Chrome Data Analytics and Media report finds attractive offers drive HD consumption
The report titled 'Now Playing: HD' talks about the rise and penetration of high definition television
BestMediaInfo Bureau | Mumbai | September 19, 2016
Chrome Data Analytics and Media, a primary research and data analytics company, has released 'Now Playing: HD', a report about the rise and penetration of high definition television in the Indian broadcast industry. The report covers key aspects of the evolution of HD TV, which will give broadcasters and advertisers a deeper insight into potential target markets. The report captures nuances of an HD TV consumer that industry players can use for maximising their consumer base.
Among a range of observations and findings, the report has come up with a list of factors that drive a consumer into purchasing high definition packs and set-top boxes. DTH & Digital Operators pushing attractive offers while selling the SD or HD DTH boxes including foregoing installation costs has emerged as a factor that greatly encourages consumers to opt for HD TV viewing.
The report concluded that HD pack top-ups were primarily event-led. It was based on the finding that during events of significance (sports tournaments), HD boxes were charged to fulfil high quality viewership needs.
Besides purchase drivers, the report goes deeply into the proliferation of DTH/ HD television across India. Out of the 168.3 million households, 41.9% have DTH/ FTA, 33.9% have digital and 24.2% have analogue connections. The report pointed out that across India, there are 8.34 million HD households out of which digital cable HD households account for 11% and DTH HD households account for 89% of the penetration.
As for the player-wise split, the report found that Tata Sky has the highest share in terms of paid DTH HD penetration. Tata Sky tops the list when it comes to hosting the maximum number of HD channels. In terms of digital cable HD penetration, Hathway leads the pack.
Chrome DM has outlined the consumer profiles in detail, by classifying them into three segments. The characteristics defined for each gives consumer insights that will be of use to both OTT players and broadcasters.
Commenting on the changing trends in TV viewership, Pankaj Krishna, MD, Chrome DM said, “HD is here to stay but understanding consumer behaviour, which is ever evolving, is the key to capture maximum markets. Also, with the launch of Reliance Jio, OTT HD consumption will be on a steep rise and we see this complementing the HD consumption growth on television.”
“We received an overwhelming response to the release of the report. Most of the leading broadcasters have already bought our report to plan their distribution strategy ahead,” he added.
The 60-page report is divided into four sections, where the first part talks about the HD penetration in India. The second and third sections talk about factors affecting consumer choice of the DTH player and the last talks about industry projections.