According to the IRS 2010 Q3 report on Literacy & Media Consumption habits, the internet and cable & satellite (C&S) have registered the maximum growth since IRS 2010 Q1. The internet, with a reach of 2.25 crore, has a compound annual growth rate (CAGR) of 37.2 per cent. The medium has added 32.97 lakh users in the last six months.
Next in line is television, which has recorded a growth of 7.1 per cent in this period. TV has a total viewership of 50.99 crore, an increase of 1.73 crore in the last three quarters.
Cinema and print are growing slowly, at 3.1 per cent and 3.7 per cent CAGR, respectively. While cinema has a total viewership of 8.2 crore; print publications have recorded a total readership of 33.92 crore in the last six months.
Radio is the only medium to show negative growth. Having lost 66.92 lakh listeners, radio is de-growing at a CAGR of 7.5 per cent since IRS 2010 Q1. The medium has a total listenership of 16.87 crore in the latest quarter.
The literacy rate of the country has grown at 4.6 per cent CAGR in the last three quarters. The literate population, as per IRS 2010 Q3, stands at 60.98 crore, an increase of 1.34 crore in the period.