Digitisation affects Chhanchhan TRPs

Even as IPL continues to affect Hindi general entertainment channels in its third week, its broadcasters Sony Max and Sony Six are also witnessing a downturn in ratings. While Max fetched 211 GRPs in the third week of IPL6, Six was at 57 GRPs. The combined data of both the channels (268 GRPs) is much less than 344 GRPs of Max in the third week of IPL last year.
Normally, if GECs were losing, IPL was the culprit but what if both are losing eyeballs? Experts blame it to Phase-II of digitisation that is incidentally happening along with IPL ' their observation is that all major 1mn+ markets were down by 20-30 per cent either because TAM is not capturing data or people have not migrated to set-top box and so are not getting signals.