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IRS 2002 is the largest continuous media survey ever conducted
(sample size of 229,000 individuals) providing a single-source database
for demographics, media habits and product / brand usage across
986 towns and 2858 villages in India. The survey was conducted over
two rounds with the field work between November 2001 and November
2002.
This all-india survey conducted jointly with the Media Research
Users' Council (MRUC) also provides product / brand penetration
information for over 50 different products allowing one to link
media habits and product usage data for adults and children from
the age of 12 years.
IRS 2002 indicates that Doordarshan (DD) National channel continues
to dominate and has recorded the maximum viewership in urban and
rural India. Due to low penetration of the cable & satellite
(C&S) channels in rural India, DD Metro is the second most watched
channel in the country.
There are some surprises too - Living Media group's Aaj Tak is
the only news channel to feature in the top 10 list and there are
no sports channels in the list. ETV Eenadu seems to be doing well
in urban+rural markets but lags behind Sun TV and Gemini in the
urban market.
IRS 2002 Top 10 list for TV channels
| Ranking |
All
India (Urban and Rural) |
Reach in per cent |
Urban
India |
Reach
in per cent |
| 1 |
DD
National |
31.4 |
DD
National |
31.4 |
| 2 |
DD
Metro |
13.9 |
Star
Plus |
25.1 |
| 3 |
Star
Plus |
7.8 |
DD
Metro |
19.5 |
| 4 |
Sony
TV |
5.5 |
Sony
TV |
17.4 |
| 5 |
Zee
TV |
4.7 |
Zee
TV |
14.8 |
| 6 |
ETV
Eenadu |
4.5 |
Zee
Cinema |
10.9 |
| 7 |
Sun
TV |
4.5 |
Aaj
Tak |
10.4 |
| 8 |
Gemini
TV |
4.4 |
Sun
TV |
9.1 |
| 9 |
Zee
Cinema |
3.5 |
Gemini
TV |
5.8 |
| 10 |
Aaj
Tak |
3.3 |
ETV
Eenadu |
5.6 |
The following channels feature in the "Top 10 list for channels
tuned in": DD1, DD Metro, Star Plus, ETV Eenadu, Sony, Star
Sports, Discovery, Sahara TV, Zee Cinema and Star Movies.
The following channels feature in the "Top 10 list for channels
received": DD1, DD2, Star Plus, Zee TV, Sony TV, Star Sports,
Discovery, Sahara TV, Zee Cinema, Star Movies.
The field research for IRS 2002 was conducted by research agency
NFO-MBL. Recently, unconfirmed media reports indicated that NFO-MBL,
the field research agency for the IRS will cease to be associated
with the study after the release of the current round and Hansa
Research, the research wing of RK Swamy BBDO, will take over from
round 11.
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