Digital Addressability

Understanding the Changing TV Consumption Habits

Digital Addressability = Choice ?

• Has digitization enhanced the ‘choice set’ for consumption?

• Are consumers exercising choice?

• What are key noteworthy changes?

To explore these aspects…• We have used the TAM Elite Panel Viewership panel data

• We have further split the Cable & Satellite Universe into…

Analog – Homes receiving cable channels through co-axial cable (without a set-top-box)

Digital – Homes receiving cable channels either through DTH or Cable Set-Top-Box (STB)

Digitization = Contradicts traditional penetration trends

• Rural Penetration = 4 x Urban Penetration

Thanks to DD Direct Plus (possibly the only FREE DTH service)

• Within Urban India…

Highest Penetration Level in Mumbai+Delhi areas

• Thanks to the mandated rollout of CAS

Highest penetration in the TAM Elite Panel Profile (SEC A1 with AC, PC & Car ownership) = 30%

6 Metros - .95mnPenetration – 6.5%

All India Urban 1mn+ - 1.2mnPenetration – 5.2%

All India Urban 1Lac+ -1.4mnPenetration – 4%

All India Urban – 1.8mnPenetration – 4%

All India Rural – 6mnPenetration – 16.3%

All India– 7.8mnPenetration – 9.3%

Mumbai + Delhi - 0.76mnPenetration – 10%

Base: 225,000

Base: 746,000

Base: 971,000

Elite Viewers = Give Me More !

Channels = Digital > Analog

27%14%

Exclusivity – Meaningful ?

Majority of the “Exclusive Channels” comprise of ‘regional

language’ channels

Source: TAM Elite Panel Market: Mumbai Time Period: Wk 1-13 2008

Scenario no different in Delhi….

Majority of the “Exclusive Channels” comprise of ‘regional

language’ channels

Source: TAM Elite Panel Market: Delhi Time Period: Wk 1-13 2008

With this context…

• Lets Explore…

Time Spent Viewing TV

Time Spent on Channel Genres (type of content)

Viewing pattern through the day

Sports Genre, interesting preference differences

No Noteworthy Differences !

What we give = We receive !!

Not One & The Same !

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Viewing pattern thro’ the day…

Sport preferences…

In Sum• The off-take of digitization has been unlike trends observed in the past

Rural & Urban Elite (2 Metros) rank the highest

• More channels are being delivered through addressable systems BUT content mix clearly not very enthusing

• As a result,… No significant enhancement in time spent on TV Despite this, very interesting channel genre level preferences emerging between

Mumbai & Delhi audiences New day-parts with different content making significant marks Sports – Much more than just cricket, unified response trend across Mumbai & Delhi

• DTH/Cable STB Homes – Spoilt for Choice?

Thank You…

Presentation available on…www.tamindia.com