Cable Digitization and Television Audience Measurement System in India: Issues and Challenges

The cable television industry in India is poised for one of its most significant development in the last decade - a transformation to the Digital Addressable System (DAS) for television distribution. Cable operators in a DAS regime would be legally bound to transmit only digital signals so that each user in the network would be uniquely identifiable to the service provider. Digital television is expected to provide the consumer access to a higher number of TV channels, customized tariffs, availability of broadband, other value-added-services and enhanced user experience through better viewing quality and consumer service. TRP figures provided by TAM is considered as the holy Bible for media planners, advertisers and television channels.