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 Aware

65% 35%

Base: Non-DTH, TV Homes, All India (~115Mn)

& 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!!!