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We
have all
witnessed the Indian DTH revolution in the recent past. But what’s really interesting is how it is affecting the Cable TV? Cable TV is the dominant pay-TV distribution platform in India, with a 75% market share compared to satellite’s 25%. However, the average revenue per satellite subscriber is set to overtake cable ARPUs and is predicted to grow in tandem with the economy at a compound annual growth rate of 8% between 2010 and 2014. A survey was conducted by Content Management Systems (CMS) for Telecom Regulatory Authority of India (TRAI). Over 200 select families from each of 22 cities involving 25% households in the upper income category, 35% upper middle income group and 40% lower and middle income groups surveyed in the study, revealed the following: The competition provided by DTH has brought down subscription fees of cable operators. Consumers are now bargaining harder for better transmission quality and lower subscription fees. The survey reveals a decreasing trend in cable subscription fees across all the cities due to expansion of DTH services and subsequent competition among service providers to attract and retain consumers. The survey shows that a small amount of people in majority cities like Mumbai, Bangalore, Ahmedabad, Cuttack, Guwahati, Jaipur, Raipur, Kochi, Shimla, Dehradun, Varanasi, Jammu and Shillong would like to pay more to their cable operator. Whereas the survey also shows a moderate number of viewers would prefer to pay more in cities like Chennai, Delhi, Kolkata, Hyderabad, Bhopal, Jamshedpur, Lucknow, Patna and Chandigarh. Cable TV subscribers in 22 cities of the country shows viewers in Mumbai, Chennai, Delhi, Kolkata, Bangalore and Jaipur watch the lowest number of channels daily, switching only to limited TV programs and for fixed hours. Cable TV viewers in cities like Jamshedpur, Kochi, Cuttack, Guwahati, Ahmedabad, Bhopal and Patna comparatively watch the highest number of channels and a wider variety of TV programs daily. Whereas second rung cities like Varanasi, Dehradun, Shimla and Jammu had very low cable TV viewership. The country’s major metros are considered entertainment hubs but conversely have fewer couch potatoes than second rung cities. Analysts say this is because the metros have more people traveling long distances daily for jobs which naturally leave them with comparatively less time to watch small screen programs than people in second rung cities of the country. As per Sanjay Ghagare, vice-president (operations) of Hathway Cable and Datacom which has a major share of cable viewers in the country, “consumers are demanding quality transmission and accurate billing practices but even the cable operators have changed fast, offering digitalized services at comparatively cheaper price”. The total number of cable and satellite TV households has now gone up to over 72 million from just 1.2 million in 1992, which is a substantial growth over the years. The competition is gaining huge momentum to attract subscribers, but the part I like the best is that it’s becoming a consumers market now. We, the consumers, have a say.
Http://www.dth.co/408/cable-tv-vs-dth-growth/
have all
witnessed the Indian DTH revolution in the recent past. But what’s really interesting is how it is affecting the Cable TV? Cable TV is the dominant pay-TV distribution platform in India, with a 75% market share compared to satellite’s 25%. However, the average revenue per satellite subscriber is set to overtake cable ARPUs and is predicted to grow in tandem with the economy at a compound annual growth rate of 8% between 2010 and 2014. A survey was conducted by Content Management Systems (CMS) for Telecom Regulatory Authority of India (TRAI). Over 200 select families from each of 22 cities involving 25% households in the upper income category, 35% upper middle income group and 40% lower and middle income groups surveyed in the study, revealed the following: The competition provided by DTH has brought down subscription fees of cable operators. Consumers are now bargaining harder for better transmission quality and lower subscription fees. The survey reveals a decreasing trend in cable subscription fees across all the cities due to expansion of DTH services and subsequent competition among service providers to attract and retain consumers. The survey shows that a small amount of people in majority cities like Mumbai, Bangalore, Ahmedabad, Cuttack, Guwahati, Jaipur, Raipur, Kochi, Shimla, Dehradun, Varanasi, Jammu and Shillong would like to pay more to their cable operator. Whereas the survey also shows a moderate number of viewers would prefer to pay more in cities like Chennai, Delhi, Kolkata, Hyderabad, Bhopal, Jamshedpur, Lucknow, Patna and Chandigarh. Cable TV subscribers in 22 cities of the country shows viewers in Mumbai, Chennai, Delhi, Kolkata, Bangalore and Jaipur watch the lowest number of channels daily, switching only to limited TV programs and for fixed hours. Cable TV viewers in cities like Jamshedpur, Kochi, Cuttack, Guwahati, Ahmedabad, Bhopal and Patna comparatively watch the highest number of channels and a wider variety of TV programs daily. Whereas second rung cities like Varanasi, Dehradun, Shimla and Jammu had very low cable TV viewership. The country’s major metros are considered entertainment hubs but conversely have fewer couch potatoes than second rung cities. Analysts say this is because the metros have more people traveling long distances daily for jobs which naturally leave them with comparatively less time to watch small screen programs than people in second rung cities of the country. As per Sanjay Ghagare, vice-president (operations) of Hathway Cable and Datacom which has a major share of cable viewers in the country, “consumers are demanding quality transmission and accurate billing practices but even the cable operators have changed fast, offering digitalized services at comparatively cheaper price”. The total number of cable and satellite TV households has now gone up to over 72 million from just 1.2 million in 1992, which is a substantial growth over the years. The competition is gaining huge momentum to attract subscribers, but the part I like the best is that it’s becoming a consumers market now. We, the consumers, have a say.
Http://www.dth.co/408/cable-tv-vs-dth-growth/
