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Mumbai, Delhi will lead the way in CAS rollout: TAM
Mumbai and Delhi will lead the country in the growth of CAS. Kolkata will be slow in catching the trend, and Chennai will comprise mostly of fence sitters, content with its bundle of FTA channels.
These are a few observations that rating agency TAM is using currently to gauge the CAS mood in the country. With the imminent merger of the two ratings agencies in the country, TAM, backed by Nielsen’s Media Research (NMR) will become the only resource for advertisers and broadcasters alike in tracking consumer preferences on the tube.
Preliminary research conducted by the agency indicate that while Mumbai and Delhi, which caught on fast onto cable and satellite TV, will also see the highest growth of CAS, Kolkata which was one of the slowest to catch the C&S train, will be a slow market in responding to CAS. Chennai, TAM research shows, enjoys the benefits of FTA basic channels, ensuring that most of its potential CAS users will be fence sitters.
TAM India CEO L V Krishnan says the agency already has technology experts from NMR help it in tracking the Indian market during the growth phase of CAS. Most complex TV markets, including the US, also have CAS set top boxes with NMR tracking viewership on a daily basis, with the peoplemeter attached to the tuner of the set top box instead of the TV tuner, he says.
The initial phase will be a hectic one for TAM though, with frequent base-lines to estimate the penetration of CAS, resampling and monitoring changes in viewing behaviour across CAS homes.
From the two discrete universes within TV homes – C&S and terrestrial, CAS will necessitate a move to three universes –
After CAS, we will move from two universes to three Terrestrial C&S : in 4 metros
– FTACS (Free To Air C&S)
– CAS C&S
C&S : Other (Rest of the country)
The early days of CAS will also see instability in household statuses as homes would either take long to take a decision, flirt with several channels before narrowing their choices to a few or those who convert to CAS only if there is a big event and are otherwise content with FTA channels.
Nor will CAS distribution be equitable, says TAM. While lower SEC homes could get bogged down by costs of the boxes and subscriptions, metro markets with multiple MSOs could see feverish CAS marketing activity vis a vis metros dominated by one or two cable ops, says a TAM study.
– It observes that CAS homes may move primarily to an analog set top box for cost reasons rather than a digital set top box enabling only a one way communication between the cable room and the CAS home. This will enable information about the penetration for each of the pay channels, says the study.
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Kamlesh Singh receives Haldi Ghati Award from MMCF
India Today Group editor honoured for three decades of journalism at Udaipur ceremony.
MUMBAI- Kamlesh Singh just turned a lifetime of sharp words into a shiny shield because when journalism wakes up a society, even the Maharana of Mewar wants to pin a medal on it.
The Maharana of Mewar Charitable Foundation (MMCF) conferred its prestigious Haldi Ghati Award on Kamlesh Singh, a senior editor at the India Today Group, during a ceremony in Udaipur on 15 March 2026. The national award, instituted in 1981-82, recognises “work of permanent value that initiates an awakening in society through the medium of journalism.”
Singh, who leads several editorial initiatives including Aaj Tak Radio, the Teen Taal community and The Lallantop, was presented the honour by Lakshyaraj Singh Mewar, Managing Trustee of MMCF. The citation highlighted his three decades of contributions to Indian media, innovations in digital journalism, mentoring young reporters, and his popular podcast persona “Tau” on Teen Taal, which fosters thoughtful public discourse.
The Haldi Ghati Award, named after the historic Battle of Haldighati symbolising valour and resilience, is one of four national awards given annually by MMCF. Past recipients include Tavleen Singh, Piyush Pandey and Raj Chengappa.
Other honourees this year included Padma Vibhushan Pt Hari Prasad Chaurasia, Vedamurti Devvrat Rekhe, Treeman of India Marimuthu Yoganathan, Vir Chakra Capt Rizwan Malik, and US-based researcher Molly Emma Aitken, who received the Colonel James Tod Award for contributions to understanding Mewar’s spirit and values.
In an era where headlines often shout louder than substance, the MMCF quietly reminded everyone that real journalism isn’t about noise, it’s about the quiet, persistent work that stirs society awake, one thoughtful story at a time.
