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'Small-town viewers surf more channels than those in metros'
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#1
NEW DELHI: Viewers in smaller towns watch more TV channels than those in metro cities, a survey by TRAI has found. So viewers in Jamshedpur, Raipur and Kochi tune in to as many as 15 channels followed by Cuttack and Guwahati with 14 while viewers in metro cities like Bangalore and Delhi watch only an average of 8 channels. Mumbai and Kolkata were a tad less selective with 10 channels while Chennai tuned in to 9 channels.

The rapid assessment survey conducted by TRAI to assess viewer habits interviewed 4,400 households in 22 cities in April 2010. According to the report, there has been a decrease in the cable subscription fee charged from viewers. One of the reasons observed by the study team is the expansion and availability of cable and satellite channels through direct to home service. "This has made the market more competitive compelling the local cable operators to bring down the monthly subscription fee,'' the report said. The subscription bill across cities has come down from an average amount of Rs 185 per month as against Rs 200 per month reported in 2007. The highest is reported in Shillong (Rs 319) and lowest in Chennai (Rs 106).

Indian cable and satellite industry is one of the fastest growing in the world. From a mere 410,000 cable and satellite households in January 1992, the number of cable homes went up to 1.2 million by November 1992. Since then the number has increased to 72 million.

Compared to 2007, the percentage of households showing willingness to pay more better services through digitisation has come down. As against 90% in 2007, only one-fourth in 2010 expressed willingness to pay more. Viewers -- according to the survey -- felt that paying more to local cable operators had not resulted in an improvement of service. The second reason was that it was considered a better option to opt for a DTH connection instead of paying for cable services.

Source: The Times Of India

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#2
Dth with definitely provide adequate channels alongwith service to this segment of rural viewers.
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