Mumbai leads STB penetration, SEC A early adopters: Tam

MUMBAI: Of the three metros, Mumbai leads in Cas (conditional access system) adoption with a 25 per cent penetration in set-top boxes (STBs), according to a study by Tam.

While Mumbai has 139000 subscribers buying STBs on a Cas home of 548000, Delhi has a 14 per cent penetration with 97000 out of 676000 homes opting for boxes.

Kolkata is a clear laggard with a 10 per cent penetration, indicating significant differences in offtake across the three metros. Out of 409000 homes, 41000 subscribers have gone ahead and bought boxes.


"Of the 1.63 million homes covered by the Cas footprint, 277000 homes had taken up a STB/DTH connection to access pay channels. Pay TV homes amounted to 17 per cent of the Cas-mandated area," the study said.

In the first week of January, Tam commissioned AC Nielsen to conduct a ‘Pay TV Homes’ estimation study in the Cas-mandated zones of Mumbai, Delhi and Kolkata. The fieldwork periods were 12-16 January in Mumbai, 11-15 January in Delhi and 11-16 January in Kolkata. The fieldwork mid-point was 14 January, Tam said.

Tam further divided the zones into 100 sampling nodes, ensuring "adequate geographical coverage." It conducted face-to-face interviews using a structured questionnaire. The interviewee was the decision maker pertaining to cable subscription. The sample size was 2250 respondents (750 per city).


According to the study, an additional 198000 homes claimed to have subscribed but are awaiting installation of ‘pay TV services.’The ‘under served’ segments included 109000 (20 per cent awaiting installations) in Mumbai, 43000 (6 per cent) in Delhi and 46000 (11 per cent) in Kolkata.

"Cumulatively, 475000 homes had subscribed comprising 29 per cent of the Cas-mandated homes," the study said.

There are 7.96 million cable homes across the three metros with 1.63 million (approximately 21 per cent) falling under the Cas-mandated zones. Mumbai has 3.25 million cable homes while in Delhi it is 2.61 million and in Kolkata 2.1 million.

The highest offtake for the boxes is in the SEC A strata of Mumbai. Interestingly, the response by Mumbai‘s SEC C is nearly on par with those from SEC A residing in Delhi and Kolkata There is zero demand from SEC D/E in Kolkata. "The offtake levels vary significantly across markets even at a SEC level. The highest offtake is observed in the higher SEC and it declines as one comes down the SEC ladder. Owing to the pre-dominant non-responsive lower SEC, the offtakes seem to have got dampened significantly," the study pointed out.

Despite low offtake in Kolkata, consumer awareness appeared to be higher than in Delhi and Mumbai. Consumers residing in Delhi appeared to be the least aware.

While consumer awareness has significant ground to cover, price remained the pre-dominant reason for subscribers preferring to decide in favour of free-to-air (FTA) channels.


Latest Reads
Highly-beneficial interactions take place at Broadcast India '16

The 26th Broadcast India Show concluded over the weekend in Mumbai, and was easily the most exciting Broadcast India Show yet. With thousands of eager, high-quality trade visitors swarming the show floor, a sentiment signalling highly-beneficial exchanges and interactions echoed through the halls...

Technology Software Applications
India, China to propel APAC, beat CAS Europe market share

APAC is expected to overtake the market share of Europe in future due to an increasing demand for digital TV set-up boxes in countries such as China and India. North America and Europe dominated the global CAS market in 2015. APAC region is estimated to mark a growth rate of 12.0 per cent CAGR...

Technology Hardware Set-top Boxes
India lucrative market for 4K UHD STBs: Grand View Research

Here’s a view on the demand for 4K or ultra high definition (UHD) set-top boxes (STBs) in India.

Technology Hardware Set-top Boxes
Infor appoints Dass as south Asian subcontinent V-P

Infor, a leading provider of business applications specialized by industry and built for the cloud, has appointed Ashish Dass as the vice president and managing director for the south Asian subcontinent. Infor software helps eliminate the need for costly customization through embedded deep...

Technology Software Applications
Siti & DishTV opt for Conax conditional access

The Essel group has been using Conax’s tech for sometime now for its Siti Network (earlier known as Siti Cable). Now the group has extended that partnership for another product for both Siti Network and DTH operator Dish TV India. This time it is for the cardless set top boxes that the two are...

Technology Hardware Set-top Boxes
Imagine Communications extends functionality of Selenio One unified transcoding platform to OTT

MUMBAI: Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced a high-density adaptive bitrate (ABR) transcoding product built on Selenio One™, the company’s software-defined linear transcoding platform. Selenio One is designed...

Technology Hardware Components
DJI Makes Your Smartphone Smarter with the New Osmo Mobile

DJI, the world leader in creative camera technology, Thursday launched the Osmo Mobile, an extension for smartphones that turns them into intelligent, precision camera systems.

Technology Hardware Components
Prime Focus Tech gets funding from PE firm Ambit Pragma

MUMBAI: Prime Focus Technologies (PFT) – the technology offshoot of media services company Prime Focus - informed the Bombay stock exchange today that it had received its first round of funding from growth capital private equity fund Ambit Pragma.

Technology Software Applications
Three new products developed by C-DOT launched on its Foundation Day

Communications Minister Manoj Sinha today expressed the hope that 100,000 Gram Panchayats (GPs) will be connected through Optical Fibre Cable (OFC) by March next to set up a network infrastructure to serve the rural masses.

Technology Hardware Distribution

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories