DTH
TAM equipped to measure ratings on any platform
MUMBAI: Tam is ready to measure telivision ratings on any delivery platform – direct-to-home (DTH), broadband or conditional access system (Cas).
Once a minimum penetration level is reached, all that remains is the signals that track viewing. Primarily, the analog signals received from the cable operator’s end are changed into digital signals via the set-top-boxes (STB) on any of the above mentioned platforms and hence makes tracking possible.
Nielsen Media Research media technology group director John Hall explains, “The philosophy of measurement is to keep it as simple as possible where one meter technology can cover all platforms. That’s the easiest in terms of maintenance and operations. But from a capability standpoint, what we actually deploy is based on the needs of the market place. In a broadband market, for example, there is interactivity and if the market demands that we report interactive behaviour, we have techniques to do that. That might be a different adaptation of our meter system than just a more simple approach of just channel data collection.”
However, qualitatively tracking ratings for different platforms is more of an engineering in terms of sample, reporting and maintenance for accurately reporting the penetration of any particular platform, Hall says.
Adds Tam media research vice president operations Joydip Kapadia: “Penetration is an important part of measuring but as far as the technology is concerned, all pictures come on television in the form of digital images. So primarily it is a digital signal. Whether the platform is DTH or broadband or Cas, monitoring is the same. Ultimately the picture that comes on the screen is digital. We have the technology that monitors digital picture, what ever the platform is.”
Tam is ready for any platform. Says Tam India CEO LV Krishnan, “Whether it is broadband or Cas, we are moving from an analog system to a digital environment. Our two big technological hubs are Florida and Australia. So if tomorrow, DTH falls into place, we’re ready. If broadband comes in, we’re equally ready. And if Cas falls into place, no problem. That’s our entire focus.”
Nielsen has wide reach in the sophisticated US market where they have the ability to measure Personal Video Recorders (PVR) and time shift viewing. Says Krishnan, “Our country is not yet familiar with the concept of PVRs but you never know when it can come here. Today PVRs have touched 15 per cent penetration in the US and we think India might start looking at it too in due time. So we want to be one step ahead and be prepared for whatever new technology that will come in.”
Once STBs come in, the name of the game will not be analog signals anymore; it will be digital signals only. So keeping that in mind, would there be new peoplemeters? “We have technology available for all kinds of platforms. The basic peoplemeters remains the same,” says Kapadia.
Adds Hall: “A small software change or an additional plug-in would be all that would be required.”
Is Tam tracking the viewership of Zee’s DTH service? “No, we are not tracking Zee’s DTH as yet. That’s because it is in a nascent stage and penetration needs to start happening. When it happens and we reach mass of about three per cent to five per cent of the total 85 million homes, we will start tracking it. It needs to have a good sampling size,” says Krishnan.
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
