Indian Readership Survey

2000 vs 1999
 Overall Media Scenario
2000 vs 1999 ( figs in mns )

Urban Rural
‘00 ‘99 % change ‘00 ‘99 % change

Population 191 187 + 2 502 494 + 2

Media Unreachables 25 23 + 5 209 223 - 7
Literates 152 149 + 2 267 254 + 5
Press Reach 110 109 + 0.1 121 107 + 12
TV Reach 148 146 +2 184 164 + 12
Sat Reach 76 66 + 15 30 24 + 23
Radio Reach 31 34 - 7 84 78 + 8
Cinema Reach 32 37 - 14 41 47 - 13
Changes in Media Scene
Urban - Rural India

 Rural India has shown a dramatic change as compared to Urban

India
 Accessibility increased - media unreachables down by 7%
 Print and TV increased by 12%
 Literacy levels increased by 5%
 Satellite Reach increased by 23%
 Cinema has lost its hold
 Urban India
 Media Unreachables has increased
 Press and TV Reach has increased only marginally
 Satellite TV reach increased by 15%
 Radio and Cinema declined
Media Unreachables
Changes 1999 vs 2000

Markets Urban Rural

Gujarat -6 - 14
UP -3 - 19
Kerala -2 + 33
Maharashtra -1 - 20
AP +1 - 9
WB +3 + 5
Bihar +4 - 2
HP +11 - 16
TN +11 + 12
Raj +14 - 4
MP+28 + 14
Karnataka +35 + 51
Punjab +47 - 28
 Gujarat and UP are the only two states that have become more ‘Media
Reachable’ in both Urban and Rural areas

 MP and Karnataka are just the opposite - Media unreachables

increasing in Urban and Rural areas

 All other states are becoming more reachable in the Rural areas as
compared to Urban
Growth of Satellite HHs

Figs in mns
28% Growth figs
30

25 27%
20

15 1999
32%
2000
10

0
All India Urban Rural
Growth of Satellite
Changes 1999 vs 2000 (in percentages)

Markets Urban Rural

Bihar +47 +685*
Kerala +44 +96
West Bengal +18 +1
Andhra +18 +28
Uttar Pradesh +18 +206*
Tamil Nadu +18 +19
Maharashtra +17 +31
Rajasthan +15 +157
Karnataka +11 +12
Punjab +11 -33
Gujarat +4 +14
Madhya Pradesh +2 -11
 Kerala and Bihar ---big boom in sat hhs
 Gujarat and MP has not grown much in urban areas
 Gujarat however shows a growth in Rural areas

* base low
Changes in Demographics : Age Groups

Age Bands All Urban Rural

% % %

12-19 years +1.6 +2.1 +1.5

20-44years +1.8 +2.1 +1.6

45+ years +1.8 +2.0 +1.6

 No major changes in the age distribution

Changes in Demographics : Literacy

Literacy All Urban Rural

% % %

% Changes +1.5 +1.8 +5.2

•Literacy increased in Rural India - subsequent increase in Print reach

Changes in Demographics : SEC
SEC Urban Rural
% %

SEC A +3 R1 +29

SEC B -2 R2 +25

SEC C +5 R3 +12

SEC DE +6 R4 -5

 In Urban India - middle class segment in India has reduced

 In Rural India households seem to be moving up SEC
Changes in Demographics : MHI

MHI All Urban Rural

% % %

< Rs 6000 +2 +1 +2

Rs 6000-10000 +30 +18 +61

Rs 10000+ +52 +37* +111*

 The very rich in Urban India are increasing

 Affluence levels in Rural India on the rise this year !

* bases are low

Television Owning hhs

2000 1999 Changes

mn mn %

All India 64 57 +13%

Urban 35 33 +7%

Rural 29 24 +21%

 The number of television owning households Rural India have increased

To summarise
Rural India

 Overall Media accessibility increased considerably - ‘media unreachable

areas reduced’
 Print and Television reach increased
 Cinema however has declined even this year
 States becoming more media reachable in Rural areas as compared to
Urban areas
 Satellite HHs have registered a growth of 32%
 Literacy levels still on the decline
 Affluence levels increasing
 Number of TV owning homes on the rise
Urban India

