Q.5 What is the proportion of TV homes that comes under Zone 1?

As can be seen in the table below, the zones where CAS will be implemented in the remaining three metros of Delhi, Mumbai & Kolkata is around a fifth of the all city population.

Q.6 How will TAM ensure representation of CAS homes within the existing sample?

Before getting into the specifics, it is well worth remembering that the TAM sample is representative of the TV owning universe. Thus TAM confidently expects that the rate
of adoption of CAS in the universe will be matched by the rate of adoption of CAS within the panel – a self balance.

It is also important to note that geographic dispersion is already a parameter by which TAM recruits homes and hence the number of homes in the TAM panel in zone 1 is proportionate to the universe of TV homes in zone 1.

However, as a confirmatory study, TAM will also be commissioning a CAS Establishment Survey (CASES) to determine the rate of penetration of CAS, independent of the TAM panel. CASES will be done at regular intervals, initially monthly and then moving to a quarterly basis. The broad areas captured by CAS will be:
a) CAS Penetration levels – STB already installed
b) Profile of CAS adopters eg. SEC
c) Intention to get an STB installed
d) Channels received
The TAM panel will be aligned to the CASES results.