Post-digitization changes in TV viewing patterns

Post-digitization changes in TV viewing patterns among the lowest income groups in Delhi

Background

A complete shift of television from analog to digital systems was mandated by an amendment to the Cable TV Act in 2011. The digitization of cable connections has been implemented across the country in different phases.

In the first phase, the metro cities were to be digitised and Delhi’s switch off deadline was Octotober 2012.

This made having a set top box compulsory for every TV set in every household to view the digitised channels. Today, TV viewers in India have four options of access:

• Cable with a set top box

• Direct To Home (DTH)

• Doordarshan’s terrestrial connection with or without the antenna

• Doordarshan’s subscription-free DTH platform, DD Direct Plus

Objective

Digitization has had different impacts, both good and bad, on the TV-viewing patterns of the lowest income groups, some of which are as follows:

•       Cost for cable subscription is higher

•       Higher number of channels are available

•       Broadcasters get to know the exact number of subscribers

•       Improved quality of transmission

 

This study was conducted to find out how households with cable have been impacted by digitisation which has made set top boxes compulsory for every household. The following questions were addressed:

•       How are people in the identified areas watching or accessing television post- digitization?

•       Whether there has been a change in their mode of access in the last two years?

•       Whether digitization and set top boxes have made people drop out of watching cable television or not?

•       What are the options people have to view television post-digitization?

Key findings 

1.      The majority found the earlier cable connection without a set top box much cheaper;

2.      Many families took a long time to switch over, primarily because of the higher cost;

3.      Viewers prefer the cable connection with a set top box over DTH because it offers a superior television viewing experience in terms of picture quality, variety of channels, ease of use and flexible payment options. But the higher cost lowers their satisfaction;

 

4.      For cable operators, digitization has meant loss of income, owing to fewer customers and more administrative and maintenance costs to operate the connections;

 

5.      Some people who prefer DTH over cable with a set top box do so because DTH is relatively cheaper and allows flexibility of payment;

 

6.      For the poorest among the poor, watching television, their sole means of entertainment, has become unaffordable;

7.       That said, poverty is not a deterrent to watching television. Families report cutting back on food and household expenses, and even borrowing money, to pay for a connection;

8.      Doordarshan has lost favour, with respondents finding its content dated. It is watched mainly by those who cannot afford a cable with a set top box or DTH.

 

Methodology

The study was conducted in six slum areas in Delhi, all of which come under the Socio-Economic Classification E. The areas were Kalyanpuri, Subhash Camp, RamchandBasti, SaboliKhadda, Rajasthani Camp and TulsiramBagicha.

 

See file for detailed report .