Digital Addressability

1
Digital Addressability

• Understanding the Changing TV Consumption Habits

2
Digital Addressability Choice ?

• Has digitization enhanced the choice set for
  consumption?
• Are consumers exercising choice?
• What are key noteworthy changes?

3
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)

4
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 MumbaiDelhi areas
• Thanks to the mandated rollout of CAS
• Highest penetration in the TAM Elite Panel
  Profile (SEC A1 with AC, PC Car ownership) 30

5
Elite Viewers Give Me More !
Base 746,000
Base 971,000
Base 225,000
6
Channels Digital gt Analog
14
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7
Exclusivity Meaningful ?

• Majority of the Exclusive Channels comprise of
  regional language channels

Source TAM Elite Panel Market
Mumbai Time Period Wk 1-13
2008
8
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
9
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

10
No Noteworthy Differences !

• What we give We receive !!

11
Not One The Same !
12
Viewing pattern thro the day
13
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?

15
Thank You

• Presentation available on
• www.tamindia.com