A STB (Set -Top-Box) Penet Rat Ion St Udy

8/14/2019 A STB (Set -Top-Box) Penet Rat Ion St Udy

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A STB (Set -Top-Box) Penet rat ion Study

by TAM MEDIA RESEARCHImpact of CAS Implementation

Topline FindingsFebruary 10, 2007


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About

Come Jan 2007, CAS got implemented in t he Zone- 1 areas ofMumbai, Delhi & Kolkatta

In t he f irst week of t he month, TAM commissioned AC Nielsen

to conduct a Pay TV Homes est imat ion study in the CAS-mandated zones of Mumbai, Delhi & Kolkatta

The fieldwork periods were

Mumbai : 12 th to 16 th January, 2007

Delhi : 11 th to 15 th January, 2007

Kolkatta : 11 th to 16 th January, 2007

The fieldwork mid- point : 14 th January 2007


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Methodology

This study was purposively limit ed to the CAS- mandatedzones in t he cit ies of Mumbai, Delhi & Kolkatta

The Zones were further divided into 100 sampling nodes,ensuring adequate geographical coverage of t he Zones

Face -to -Face interviews using a structured questionnairewere conduct ed. The int erviewee was the decision makerpert aining to cable subscript ion.

Sample Size = 750 respondents/ cit y => 2,250 respondentsacross 3 cities

The f ieldwork period was kept very t ight & synchronizedacross the 3 metros, to ensure comparability


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The footprint of CAS

3.25

2.61

2.10

7.96

0.55

0.68

0.41

1.63

Mumbai

Delhi

Kolkatta

3-Metros

C&S Homes (Mn) CAS-mandated Homes (Mn)

Of the 7.96 Mn cable homes across the3 metros, 1.63 Mn cable homes fallunder the CAS -mandated zones(approx. 21% homes fall under the

mandated zones) C&S Homes under the mandated areas,

in the respective cities

Mumbai : 17% (0.55Mn of t he 3.25Mncable homes)

Delhi : 26% (0.68Mn of 2.61Mn cablehomes)

Kolkatta : 20% (0.41Mn of the 2.1Mncable homes)


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Scope of the study

1. CAS adoption in t he mandated zones of t herespective cities

2. Profile of the early adopters3. Consumer Awareness


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STB/ DTH off-t ake

Across the 3 -metros Of the 16.33L homes covered by

the CAS footprint, 2.77Lac homeshad taken up a STB/DTH connectionto access pay channels

Pay TV homes amounted to 17% ofthe CAS -mandated area

Off-take across the metros exhibitsignificant differences Mumbai 1.39Lac of 5.48Lac (25%

penetration)

Delhi 0.97Lac of 6.76Lac (14%penetration)

Kolkata 0.41Lac of 4.09Lac (10%penetration)

5.48

1.39

6.76

0.97

4.09

0.41

16.33

2.77

Mumbai Delhi Kolkat t a 3-Metros

C&S Homes (Lacs)* STB/ DTH Homes (Lacs)**Homes under the CAS - mandated zones


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Wait ing in the wings

Across the 3 -metros An additional 1.98L homes claimed

to have subscribed but awaitinginstallation of pay TV services

An additional 12% cable homeswaiting in the wings

The under served segments variedby the respective metros Mumbai 1.09L (20% awaiting

installations) Delhi 0.43L (6% awaiting

installations) Kolkata 0.46L (11% awaiting

installations)

5.48

1.09

6.76

0.43

4.09

0.46

16.33

1.98

Mumbai Delhi Kolkat t a 3-Metros

C&S Homes (Lacs)* Homes await ing installati on(Lacs)**Homes under the CAS - mandated zones


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Cumulatively

2514 10

17

20

6 1112

55

80 79 71

0%

10 %

20 %

30 %

40 %

50 %

60 %

70 %

80 %

90 %

100%

Mumbai Delhi Kolkat t a 3-Met ros

Installed Awai ting Installa tion Undecided

Mumbai most responsive 25% homes had converted 20% awaiting installation

Delhi & Kolkatta response rates

level, at an aggregate level Delhi was bet t er served (14%) than

Kolkatta (10%) At a 3 -metro level

17% homes installed 12% homes awaiting installation Nearly 1/3 rd of the mandated area

responded favorably for conditionalaccess to pay channels


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Numerically speaking

Of t he 16.33L cable homes falling under t he CAS- mandatedzones across the 3 metros 2.77L homes had already opted for a STB/ DTH connect ion(17%) An addit ional 1.98L homes had subscribed but were await ing for t he

installation (12%) Cumulat ively, 4.75L homes had subscribed comprising 29% of the C A S-

mandated homes

At individual met ro levels Mumbai 1.39L homes inst alled + 1.09L await ing inst allation = 2.48L

homes subscribed Delhi 0.97L homes inst alled + 0.43L await ing inst allation = 1.4L

homes subscribed Kolkatta 0.41L homes inst alled + 0.46L await ing inst allation = 0.87L

homes subscribed


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SEC-wise penet rat ion

45%

24%27%

5%

9%

3%

33%

15% 14%

6%

21%

0%

5%

10 %

15 %

20 %

25 %

30 %

35 %

40 %

45 %

50 %

Mumbai Delhi Kolkat t a

SEC A SEC B SEC C SEC D/E

The highest off -take is observed in thehigher SEC & the off -take declines asone comes down the SEC ladder

The off -take levels vary significantlyacross markets even at a SEC level Highest off -take is observed in the SEC

A strata of Mumbai & zero off -take inSEC D/E of Kolkatta

The response by Mumbais SEC C isnearly on par with those from SEC Aresiding in Delhi & Kolkatta

Owing to the pre -dominant non -responsive lower SEC, the off -takesseem to have got dampenedsignificantly

Base : Installed STB Subscribers


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Awareness Maj or ground t o make

54

44

23

73

41

9

59

10

47

Has CASbeen

mandated inthe completecity (Yes%)

Is STBrequired toview free toair channels

(Yes%)

Rent for Se tTop Boxes(Aware%)

Mumbai Delhi Kolkatta Three areas were probed to check for

awareness levels Knowledge of CAS -mandated areas Requirement of a STB for viewing FTA

channels Rental schemes for S TB s

Despite low off -take in Kolkatta ,consumer awareness appeared to behigher than in Delhi & Mumbai

Consumers residing in Delhi appeared

to be the least aware of counter -partsfrom Mumbai & Kolkatta

Lets now see what the stated reasonsfor not buying into CAS

Base : All TV Homes


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Pre-dominant reason Pricing !!(among non -STB Homes)

26

32

13

72

46

83

2

22

4

Mumbai

Delhi

Kolkatta

Satisfied with existing channels that I receiveThese services are very expensiveOthers

Base : Non- STB Subscribers


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Summing Up

Approximately, 21% of t he cable homes in t he 3- metrosfell under t he CAS- mandated area (Zone 1)

Off-t ake of t he boxes was highest in Mumbai, followed bysimilar levels in Delhi & Kolkatta (Installed + AwaitingInstallations)

A signif icant quant um of homes were await inginstallations (12% of 3 -Met ro C&S Homes)

The penetration of CAS had pre- dominantly taken off inthe higher SEC s of all the metros, zero off -take in the

lowest S E C s of Kolkatta Consumer Awareness has signif icant ground to cover Price, as expected, remained t he pre- dominant reason

amongst homes that had opted to remain FTA


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Implicat ions for TAM

TAM will cont inually conduct & publishresult s from it s monthly STB-penet rat ionstudies and commensurate changes brought

about in the panel
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A STB (Set -Top-Box) Penet Rat Ion St Udy