Digitization a net positive but not a panacea

The TAM data and analysis of Phase-I suggests that Digital penetration is over 95% in Delhi-Mumbai and 70% in Kolkata but lags in Chennai (26%). More important, small and mid sizedchannels (niche news, kids, infotainment) have gained market share compared with large channels (mass general entertainment). Nearly 60% of channels with pre-DAS share of 0-0.5% had a net 4% gain in viewership.

Niche channels/genres, which were reach- and capacity constrained in analog cable, have benefited from Phase-I DAS (see Exhibit 3; more capacity and greater reach).