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Digital TV Watchers Spend More Time In Front of TV
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A report by the television rating agency TAM says that the viewers of digital TV spend more time watching Television than those having analogue TV. Digital TV includes DTH and the Conditional Access System (CAS).
TAM data shows that digital TV watchers also watch more number of channels compared to the analogue TV audience. 186 minutes, compared to 150 minutes.
Covering approximately 70,000 homes, the study was carried out during April 2006-end-2007. The study was done in two phases.
Very interestingly, the number of digital TVs is more in rural India than in urban India. As much as 3 times higher.
The results of the study clearly demonstrate the rising inclination of the Indians towards digital TV. Superior picture quality, clear sound and easier payment structure have been a few factors which have supported the adoption of the digital Television.
The market is yet in its nascent stage. Recently, Reliance launched its DTH service, BIG TV, and now, Bharti is planning to enter the market soon. This makes it a total of six DTH players in the Indian market. Along with this, there are also plans of launching IPTV. Reliance might launch IPTV by the year-end. MTNL is already giving IPTV service in Mumbai and Delhi. Seems like the Indian TV audience has come of age. With better delivery technology, I hope something this revolutionary can be done on the content side, too. Or is it too much to ask for?
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