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Dainik Bhaskar becomes the most-read newspaper: NRS

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Dainik Bhaskar becomes the most-read newspaper: NRS

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 students.

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.


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