Digitisation in Chennai is proving to be a tough nut to crack. DAS deadline has already been extended four times in the metro. The last hearing was scheduled for November 29 at the Madras High Court in front of the new bench comprising Justice Elipe Dharma Rao and Justice Aruna Jagadeesan. The matter has now taken a new turn as the court has postponed the deadline by one more month.
CMCOA had filed a fresh petition last week requesting to push cable digitisation in Chennai by three months – till January 2013.
The first DAS deadline was postponed on October 31 and the hearing date at the High Court was November 5. The second deadline relief was till November 9 and then third till November 19. The last deadline was of November 29.
Meanwhile, the installation of set top boxes (STBs) in Chennai is yet to gather momentum as customers are still not purchasing them. This is mostly due to the fact that customers are not sure which operator to buy the STBs from. On one hand, there are private players such as Jack Communications and Sun Network, which have considerable market presence and on the other hand, there is the Tamil Nadu Government owned Arasu Cable.
According to an I&B Ministry report, around 62 per cent digitisation has taken place in Chennai; however, MSOs and LCOs dispute this figure and claim that the actual number is far less.
Our typical marketing budget is usually 10 per cent of the topline spend