the cas effect f

7/31/2019 The CAS Effect F

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A STB (Set-Top-Box) Penetration Study

by TAM MEDIA RESEARCHImpact of CAS Implementation

Topline FindingsFebruary 10, 2011


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About

Come Jan 2011, CAS got implemented in the Zone-1 areas of Mumbai, Delhi,& Kolkatta

In the first week of the month, TAM commissioned AC Nielsento conduct a Pay TV Homes estimation study in the CAS -mandated zones of Mumbai, Delhi & Kolkatta

The fieldwork periods were

Mumbai : 12 th to 16 th January, 2011

Delhi : 11 th to 15 th January, 2011

Kolkatta : 11 th to 16 th January, 2011

The fieldwork mid-point : 14 th January 2011


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Methodology

This study was purposively limited to the CAS-mandatedzones in the cities of Mumbai, Delhi & Kolkatta

The Zones were further divided into 100 sampling nodes,ensuring adequate geographical coverage of the Zones

Face-to-Face interviews using a structured questionnairewere conducted. The interviewee was the decision makerpertaining to cable subscription.

Sample Size = 750 respondents/city => 2,250 respondentsacross 3 cities

The fieldwork period was kept very tight & synchronizedacross the 3 metros, to ensure comparability


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The footprint of CAS

3.25

2.61

2.10

7.96

0.55

0.68

0.41

1.63

Mumbai

Delhi

Kolkatta

3-Metros

C&S Homes (Mn) CAS-mandated Homes (Mn)

Of the 7.96 Mn cable homes across the3 metros, 1.63 Mn cable homes fallunder the CAS-mandated zones(approx. 21% homes fall under themandated zones)

C&S Homes under the mandated areas,in the respective cities

Mumbai : 17% (0.55Mn of the 3.25Mncable homes)

Delhi : 26% (0.68Mn of 2.61Mn cablehomes)

Kolkatta : 20% (0.41Mn of the 2.1Mncable homes)


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Scope of the study

1. CAS adoption in the mandated zones of therespective cities

2. Profile of the early adopters

3. Consumer Awareness


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Waiting in the wings

Across the 3- metros An additional 1.98L homes claimed

to have subscribed but awaitinginstallation of pay TV services

An additional 12% cable homeswaiting in the wings

The under served segments variedby the respective metros

Mumbai 1.09L (20% awaitinginstallations)

Delhi 0.43L (6% awaitinginstallations)

Kolkata 0.46L (11% awaitinginstallations)

5.48

1.09

6.76

0.43

4.09

0.46

16.33

1.98

Mumbai Delhi Kolkatta 3-Metros

C&S Homes (Lacs)* Homes awaiting installation(Lacs)**Homes under the CAS-mandated zones


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Cumulatively

2514 10

17

20

6 1112

55

80 7971

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mumbai Delhi Kolkatta 3-Metros

Installed Awaiting Installation Undecided

Mumbai most responsive 25% homes had converted 20% awaiting installation

Delhi & Kolkatta response rateslevel, at an aggregate level

Delhi was better served (14%) thanKolkatta (10%)

At a 3- metro level 17% homes installed 12% homes awaiting installation Nearly 1/3 rd of the mandated area

responded favorably for conditionalaccess to pay channels


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Numerically speaking Of the 16.33L cable homes falling under the CAS-mandated

zones across the 3 metros 2.77L homes had already opted for a STB/DTH connection(17%) An additional 1.98L homes had subscribed but were awaiting for the

installation (12%)

Cumulatively, 4.75L homes had subscribed comprising 29% of the CAS-mandated homes

At individual metro levels Mumbai 1.39L homes installed + 1.09L awaiting installation = 2.48L

homes subscribed Delhi 0.97L homes installed + 0.43L awaiting installation = 1.4L

homes subscribed Kolkatta 0.41L homes installed + 0.46L awaiting installation = 0.87L

homes subscribed


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Pre-dominant reason Pricing !!(among non-STB Homes)

26

32

13

72

46

83

2

22

4

Mumbai

Delhi

Kolkatta

Satisfied with existing channels that I receiveThese services are very expensiveOthers

Base : Non-STB Subscribers


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Summing Up Approximately, 21% of the cable homes in the 3-metros

fell under the CAS-mandated area (Zone 1) Off-take of the boxes was highest in Mumbai, followed by

similar levels in Delhi & Kolkatta (Installed + AwaitingInstallations)

A significant quantum of homes were awaitinginstallations (12% of 3-Metro C&S Homes)

The penetration of CAS had pre-dominantly taken off inthe higher SECs of all the metros, zero off -take in the

lowest SECs of Kolkatta Consumer Awareness has significant ground to cover Price, as expected, remained the pre-dominant reason

amongst homes that had opted to remain FTA


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Implications for TAM

TAM will continually conduct & publishresults from its monthly STB-penetrationstudies and commensurate changes broughtabout in the panel

the cas effect f

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