In 2011, there will be 38 million digital television homes in India, according to a study by TAM Media Research, a television viewership monitoring agency. Together, direct-to-home (DTH) and digital cable add up to 29 million households today. In these homes, viewers access television programmes through a set-top box, which offers more channels, better video quality and easy navigation. Increased digitization is altering the way viewers are consuming content. Though cricket appeals to viewers across the country, sports such as football, tennis, wrestling and Formula One are also being watched in digital homes. Viewership skewing towards films, business news and English entertainment is also visible.
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Set-top boxes are also driving viewership in the Hindi-speaking markets (HSM), too,where the total time spent on television has risen from 151 minutes a day in week one to 160 minutes in week 48 of 2010.
TAM’s study on digital television homes was conducted in collaboration with Nielsen and IMRB between September and November 2010 with a sample size of 70,000television viewing households.
Graphic by Ahmed Raza Khan/Mint