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 their content for better

Till now the English GECs have been the biggest gainers which means the space was already there for them.Not only there will be more exposure to existing niche channels there may be launch of new channels too. GECs in Indian Television is still by and large dedicated to women and there is barely any content for men who either surf news and sports channels or some exciting game shows here and there.But in coming months we may see the launch of some exclusive channels for men.Similarly for kids too there are very limited options available and digitisation will provide enough options for them too

For advertisers also it will help them in identifying and targeting their audience better with a plethora of niche channels.They can recognise their target audience in a better way which would help them in concentrating their efforts to reach them more fruitfully.Media planners too will have to look for a better channel mix

The second phase which would cover 15 states and 38 cities and is expected to be completed by 31st March 2013 will be the real game changer as by that time many more interesting trends would have been thrown up

Keep following this space for more...

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