C&S sees marginal growth: IRS 2006 survey

MUMBAI: The reach of Cable & Satellite (C&S) has grown marginally in the last three years while mass media seems to have stagnated, according to a recent IRS survey.

In urban India, C&S has gone up from 53.5 per cent in 2004 to 54.4 per cent in 2006. Television, in contrast, has declined from 80.2 per cent to 78.9 per cent during this period. Press has also slipped from a reach of 42.9 per cent to 41.7 per cent in the three-year period, the IRS 2006 Round I survey said.

The reach of TV in rural India, however, has grown by one per cent while Press has remained in the same position.

Radio is the only medium where the incidence of listenership is almost same both in urban (21 per cent) and rural (20 per cent) India.
But the combined reach of mass media seems to have stagnated in the last three years. Press reach has been hovering around 24 per cent, TV at 55 per cent, radio at 21 per cent and internet at 1.5 per cent at the national level, the IRS report said.