV market expands.