Are Indian DTH Players addressing the right target market?

My last week's trip to interior Karnataka made me realize that all those old T structure antenna's on the top of the houses now became Dish antenna's. A quick internet search made me realise that 70% of the DTH connections are from rural and small towns . That data was from Sep'2009 , i presume that wouldnt have changed drastically by now,non urban will still be the major market.

Dish TV's latest investor presentation claims current DTH penetration of 22Mn House Holds (20.9%). Dish is at 7mn base with around 33% market share. 

With around 5 players in market , the market looks already crowded and each of them vying for that next subscriber with more and more features and value added services.

So what all are these companies offering - HDTV, DVR, Record via mobile, etc...etc..

Going back to my first para, 70% of the DTH connections are from rural and small towns . Do you think these non urban consumers really want all these HDTV, DVR, Record via mobile, etc...etc..?

What they would want, I guess would be 

1) Better content packages

2) Easy payment options

3) Stable equipment that can handle wear and tear (Did some one say these equipment fails to deliver proper signal/picture quality during rains)

4) Cross service provider device compatibility (Not locking device to one service provider) -

5) Navigation Menu's in regional languages( i am not sure if some one is already offering this-but looks like Hindi is available)

What do you think?