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Urban readership base grows 52 pc

Our Bureau

MUMBAI, July 6

THE reader base in urban India has grown by 52 per cent from 63 million to 96 million over the last decade, the National Readership Survey (NRS) 2001 said in its latest findings.

However, 59 million urban adults do not read any publication despite being literate. This could lead to a further growth in the reader base, NRS has said.

Of the 178 million readers in India, about 46 per cent live in rural areas.

According to the study, press has retained its share of urban media consumption at 16 per cent while radio's share has declined from 22 per cent in 1995 to 11 per cent. Of every 100 hours an average urban Indian spends on media, 16 hours are spent on rea ding newspapers. The share of radio is 11 per cent while that of television is at a high of 72 per cent. Internet is at one per cent.

However, Internet usage is at the cost of television. Referring to data from the study, the survey says that among Internet users in Sec A, the time spent on the Net accounts for 19 per cent of the total time spent on media. Correspondingly, the share of TV gets significantly reduced in this group though press maintains its position.

Kerala continues its leadership position with a press reach of 70 per cent, followed by Delhi with 55 per cent, Tamil Nadu 37 per cent and Maharashtra/Goa at 36 per cent. Bihar is at the bottom of this list with the lowest penetration.

Dainik Bhaskar is the leader for the top 10 daily list for both urban and rural. The other following are Dainik Jagran, Malayala Manorama, Daily Thanthi, Eenadu, Mathrubhumi, Lokmat, Amar Ujala, Anand Bazar Patrika and Hindustan Times. Dainik Bhaskar al so leads the top 10 daily list for urban areas.

While newspaper readership has grown to 85 million, magazine readership has remained stagnant at 51 million.

Among magazines, readership for special interest magazines, which include magazines for computers and automobiles, has grown. Readership for children and film magazines has declined over the past six years.

Saras Salil leads the list for top 10 magazines followed by Grihashobha, India Today - English, India Today - Hindi, Kumudam, Filmfare, Malayala Manorama, Vanitha (Malayalam), Readers Digest and General Knowledge Today.

Television viewers have grown from 106 million in 1991 to 160 million. About 60 per cent of all individuals in TV owning households have a cable and satellite connection as against 39 per cent in 1995.

Regional channels have shown a dramatic growth with Tamil channels leading the list followed by Telegu channels, Marathi and Malayalam channels.