After a gap of four years, the Indian Readership Survey (IRS), which documents the growth of the media industry, has been released for 2017. The survey methodology was criticized in 2014 and, therefore, was halted for an upgrade. This time, the sample size has been increased by 34 percent to 3.2 lakh households. The entire process was audited by E&Y.
The study found that there has been an overall 14 percent increase in TV ownership in Indian households. TV ownership, according to the 2011 census, stood at 47 percent but the IRS study found it to be 61 percent in 2017. Tamil Nadu had the highest TV penetration with 93 percent followed by Kerala at 90 percent. Punjab and the National Capital Region of Delhi tied at third position with 88 percent. The census numbers for these states were 87 percent, 77 percent, 83 percent and 88 percent, respectively. The lowest reach, as per the IRS, was of Bihar with 22 percent and 15 percent as per census. TV ownership was lowest in Tamil Nadu with less than 10 percent. The number of no TV homes was highest in Bihar with more than 75 percent.
The percentage reach for TV in the last one month in the age group of 12 + (L1M) was 75 percent, 10 percent higher than IRS’ 2014 study. In this, urban reach was 88 percent, 3 percent higher than 2014 and rural reach was 68 percent, 14 percent higher.
The DTH or digital TV market was up from 26 percent to 45 percent. Punjab leads with close to 55 percent homes with DTH followed by Himachal Pradesh with 50 percent.
Color TV ownership stood at 61 percent in 2017 up from 55 percent in 2014. – Indian DTH