The first three months of this year have paved the road to an eventful year ahead, throwing up exciting new opportunities in the Indian TV landscape. However, the inroad direct-to-home (DTH) services is making in the Indian market has never been recorded before. Moreover, there has been the recent Delhi High Court judgement to reintroduce conditional access system (CAS) for viewing pay TV channels. As options to access TV content grow, the inevitable further fragmentation of audience is going to provide new challenges as well as opportunities for the Indian media industry.
During the last seven years, TAM has been tracking, reporting and helping all constituents derive insights from the TV audience behaviour arising from changes in the environment, distribution, promotions as well as programme content. With the emergence of new distribution platforms like CAS and DTH, a new chapter has been added to the television business environment.
To help the industry understand the emerging Indian television landscape better, TAM, in its continuing series of 'Blink' educate sessions, has organised a industry seminar to hear and discuss the new scenario on April 4 in Mumbai. The three highlights of the seminar will be:
a) TAM, along with IMRB International will be releasing the first ever industry study on DTH penetration in India
b) A panel discussion with industry experts from distribution, broadcasting and media agency on the topic 'Addressability on TV – A Challenge or an Opportunity for the Industry Constituents'
c) CAS Revisited - A perspective for the industry on Conditional Access System implementation and its effect - for advertisers and media agencies and how TAM plans to monitor and measure it
The seminar will open with an audio-visual presentation followed by an address by TAM India CEO L V Krishnan, who will showcase the first section of the forum on 'CAS Revisited' through a presentation.
This will be followed by a presentation by IMRB International's Hemant Mehta and TAM's Pradeep Hejmadi, who will talk on the findings of the DTH study done by IMRB for TAM. The presentation will include a 120-second AV clip on TVM5 Peoplemeter.
This presentation ends by throwing some quick questions based on the study that set the backdrop for the panel discussion. The panel members include Prasar Bharti's K S Sarma; Sunil Khanna (Dish TV); Vikram Sakhuja (Group M); Sudip Contractor (Scat); Jagjit Singh Kohli (WIN Cable) and Vikram Kaushik (Tata-Star DTH). The panel will be moderated by Amit Agnihotri, Co-founder and Director, exchange4media.