Defying logic, 70% of DTH connections in India are from rural and small towns (population under a million), as per a report by a marketing research firm (Francis Kanoi).
Dish TV and DD’s Direct Plus DTH service are the market leaders in Rural India, while Tata Sky, Dish TV and Sun Direct DTH services are the preferred brands in top metros.
The report does questions hypothesis over DTH subscribers’ TG and premium channels who are charging higher spot-rates owing to the stated subscriber base.
Of course, part of this lopsidedness arises from the fact that penetration of cable is high in Urban India, and rural is still an unserved market.
- Out of 13.2 million DTH subscribers, over seven million DTH subscribers are from rural markets alone.
- Maharashtra, Goa, Punjab, Uttar Pradesh, and Rajasthan are the leaders in DTH subscription, contributing over 6.4 million DTH connections or 48 per cent to the overall DTH subscriber base
- North India and Western India together contribute over 8.4 million DTH subscribers, while the southern market contributes 3.2 million
- 126 million cable homes in the country, of which 50 per cent are based in rural India. [source]
What’s your take on this data?