This document discusses the reach and influence of mass media in rural and social markets in India. It notes that television reaches 64% of Indian households and is the primary source of news and information for most Indians. Radio also has significant reach, with over 80% of Indians owning a radio. The document contrasts media consumption between rural and urban areas, finding much higher reach of cable/satellite TV, radio, and cinema in urban versus rural markets. It stresses the importance of media literacy in evaluating news and information from different sources.

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."