Is Digitisation a welcome change for Indian Television ?
Finally the 1st phase of cable TV digitisation is almost over.This shift from analog to digital will surely have a very interesting impact on the industry.In fact,already some interesting numbers have been thrown up like the drop in the number of channels having 100+ GRPs Firstly,it will impact everybody from broadcasters to advertisers to media planners and most importantly the viewers.The market will no longer be at the mercy of few big players which will in turn benefit the viewers who are open to see different content but didnt' have much access to it earlier.Viewers's exposure to so many choices will eventually lead to improvement in content to retain their audience.Broadcasters have always been defending their regressive content by saying that is what the audience wants without realizing that they may be bearing it due to lack of options.But audience exposure to so many channels may lead to a change in their viewing habits thereby leading the broadcasters to change the