By A Correspondent
Leading broadcast distribution research firm Chrome Data Analytics and Media , has released ‘Now Playing: HD’, a report on the rise and penetration of High Definition Television in India.
The report, notes a communiqué, covers key aspects of the evolution of HD TV, which primarily gives broadcasters and advertisers a deeper insight into potential target markets.
Amongst a range of observations and findings, the report has come up with a list of factors that drive a consumer into purchasing high definition packs and set top boxes, such as:
# DTH and digital pperators push attractive offers while selling the SD or HD DTH boxes including foregoing installation costs that greatly encourage consumers to opt for HD TV viewing.
# On events of significance (like sports tournaments), HD boxes were charged to fulfil high quality viewership needs which means HD pack top ups were primarily event led.
Besides purchase drivers, the report also goes deeply into the proliferation of DTH/ HD television across India. Following are the top-line findings around the same:
# Of the total universe of 168.3 mn households, 41.9% have DTH/ FTA, 33.9 per cent have digital and 24.2 per cent have analog connections.
# Across India, there are a total of 8.34 mn HD households, of which Digital Cable HD households account for 11 per cent and DTH HD households account for 89 per cent of the penetration.
# As for the player-wise split, Tata Sky has the highest share in terms of paid DTH HD penetration.
# Tata Sky also tops the list when it comes to hosting the maximum number of HD channels.
# In terms of Digital Cable HD penetration, Hathway leads the pack.
Commenting on the changing trends in TV viewership, Pankaj Krishna, MD, Chrome DM said “HD is here to stay but understanding consumer behaviour, which is ever-evolving, is the key to capture maximum markets. Also, with the launch of Reliance Jio, OTT HD consumption will be on a steep rise and we see this complimenting the HD consumption growth on television.â€