According to the IRS 2011, Q3 report on literacy and media consumption habits, the internet, and cable and satellite (C&S) segments have registered maximum growth since IRS 2011, Q1. The internet, with a reach of 3.08 crore, has a compound annual growth rate (CAGR) of 42 per cent. The medium has added 49.65 lakh users in the past six months.
C&S is the second biggest gainer after the internet, with 44.82 crore people hooked on to the medium. It has grown at a CAGR of 15.8 per cent in the last three quarters.
Next in line is television, which has recorded a growth of 6.8 per cent in this period. TV has a total viewership of 53.98 crore - an increase of 1.74 crore viewers in the last three quarters.
While print is growing slowly, cinema and radio show negative growth. Print has exhibited a growth of 3.1 per cent CAGR in 2011, Q3 over the first quarter. Print publications have a total reach of 34.99 crore in 2011, Q3.
Cinema has de-grown by as much as 7.1 per cent CAGR, having lost 28.78 lakh viewers in the past six months.
Losing 32.02 lakh listeners, radio is de-growing at a CAGR of 3.9 per cent since IRS 2010, Q1. The medium has a total listenership of 15.83 crore in the latest quarter.
The literacy rate of the country has grown at 3.6 per cent CAGR in the last three quarters. The literate population, as per IRS 2011, Q3, stands at 63.49 crore, an increase of 1.1 crore in the period.