 As compared to Rural India, Media unreachables have increased

 Print and TV reach incresaed only marginally
 Cinema Reach dropped
 Satellite households registered a growth of 27% (lower than Rural
areas)
 Mid segment SEC B reducing, SEC A and C on the rise
 The ‘Very Rich’ in Urban India increasing considerably
 However literacy levels have increased marginally
A snapshot of top Publications
 All India Level - Urban
Urban - 2000 1999 - Urban
Code Name Periodicity Language Reach Code Name Periodicity Language Reach

1 DAINIK BHASKAR Daily Hindi 6436 1 DAINIK BHASKAR Daily Hindi 6296
2 DAINIK JAGRAN (UP) Daily Hindi 5155 2 TIMES OF INDIA Daily English 5230
3 TIMES OF INDIA Daily English 5078 3 INDIA TODAY (Eng) Weekly English 5048
4 DAILY THANTHI Daily Tamil 4728 4 DAINIK JAGRAN (UP) Daily Hindi 4909
5 EENADU Daily Telugu 4588 5 DAILY THANTHI Daily Tamil 4683
6 INDIA TODAY (Eng) Weekly English 4289 6 EENADU Daily Telugu 4612
7 LOKMAT Daily Marathi 4057 7 GRIHA SHOBA (Hin) Monthly Hindi 4486
8 GRIHA SHOBA (Hin) Monthly Hindi 4016 8 INDIA TODAY (Hin) Weekly Hindi 4307
9 INDIA TODAY (Hin) Weekly Hindi 3872 9 NAVA BHARAT Daily Hindi 4047
10 GUJARAT SAMACHAR Daily Gujarati 3844 10 LOKMAT Daily Marathi 4039
11 PUNJAB KESARI Daily Hindi 3810 11 PUNJAB KESARI Daily Hindi 3950
12 NAVA BHARAT Daily Hindi 3794 12 GUJARAT SAMACHAR Daily Gujarati 3532
13 AMAR UJALA Daily Hindi 3613 13 ANANDA BAZAR PATRIKA Daily Bengali 3311
14 ANANDA BAZAR PATRIKA Daily Bengali 3399 14 FILMFARE Monthly English 3214
15 SARAS SALIL Fortnightly Hindi 3361 15 SARAS SALIL Fortnightly Hindi 3195
16 MALAYALA MANORAMA (D) Daily Malayalam 2993 16 MANOHAR KAHANIYAN Monthly Hindi 3149
17 MANOHAR KAHANIYAN Monthly Hindi 2949 17 AMAR UJALA Daily Hindi 3127
18 FILMFARE Monthly English 2901 18 READERS' DIGEST Monthly English 3051
19 READERS' DIGEST Monthly English 2865 19 SARITA Fortnightly Hindi 3037
20 CRICKET SAMRAT Monthly Hindi 2822 20 SANDESH Daily Gujarati 3027

Figs in ‘000s
All India Level - Rural
Rural 2000 1999-Rural
Code Name Periodicity Language Reach Code Name Periodicity Language Reach

1 MALAYALA MANORAMA (D) Daily Malayalam 6235 1 MALAYALA MANORAMA (D) Daily Malayalam 6056
2 SARAS SALIL Fortnightly Hindi 6072 2 EENADU Daily Telugu 4815
3 DAILY THANTHI Daily Tamil 5539 3 SARAS SALIL Fortnightly Hindi 4714
4 EENADU Daily Telugu 5000 4 DAILY THANTHI Daily Tamil 4706
5 DAINIK BHASKAR Daily Hindi 4544 5 MATHRUBHUMI Daily Malayalam 4469
6 MATHRUBHUMI Daily Malayalam 4497 6 MALAYALA MANORAMA (W) Weekly Malayalam 4379
7 DAINIK JAGRAN (UP) Daily Hindi 4201 7 BALARAMA Fortnightly Malayalam 3398
8 MALAYALA MANORAMA (W) Weekly Malayalam 3892 8 LOKMAT Daily Marathi 3205
9 RAJASTHAN PATRIKA Daily Hindi 3706 9 DAINIK BHASKAR Daily Hindi 3150
10 LOKMAT Daily Marathi 3248 10 DAINIK JAGRAN (UP) Daily Hindi 3067
11 HINDUSTAN Daily Hindi 3024 11 MANGALAM Weekly Malayalam 2861
12 AJ Daily Hindi 2994 12 VANITHA Fortnightly Malayalam 2600
13 AMAR UJALA Daily Hindi 2786 13 PRAJAVANI Daily Kannada 2342
14 CRICKET SAMRAT Monthly Hindi 2377 14 SAKAL Daily Marathi 2182
15 MANGALAM Weekly Malayalam 2357 15 RAJASTHAN PATRIKA Daily Hindi 2155
16 VANITHA Fortnightly Malayalam 2264 16 DINAMALAR Daily Tamil 2120
17 DINAMALAR Daily Tamil 2244 17 VARTHA Daily Telugu 2051
18 VARTHA Daily Telugu 2237 18 HINDUSTAN Daily Hindi 2017
19 NAVA BHARAT Daily Hindi 2120 19 ANANDA BAZAR PATRIKA Daily Bengali 1950
20 BALARAMA Weekly Malayalam 2076 20 AMAR UJALA Daily Hindi 1906

