Direct To Home on our Doorstep!!! A TAM S-Group Exclusive An initiative from TAM Media Research & IMRB Int ernat ional
About The St udy Obj ect ive Underst and t he DTH phenomena as it st ands, come Feb 2006
Cover & Met hodology St ruct ured quest ionnaire administ ered on t he IMRB Household Panel Covers 13 States (Urban+Rural) + Delhi + Guwahati 119 Towns Sample Size 66,636 homes
Survey Period February 2006
St ruct ure of t he Present at ion
in t he digit al era Points to
the panel discussion
TV Owning Homes in India: 117 Million Number of Cable & Sat ellit e Homes: 71 Million ~ 58% of TV Owning Number of DTH Homes: 2.26 Million Number of Cable operator Set-top box Homes: 0.8 Million
Source: IMRB & TAM S-Group Study & Estimates
Urban
OR
Rural ?
Largely Rural, Dish & DD Direct penetration contrasting
Source: IMRB & TAM S-Group Study & Estimates
DTH penetration exhibiting interesting disparities
Source: IMRB & TAM S-Group Study & Estimates
Excluding the outliers
A large clust er of st at es yet t o t ick
Source: IMRB & TAM S-Group Study & Estimates
Relationship betw een Cable & DTH penetrations
Urban: DTH appears to dove-tail C&S
Rural:
Relationship between Cable & DTH penetrations
Profile of DTH subscribers
Lower SECs lead in t he urban areas while t he higher SEC t ake command in rural
Relationship between Cable & DTH penetrations Profile of DTH subscribers
Aw areness
Awareness : Miles to go Awareness of DTH
Not Aware 65%
Base: Non-DTH, TV Homes, All India (~115Mn)
Aware 35%
& the awareness drivers ..
Referral/ Word-Of-Mouth counts
Source: IMRB & TAM S-Group Study & Estimates
Relationship between Cable & DTH penetrations Profile of DTH subscribers Awareness
( Lessons from cable..)
Price has been ONE of the factors
Source: IMRB & TAM S-Group Study & Estimates
Despite low(er) price, north has been slow..
Source: IMRB & TAM S-Group Study & Estimates
DTH is largely a Rural phenomena currently Some int erest ing observat ions t o explain disparat e DTH penetration in states DTH followed cable in Urban while in Rural, it was riding on it s own Lower Urban SEC & Upper Rural SEC were early adopt ers (t he indian middle-class ?) Much ground is t o be covered on t he awareness front Cable penet rat ion has been impact ed by price (& so is DTH)
TAM is technology ready!!! TAM was expect ing t his digit al shift which is why it started to develop a new Peoplemeter It is expect ed t hat plat forms like CAS, DTH, Cable & Sat ellit e, Broadband etc. will co-exist Hence, TAM designed new digital TVM5 Peoplemeters: TVM5 is Technology/ Plat form neut ral caters to DTH, CAS, Broadband etc. Compat ible wit h bot h GSM and Landline Polling of dat a Tested and successfully implemented in many countries including Mexico, South Africa, Thailand, Korea, Malaysia, etc. Implemented in world s most successful DTH market United Kingdom To be implemented in India through what will be the world s first Elite TV Panel. Elite Panel is a separate parallel panel that is being set up by TAM to measure t he TV viewing behavior of t he Elit e/ Premium segment of the society.
Thank You!!!