http://blogs.economictimes.indiatimes.com/et-commentary/media-penetration-a-sneak-into-households/ Partho Das Gupta The fast changing world of technology reflects in the changing patterns of media consumption. Yet, in a country of 1.25 billion, it is not surprising that change is slow and takes place at a varying pace with metros ‘enveloping’ technology faster. So, what is India watching, reading and listening to? And what is the best way to reach one’s audience, be it an advertiser launching a new product, or some new entertainment content, or an opinion piece like this one? Indians are consuming information and entertainment across media. But which medium is the one with the widest reach today? Television still has the deepest penetration throughout India. Of the total TV universe of 674.5 million people (over 50% of India’s population), television reaches approximately 475 million people every day across the country. Compared to traditional media like print t...
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