New Delhi: Chrome Data Analytics and Media, India’s largest Primary Research and Data Analytics Company recently launched the Chrome Rate Impact Calculator for broadcasters and distribution service providers, to analyse the impact of TRAI’s latest recommendation at a market, network and Channel level vis-à-vis the Broadcaster’s current deals.
As per CRIC’s latest calculations, interesting trends pertaining to the subscription revenues being earned by some of the leading channels have emerged.
- Top News channels are one of the biggest gainers from TRAI recommendations as carriage amount becomes NIL because of the Potential Subscriber Off-take being more than 20% of subscriber base.
- Leading GEC Channels in Delhi & UP (10 -75 lac and below 10 lac) have seen a decline in the net subscription revenue earned because of a drop in the ‘potential subscribers offtake’ as well as the OTS for the respective channels.
Commenting on CRIC insights Pankaj Krishna, The Founder of Chrome Data Analytics and Media said, “The first set of data that has been pulled out basis the CRIC, reflects a major impact across leading channels. Post the implementation of TRAI’s latest recommendation, now that the viewer has more control over the content he wants to watch, there has been a drop in revenues earned by leading GECs which is expected to continue for some time.”
Chrome Data Analytics & Media, being a central industry body, with over 450 Broadcasters availing its Distribution Audit Services, aims to simplify the understanding of the impact of the TRAI recommendations on the Net Revenue earned by broadcasters.
With the CRIC, the broadcaster will be able to access the following insights:
1) Potential subscription revenue, split by Channel and MSO.
2) The potential off take of subscribers, split by Channel & MSO.
3) The projected carriage fee payable, split by Channel & MSO.
4) CPS variance, current vis-à-vis the new price recommendation.
Designed to interpret TRAI’s recent Tariff Order, the calculator uses Chrome DM’s proprietary tools to layer the Network-wise/Channel-wise Viewership & project the off-take of channels at a household level.