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IRS 2002 – more surprises in TV penetration than in print publications

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IRS 2002 – more surprises in TV penetration than in print publications

Sounds ridiculous to start a discussion on a readership survey by talking of television? Well, here is where the major surprise lies! Once again DD1 (233 mn) is at number 1 and DD Metro (103 mn) at number 2. It is C&S TV, which is getting a beating. Star with a stagnate growth is at number three (reaches 54 mn – same as last year). While the penetration of both Sony (from 67 mn to 41 mn) and Zee (from 66 mn to 36 mn) has dipped, Zee has been a bigger loser with penetration down by almost 50% in comparison to last year.

There is a sharp increase in penetration of News channels – it has seen a jump of approximately 200% (from 4.4 to 13.6 mn). While the penetration of music channels has come down a little (from 7.2% to 6.4%).

Now on to some of the findings in print:

As far as the top ten dailies are concerned, no surprises here. Most of the publications are at the same slot as they were last year. However, Dainik Jagran (135 lac readers) has succeeded in reducing the gap with the leader Dainik Bhaskar (136 lac readers). Among English dailies, once again, only Times of India finds a place in the top ten newspapers.

In magazines, Saras Salil, due to the immense popularity it enjoys in semi urban and rural India, is still number one. India Today, Hindi and India Today, English occupy the next two slots.

In English dailies the gap between the leader Times of India (61 lac) and Hindu (28 lac) is more than 100%. Delhi edition of Times of India has taken a lead over Hindustan Times, with over 11 lac readers.

In Bengali, the gap between the leader Ananda Bazar Patrika (51 lac) and Bartman (34 lac) remains more or less same. While in Kannada, the new leader Vijay Karnataka with 43 lac leaders is much ahead of Prajavani with 30 lac leaders. However, percentage gap here is lesser than indicated by NRS. In Malayalam, Malyala Manorama (91 lac readers and 37 lac readers) is right at the top both in dailies and magazines.

IRS 2002 is the first national study in the country to be based on the latest Census. It presents estimates of consumer behaviour for the top forty cities and 23 states of the country. It is the largest readership study in the world with a sample size of 2,27,045 households, spread across 976 towns and 2,885 villages.

However, the sample for IRS 2002 round one comprises of 114,944 households. The findings of the first round of survey conducted in June have not been added for the reason that it was based on Census 2001. Said Roda Mehta, Chairperson, Technical Committee, MRUC, “Population changes would have “evened out” by merging the two rounds, defeating the purpose of delivering real time estimates of media & product consumption.”

Reach of press, in percentage terms, is higher in Urban areas than in rural areas – (57% -24%). The same is the case with television. But considering the fact that 72% of India is rural India – in sheer numbers penetration in rural India is higher in both mediums than that in urban India.

The findings also indicate that Internet penetration has picked up at the household level. Even FM radio penetration has shown sharp improvement.


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