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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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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%
6 Metros - .95mnPenetration – 6.5%
All India Urban 1mn+ - 1.2mnPenetration – 5.2%
All India Urban 1Lac+ -1.4mnPenetration – 4%
All India Urban – 1.8mnPenetration – 4%
All India Rural – 6mnPenetration – 16.3%
All India– 7.8mnPenetration – 9.3%
Mumbai + Delhi - 0.76mnPenetration – 10%
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Base: 225,000
Base: 746,000
Base: 971,000
Elite Viewers = Give Me More !
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Channels = Digital > Analog
27%14%
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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