According to the latest NRS 2001
survey findings, Dainik Bhaskar has dethroned the
Tamil Nadu-based Daily Thanthi to be the most widely
read newspaper in the country. Dainik Bhaskar has
moved up from the fifth to the top spot with the
readership increasing by a whopping 37.57 per cent to
stand at 1.19 crore while Daily Thanthi has slipped
from its leadership position to take the fourth rank.
The field work for NRS 2001, the
findings of which was unveiled on Friday, was
conducted in January and completed in April, 2001. The
study covered both urban and rural India, with the
largest ever sample size of 2.12 lakh adults.
Dainik Jagran has retained the
second place with a readership of 1.14 crore, up from
the NRS 2000 figure of 96.43 lakhs. Malayala Manorama
also continues to maintain its third rank, with the
readership marginally going up from 92.99 lakhs to
97.85 lakhs. Daily Thanthi saw a drop in readership
from 98.97 lakhs to 97.31 lakhs.
Urban readership showed a similar
trend for the top two dailies but Malayala Manorama
did not find a place in the top ten. Malayala
Manorama’s rural base is stronger, the study said.
India Today (English edition)
moved up from the fifth to the third spot, though its
readership has declined from 58.14 lakhs in NRS 2000
to 57.61 lakhs in NRS 2001. The Hindi edition has also
climbed up from the ninth to the fourth position, with
a marginal improvement from 50.71 lakhs to 52.23
lakhs. Saras Salil continues to be the largest
circulated magazine, increasing its readership base
from 85.26 lakhs to 1.06 crore. Grihashobha (Hindi)
also retains its second place, despite a loss in
readership from 70.51 lakhs to 67.48 lakhs.
In urban India, Grihashobha is
the leader while India Today (English) scales up to
the second spot. Filmfare is ranked third.
Press has retained its share of
urban media consumption at 16 per cent while radio has
lost to television, the study said. TV enjoys a 72 per
cent share but radio has dropped from 22 per cent in
1995 to 11 per cent.
Kerala, Delhi, Tamil Nadu and
Maharashtra have the highest reach of press while the
lowest literacy states of Bihar, Orissa, Uttar Pradesh
and Madhya Pradesh have the lowest penetration.
The reader base in urban India
has grown from 63 million to 96 million, a growth of
52 per cent. Of the 178 million readers, as high as
46 per cent live in rural areas. Within urban areas,
readers are well spread out over large metros, mini
metros and relatively smaller towns.
Cable and satellite penetration
has reached 37.91 million homes, up by 23 per cent.
According to the survey, the reach of the Internet has
more than doubled since last year. And the growth is
seen in metros, mini metros and even smaller towns.
Like before, a typical net user is likely to be male
and belonging to a SEC A. The new Net users are young
The survey reveals that cyber
cafes are now as important a place of access (used by
a 32 per cent) as the office (used by 30 per cent).
While e-mail and surfing remain the widest uses,
chatting has grown significantly ( done by 32 per cent
as against 23 per cent measured last year).
Also, data from the study shows
that among Internet users in SEC A, the time spent on
the Net already accounts for as high as 19 per cent of
the total time spent on media. Correspondingly, the
share of TV gets significantly reduced in this group,
though press maintains its position.