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Kolkata only market with growth in Cable STB

TAM’s first round of DAS Estimation study has found that DTH dominates the Delhi and Chennai markets with more than 60% share

BestMediaInfo Bureau | Delhi | August 21, 2012

Ever since the digitisation exercise went into implementation mode, TAM has proactively begun to conduct a baseline study to capture the changing digitisation scenario in four metros. The baseline study is a once in a year study conducted by TAM to understand the changes in TV households and new technologies adopted by TV owning households, TV viewing patterns, etc.

To capture the recent movements in markets where digitisation has become fairly active, TAM has changed the once a year baseline study to a monthly study from May 2012 called ‘TAM – DAS Estimation study’. The objective behind conducting the ‘TAM – DAS Estimation study’ is to help stakeholders of the media industry such as broadcasters, advertising agencies and advertisers to gauge the changes in the digital penetration in four cities and plan strategies accordingly.

The key findings of the first phase of the study are:

Digital penetration:

  • Mumbai is leading in terms digital penetration at 33% followed by Kolkata, Delhi and Chennai with 25%, 24% & 20%, respectively
  • Mumbai and Kolkata have seen growth in digitisation across all SECs whereas Delhi and Chennai have seen lesser interest from SEC D & E

Digital platform preference:

  • DTH has dominated Delhi and Chennai markets with more than 60% share whereas 66% Mumbai preferred Cable STB
  • Kolkata witnessed shift in preference towards Cable STB with almost 18% growth

Multi TV household trends:

Multi TV homes in all metro cities have seen higher digital penetration compared with single TV home

Digitization awareness:

‘Television triumph’ has played a major role in creating awareness in all four metros followed by ‘friends’ in Mumbai and Delhi and ‘Others’ in Kolkata and Chennai (‘Others’ are mostly Cable-operated)


  • Mumbai and Delhi more aware about the correlation between digitisation and STB compared to Kolkata and Chennai markets
  • All metros saw and overwhelming intent to buy Cable STB

TAM has scheduled four more rounds of panel tracks to be concludied by end of November 2012 including a face-to-face round.

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