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English news see more viewer contribution from small towns: BARC ratings

The growth is understandable considering the number of small towns has increased from 357 to 415

Urvi Malvania  |  Mumbai 

According to the Broadcast Audience Research Council (BARC), the audience contribution of towns and cities with a population between 100,000 and a million has surpassed that of the top six metropolises for English news channels.

The towns in this measure are under its New Consumer Classification System (NCCS) termed A and B. In the 100,000–1 million population bracket, AB towns contribute 32 per cent to the total TV viewing universe measure of BARC but their contribution to English news viewership is 46 per cent. The top six metros contribute 36 per cent to the total TV viewing universe, while their contribution to English news viewership is 42 per cent. In English business news, viewership contribution from these AB towns is 30 per cent; that of the six metros is 43 per cent.

The ratings agency says in the 100,000–1 million population strata, the number of towns rose from 357 in 2001 to 415 in 2011, by Census data. It adds this growth corresponds to the finding of various Indian Readership Surveys (IRS) that that the overall growth in TV observed (since 2003) in the Rest of Urban India (RUI –towns beyond the top 20 and with population above 100,000) is much faster than that in mega cities and the top 20 metros.

Contribution% 1-10 lakh (AB) 6 Mega Cities (AB)
Universe (All India 1 lac+ AB) 32% 36%
Viewership - English News 46% 42%
Viewership - English Business News 30% 43%
Source: BARC India, All India 1 lakh+, NCCS AB, Week 16-19 (4 weeks) average

For the four weeks between April 19 and May 15, the average viewership for the English news genre was 872,000 and for the English genre, it was 348,000.

English News (Wk 16 - 19 avg) English (Wk 16 - 19 avg)
All India 1 lac+ (AB) Rat (000s) sum All India 1 lac+ (AB) Rat (000s) sum
Times Now 319 CNBC TV 18 171
Headlines Today 196 ET Now 115
NDTV 24x7 185 NDTV Profit and NDTV Prime 39
CNN IBN 172 Bloomberg TV 23
Total English News 872 Total English Business News 348

First Published: Thu, May 21 2015. 00:19 IST