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A STB (Set-Top-Box) Penetration Study
by TAM MEDIA RESEARCHImpact of CAS Implementation
Topline FindingsFebruary 10, 2011
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About
Come Jan 2011, CAS got implemented in the Zone-1 areas of Mumbai, Delhi,& Kolkatta
In the first week of the month, TAM commissioned AC Nielsento conduct a Pay TV Homes estimation study in the CAS -mandated zones of Mumbai, Delhi & Kolkatta
The fieldwork periods were
Mumbai : 12 th to 16 th January, 2011
Delhi : 11 th to 15 th January, 2011
Kolkatta : 11 th to 16 th January, 2011
The fieldwork mid-point : 14 th January 2011
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Methodology
This study was purposively limited to the CAS-mandatedzones in the cities of Mumbai, Delhi & Kolkatta
The Zones were further divided into 100 sampling nodes,ensuring adequate geographical coverage of the Zones
Face-to-Face interviews using a structured questionnairewere conducted. The interviewee was the decision makerpertaining to cable subscription.
Sample Size = 750 respondents/city => 2,250 respondentsacross 3 cities
The fieldwork period was kept very tight & 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 themandated zones)
C&S Homes under the mandated areas,in the respective cities
Mumbai : 17% (0.55Mn of the 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 the mandated zones of therespective cities
2. Profile of the early adopters
3. Consumer Awareness
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Waiting 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% awaitinginstallations)
Delhi 0.43L (6% awaitinginstallations)
Kolkata 0.46L (11% awaitinginstallations)
5.48
1.09
6.76
0.43
4.09
0.46
16.33
1.98
Mumbai Delhi Kolkatta 3-Metros
C&S Homes (Lacs)* Homes awaiting installation(Lacs)**Homes under the CAS-mandated zones
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Cumulatively
2514 10
17
20
6 1112
55
80 7971
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mumbai Delhi Kolkatta 3-Metros
Installed Awaiting Installation Undecided
Mumbai most responsive 25% homes had converted 20% awaiting installation
Delhi & Kolkatta response rateslevel, at an aggregate level
Delhi was better served (14%) thanKolkatta (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 the 16.33L cable homes falling under the CAS-mandated
zones across the 3 metros 2.77L homes had already opted for a STB/DTH connection(17%) An additional 1.98L homes had subscribed but were awaiting for the
installation (12%)
Cumulatively, 4.75L homes had subscribed comprising 29% of the CAS-mandated homes
At individual metro levels Mumbai 1.39L homes installed + 1.09L awaiting installation = 2.48L
homes subscribed Delhi 0.97L homes installed + 0.43L awaiting installation = 1.4L
homes subscribed Kolkatta 0.41L homes installed + 0.46L awaiting installation = 0.87L
homes subscribed
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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 the cable homes in the 3-metros
fell under the CAS-mandated area (Zone 1) Off-take of the boxes was highest in Mumbai, followed by
similar levels in Delhi & Kolkatta (Installed + AwaitingInstallations)
A significant quantum of homes were awaitinginstallations (12% of 3-Metro C&S Homes)
The penetration of CAS had pre-dominantly taken off inthe higher SECs of all the metros, zero off -take in the
lowest SECs of Kolkatta Consumer Awareness has significant ground to cover Price, as expected, remained the pre-dominant reason
amongst homes that had opted to remain FTA
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Implications for TAM
TAM will continually conduct & publishresults from its monthly STB-penetrationstudies and commensurate changes broughtabout in the panel