Key Points - [n.b. to end 1997]

• Two/thirds of urban dwelling people in India have access to TV
• Reach of TV in urban India has risen from 52% to 64% over the past 5 years [to 1997]

By comparison

• Reading of newspapers only went up from 44% to 66% - despite an increase in literacy
• Radio listening fell from 46% to 33%
• DD1 and DD2 are seen in more than 45% of urban homes receiving TV
• Electronic media revolution began in 1991 with satellite TV - immense impact
• 60% of homes in urban and small toen India now have a television
• One-in-three can receive satellite channels - mainly through small scale cable operators
• Example - South Delhi - 15 channels in four languages for six dollars a month
• Main Satellite channels include Star; Star Plus; Zee TV; BBC World TV; Jain and Business India TV
• Sate-run Doodarshan has responded - new programming; new channel and alliance with CNN
• Radio is the loser - 5 years ago equal numbers listened to radio and watched TV - now almost twice as many watch TV as listen to radio
• International radio stations still have large audiences - but no FM re-broadcasting deals are possible
• Expansion of TV has meant extensive poaching of journalists from print media
• Shortage of news cameramen and VT editors
• Revolution continues - may have just begun

Source:

"India's Love Affair with the Box" by Andrew Whitehead, BBC World, for The Commonwealth Broadcasting Association.