<p>The Indian broadcasting sector is, without doubt, passing through one of its most defining phases of change. The most visible sign of this transformation is the rapid and somewhat unexpected growth in the Direct-to-Home (DTH) subscriber base across the country. It may be noted here that this shift has not happened in isolation &mdash; it is closely linked to evolving viewer preferences and a genuine desire for better quality audio-visual experience, something that DTH has been particularly effective in delivering. Cable television, for all its reach, has certain inherent limitations in terms of signal quality and geographical coverage. DTH, being a wireless technology, largely overcomes these limitations. The present study endeavours to examine, in an exploratory manner, how Indian television viewers &mdash; particularly those in the Indore region &mdash; weigh their preferences between conventional satellite cable TV and DTH services. The study also attempts to understand the factors that are gradually tilting consumer choice in favour of DTH, even as cable television continues to hold its ground in certain segments.</p>