According to the latest IRS 2001 survey conducted by the Media Research Users Council and ORG-MARG, the reach of the Press (33.4%) and TV (49.3%) has remained virtually the same as compared to last years. The Hindu daily Dainik Bhaskar topped the list of newspapers with 112.67 lakh readers. The Times of India took the tenth position with a readership of 59.5 lakh.
The urban and rural reach of radio (15.8%) and cinema (9.7%) have gone down by 2.7% and 2.5% per cent, respectively, the Internet continues to be the fastest growing medium with over 4.19 million users in India.
According to the IRS 2001 study, the reach of DD National and DD Metro at 88.7 per cent has remained almost stagnant in urban India, while growth has been observed in rural areas. The reach of cable and satellite TV has increased across all the towns and villages.
The reach of television varies from 84.7 per cent in towns with population above 10 lakhs to 32.7 per cent in villages with population below 1,000. DD National continues to rule over other channels with 41 per cent (urban and rural combined).
Sony TV has overtaken Zee TV in its share of all-India viewership of 9.9 per cent as against Zee TV’s 9.6 per cent. In the urban area, Sony TV and Zee TV share the same viewership at 27.8 per cent, in rural areas, Sony TV is marginally higher at 3 per cent as compared to Zee TV’s 2.7 per cent.
Star Plus recorded a viewership of 21.1 per cent in urban areas and 1 per cent in rural areas. The channel is now placed at fifth position .
The Dainik Bhaskar with 112.67 lakh readers topped the list of newspapers, with 65.49 lakh from urban areas. Daily Thanthi comes second with 104.3 lakh readers, 49.69 lakh being from urban areas. The Times of India is placed at number 10 in all-India readership but occupies the number 2 slot among urban readers with 54.73 lakh readers.
Dainik Jagaran is the third widely read newspaper in the country with 100.16 lakh readers, Eenadu comes fourth in terms of all-India readership with 98.57 lakh readers and Malayala Manorama is placed at the fifth position, with a readership of 93.05 lakh. Mathrubhumi, Rajasthan Patrika, Amar Ujala have an all-India readership of 68.09 lakh, 65.37 and 64.55 lakh, respectively.
India Today leads as the most read magazine in urban India with a 39.69 lakh readership, followed by Grihsobha with 37.17 lakh readers.
IRS 2001 covered a sample size of 2.21 lakh over two rounds in 2000. A total of 741 towns and 2,476 villages were survey.