Mumbai ahead in the digitisation race

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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 before 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 a 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. As far as the battle between DTH set top boxes versus cable set top boxes is concerned, the survey stated, “All metros saw an overwhelming intent to buy cable set top boxes.”

DTH penetration dominated in Delhi and Chennai while Mumbai and Kolkata saw higher cable set top box penetration. Also, DTH was found to be more of SEC C and D phenomenon whereas Kolkata and Chennai saw richer households (from SEC B) shifting to DTH.