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On Dec 31st 2006, the roll out of Conditional
Access System (CAS) in the South part of Delhi & Mumbai metros
as well as MC part of Kolkata has begun. Here, we bring you a quick
update on its implications for the key industry members –
Media Planners/Buyers & Air-time Sales team members.
On
10th March, 2006 the Delhi High Court ordered the Government to
enforce the rollout of Conditional Access System (CAS) in the three
metros of Delhi, Mumbai & Kolkata within four weeks. Chennai
is the only metro that is already a CAS market. The court has ordered
the government to revoke its notification of 27 February 2004 that
scrapped the rollout of CAS in the three metros of Mumbai, Delhi
and Kolkata in phases. This in effect revived the notification of
10th July 2003 which provided for partial CAS in Zone 1* of each
of these three metros, to start with.
In
December 2002, when the CAS bill was passed in the parliament, TAM
had come up with a similar update. Post that, CAS got implemented
only in the market of Chennai as an experiment and the other three
metros did not come under the ambit of CAS. This update will once
again look at multiple areas in terms of areas within Delhi, Mumbai
& Kolkata that will get CAS implemented, to begin with and will
also elucidate on questions that all the stakeholders (Broadcasters,
Advertisers, Agencies, MSOs & Cable operators) will seek to
get answered in the wake of the recent implementation.
CAS
would be rolled out in phases across the remaining three metros:
1)
Mumbai – South Mumbai as defined by Govt. of India Census
earmarked for rolling out CAS.
2) Delhi – In the market of Delhi too, CAS will be implemented
first in South Delhi
3) Kolkata – MC portion of Kolkata will be CAS implemented
to begin with.
Please
feel free to contact any member of the TAM team for any clarification
that you might need on CAS. Our helpline number is +91 22 66531330.
You could also log-on to our website and follow the below link to
download this document: http://www.tamindia.com
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