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Over 70% digitisation completed in Phase III across India: Chrome

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MUMBAI: Amidst huge confusion of how much of the Phase III of Digital Addressable System (DAS) has actually happened on ground, Chrome Data Analytics & Media released extensive data on the status of digitisation.

Chrome Data Analytics founder Pankaj Krishna says, “The government mandated an extended deadline for DAS Phase III to Dec’15; we witness 70.04 per cent of Phase III as digitised – which I feel is decent progress considering the various challenges that digital comes with. Digitisation is imperative; transparency in transactions, subscription and carriage, entry/existence of more niche channels, consolidation of cable networks (more so in 10lac below population strata), increase in retail, regional, geographical level advertising and marketing, increase in viewership of content as well as an increase in e-commerce/e-transactions (broadband connected homes) will increase as a subset of digitalisation.”

In terms of households, Bihar leads the tally with 100 per cent digitisation as per the Chrome analysis. Goa too reached the 100 per cent analysis mark, while Punjab successfully digitised 99 per cent of the Phase III areas.

Telangana, which legally fought its way through to a stay order on DAS, surprisingly has 82.50 per cent of the Phase III areas digitised.  

Uttar Pradesh, which has the maximum number of cities in it, has over 30 per cent households yet to be digitised.  

Tamil Nadu, which is yet to digitise its Phase III areas, has over 1095 cities in it, while Uttar Pradesh is not far behind with 906 cities.  

Moreover, with the unprecedented rains and floods in December last year, Tamil Nadu is yet to start digitising the Phase III areas. Uttarakhand has over 54.32 per cent left to be digitised.

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