Sharmila-Media in India-Bibliography

Industry

The Indian media industry is estimated to be in the region of US$ 1.3 billion, covering print, radio, television and cinema.

Whereas the print media has not demonstrated remarkable growth in circulation and readership (the largest selling mainline English language daily, the The Times of India, having achieved a circulation of only 1.1 million), owing largely to the absence of entertainment value, the television media has truly captured the imagination of advertisers due to its popular entertainment format which draws viewers across all regions, languages and other demo and psychographic clusters.

Even as print media publications struggle to achieve readership of 100,000, tv channels are assured of instant reach to millions thanks to electronic distribution. As a matter of fact, there are as many as 57.7 million tv owing households in India (Source: Doordarshan Annual Report 1990-97) covering approximately 296 million viewers along with another 152 million viewers who are reached through community tv sets.

In essence, almost every second Indian is a tv viewer today, a market that the print media may never reach.

Statistics: `Audit Bureau of Circulation'