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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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