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Location Call # Volume Status
 E-BOOK      
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Author Sharma, Dheeraj, author.
Title Fish TV / Dheeraj Sharma.
OCLC SAGE000003414
ISBN 9781526441782 (ebook)
Publisher London : Indian Institute of Management, Ahmedabad, 2017.
Description 1 online resource.
LC Subject heading/s Fish TV -- Case studies.
Deceptive advertising -- India -- Case studies.
Direct broadcast satellite television -- India -- Case studies.
General note Originally published in Sharma, D. (2017). Fish TV. MAR0491. Indian Institute of Management, Ahmedabad.
Summary Fish TV is one of the largest Direct-to-Home (DTH) television operator in India. It provides DTH services across the country. Fish TV offers an innovative product Digital Video Recorder or DVR which allows individuals to record the live broadcast of TV programs. As a part of its competitive marketing strategy to increase its customer base, in an advertisement selling DVR, Fish TV claimed to offer unlimited recording of television programs to its users. The advertisement claiming such offering was seen as a false claim by its customers. They were of the view that Fish TV was selling DVRs by falsely advertising its product since the product had no inbuilt memory and the users were not able to switch between channels while recording. Additionally, the company failed to properly address customer complaints leading to further inconvenience. The case highlights the service failure incident of Fish TV and its possible service recovery strategies.
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