Do only some consumers matter? It is a question I frequently ask of researchers, media firms, marketers and analysts. For example, 31 per cent of Indian voters had chosen the ruling Bharatiya Janata Party or BJP in 2014. Why then does more than 90 per cent of news media talk only to that 31 per cent?
Similarly, 836 million Indians watched TV, more than 385 million people read a newspaper, more than a billion film tickets were sold in 2018 but most discussions and research on media focusses on digital audiences.
The Reuters Institute for Study of Journalism’s (RISJ) India
The Reuters Institute for Study of Journalism’s (RISJ) India
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