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Fixing cracks in Agra’s digital driveway

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.

Patna and the DAS conundrum

The peculiarity of the Patna market is that it did not have any national MSO operating in the city till the govt announced its schedule for cable TV digitisation. Then Siti Cable formed a JV and GTPL entered. TVP’s research looks at how DAS has impacted ARPU, carriage and market share.

DTH rules in Pune

DTH commands 61.9% of the market in Pune with 853,463 subscribers.One healthy sign is that the Pune market is structured on a high ARPU model. This is evident from the fact that Tata Sky, considered a premium DTH brand, leads the pack. TVP’s research reveals more.

The net consumer ARPU is Rs 170 a month. According to TVP estimates, the annual subscription revenue collected by cable operators is Rs 62 crore and carriage payout by broadcasters is Rs 20 crore. TelevisionPost.com’s research also looks at the MSO and LCO dynamics of the Indore market.

Cable has deployed 110,000 STBs in Solapur while DTH accounts for just 24.13% of the DAS universe. TVP’s research looks at ARPU, size of the market, how it is divided among the players, the biz model of the MSOs and the LCO economics.

The Ad Cap Ghost

TRAI Ad CAP

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.

MSO profitability hinges on carriage, activation rev fuels EBITDA growth & acquisition to be via STBs; TelevisionPost research also says broadcasters see surge in pay TV rev amid 30% fall in carriage.




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