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 .

26 Million Number of Cable operator Set-top box Homes: 0.TV Owning Homes in India: 117 Million Number of Cable & Sat ellit e Homes: 71 Million ~ 58% of TV Owning Number of DTH Homes: 2.8 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 .

All India (~115Mn) .Awareness : Miles to go Awareness of DTH Not Aware 65% Aware 35% Base: Non-DTH. TV Homes.

.& 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 .

Source: IMRB & TAM S-Group Study & Estimates .Despite low(er) price. north has been slow..

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) .

South Africa. 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. Thailand. Malaysia. Cable & Sat ellit e. Broadband 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. DTH. 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. Korea. will co-exist Hence.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. TAM designed new digital TVM5 Peoplemeters: TVM5 is Technology/ Plat form neut ral caters to DTH. . etc.

Thank You!!! .

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