<font color="#FF0000"><b><font color="#FF00033">NRS 2005</font></b></font>: Television increases its reach, cinema loses

Television is booming, says the National Readership Survey by National Readership Studies Council. As per NRS 2005, at the all-India level, the reach of television has increased from 53.5 per cent (NRS 2003) to 56 per cent. The rural market, in particular, has seen a growth of 45.7 per cent over the figures in NRS 2003.

The urban market viewership has marginally gone down from 81.4 per cent (NRS 2003) to 79.6 per cent (NRS 2005).

The reach of cable and satellite television has experienced the maximum growth of 6.4 percentage points with a 26 per cent reach, as per NRS 2005. The C&S television has grown in both urban and rural markets. In urban markets, the reach of C&S television has increased from 45.8 per cent to 52.6 per cent, while in the rural market, its reach has increased from 8.8 per cent to 14.5 per cent.

The reach of print publications has increased from 26.4 per cent in the previous round to 27.1 per cent in NRS 2005. However, in the urban market, its reach has declined from 48.1 per cent to 45.4 per cent. In the rural market, the reach of print media has increased from 17.1 per cent to 19.1 per cent in NRS 2005.

The television boom has affected cinema’s reach, which has gone down to 6.5 per cent from 9.9 per cent (NRS 2003). In the urban market, the reach of cinema has gone down from 13.1 per cent to 9.8 per cent, while in the rural market; it has gone down from 8.60 per cent to 5.10 per cent.

Radio has remained stagnant with a reach of around 23.4 per cent. However, in the rural market, its reach has marginally declined from 24.6 per cent to 23.5 per cent. This, however, has been compensated by the city dwellers. In the urban market, the reach of radio has increased from 20.4 per cent to 23.2 per cent. This is probably because of private FM channels in the urban markets and cities, which has increased the popularity of radio in the urban markets.

Among the other forms of media, Internet and mobile phones had a reach of 1.0 and 1.1 per cent, respectively

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