The direct-to-home (DTH) is going to drive the Pay TV revenue in the country at an expected rate of 19%, as per Frost & Sullivan’s Pay TV Services in India 2017 report.
According to Frost & Sullivan Research Analyst Digital Media Practice Aafia Bathool, “TV in India is characterized by an increase in Free-to-Air channels, HD content, digitized households, and changing viewership patterns. Although India is a price-sensitive market, consumers will embrace the digitization mandate as they experience multi-dimensional benefits and quality enhancements, and become more tech-friendly and mobile.”
On digital TV, the report said that it will continue to grow in Tier 2 and 3 cities and rural India.
Frost & Sullivan Senior Director, Digital Media Practice Vidya S. Nath commented: “The primary challenge for the growth of the India Pay TV services market is low ARPUs, especially in the cable TV segment. However, value added services such as HD and broadband will likely help Pay TV operators to increase their ARPUs over the forecast period.”
Bathool added: “Digitization in DAS III and IV remain the most challenging areas as many local cable operators (LCO) still transmit analog signals and hesitate to switch to digital services. While consumers are grappling with diverse subscription packages, complex user interface and value-add services, Pay TV operators are confused about the type of value-added services they can offer to help grow their revenues.”
On digital TV, the report said that it will continue to grow in Tier 2 and 3 cities and rural India.
Frost & Sullivan Senior Director, Digital Media Practice Vidya S. Nath commented: “The primary challenge for the growth of the India Pay TV services market is low ARPUs, especially in the cable TV segment. However, value added services such as HD and broadband will likely help Pay TV operators to increase their ARPUs over the forecast period.”
Bathool added: “Digitization in DAS III and IV remain the most challenging areas as many local cable operators (LCO) still transmit analog signals and hesitate to switch to digital services. While consumers are grappling with diverse subscription packages, complex user interface and value-add services, Pay TV operators are confused about the type of value-added services they can offer to help grow their revenues.”
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