lmost everyone seems to think they know what CAS (conditional access system) is. The legislation that gives consumers the freedom to watch channels of their choice has been made possible through Set-Top Boxes (STBs). Digital transmission signals are encrypted and STBs receive and decrypt these. What does the enforcement of CAS in two million well-to-do households in two of the country's largest markets, with effect from January 1, 2007 mean to advertisers?

Under CAS, there will be two kinds of channels. Pay - for which a broadcaster charges a fee and free-to-air or FTA - which can be viewed without paying a fee. In case a subscriber wants to view only FTA channels, he need not have a STB attached to his TV set.... more