he increasing number of news channels splattered on television makes it imperative for news channels to try and understand the news consumption habits of viewers. It is precisely this need that made BBC World undertake a qualitative segmentation study to get some insights into the role news plays in the Indian television viewers� lives and the ways in which viewers interact with these channels. As Dezma de Melo, senior research manager, BBC World, says, "There is more to measuring media than counting eyeballs."

Conducted with a sample of 990 SEC A and B respondents between 28 and 50 years of age, in six metros, the Segmentation Study classifies Indian news viewers into six categories: astute, self-acclaimed intellectuals, evolved, generalist, minimalist and detached. The study also goes ahead to say that the evolved, the self-acclaimed intellectuals, the generalists and the astute viewers chose BBC World as their favourite news channel, while Aaj Tak is the preferred news channel among minimalists and detached news viewers. ... more