Agra is one of the worst digital addressable system (DAS) markets in India. Consumer ARPU (average revenue per user) is miserably low, multi-system operators (MSOs) were fighting against each other till September 2014, and local cable operators (LCOs) have not focused on increasing cable TV rates. For more than a year and a half after DAS got implemented, nothing has been corrected.
Choking inventory supply, the Hindi GECs have been able to open the door to higher ad rates. News and Hindi movie channels are in difficult terrain as they have more ad inventory to undress than their general entertainment peers. TVP’s research looks into how the ad cap ghost can impact different genres.