Mumbai is leading the pack in the digitisation drive leaving the three other metros, New Delhi, Kolkata and Chennai, behind, according to a TAM estimation study.

The study, which was done to estimate the penetration of digitisation in the run up to the first phase, found that Kolkata had also witnessed high growth in adding digital households compared to other cities. Television households in the four cities need to switch to a set top box to watch the tube after November 1.

Digitisation in Mumbai and Kolkata has witnessed more growth from all sections of television households. However, in New Delhi and Chennai, it is trailing behind in terms of traction from SEC (socio-economic class) D & E.

The study used as sample of 4,600 television households across the four cities and did monthly readings from April to June.

The survey also found that viewers in Mumbai and Delhi were more aware about the correlation between digitisation and set top boxes compared to those in Kolkata and Chennai. Also, respondents said that the television itself had played a key role in creating awareness about digitisation.

meenakshi.v

@thehindu.co.in

(This article was published in the Business Line print edition dated August 20, 2012)
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