MUMBAI: Six weeks into the new tariff order (NTO) and the television landscape is changing, says Chrome data analytics and media report. It says that 96.5 per cent of the consumers in India are aware of the NTO, with 83.6 per cent coming to know about it via television.
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The report also highlighted the packages that the consumers have chosen. It mentioned that 50 per cent has gone with the DPO-defined packages, packages defined by operators, leaving the balance 50 per cent split into two components-- 25 per cent with packages from broadcasters and the rest from a la carte package. 26 per cent has exercised both, which is a combination of a DPO package along with some kinds of a la carte, 2 per cent don't remember what they exercised. The report signalled that the consumers felt that they were earlier paying for content that they were not willingly subscribing to. So that leaves the tariff order in the right spirit of transparency where consumers are getting an idea of what each channel and each bouquet costs and they feel empowered to pick what they want.
Specifying about the reach or Chrome connectivity (OTS faired over the last six weeks), while broadly dissected into pay that observed a downfall and FTA which witnessing a hike. On one hand, pay channels with an average national connectivity of 75 per cent went down to an average of 51 per cent. FTA on the other hand, gained from 21 per cent to 26 which is a 23 per cent gain.*
The report added that the operators right now are competing for consumers by providing the maximum number of channels within the fixed one hundred and thirty rupees. DTH –Tata Sky, Dish, Airtel – Average of 250 channels in the network capacity fee.
Networks offering maximum channels within their Base pack
HEAD END
TOTAL FTA RUNNING
TOTAL PAY RUNNING
VISION POINT DIGITAL
277
23
GAJANAN CABLE/NXT DIGITAL
274
180
NXT DIGITAL
264
37
AFTAB CABLE VISION
230
4
JAK COMMUNICATION
219
48
ATHULYA INFO MEDIA PVT. LTD.
216
14
NXT DIGITAL
190
37
CHIKHALI CABLE NETWORK
186
74
KBC DIGITAL
185
110
CRYSTAL CABLE
185
46
PUNE CABLE SYSTEM
185
42
VK DIGITAL NETWORK
179
71
NXT DIGITAL
177
38
MCBS DIGITAL
176
100
ACT DIGITAL
175
32
SITI DIGITAL
174
125
KABLE FIRST DIGITAL
173
235
GRAND GUMBER
172
8
TATA SKY
262
135
DISH TV
202
145
AIRTEL DTH
195
125
Source: Chrome LIVE, ALL India (Urban), WK 10, 2019
State wise Package offtake status
MARKET
100 FTA CHANNELS RUNNING ON NETWORKS
MORE THAN 100 FTA CHANNELS RUNNING ON NETWORKS
LESS THAN 100 FTA CHANNELS RUNNING ON NETWORKS
BIHAR
17%
67%
17%
GUJ, D&D & DNH
9%
55%
36%
KERALA
3%
72%
25%
MADHYA PRADESH
5%
31%
64%
MAH & GOA
3%
44%
53%
UP & UTTARAKHAND
2%
25%
74%
All INDIA
2%
46%
52%
*
*
MARKET
100 FTA CHANNELS RUNNING ON NETWORKS
MORE THAN 100 FTA CHANNELS RUNNING ON NETWORKS
LESS THAN 100 FTA CHANNELS RUNNING ON NETWORKS
AP & TELANGANA
0%
38%
62%
CHHATTISGARH
0%
60%
40%
DELHI
0%
42%
58%
HHPJ&K
0%
20%
80%
JHARKHAND
0%
17%
83%
KARNATAKA
0%
50%
50%
KOLKATA
0%
83%
17%
ODISHA
0%
53%
47%
PUN & CHA
0%
100%
0%
RAJASTHAN
0%
50%
50%
TN & PONDICHERRY
0%
100%
0%
WEST BENGAL
0%
89%
11%
Source: Chrome LIVE, ALL India (Urban), WK 10, 2019
According to Chrome DM, in the long term, there is a price-quantity relationship which is already happening with operators putting in maximum number of channels to get maximum subscribers. On the broadcasting level, companies are graduating from pure distribution, lobbying driven business to consumer marketing organisations.



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