Television
was always big in India. It only got bigger this year - perhaps as big as the
entire continent of Europe. BARC India, the country's TV viewership monitoring
agency, has increased its estimates for audience size and television
penetration, saying the medium now is watched by 780 million citizens in the
South Asian nation. By comparison, Europe has a population of about 745
million.
After
the update, the homes with a television set in the country have gone up to 183
million from 154 million, implying an increase in TV penetration to 64%, from
the earlier estimate of 54%.
The
marked increase follows the latest Broadcast India Survey, the largest ever
research study undertaken to ascertain TV universe and television viewing
habits in India. Fieldwork for the Broadcast India survey was carried out
between November 2015 and February 2016, covering 300,000 homes across 590
districts, touching about 4,300 towns and villages.
One
of the interesting changes is in the urban and rural split, which was 50:50
earlier. As per the new universe, rural India now has 99 million TV owning homes,
contributing to 54% of the total universe, while urban India has 84 million TV
homes, constituting the remaining 46%.
The
survey also highlights that India has more nuclear families without elders than
ever before, and it is also the dominant family group among TV owning homes.
evision
penetration, saying the medium now is watched by 780 million citizens in the
South Asian nation. By comparison, Europe has a population of about 745
million.
After
the update, the homes with a television set in the country have gone up to 183
million from 154 million, implying an increase in TV penetration to 64%, from
the earlier estimate of 54%.
The
marked increase follows the latest Broadcast India Survey, the largest ever
research study undertaken to ascertain TV universe and television viewing
habits in India. Fieldwork for the Broadcast India survey was carried out
between November 2015 and February 2016, covering 300,000 homes across 590
districts, touching about 4,300 towns and villages.
One
of the interesting changes is in the urban and rural split, which was 50:50
earlier. As per the new universe, rural India now has 99 million TV owning homes,
contributing to 54% of the total universe, while urban India has 84 million TV
homes, constituting the remaining 46%.
The survey also highlights that India has more
nuclear families without elders than ever before, and it is also the dominant
family group among TV owning homes.
No comments:
Post a Comment