(11 May 2009 10:45 pm)

MUMBAI: The reach of cable and satellite (C&S) to individuals is on a 7.05 per cent upswing, according to the latest Indian Readership Survey (IRS) survey conducted by Media Research Users Council (MRUC).

As per the Round 1 (R1) survey (January–December 2008), the total number of individuals exposed to the C&S service stand at 307.69 million, as against 287.43 million individuals in IRS R2 (July 2007-June 2008) survey.

On the whole, a total of 36.1 per cent individuals in R1 2009 (sample size 852,333,000) accepted using C&S as compared to 34.1 per cent in R2 (sample size 842,905,000).

On the other hand, the reach of television, which was 55.4 per cent in R2 2008, went up to 55.7 per cent in R1 2009. On actual individual basis, the reach went up by a meagre 1.66 per cent.

In the radio sector, the reach stands at 21.1 per cent (179.84 million individuals) in R1 ‘09, down by 0.30 per cent as against R2 ‘08 figure of 21.4 per cent (180.38 million individuals).

In the FM radio space, however, the reach has increased by 4.92 per cent. The survey shows a reach of 13.8 per cent (117.62 million individuals) in R1 2009, up from 13.3 per cent reach of R2 2008 (112.11 million individuals).