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Digital AddressabilityUnderstanding the Changing TV Consumption Habits

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Digital Addressability = Choice ?

Has digitization enhanced the choice set forconsumption?

Are consumers exercising choice?

What are key noteworthy changes?

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To explore these aspects

We have used the TAM Elite Panel Viewership paneldata

We have further split the Cable & Satellite Universeinto

Analog Homes receiving cable channels through co-axial

cable (without a set-top-box)

Digital Homes receiving cable channels either throughDTH or Cable Set-Top-Box (STB)

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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 ofCAS

Highest penetration in the TAM Elite

Panel Profile (SEC A1 with AC, PC

& Car ownership) = 30%

6 Metros - .95mn

Penetration 6.5%

All India Urban 1mn+ - 1.2mn

Penetration 5.2%

All India Urban 1Lac+ -1.4mn

Penetration 4%

All India Urban 1.8mn

Penetration 4%

All India Rural 6mn

Penetration 16.3%

All India 7.8mn

Penetration 9.3%

Mumbai + Delhi - 0.76mn

Penetration 10%

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Base:

225,000

Base:

746,000

Base:

971,000

Elite Viewers = Give Me More !

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Channels = Digital>Analog

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ExclusivityMeaningful ?

Source: TAM Elite Panel Market: Mumbai Time Period: Wk 1-13 2008

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Scenario no different in Delhi.

Source: TAM Elite Panel Market: Delhi Time Period: Wk 1-13 2008

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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

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No Noteworthy Differences !

What we give = We receive !!

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Not One & The Same !