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New study plots shifts in viewer navigation behaviour post digitisation

MUMBAI: Leading EPG specialist What’s-ON has conducted a multi-city study to plot viewer navigation behaviour changes in the aftermath of cable TV digitisation to understand the way viewers search channels, discover new programmes and reach the channels they want to watch.

As per the Television Search Navigation & Discovery (T-SeND) study on viewer navigation behaviour in digital addressable system (DAS) Phase I and II cities, there is a correlation between the operator STB menu and the way a viewer reaches a channel.

The more complicated the STB menu, the more viewers dread using the remote forcing them to remember channel numbers and randomly surf channels.

The study also notes that about 86 per cent of viewers across DAS I and II cities were aware of electronic programme guide (EPG) features. However, substantial variations were observed across towns—while Delhi had the highest awareness with 99 per cent, Kolkata had 70 per cent EPG awareness.

The study further states that a quarter of cable and satellite (C&S) homes in DAS I and II homes have noticed advertisements on the EPG menu. Younger viewers seem more evolved in interacting with operator menu to reach channels. They displayed greater depth of the STB menu usage.

Almost half the viewers (46 per cent to be precise) were not aware of channel packs they are subscribed to. Viewers in metropolitan areas were the least aware about this.

The study was conceptualised and designed by TV Street Maps, a division of What’s-ON that specialises in TV channel distribution monitoring. Hansa Research was brought in to do the field survey across Phase I and II cities.