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Contextualizing data for India's DTH leader

From recharge friction toactivation— unlock growth and retention with SCIKIQ

Unify every subscriber touchpoint, offer, and recharge in real time to drive ARPU, reduce churn, and outpace Tata Play and Airtel Digital TV.

SCIKIQ transforms DishTV’s fragmented recharge, customer, and content data into actionable intelligence—powering proactive retention, personalized offers, and operational efficiency at scale.

01
Enterprise 360What is happening?
02
Knowledge GraphWhy is it happening?
03
AI CopilotTell me, in plain language
04
Agent FactoryDon't just tell me—fix it
What we know

DishTV Recharge Online & New DTH Connection — the intelligence behind this page

Captured from 13 sources across strategy, leadership, lines of business, competition, geographies, capabilities and recent signals — and used to ground everything below.

Who they are

DishTV is India’s leading DTH and digital TV provider, offering satellite TV, OTT, and recharge services to 22M+ subscribers across the country.

Strategic priorities

  • Protect and grow ARPU in face of fierce competition
  • Reduce churn, especially among premium and regional segments
  • Accelerate digital/OTT cross-sell and upsell
  • Ensure regulatory compliance (TRAI, privacy)
  • Streamline recharge and payment experience

Lines of business

  • Direct-to-Home (DTH) Services
  • OTT/Digital Media Services
  • Recharge & Payments
  • Customer Operations

Geographies

  • India (pan-India)
  • South India (Tamil Nadu, Karnataka, Andhra Pradesh)
  • Maharashtra
  • UP
  • West Bengal

Competition

  • Tata Play
  • Airtel Digital TV
  • D2h
  • Sun Direct

Leadership

  • Jawahar Goel - Chairman
  • Anil Dua - Group CEO
  • Arun Kumar Kapoor - Executive Director
  • Sukhpreet Singh - Corporate Head, Marketing
  • Rajeev Dalmia - CFO

Capabilities

  • Pan-India DTH network
  • Custom recharge packs and offers
  • Strong digital/OTT integration
  • Multi-lingual, regionalized content
  • Rapid online recharge and payment partnerships

Recent signals

  • Recent spike in UPI recharge failures in South India
  • Aggressive cross-sell of OTT packs to DTH base
  • Renewed focus on premium and regional ARPU
  • TRAI audit passed (May 2024)
  • Competitive pricing moves by Tata Play and Airtel
The shift

Four questions every operator asks — answered by one architecture

The maturity curve runs from visibility, to explanation, to natural-language reasoning, to action — and each step depends on the one before it.

01
Layer 1 · Enterprise 360
What is happening?

Gain a unified, real-time view of every subscriber, recharge, and device across DTH and OTT lines—eliminating blind spots and enabling instant action.

Growth
02
Layer 2 · Knowledge Graph
Why is churn spiking in South India?

Model the relationships between content packs, recharge cycles, payment failures, and churn events to pinpoint root causes and intervene early.

Profitability
03
Layer 3 · AI Copilot
Which high-value users are at risk?

Ask natural-language questions—'Which premium subscribers have missed their recharge?'—and get explainable, actionable answers grounded in real data.

Competitive Advantage
04
Layer 4 · Agent Factory
Can we auto-renew or rescue lapsing accounts?

Launch autonomous agents to trigger personalized offers, automate recharges, or escalate to retention teams—closing the loop and protecting revenue.

Operational Efficiency
05
Trust & Compliance
Are we audit-ready for TRAI and data privacy?

SCIKIQ enforces data lineage, quality, and access controls—reducing regulatory risk and ensuring compliance with TRAI and data privacy mandates.

Compliance & Risk
The architecture

From data visibility to autonomous execution

Built bottom-up, because trust compounds upward: agents are only as safe as the copilot's grounding, the copilot only as reliable as the graph, the graph only as complete as the 360° model beneath it.

01

Enterprise 360

Unify all subscriber, recharge, and content data

Aggregate and harmonize customer, recharge, and device data from CRM, billing, and OTT platforms.

Real-time 360° customer view Recharge & payment event unification Device & content mapping
02

Knowledge Graph

Model relationships and root causes

Link subscribers, packs, payment events, and churn to reveal causal paths and intervention points.

Subscriber-pack-payment graph Churn and retention pathing Root-cause tracing
03

AI Copilot

Ask and act in plain language

Natural-language queries over unified data—get actionable answers, not just reports.

LLM-powered Q&A Explainable insights Churn and ARPU drivers
04

Agent Factory

Autonomously trigger retention and revenue actions

Launch agents to automate recharges, offers, and compliance checks—closing the loop instantly.

Personalized offer deployment Auto-recharge & rescue Compliance automation
Layer 1 · Enterprise 360 — the build

How we unify DishTV’s data into one business 360

Data remains in place; SCIKIQ integrates business concepts across CRM, recharge, OTT, and payments, not just systems.

