 "Digitisation could boost popularity of international television content in India: Deloitte")
As digitisation picks up in smaller towns, the popularity of international television content is likely to increase as viewers will be able to access niche channels, says study by Deloitte. “Television channels will differentiate themselves by broadcasting content along with US and Western Europe, which will attract viewers who are ready to pay premium subscription charges for these channels,” says the report. It notes that with increasing viewership and variety of content available, there has been a significant increase in the number of English entertainment channels here.
“Viewership of English GEC channels has increased by 40 per cent since November 2012, when the first phase of digitisation was initiated. This is good news for broadcasters as it may result in increase in revenues,” it says.
It observes that in the pre-digitisation era, analog cable operators in most small towns were able to provide only 70-100 channels, resulting in cable operators preferring Hindi or regional entertainment and movie channels. Further, broadcasters would place an English entertainment channel in the top band in a few select cities where they experienced high viewership. Consequently, many English entertainment channels being placed in low bands resulted in bad picture and sound quality as well as low awareness levels. “The onset of digitisation is about to change the content demand as English entertainment channels will be available in digital quality picture and sound throughout the country,” says the report. Broadcasters like Star and HBO also have launched premier channels where shows are telecast along with the Western countries with difference of a few days. “These channels are subscription-based channels where viewers have to pay premium rates for watching these channels as they offer popular content along with country of origin of these shows. “These channels are able to charge anywhere between Rs 40 and Rs 60 per month to their viewers due to their popularity,” it says. PTI
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