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  • 1. REACH OF MASS MEDIA RURAL & SOCIAL MARKET PRESENTED BY : SHAKTI SINGH ROLL NO. 47 PGDM
  • 2. What is Mass Media
    • “ a medium of communication - newspapers, radio, or television- that is designed to reach the mass of the people.”
    ?
  • 3. Mass Media as an Information Source R a d i o More than 80% owned in the INDIA +55% spent in the INDIA to see first run movies. F i l m
  • 4. Mass Media as an Information Source 56% videos rented a month in the india V i d e o T e l e v i s i on 64 % of INDIA households own at least 1 television.
  • 5. News Most Indians get information about world events from network and cable news coverage . T e l e v i s i o n http://www.cnn.com/                                                          ABCnews
  • 6. T ele v isio n
    • Local News
    • A typical 30 min. broadcast in 2007:
    • 9 minutes of commercials
    • 7 minutes of sports & weather
    • 12 minutes of news
    • 40% of which covered crimes or disasters
    News
  • 7. C o mm e r c i als Prime time television includes 16 minutes of commercials per hour. Day time broadcast has 20 minutes of commercials per hour.
  • 8. C o mm e r c i als Most children younger than 6 do not understand that the purpose of advertising is to sell a product . Collect the information very fast.
  • 9. Film & Film, video and DVD both reflect and provide cultural information. Films on a current or historical topic represent the creator’s version of the events. Video
  • 10. Film & Video
  • 11. R a d i o More than 80% owned in the INDIA Radio reaches 75.8 % of persons 12 and older every day. Adult INDIANS listen to radio 2.2 hours a day.
  • 12. R a d i o Formats Are you listening? M i x e d format Musi c Sports Religious Talk News
  • 13. MO VER S A N D SH AKE RS
    • 80% of the urban household can be reached via TV.
    • 54% of urban homes reach through Cable & satellite TV alone.
    • Radio has gathered a bit of mass, now fm.
  • 14. THE GROWTH STORY
  • 15. INDIA vs BHARAT (reach, urban and rural, in percent)
  • 16. REACH OF MEDIA BY TOWN CLASS
    • 69% looks only C&S in 5-10 lakh area
    • Radio has a 30% reach in the bigger towns.
    • 16% among towns of 1-5 lakh population
    • 24% in villages with more than 5000 residents
    • Cinema’s is in the larger towns towns with 52%
  • 17. Summary 2 . Validate - Check other sources, electronic and print . 1. Evaluate - Is it really news and/or information? 3. Source - Rural v. Urban consumer v. commercial, political v. governmental " Media literacy is not just important, it's absolutely critical. It's going to make the difference between whether kids are a tool of the mass media or whether the mass media is a tool for kids to use."
  • 18.