1. Digital Addressability Understanding the Changing TV Consumption Habits

2. Digital Addressability = Choice ? Has digitization enhanced the choice set for consumption? Are consumers exercising choice? What are key noteworthy changes?

3. To explore these aspects… We have used the TAM Elite Panel Viewership panel data We have further split the Cable & Satellite Universe into… Analog – Homes receiving cable channels through co-axial cable (without a set-top-box) Digital – Homes receiving cable channels either through DTH or Cable Set-Top-Box (STB)

4. Digitization = Contradicts traditional penetration trends Rural Penetration = 4 x Urban Penetration Thanks to DD Direct Plus (possibly the only FREE DTH service) Within Urban India… Highest Penetration Level in Mumbai+Delhi areas Thanks to the mandated rollout of CAS Highest penetration in the TAM Elite Panel Profile (SEC A1 with AC, PC & Car ownership) = 30% Mumbai + Delhi - 0.76mn Penetration – 10%

5. Base: 225,000 Base: 746,000 Base: 971,000 Elite Viewers = Give Me More !

6. Channels = Digital > Analog 27% 14%

7. Exclusivity – Meaningful ? Majority of the Exclusive Channels comprise of regional language channels Source: TAM Elite Panel Market: Mumbai Time Period: Wk 1-13 2008

8. Scenario no different in Delhi…. Majority of the Exclusive Channels comprise of regional language channels Source: TAM Elite Panel Market: Delhi Time Period: Wk 1-13 2008

9. With this context… Lets Explore… Time Spent Viewing TV Time Spent on Channel Genres (type of content) Viewing pattern through the day Sports Genre, interesting preference differences

10. No Noteworthy Differences ! What we give = We receive !!

11. Not One & The Same ! <

12. Viewing pattern thro the day…

13. Sport preferences…

14. In Sum The off-take of digitization has been unlike trends observed in the past Rural & Urban Elite (2 Metros) rank the highest More channels are being delivered through addressable systems BUT content mix clearly not very enthusing As a result,… No significant enhancement in time spent on TV Despite this, very interesting channel genre level preferences emerging between Mumbai & Delhi audiences New day-parts with different content making significant marks Sports – Much more than just cricket, unified response trend across Mumbai & Delhi DTH/Cable STB Homes – Spoilt for Choice?

15. Thank You… Presentation available on… www.tamindia.com