McCann Erickson will handle the creative duties for the Indian Broadcasting Foundation's (IBF) consumer awareness campaign on the importance of implementation of conditional access system (CAS), including the need for self-implementation and the benefits of digitisation. The agency won the project following a multi-agency pitch that saw participation from other agencies including Lowe Lintas and Partners, JWT and Ogilvy, which was held in Delhi.
For the record, CAS stands for conditional access system, which is a digital mode of transmitting channel signals through a set-top box (STB). In November 2011, the government gave a nod to the Cable Television Networks (Regulation) Amendment Bill 2011 in the Lok Sabha, to pave the way for mandatory digitisation of cable television in India. The bill, piloted by the Information and Broadcasting (I&B) Ministry, seeks to digitise the cable sector in the country by December 31, 2014.
While the plan is for complete digitisation of cable television in the four metros by June 30, 2012, the next target will be cities with over 10 lakh population. By the end of 2014, the entire country is expected to have phased out analog cable TV.