In this paper an attempt was made to assess the service quality aspects of the Indian entertainment industry among the customers of Direct to Home (DTH) and Cable Television Services (CTS) in the state of Goa. Result revealed that only location among the demographic variables is signi?cant for both categories of customers. Majority of the factors (22 out of 40) analysed shows significance when it comes to purchasing of DTH and CTS. Finally all the 23 statements coming under the five dimensions of SERVQUAL showing negative gaps and also significant indicating the low satisfaction level among the DTH and CTS customers. The study reveals very low service quality of the entertainment industry in Goa and needs serious efforts for improving the quality of the services provided before the existing customer base shifts towards another high level quality service provider.
