MUMBAI: Chrome Data Analytics and Media has released ‘Now Playing: HD’, a report around the rise and penetration of high-definition television in the Indian broadcast industry.

The report covers key aspects of the evolution of HD TV, which primarily gives broadcasters and advertisers a deeper insight into potential target markets. Not just this, the report captures nuances of an HD TV consumer that industry players can make the most of, for maximizing their consumer base.

Amongst a range of observations and findings, the report has come up with a list of factors that drive a consumer into purchasing high definition packs and set top boxes. During the research, it was found that DTH & Digital Operators push attractive offers while selling the SD or HD DTH boxes including foregoing installation costs that greatly encourage consumers to opt for HD TV viewing. On the other hand, when the consumer upgrades from SD to HD, he is required to pay for installation charges.

It was further found that on events of significance (eg: sports tournaments), HD boxes were charged to fulfil high quality viewership needs which means HD pack top ups were primarily event led.

Commenting on the changing trends in TV viewership, Chrome DM MD Pankaj Krishna said “HD is here to stay but understanding consumer behaviour, which is ever evolving, is the key to capture maximum markets. Also, with the launch of Reliance Jio, OTT HD consumption will be on a steep rise and we see this complimenting the HD consumption growth on television.”

The 60-page long report is divided into four sections, where the first part talks about the HD penetration in India. The second and third sections talk about factors affecting consumer choice of DTH Player and the last one talks about industry projections, making the report a wholesome approach towards understanding the HD penetration in the broadcast industry.

Owing to the rise of HD viewership in India, the overall HD penetration for All India metro cities stands at 1,766,709, whereas for tier II cities, the penetration is at 1,338,551.