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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

Digital Addressability

Understanding the Changing TV Consumption Habits

digital addressability choice
Digital Addressability = Choice ?
  • Has digitization enhanced the ‘choice set’ for consumption?
  • Are consumers exercising choice?
  • What are key noteworthy changes?
to explore these aspects
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)
digitization contradicts traditional penetration trends

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%
slide5

Elite Viewers = Give Me More !

Base: 971,000

Base: 746,000

Base: 225,000

slide7

Exclusivity – Meaningful ?

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

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

slide8

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

with this context
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
slide10

No Noteworthy Differences !

  • What we give = We receive !!
slide11

<

Not One & The Same !

in sum
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?
thank you

Thank You…

Presentation available on…

www.tamindia.com

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