Edelman, an independent PR firm, has released its 2010 Trust Barometer Survey in India. According to the Trust Barometer Survey conducted by Edelman, Indian media has been losing its credibility and trust among the people. The study has noticed a sharp drop in trust over the past two years in television news in India. However, newspapers are ranked higher than other mediums in terms of credible news.
The study has been conducted in 22 countries worldwide, including seven countries in the Asia-Pacific region. In India 1,575 people in the 25-64 age group and 200 opinion leaders were interviewed for the Survey.
As per the Survey, trust in media in India is waning rapidly. It has declined by 7 per cent (from 65 per cent in 2009 to 58 per cent in 2010) in India. Trends are not good in countries like Japan too, where trust in media has seen a 13 per cent decline. On the other hand, China has seen the trust in media go up from 59 per cent in 2009 to 63 per cent in 2010.
In terms of overall trusted institutions in India, media has performed better than the Government as an institution. Sixty-seven per cent of Indians trust business as an institution, followed by the Indian media in the second position, with 58 per cent Indians trusting it. NGOs and the Government are placed third and fourth, respectively.
The Study indicates a bright future of the Indian newspaper industry. According to the Trust Barometer Survey, people trusted newspapers more than any other medium; 38 per cent Indians trusted radio and television, while 40 per cent trusted news in newspapers. Over the past two years, trust in TV news has dropped sharply from 61 per cent to 36 per cent, that of business magazines has gone down from 72 per cent to 47 per cent, and that of newspapers has gone down from 61 per cent to 40 per cent.
In terms of most credible digital information source in India, search engines led the way with 68 per cent trust. Free content sources, social networking sites and blogs shared 41 per cent, 27 per cent and 18 per cent, respectively.
The 2010 Edelman Trust Barometer is Edelman’s 10th annual trust and credibility survey. The Survey was produced by research firm StrategyOne and consisted of 25-minute telephone interviews using the fielding services of World One from September 29 to December 6, 2009. The 2010 Edelman Trust Barometer survey sampled 4,875 informed publics in two age groups (25-34 years and 35-64 years) in 22 countries. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/ news media several times a week; follow public policy issues in the news several times a week.