The Hindu Business Line : TAM readies digital TV audience measurement

TAM Media research is preparing to have the Indian industry’s first “Digital Data” that would capture television audience figures and patterns, for channels on digital platforms such as Direct-to-Home and Conditional Access Systems.

“We will be talking to clients from April onwards, and should release our data by the end of the month. The sampling covers a good part of the market. Digital platforms account for about 30 per cent of our Elite Panel in Mumbai and Delhi, and five per cent of our National Panel. We will start with the release of the Elite Panel digital homes data, as digital TV has a skew to top-end homes,” said Mr L.V. Krishnan, CEO, TAM Media Research.

“This will finally allow advertisers to demarcate the four television universes — the terrestrial, the cable and satellite, the dish (DTH) and CAS homes — and help us plan strategies for these distinct universes,” said Mr Gowthaman Ragothaman, Managing Director, MindShare, welcoming the move. Broadcasters have also been of the view that advertisers were getting their digital audiences, so far uncaptured in TV audience measurements, at no extra cost.

Estimates vary, but the digital TV base is estimated to be as large as 17 million, if you consider DD Direct’s audience of 10 million. “It’s long awaited data, but we will have to see what kind of coverage the survey finally manages,” said Mr Jawahar Goel, MD, Dish TV.

The CAS-notified areas and existing DTH operators Dish TV, Tata Sky and Sun Direct account for an audience base of 7 million at least. Strong DTH growth rates are expected to see a further boost when Bharti and Reliance, followed by Videocon launch their services. Digital television, with the greater choice and freedom it offers to consumers, is resulting in viewing habits different from those observed in the analogue environment. “Thirty per cent of the elite panel is good enough a representation, although five per cent of the national universe could be a compromise, since there are considerable number of DTH homes that will not get captured,” said Mr Ragothaman. “But, I guess TAM has to take into account the cost of administration,” he added.

According to TAM’s own studies, conducted between 2006 and 2007, digital ownership has seen a growth of 150 per cent. An Assocham and Ernst & Young report predicts 28 per cent of the 100 million pay television market migrating to digital platforms by 2010.

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