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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Understanding the Changing TV Consumption Habits
Mumbai + Delhi - 0.76mn
Penetration – 10%
Elite Viewers = Give Me More !
Channels = Digital>Analog
Exclusivity – Meaningful ?
Source: TAM Elite Panel Market: Mumbai Time Period: Wk 1-13 2008
Scenario no different in Delhi….
Source: TAM Elite Panel Market: Delhi Time Period: Wk 1-13 2008
No Noteworthy Differences !
Not One & The Same !
Viewing pattern thro’ the day…
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