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NEW
DELHI: Though television in general is the highest reaching
medium with more than 85 per cent penetration in 2007, the
reach in India is just above 50 per cent.
According to research firm Magna Global, TV outshines other
media as being the highest reaching, except for Germany and
India. Radio reaches more than 60 per cent of the population,
except for Spain, India and China.
Countering
figures given from time to time by the Indian government,
the study shows radio reaches a bare 20 per cent, newspapers
around 38 per cent, magazines just over ten per cent, and
Internet less than five per cent.
Newspapers still have penetration of more than 60 per cent
in Germany, China, the United States, Italy and the United
Kingdom, although the reach is particularly lower in France
and Russia, with less than 20 per cent.
Magazines
have an impressive penetration in Germany and France, with
more than 85 percent, but do not perform as well in the United
States and India, with less than 25 per cent reach.
The Internet, although still newly emerging, has a reach of
more than half the population in most of the countries studied.
In the United States, penetration is at about 70 per cent,
while in the United Kingdom and Germany penetration is more
than 60 per cent. However, in the BRIC countries (Brazil,
Russia, India and China), the penetration is still lower than
30 per cent.
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