Your systems today — siloed
Siebel CRMRecharge Platform (Bajaj Pay, Paytm, UPI)Subscriber DatabaseOTT PlatformProduct CatalogDevice RegistryCompliance EngineField Service Ops
ingest · no data movement

Connect

200+ pre-built connectors ingest subscriber, recharge, device, and payment data from all core platforms.

Contextualize

SCIKIQ tags and harmonizes entities—linking subscribers to packs, devices, and payment events.

Resolve & model

Duplicates resolved, relationships mapped—building a business graph of every subscriber, recharge, offer, and churn event.

Govern

Lineage, quality, and access controls enforced for audit-readiness and compliance.

resolve into business entities
Unified business 360s — entities, not systems
Customer 360
Siebel CRM, Subscriber DB, Recharge Platform

Unified view of every subscriber’s profile, packs, recharges, complaints, and churn risk.

Recharge 360
Recharge Platform, Bajaj Pay, Paytm

All recharge attempts, methods, failures, and offers—mapped to users and packs.

Pack & Content 360
Product Catalog, OTT Platform

All DTH and OTT packs, pricing, features, and cross-sell/upsell links.

Device 360
Device Registry, Field Service

Track all set-top boxes, Joey receivers, activations, and health.

Compliance 360
Compliance Engine, CRM, Product Catalog

All regulatory events, audits, and privacy controls tied to subscriber and pack data.

These 360s feed the Knowledge Graph, mapping the causal paths from recharge to churn, offer, and compliance.
Why us

Why SCIKIQ - not another data platform

vs. building it yourself

SCIKIQ delivers a unified, AI-ready data fabric in under 6 months—at 60% lower TCO and 85% faster integration than custom builds, with proven DTH/OTT connectors.

vs. point tools & BI dashboards

Goes beyond dashboards—contextualizes recharge, churn, and offer data into actionable, closed-loop interventions, not just reports.

vs. generic data fabrics

Purpose-built for subscription businesses—models packs, payments, churn, and compliance, with 200+ connectors for CRM, recharge, and OTT platforms.

vs. raw LLMs/chatbots

Grounds every Copilot answer in governed, real-time business data—ensuring explainability, compliance, and actionability, not hallucinations.

The outcome

One version of the truth, for the people who run the business

When the four layers are in place, leadership sees a single live view — every number traceable to its source, every alert to its root cause.

DishTV Value Control Tower
Real-time KPIs spanning growth, margin, cash, risk, and efficiency
LIVE
Active Subscribers
22.1M
-1.8%
Monthly Churn Rate
2.4%
+0.4%
Average Revenue Per User (ARPU)
34
+2.1%
Recharge Success Rate
95.2%
-2.0%
Collections (Monthly)
21.5 Cr
-3.5%
TRAI Compliance Events
0
0

Churn Trend

Monthly churn rate over past 12 months

Collections by Region

Monthly collections (in L) by top 5 states
Root cause Surge in recharge failures among premium subscribers in Tamil Nadu, leading to elevated churn and ARPU erosion. Initiate auto-rescue agents to trigger personalized offers and streamline recharge flows for at-risk users.
Layer 2 · Knowledge Graph

A living model of the business — explore it

Entities and their typed relationships as one connected, physics-driven graph. Drag nodes, scroll to zoom, click to inspect — or trace the live scenario from root cause to business outcome.

drag · scroll to zoom · click a node
Layer 3 · AI Copilot

The question is simple. The answer needs context.

Ask SCIKIQ Copilot for plain-language answers grounded in DishTV’s real data. Language models supply the fluency; the graph supplies the truth.

SCIKIQ CopilotGrounded on the DishTV Recharge Online & New DTH Connection knowledge graph
● ONLINE
Hi 👋 I'm grounded on DishTV Recharge Online & New DTH Connection's live operational graph — ask me anything. Try a suggestion below.
Try:
Layer 4 · Agent Factory

The last step is the hardest: from insight to action

Every agent draws on the same graph and semantic layer — then closes the loop with a real transaction in the source system.

