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Digital Addressability

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….

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Digital Addressability

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  1. Digital Addressability Understanding the Changing TV Consumption Habits

  2. Digital Addressability = Choice ? • Has digitization enhanced the ‘choice set’ for consumption? • Are consumers exercising choice? • What are key noteworthy changes?

  3. 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)

  4. Mumbai + Delhi - 0.76mn Penetration – 10% 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%

  5. Elite Viewers = Give Me More ! Base: 971,000 Base: 746,000 Base: 225,000

  6. Channels = Digital>Analog 14% 27%

  7. Exclusivity – Meaningful ? • Majority of the “Exclusive Channels” comprise of ‘regional language’ channels Source: TAM Elite Panel Market: Mumbai Time Period: Wk 1-13 2008

  8. 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

  9. 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

  10. No Noteworthy Differences ! • What we give = We receive !!

  11. < Not One & The Same !

  12. Viewing pattern thro’ the day…

  13. Sport preferences…

  14. 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?

  15. Thank You… Presentation available on… www.tamindia.com

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