TAM DAS industry paper
© TAMMedia Research 2012 October 17, 2012
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b)
However, there may be situations such as that of C&S - Analog households in
the DAS areas who will wait until the deadline actually hits them and realize
they are not able to receive C&S channels on November 1, 2012. Classifying
these homes has to take into account the fact that:
i.
The switch-over situation is going to be very dynamic. If a home neither
has/obtains a STB nor an ordinary antenna it is technically TV-dark despite
being a TV-owning household. But this status is, in all probability, going to
be temporary. Many of these homes may obtain a STB with a valid C&S
subscription sooner or later. Some could even opt for a terrestrial antenna.
ii.
In this transition period, classification of homes is not straightforward. On
the one hand, they are not C&S homes since they cannot legally receive any
C&S channel. But they are not even really NCS homes since they do not
have a terrestrial antenna to be able to receive DD channels in the terrestrial
(
non-C&S) mode.
c)
The proposed solution therefore is as follows:
i.
It is reasonable to wait for a certain period for the home’s mode of
reception status to stabilize. This is proposed to be the period starting
October 28, 2012 (week 44) and ending December 8, 2012 (week 49).
The mode-of-reception status of homes as on December 8, 2012 will be
applied to the entire six week period (Week 44 to Week 49). This is meant
to match the digital universe update scheme explained in 8. below. We
define this as the ‘Transition Classification’ - illustrated in Table 3a below.
Note that:
The mode-of-reception status will be “as observed on field” and will
not take into account ‘intent to buy’ status.
A home classified as “C&S-Analog” on October 27, 2012 will be
classified as “NCS” beginning October 28, 2012 only if it has a
terrestrial antenna attached to at least one of its TV sets and has not
obtained a STB at all as on December 8, 2012.
A home will continue to be classified as “C&S Analog” if it was a C&S
Analog home on October 27, 2012 but obtained neither a STB with a
valid C&S connection nor a terrestrial antenna as on December 8, 2012.
