etailing the significant movements in the media landscape invariably begins by looking at the changes in the reach of various media. The latest round of the NRS indicates a significant jump in the reach of cable and satellite television at an all-India level to 26 per cent (vs 19.6 per cent earlier). While the reach of press has increased negligibly, this change means that C&S; TV is now almost at par with the print medium as far as reach is concerned. Which of these will win a greater share of the consumer�s time going forward, is anybody�s guess.

Splitting this observation more finely between urban and rural indicates that in urban India, the reach of C&S; TV has actually outstripped print. A slight decline in the reach of print has aided this change in position. Other electronic media too have emerged stronger with radio and internet indicating an upsurge.... more