Mumbai leads digital penetration as per TAM-DAS study

While the implementation of digitization in four metros would have been put off till October 31, 2012, there is no let down as far as the penetration in these metros are concerned. If a recent TAM Media Research- Digital Addressable System (TAM-DAS) is to be believed digital penetration is on the rise in the top four metros of Mumbai, Delhi, Kolkata and Chennai.  According to the TAM –DAS Mumbai leads the pack with 33 per cent digital penetration, followed by Kolkata, Delhi and Chennai with 25, 24 and 20 per cent, respectively. 

 

The study would be conducted as a four-phase survey, with the first being released now, in order to measure digital penetration in the run up to and post-October digitisation deadline. The findings indicate that  amongst digital platforms  - between set-top box (STB) and direct-to-home services (DTH), 60 per cent respondents preferred STBs in Mumbai whereas DTH was preferred by 60 per cent respondents in Delhi and Chennai market. Further the study indicated that there was an overwhelming intent to buy cable STBs amongst analogue respondents when they switch to digital. The percentage of analogue homes which intend to shift to digital cable TV is overwhelming led by Mumbai (92 per cent), Kolkata (89 per cent), Chennai (84 per cent) and Delhi (81 per cent). 

 

The study, which looks at the penetration of digital TV platforms, took a sample size of 12,000 homes across the four metros.

 

The study further found that Kolkata had also witnessed high growth in adding digital households compared to other cities. It also found that viewers in Mumbai and Delhi were more aware about the correlation between digitisation and set top boxes compared to those in Kolkata and Chennai. Also, respondents said that the television itself had played a key role in creating awareness about digitisation. As far as the battle between DTH set top boxes versus cable set top boxes is concerned, the survey found that all metros saw an overwhelming intent to buy cable set top boxes. 

 

The share of DTH in total digital TV homes in Mumbai dropped to 34 per cent in June 2012 from 38 per cent in January 2012 and in Kolkata to 29 per cent from 48 per cent. The share of digital cable TV homes has remained flat in Delhi (40 per cent) and Chennai (26 per cent). The fall in the proportion of DTH homes in Kolkata was steep as the share of digital cable TV homes rose by a sharp 18 per cent in the eastern city.