Q.13
What should I as a Media Planner do to take care of my Media Plan
deliveries till the time the CAS rollout is streamlines?
We understand the magnitude of change expected to be brought about
by the CAS notification on Zone 1. A simple analysis from NRS 2006
as well as the TAM CAS document circulated earlier indicated to
me that 1.6 million C&S homes across the 3 metros of Mumbai,
Delhi & Calcutta will come under the purview of CAS. This meant
one-fifth (20%) of C&S homes in the 3 metros or just one-twentieth
(5%) of C&S homes represented by TAM All India Class I town
panel.
Hence
if all the homes in the notified areas for CAS in the 3 metros did
not go for set top boxes, the maximum impact in reach of my media
plan due to of loss of viewing of pay channels on a National level
is going to be less than 5%. In other words, a planned reach of
60% for a media plan on a National scale could come down to 57%.
This could only be the worst scenario. But things are already looking
better with demand for set top boxes on the rise with each day passing…
Second
step is to look at the media plan composition – list of Pay
TV channels & Free-to-Air TV (FTA) channels used to deliver
the reach. On comparing this with the Free-to-Air channels available,
you could decide to make a few minor adjustments whereby by making
minor spot changes between Free-to-Air & Pay TV channels, you
can easily able to hike up the planned reach by 1% or 2% on a National
level!
Thirdly,
as the demand for CAS set top boxes grows, you could decide to stretch
the brand campaign by a few days. This could help leveraging any
additional homes that moved into using a set top box for accessing/viewing
Pay TV content.
Finally,
the news that almost all the homes acquiring a CAS set top box receives
presently all the Pay & FTA TV channels he used to get before
Dec 31st is heartening. This meant that, while in theory CAS set
top box was supposed to act like a filter by providing the viewer
with the choice to subscribe, at present it is only used as an enabler
to watch all Pay & FTA TV channels which was available to the
viewer earlier as a simple cable TV home. Thus, viewer behaviour
in terms of channels watched post
CAS
set top box acquisition couldn’t have changed, thereby helping
deliver the planned reach goals too.
Q.14
What can you expect in the next few weeks from TAM?
In
the next few weeks, TAM will be releasing the first TAM CAS penetration
study which is presently underway. This will help media team members
understand the present penetration numbers of CAS in the Zone 1
notified areas, the number of homes intending to move to start experiencing
a shift to the world of digital content as well as the profiles
of CAS homes. All this will help all of us to understand the initial
impact the new regulation will have on the TV viewing.
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