Eenadu has dropped to number 4

Changes in ‘Channels watched’
Urban India - ‘Channels generally watched’
Urban
2000 1999
1 DD1 123303 DD1 129047
2 DD2/Metro 52299 DD2/Metro 49749
3 Sony TV 51344 Zee TV 45821
4 Zee TV 51344 Sony TV 38527
5 Zee Cinema 36838 Zee Cinema 25996
6 Star Plus 29585 Star Plus 25622
7 Star Sports 25004 Star Sports 16645
8 ESPN 20232 ESPN 14775
9 Cable Hindi 16797 DD10 Marathi 14588
10 Sun TV 15270 Sun TV 12905
11 DD10 Marathi 15079 Cable Hindi 12344
12 Discovery 13361 Discovery 11596
13 Zee News 12597 ETV (Eenadu) 10660
14 ETV (Eenadu) 12025 Zee India TV/EL TV 10473
15 Gemini TV 11071 DD16 Uttar Pradesh 10099
16 MTV 10689 Gemini TV 9725
17 Raj TV 9925 Music Asia 8790
18 Star Movies 9353 SITI Cable 8790
19 Vijay TV 8589 Star Movies 8790
20 SITI Cable 8207 Home TV 8416

Sony moved up one slot this year

Star Plus still maintains the sixth position Figs in ‘000s
Rural India - ‘Channels generally watched’
Rural
2000 1999
1 DD1 176323 DD1 162653
2 DD2/Metro 24113 DD10 Marathi 18787
3 ETV (Eenadu) 15070 DD2/Metro 16315
4 Gemini TV 15070 ETV (Eenadu) 13843
5 Sony TV 13563 Gemini TV 13348
6 DD10 Marathi 12559 DD16 Uttar Pradesh 9888
7 Zee TV 12056 Sony TV 7910
8 Sun TV 10549 Sun TV 7910
9 Udaya TV 6530 Zee TV 7910
10 DD9 Kannada 5526 DD12 Punjabi 6921
11 DD14 Rajasthan 5526 DD15 Madhya Pradesh 6921
12 Raj TV 5526 DD6 Oriya 6427
13 DD15 Madhya Pradesh 5023 Udaya TV 5933
14 Vijay TV 5023 DD9 Kannada 5438
15 Zee Cinema 4521 DD4 Malayalam 2966
16 DD16 Uttar Pradesh 4019 DD8 Telugu 2966
17 Star Sports 4019 Raj TV 2966
18 Asianet 3516 Vijay TV 2966
19 DD13 Assamese 3014 DD13 Assamese 1978
20 DD18 Punjabi 3014 DD14 Rajasthan 1978
DD2/Metro and Eenadu moved up one slot
DD Marathi has dropped
Satellite channels gaining importance in Rural India Figs in ‘000s
Summary

 Overall population has increased by 2% (57.6 mn individuals -U+R)

 Rural AP has become much more media accessible
 Literacy levels in Rural AP have increased
 Rural growth greater than Urban
 Reflected in increase in Print reach
 TV and Satellite shown a tremendous growth
 Radio and Cinema reach down in both Urban and Rural AP
 Affluence levels have increased in Urban and Rural AP
 Growth in upper SEC and 10,000+ MHI
 Increase in TV owning households
 No change in Top Publications
 ETV top slot in Urban AP, followed by Gemini
 DD1 down to number 3
IMPLICATIONS FOR TITAN

Very Affluent on the rise in Urban India. Need

for Titan to address this segment specifically.
Affluence in Rural India increasing, Media
unreachables decreasing. Sonata can penetrate
into the lower town segments with Mass Media.
Youth continues to remain a key segment