The Message From The MediumIndian Readership Survey

By,Bharat Maddali (10DM-030)

Purpose

• To reveal potential for the print media, TV, radio, cinema and Internet in various regions according to population, age and gender

Mapping the Reach

Print TV Radio Cinema

23.534.6

17.49.4

57.8

76.2

18.9 19.3

The Rural- Urban Divide

Rural Urban

Print TV Radio Cinema

32.9

46

17.811.7

All India Reach

Percentage Reach

• Increase in print media reach as one moves to upper class towns is expected

1999 scenario

• Print media– Dailies reach out to 30.5%. Language publications to

26.7%, magazines to 17.9% and English publications to 6.3%

– Dainik Bhaskar leads followed by Daily Thanti.– Saras Salil – No. 1 magazine

• Television– DD1 reaches 41.3% population– Zee and Sony very low viewership– In Mumbai 97% understand Hindi but 84.2% watch

Hindi programs. Biggest mismatch in English and Gujarati.

– In Delhi 99.6% understand Hindi and 83.3% watch Hindi programs.

1999 scenario

• Statewise mapping

UP, Orissa, Bihar and Rajasthan

West Bengal, MP, AP

Gujarat Kerala, Punjab, Karnataka, Tamil Nadu and Maharashtra

Print

Television

Low

Low

High

High

1999 scenario

• Radio reach is around 18% for 12-19 age group while cinema reach for 15-19 age group is around 20.9%

• Reach of radio and cinema is almost same for men while cinema has very low reach among women

• Internet reach very low

PRESENT SCENARIO

IRS 2011

• Overall media reach through conventional media in India is still hovering around 64.7 per cent

• In spite of all the technological advances, even today, two out of every five Indians are not reachable by any conventional media.

Print Media

• Dainik jagaran and Dainik Bhaskar have maximum reach

• Times of India – most popular English daily

• No. 1 magazine- Vanita

IRS- print media

Television

• TV reach is the highest. TV ownership has increased but reach has not kept pace with it.

Possible reasons– growing economy– increase of nuclear families requiring more TV sets – The viewership marginally fell during late evening prime time

(7–11 pm), while slightly increased during early evening prime time (4-7 pm).

• with the declining Non C&S households, Doordarshan is getting marginalized. DTH is driving the growth of television today

Radio Listening

• Time spent listening to radio is increasing and place of listening is changing

Internet

• Internet growth has risen by 32.5% compared to previous year

• Regular usage is very high, allowing quick reach build up. Access to Internet is still highest from the cyber cafés, but now it is increasing rapidly in mobiles.

Internet

• Although Internet penetration is very low in rural India compared to that of urban, it is growing. 

Conclusion

• Radio reaches people easily• Television is fastest growing and most powerful

mass medium in rural India• Print media faces problems of both reach and

access coupled with low literacy rates• Other conventional outdoor media includes – wall

paintings, POP displays( danglers, display signs and boards, tin plates, display racks and dispensers)

• Mass media communication can only create brand recognition.

• Non- conventional rural-centric media and BTL activities are more important in rural markets.

THANK YOU