TAM Media Research has embarked on a dynamic estimation study of digital off-take in the four major metros of the country – Delhi, Mumbai, Kolkata and Chennai, which are gearing for the first phase of cable digitisation on October 1, 2012.
The study aims to estimate the penetration of digital TV platforms in the run-up to and post the Digital Addressable System (DAS) deadline, besides capturing the dynamics behind the consumer preference for particular digital platforms.
The first phase of DAS covers the MC component of the cities except in Delhi, where it covers the NCR region. However, the proposed survey will cover the UA components in Mumbai and Kolkata. The first phase of the study was completed on June 5, 2012 and had a sample size of 12,000 homes.
The study found greater penetration of digital in all the four metros. Mumbai continues to lead with maximum digital penetration (23 per cent), whereas Kolkata witnessed larger growth (45 per cent). Mumbai is far more assertive about digitisation in comparison with the other metros.
While Mumbai and Kolkata have seen growth of digitisation from all SECs, Delhi and Chennai markets are trailing behind in terms of SEC D & E.
When it comes to cable STB versus DTH STB, all the metros saw an overwhelming intent to buy cable STB – 92 per cent in Mumbai; 81 per cent in Delhi; 89 per cent in Kolkata; and 84 per cent in Chennai.
Delhi and Chennai markets are dominated by DTH penetration at 60 per cent and 74 per cent, respectively, whereas Mumbai and Kolkata are higher in cable STB penetration. Kolkata is the only market where cable STB has seen growth at 70 per cent. In Mumbai, DTH is primarily an SEC C, D & E phenomena, whereas Kolkata and Chennai are led by SEC B.
Multi TV homes in all metro cities have seen higher presence of digital penetration when compared with single TV homes.
Mumbai and Delhi are more aware about the correlation between digitisation and set top boxes (STBs), as compared to the Kolkata and Chennai markets.
Television medium has played a major role in creating awareness about digitisation in all the four metros, followed by ‘friends’ in Mumbai and Delhi, and ‘others’ in Kolkata and Chennai, which include mostly cable operator led statements.