Hindi GEC League 2 channels enjoy 1.3 times higher market share on DTH compared to Analog: aMapDTH Study

The television advertising industry in India is a complex and dynamic one, with media choices increasing every day. New channels are launched, new genres are established, and brands are targeting niche audiences. In this scenario, there is a need to find a perfect channel and program fit for the brand. Along with analog, aMap now also measures India's growing pay TV format, DTH.

Measurement in the DTH space will give insights on how DTH is becoming a viable media platform and how viewership differs from the analog space. Channels can now analyze their content's viewership on the DTH platform where distribution is not a determinant. This will also help make pricing and packaging decisions for the channels and DTH operators.

Apart from various known advantages that DTH enjoys over Analog, aMapDTH has conducted a study on the market share enjoyed by various genres on analog vis-a-vis DTH.

This study has revealed interesting data which shows that Hindi GEC League 2 channels like Sony, SAB, Imagine, Star One, 9X enjoy 1.3 times higher market share on DTH compared to Analog. This is mainly attributed to the fact that on DTH, unlike Analog, League 2 channels are present on base/entry level DTH packages giving them similar availability strength as League 1 channels. Additionally better availability on entry level DTH packages with higher content strength helps reduce the gap with League 1 channels on DTH. Interestingly, League 1 channels like Colors, Star Plus, Zee TV are only 20% higher than League 2 on DTH whilst 45% on Analog!

A study on the English movie genre reveals similar facts with League 2 channels like Sony Pix, Zee Studio and World movies enjoying higher growth on DTH Vis-a- Vis League 1 channels of Star Movies, HBO and WB.

League 1 channels enjoys better connectivity on Analog with the distribution push whilst DTH platform is an equalizer with both L1 and L2 channels being available on premium packs (Rs 180 per month and more). Secondly stronger alignments with major studios provide a consistent stream of blockbuster movies leading to popular appeal for L1 channels adding to their strength on Analog with heterogeneity in audiences.

League 2 channels, therefore, tend to have content that appeals to more specific taste audiences with DTH being the better platform to tap such viewers given the improved broadcast quality for every channel and targeting of upscale viewers with premium packs.

aMap is a pioneer and still is the only system in India, giving yesterday's ratings today not just by demographics, but by various other parameters as well. One such parameter is the language spoken at home by the TG. With the help of this, aMap brings an interesting angle of viewership in Bangla speaking audiences on DTH compared to Analog.

Unlike regional content viewers who are at the mercy of cable operators especially when living outside the regional geography or dominant language group, DTH transfers the choice of content in the hand of viewers exercised with the DTH pack.

Thereby rightly so, Bangla regional channels witness a growth of 114% in All India and 94% in East market on DTH compared to Analog. As seen in viewership numbers, Bengali speaking audiences living outside of East market are the real drivers for the growth of Bangla channels on DTH. Instrumental is easy access to Bengali channels with popular basic packs or regional packs that are available on DTH, anywhere in India.

Backed by its ability to offer digital signal clarity, DTH continues to play a pivotal role in the growth of the television industry. The total number of DTH households is estimated to be around 20 million in the first half of 2010, up from around 14 million in 2009 and 9 million in 2008! This enormous growth will help League 2 or niche channels will definitely gain traction. Hence aMapDTH studies will further help media planners and broadcasters to analyze the additional audiences that can be reached out by the advertiser through this medium.