Given the dramatic change in the base of digital TV households post implementation of DAS Phase 2I, TAM Media Research has updated the television viewing universe in week 19 of 2013 (week beginning May 5, 2013).
TAM Media Research has updated not just those markets that are under the purview of DAS Phase 2, but also non-DAS markets that may have registered a significant increase in digital penetration – for example, Kerala, which has seen a 4 per cent increase in digital penetration to 0.1-1 million from that in week 1 of 2013 (from 28 per cent to 32 per cent).
With this update, a significant 11 million digital households have been added within the TAM surveyed markets (a base of 60 million TV owning households). This update now tips the C&S universe profile towards digital; digital now accounts for more than half the TV owning households (56 per cent) within the TAM surveyed markets.
The advent of DAS has also encouraged consumers to leap into digital C&S from a non-C&S status. For example, the C&S penetration in Uttar Pradesh has increased by 3 per cent to 0.1-1 million and that in Rajasthan is up 4 per cent at 1 million.