War of DTH service providers

With the launch of DTH service by reliance with Brand BIG TV infuriated a war of sort with immediate reaction by tata sky new tvc and then launch afterwards of the sun tv in north India. we see now the price and communication war with earlier operators wooing the customers with new and innovative and competitively priced offers. In the coming times with the implementation of newer technology like IP tv the segment is getting hotter day by day. The great market which lies with the DTH is large scatter and untapped rural market which was not covered to the greater extent by cable operators as their operations were limited to town with more density. And I feel that existing legal norms coupled with the poor technology backup the local cable operators must be ready to have a rough patch of time ahead. today the quality and content are rules of the game as evinced in the proliferation of telecom sector in urban and rural areas.