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

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)

Digitization = Contradicts traditional penetration trends

Rural Penetration = 4 x Urban Penetration

Thanks to DD Direct Plus (possibly the only FREE DTH service)
Mumbai + Delhi - 0.76mn Penetration 10%
6 Metros - .95mn Penetration 6.5%

All India Urban 1mn+ - 1.2mn Penetration 5.2%

Within Urban India

Highest Penetration Level in Mumbai+Delhi areas

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%

Thanks to the mandated rollout of

CAS

Highest penetration in the TAM Elite Panel Profile (SEC A1 with AC, PC & Car ownership) = 30%

Elite Viewers = Give Me More !

Base: 225,000

Base: 746,000

Base: 971,000

Channels = Digital > Analog

Exclusivity Meaningful ?

Source: TAM Elite Panel

Market: Mumbai

Time Period: Wk 1-13 2008

Scenario no different in Delhi.

Source: TAM Elite Panel

Market: Delhi

Time Period: Wk 1-13 2008

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

No Noteworthy Differences !

What we give = We receive !!

Not One & The Same !

<

Viewing pattern thro the day

Sport preferences

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?

Thank You

Presentation available on www.tamindia.com