The Indian Readership Survey (IRS) 2007 Round 2 data has revealed a declining regional language readership trend across South India, except for Telugu language publications. In the newspaper segment, Vijay Karnataka, Malayala Manorama, Daily Thanthi and Eenadu continue to retain their top positions among Kannada, Malayalam, Tamil and Telugu language publications, respectively, despite losing numbers. While in the magazine space, Sudha (Kannada), Vanitha (Malayalam), Kumudam (Tamil) and Swati Sapari Vara Patrika (Telugu) have managed to retain their top positions.
All dailies among the southern language publications have lost readers in this Round of the IRS. While Kannada dailies have lost 5 per cent, Tamil and Telugu dailies have lost 4 per cent and 2 per cent of their readers, respectively. Interestingly, readership figures of Malayalam dailies show negligible change from the previous Round of the IRS.
Among the Kannada publications, Vijay Karnataka maintains its leadership position with 4,482,000 readers, followed distantly by Prajavani with 2,426,000 readers. Samyukta Karnataka comes in the third spot with 1,074,000 readers. Sudha leads Kannada magazines with 524,000 readers, followed by Griha Shobha, which registered a readership of 374,000.
In the Malayalam space, Malayala Manorama continues its dominance in the market with 8,662,000 readers, but registered a 2 per cent dip in readership. Mathrubhumi occupies the second spot with 6,665,000 readers, followed by Deshabhimani at a distant third with 1,841,000 readers. Among magazines, Vanitha has managed to retain its top position in the market with a readership base of 2,847,000, followed by Balarama with 1,944,000 readers. In the third position, Malayala Manorama (weekly) has lost nearly 387,000 readers from the previous Round.
Interestingly, Malayalam dailies as well as magazines have registered the highest number of readership across all southern language publications.
Daily Thanthi has managed to retain its No. 1 position with 7,910,000 readers in the Tamil language section, while Dinakaran followed with 5,045,000 readers. Dinamalar filled up the third position with 3,758,000 readers. Kumudam emerged the leader amongst Tamil magazines with 1,945,000 readers, while Ananda Vikatan registered 1,795,000 readers. Despite losing 399,000 readers Kungumam managed a third place among Tamil magazines with 1,415,000 readers.
In the Telugu space, barring the leader Eenadu, who lost 4 per cent readership, Vartha and Andhra Jyothi managed to increase their readership. Eenadu topped the list with 6,919,000 readers, followed by Vartha and Andhra Jyothi with 2,592,000 and 2,377,000 readers, respectively. Swati Sapari Vara Patrika made a mark in this segment with 892,000 readers, followed by India Today (Telugu) with 253,000 readers.
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