Conditional access system, probably the most debated subject in the history of the Indian media and entertainment industry, is least known to consumers, according to a survey.
A study conducted by TAM Media Research indicates that around 84 per cent of total cable and satellite television receiving homes across the four metro cities are still unaware of CAS.
The conditional access system will be implemented across four metros from July 14.
L V Krishnan, CEO of TAM Media Research, said, "The introduction of CAS offers endless new opportunities for the entire media industry. However, to tap all these opportunities, the critical players in the industry such as the broadcasters, multi-system operators and cable operators need to take the first step in the rollout. Consumer education is of utmost importance. Only then will our journey begin."
A majority of the consumers are unaware that under CAS a set-top-box will no longer be functional if an individual changes his residence. "TV viewers are not aware that if a user shifts his residence from to another area, which will involve a change in cable operators, his set-top-box will not function at his new home," he added.
However, Ashok Mansukhani, executive vice president (corporate services) of Hinduja TMT, which owns InCableNet, said, "We are in the process of addressing the issue. One solution could be that the local cable operator buys back the set-top box from the consumer."
The success of CAS, according to Krishnan, will actually depend on its acceptance by the consumer.
Also, the need of the hour is to put in place a regulatory body ensuring transparency in the system and a body that will have the authority to issue licences to cable operators.
The aspects that need to be addressed at the earliest include pricing and reduction in the extent of monopoly of the cable operators.
According to TAM, almost one-fourth of the urban satellite TV receiving homes resides in the four metros. Of which, Mumbai is the largest. It is also the first market to adopt satellite TV and is today, one of the highly penetrated satellite TV market (82 per cent of TV homes subscribe to satellite TV channels).
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