he world of media consumption is changing rapidly in India. That is why many beliefs persist that may no longer be true. Below, are some myth-breaking insights from IRS 2005, that will throw some interesting light on the latest trends in TV viewing in urban as well as rural India.

Is cable & satellite TV an urban phenomenon? While sitting and watching any of the C&S; channels, it is easy to think of this as an urban phenomenon. The startling fact is that about 7.5 crore individuals who are over 12 years old watch C&S; channels in rural India. That amounts to about 40 per cent of the C&S; base.... more