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For
the first time in the country a census of Cable TV Households
is being conducted by the Delhi-based Centre for Media Studies
(CMS). The first report of CMS C&S (cable & satellite) census
is expected in the first week of May. This census establishes
actual number of cable connections and actual availability
of channels.
The
census of Cable TV households will help streamline cable
television operations in the country as an industry. The
report acquires added relevance in the context of recent
proliferation of pay channels, a CMS release says.
Even
more, once the census report is available the present subscription
rates, both at household and cable operator levels, are
likely to be rationalised and fixed more transparently.
A
presentation of the initial report of CMS census will be
made mid-May 2002 to all stakeholders - operators, channels,
advertisers and agencies and IRD manufacturers. This report
could also be used to validate the figures on subscribing
households.
This
census will also help bring out more reliably the penetration
of television channels among households and help reach the
currently "unreached" households. The CMS census of C&S
households will hopefully remove some of the friction between
Cable TV operators and channels.
"Cable
TV operators in India deserve all-out praise for their initiatives
and enterpreneurship. In fact, without their adventurous
role, India would not have been where it is today in terms
of growth and spread of television," said Naveen Surapaneni,
project director of CMS Census operations, while announcing
the census recently.
CMS
is a pioneer in India in media research in the country including
Cable TV. CMS researchers were involved in the early years
in developing methodologies for NRS, TV Viewership ratings
in India. CMS had earlier conducted studies on Cable TV
operations as a part of it larger study on communication
infrastructure in the country.
The
CMS census of Cable TV households aims to serve the television
industry in same way as the ABC report for the circulation
of newspapers.
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