Recharge Rescue Agent
Auto-trigger personalized offers for failed recharge users
Spike in recharge failures among premium users in Tamil Nadu
ReadsRecharge Platform, CRM (Siebel), Subscriber DB, Product Catalog, Bajaj Pay gateway
ActsPosts personalized offer to CRM and triggers SMS/App push to subscriber
Protects 2.7 Cr monthly revenue by rescuing 1,100 at-risk premium users
UPI Payment Gateway Monitor
Detect and escalate payment partner downtime
Drop in recharge success rate via Bajaj Pay
ReadsRecharge Platform, Bajaj Pay logs, CRM
ActsEscalates incident to Payment Ops and auto-switches default gateway in Recharge Platform
Reduces failed transactions by 70% during downtime, preserving 1.8 Cr in daily collections
Churn Predictor & Retention Agent
Proactively flag and intervene for likely churners
Churn risk score exceeds 0.7 for premium subscribers
ReadsCRM, Subscriber DB, Recharge Platform, Knowledge Graph
ActsAuto-generates retention call task in CRM for high-risk users
Improves retention by 5% in premium segment, adding 1.1 Cr in monthly ARPU
TRAI Compliance Validator
Automate audit trails for pricing and data privacy
Quarterly compliance review or new pack launch
ReadsProduct Catalog, CRM, Compliance Engine, Recharge Platform
ActsGenerates and posts compliance audit report to Compliance Engine
Reduces compliance violations by 95%, avoiding regulatory penalties
Agent execution log
▸ Idle — press “Run agent” to watch an agent detect, reason and act.
The board question

Engineered for trust

“Can we trust it?” — answered by design, not by promise.

Lineage
Every offer, recharge, and churn event is fully traceable—enabling audit and regulatory confidence.
Security & Access
Granular, role-based controls and data masking for subscriber and payment data.
Explainability
Every Copilot answer and agent action is grounded in real, governed data—not black-box AI.
Data Quality
Automated validation, deduplication, and anomaly detection across all core entities.
Compliance
Proven compliance with TRAI and privacy mandates—zero violations in last audit.
Use cases

Where it pays off, across the business

Every leader sees themselves — each use case builds on a business 360 and the four pillars it needs: 1 Enterprise 360 · 2 Knowledge Graph · 3 AI Copilot · 4 Agent Factory.

Customer Operations

Subscriber 360 for proactive retention

Unify every subscriber’s recharge, pack, and complaint history to flag churn risk and trigger rescue actions instantly.

Customer 360
1234pillars
Finance

Collections & ARPU Control Tower

Monitor real-time collections, ARPU, and recharge failures—drill down to root causes and automate recovery.

Recharge 360
1234pillars
Compliance

TRAI & Data Privacy Automation

Automate compliance checks and audit trails for packs, pricing, and subscriber data—minimizing regulatory risk.

Compliance 360
1234pillars
Product & Marketing

Personalized Offers & OTT Upsell

Target high-value segments with tailored offers and OTT cross-sell—measuring uplift and ROI in real time.

Pack & Content 360
1234pillars
Field Ops

Device & Installation Analytics

Track device health, installation cycle times, and multi-TV household adoption to optimize field ops and reduce churn.

Device 360
1234pillars
The ambition

One context layer, every part of the business

Built once, the context layer becomes shared infrastructure — so each new AI initiative starts from enterprise context, not a blank integration backlog.

Prompt → Product → Profit

From recharge data to autonomous growth

Agent FactoryAutonomous execution
AI CopilotSemantic Q&A + LLM, grounded in DishTV data
Knowledge GraphModel relationships across subscriber, recharge, content, and compliance
Enterprise 360Unify DTH, OTT, recharge, and CRM data
Across every part of the business
DTH ServicesOTT/Digital MediaRecharge & PaymentsCustomer Operations
On top of the systems you already run
Recharge Platform (Bajaj Pay, Paytm)Siebel CRMSubscriber DBOTT PlatformProduct CatalogDevice RegistryCompliance Engine
The path forward

A 90-day proof of value

We would prove the context layer in three focused sprints — earning the right to scale with evidence, not slideware.

Phase 1 · 30 days

Data Unification & 360 Build

01

Connect and harmonize core data sources for a unified subscriber and recharge view.

  • Connect Siebel CRM, Recharge Platform, Subscriber DB, OTT Platform
  • Build Customer 360 and Recharge 360 entities
  • Validate with sample churn and recharge events
Phase 2 · 60 days

Knowledge Graph & Copilot

02

Model relationships and enable semantic Q&A over unified data.

  • Construct Knowledge Graph linking subscribers, packs, payments, churn
  • Deploy AI Copilot for natural language queries
  • Pilot churn root-cause and ARPU analysis
Phase 3 · 90 days

Agent Factory & Autonomous Actions

03

Automate retention, payment, and compliance workflows with agents.

  • Launch Recharge Rescue and Churn Predictor agents
  • Automate compliance audit trails
  • Measure impact on churn, ARPU, and compliance events

The bottom line

A unified, intelligent data fabric powering growth, retention, and compliance at scale—delivering measurable ARPU uplift and churn reduction.

Where to start

Unlock ARPU, reduce churn, and automate compliance in 90 days.
1Connect CRM, Recharge, and OTT data for a unified Customer 360
2Pilot Copilot and Rescue Agent for premium segment churn
3Automate compliance audit trails for packs and pricing
Let’s move the needle on ARPU, churn, and regulatory risk—book a SCIKIQ value workshop for DishTV.