Viewership for free-to-air channels rises

Since the introduction of conditional access system (CAS) in Mumbai, south Delhi and parts of Kolkata on January 1 this year, free-to-air Hindi entertainment channels "" mainly Star Utsav and DD1 "" have expectedly witnessed a rise in their share of overall viewership in these areas.

CAS requires set-top boxes to view pay channels, while there is no change for watching free-to-air ones.

During the four-week period prior to CAS (December 2006), Star Utsav's channel share was 'nil' in Delhi, according to TAM Media Research.

By the end of January, this share went up to 6. In Kolkata, the share increased to 8 from 3 and in Mumbai to 3 from 1. DD1 followed a similar trend.

Pay channels showed contrasting trends. Many channels of the STAR and Sony families lost ground while the Zee network, particularly Zee Cinema, gained.

The kids segment too did well. Except Cartoon Network, all others such as Nick, Hungama TV, POGO and Toon Disney either increased their share or maintained it. STAR Plus, Sony, Star One, SAB and Sahara One saw a downward trend in the three metros.

Star Plus' channel share in Kolkata has dropped from 41 in December to 35. In Delhi, the share dropped from 39 to 36. However, Mumbai was the only exception, where the channel's share went up marginally from 41 to 42.

"The drop in channel shares is more because of the shortage of set-top boxes and delay in installation of direct-to-home systems in households," said Paritosh Joshi, president, ad sales and distribution, Star India.

Zee TV, however, is the only pay channel that has managed to hold on to its share in Mumbai and Kolkata.

Broadcasters, however, are hopeful that the situation as more households install either set-top boxes or DTH connections.