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Digital Addressability PowerPoint PPT Presentation


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Digital Addressability. Understanding the Changing TV Consumption Habits. Digital Addressability = Choice ?. Has digitization enhanced the ‘choice set’ for consumption? Are consumers exercising choice? What are key noteworthy changes?. To explore these aspects….

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Digital Addressability

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Digital Addressability

Understanding the Changing TV Consumption Habits


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Digital Addressability = Choice ?

  • Has digitization enhanced the ‘choice set’ for consumption?

  • Are consumers exercising choice?

  • What are key noteworthy changes?


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To explore these aspects…

  • We have used the TAM Elite Panel Viewership panel data

  • We have further split the Cable & Satellite Universe into…

    • Analog – Homes receiving cable channels through co-axial cable (without a set-top-box)

    • Digital – Homes receiving cable channels either through DTH or Cable Set-Top-Box (STB)


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Mumbai + Delhi - 0.76mn

Penetration – 10%

Digitization = Contradicts traditional penetration trends

  • Rural Penetration = 4 x Urban Penetration

    • Thanks to DD Direct Plus (possibly the only FREE DTH service)

  • Within Urban India…

    • Highest Penetration Level in Mumbai+Delhi areas

      • Thanks to the mandated rollout of CAS

    • Highest penetration in the TAM Elite Panel Profile (SEC A1 with AC, PC & Car ownership) = 30%


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Elite Viewers = Give Me More !

Base: 971,000

Base: 746,000

Base: 225,000


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Channels = Digital>Analog

14%

27%


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Exclusivity – Meaningful ?

  • Majority of the “Exclusive Channels” comprise of ‘regional language’ channels

Source: TAM Elite Panel Market: Mumbai Time Period: Wk 1-13 2008


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Scenario no different in Delhi….

  • Majority of the “Exclusive Channels” comprise of ‘regional language’ channels

Source: TAM Elite Panel Market: Delhi Time Period: Wk 1-13 2008


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With this context…

  • Lets Explore…

    • Time Spent Viewing TV

    • Time Spent on Channel Genres (type of content)

    • Viewing pattern through the day

    • Sports Genre, interesting preference differences


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No Noteworthy Differences !

  • What we give = We receive !!


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<

Not One & The Same !


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Viewing pattern thro’ the day…


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Sport preferences…


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In Sum

  • The off-take of digitization has been unlike trends observed in the past

    • Rural & Urban Elite (2 Metros) rank the highest

  • More channels are being delivered through addressable systems BUT content mix clearly not very enthusing

  • As a result,…

    • No significant enhancement in time spent on TV

    • Despite this, very interesting channel genre level preferences emerging between Mumbai & Delhi audiences

    • New day-parts with different content making significant marks

    • Sports – Much more than just cricket, unified response trend across Mumbai & Delhi

  • DTH/Cable STB Homes – Spoilt for Choice?


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Thank You…

Presentation available on…

www.tamindia.com


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