This month, the curtain falls on Analog Cable TV, in India. The entire country is to shift to digital CATV from April. Can this genuinely be achieved? It has taken more than 3 years, to install 70 million Cable TV STBs, to date. Compulsory digitisation in DAS..........
183M INDIAN TV HOUSEHOLDS
According to the Broadcast Audience Research Council (BARC) India, the number of Indian TV households has spurted from 154 million in 2015 to 183 million in 2016.
While the number of TV Households (HH) in urban areas grew 8.86% from 77.544 million TV HH, there was a huge (23%) spurt in rural TV HHs to 98,639 million, in just 2 years.
These and other details were revealed in BARC India's Broadcast India Survey 2017, which was conducted over a 4 month period from November 2016 to February 2017.
A closer look at the BARC India's Broadcast India Survey 2017, shows that, urban TV HH growth in the past 2 years has occurred primarily in SEC B and C category cities & towns. The SEC A cities seem to have reached saturation point.
The number of rural TV households has grown to almost 100 Million by Feb 2017.
The presence of almost 100 million rural TV households will have significant ramifications on the way advertisers spend their ad budgets on TV. Channels will a greater reach in rural areas, and channels watched on rural-centric platforms like FreeDish are likely to benefit the most.
The new TV universe figures will be implemented from Week 8, 2017 by BARC India. n