INDIA : POPULATION

Source : Census of India 2011& IRS QI 2012

Total Population 121 crores
62 cr Males & 58 cr Females
17 % Growth during the decade
Sex Ratio for 1000 male is 940
female
Overall literacy rate is 72%
CLOSE TO 2/3 OF INDIAS CURRENT POPULATION IN RURAL INDIA
Source : IRS QI 2012
Which quarter? As you can see above, we have answered your question. Kindly note, we have now received QI 2012
data from Research agency and therefore, we have tried to populate all the slides with the said current data base. Last
time, it was QIV 2011 data but now, we have used QIV 2012 data.
LANGUAGES DIVIDE THE METRO POPULATION
Source : Census of India 2011& IRS Q2 2011
Delhi-
Hindi (88%)
Punjabi (4%)
Mumbai-
Marathi (47%)
Hindi (25%)
Gujarati (11%)
Kolkata-
Bengali (74%)
Hindi (20%)
Chennai-
Tamil (87%)
Telugu (7%)
Bangalore-
Kannada (58%)
Tamil (12%)
Urdu (13%)
Hyderabad-
Telugu (73%)
Urdu (19%)
122 official
languages
Why total is not 100% for each metro? Only key languages have been shown. Languages with insignificant % nos.
have not been shown. All of them put together, it will be 100%

RAPID URBANIZATION - URBAN HHS GROWING 56% GROWTH OVER
1995
Affluent segment SEC A
growing...
0
25
50
75
100
2000 2005 2011
34
30 28
27
24
23
19
21
21
14
17
17
6
10 11
SEC E SEC D SEC C SEC B SEC A
Details
HHs in Mns % growth
over 1995 1995 2005 2011
40L + Towns 11.5 15 18 57
10-40L Towns 4.2 10 11 162
5-10L Towns 4.5 6 7 56
1-5 L Towns 10 13 14 40
< 1 Lac 14.7 18 20 36
Urban 44.9 62 70 56
We got Total (2000)=96?. We got Total (2005)=102? This is typo. The actual nos. have now been
incorporated. Please find the same.
Source (pls specify yr & quarter? We have done the same as per your suggestion.
Source : IRS R2 2000, R2 2005 & QIV 2011
CONSIDERABLE POP GROWTH IN 10-40 & 5-10 LACS TOWN
Pop Strata Q4 2011 Q3 2011 Growth %
Est. Individuals 881185 876280 0.56
40 lakh+ towns 67924 67416 0.75
10-40 lakh towns 45151 44761 0.87
5-10 lakh towns 26834 26615 0.82
1-5 lakh towns 58319 57915 0.70
Below 1 lakh towns 81736 81231 0.62
5000+ villages 130266 129462 0.62
1000-5000 villages 356005 354383 0.46
Below 1000 villages 114950 114497 0.40
Source IRS QIII & QIV 2011
All Figures in 000
Pls provide which quarter & Year for the source.
50% OF INDIAS POPULATION WILL BE UNDER 30 EVEN IN 2015
Source: Euromonitor
Age 1990 1995 2000 2005 2010 2015
0 - 4 Yrs 14% 13% 12% 11% 10% 9%
5 - 9 Yrs 12% 12% 11% 11% 10% 9%
10 - 14 Yrs 11% 11% 11% 11% 10% 9%
15 - 19 Yrs 10% 10% 10% 10% 10% 9%
20 - 24 Yrs 9% 9% 9% 9% 9% 9%
25 - 29 Yrs 8% 8% 8% 8% 8% 9%
30 - 34 Yrs 7% 7% 7% 8% 7% 8%
35 - 39 Yrs 6% 6% 7% 7% 7% 7%
40 - 44 Yrs 5% 5% 6% 6% 6% 6%
45 - 49 Yrs 4% 4% 5% 5% 5% 6%
50 - 54 Yrs 4% 4% 4% 4% 5% 5%
55 - 59 Yrs 3% 3% 3% 3% 4% 4%
60 - 64 Yrs 3% 3% 3% 3% 3% 3%
65 - 69 Yrs 2% 2% 2% 2% 2% 2%
70 -74 Yrs 1% 1% 1% 2% 2% 2%
75 - 79 Yrs 1% 1% 1% 1% 1% 1%
80+ Yrs 0% 0% 1% 1% 1% 1%
Total 100% 100% 100% 100% 100% 100%
Source FICCI 2012 Report
GROWING LITERACY ESPECIALLY RURAL INDIA

Implication - Faster adoption
of new products and services
Challenges - Reach the
prospective customers
effectively - grow the market
base
1991 2001 2011
1.Base?source?
2. How come total of urban and rural (of a particular year) does not add to 100% - 73 (1991) in Urban means that out
of 100% Urban population in 1991, 73% is literate. Similarly for Rural in 1991, out of 100% Rural population, 45% is
literate. Therefore, Urban + Rural is not equal to 100%. Kindly note, bases are not same for both Urban & Rural
ENVIRONMENT HAS RESULTED IN GROWING MEDIA
OPTIONS & CHOICE
Film did not wipe out theatre.
Television didnt wipe out Print & Radio
New Media will not wipe out traditional media
It will simply give consumers more choice
I de
a
Customer
Service
Outdoor
Mail
Event/
Sponsorships
Magazines
Radio
Newsprint
Television
Telemarketing
Placement/
Product
Sampling
Branded Games
Banner Ads
Full-page
Banners
Branded
Mobile
Phone Sites
iTV
Elevator
Advertising
Branded Screens
Viral Mail
Mobile Mkt.
Branded
CDs
Branded Web
Content
Media
Fragmentation
Point of Sale
Face-to-Face
The decade of the 1990s can truly be called transformational for the Indian
media
It saw the convergence of many changes in the country
Liberalization of economy
Advent of satellite television
Improvement in communication technology
While Media Planning as a function had begun late 1988 onwards, albeit with long
hiatus between database updates - what changed the status of media
departments in media agencies in 1994-95 was the birth of Media AOR
(agency of record)
Birth of media independents initially renaming of existing media departments
within an agency over the years fully independent set up ..



MEDIA MILESTONES
EVOLVING MEDIA LANDSCAPE
New technologies changing the face of Indian media
and providing greater access to media

SATELLITE TV GROWTH PHENOMENAL OVER LAST 15 YEARS
MEDIA REACH 1995 VS. 2011
Source: IRS
Pls indicate which yr for 95 vs 2011? Incremental nos. represent the most latest year. In all
markets, globally, increasing penetration nos. denote the current period (unless impacted by
economic downfall) . Also, if you go to data sheet and unhide column A, you will get to see the
year. We have now labeled the bars for your convenience.
Year & month?
Base?
Why total % for 95 is 94% and 2011 is 161%? It is a Multi Coding
Question. Therefore, total can be more than 100%. Thus, it means that
people who read press also watch TV and may also listen to Radio. If
somewhere total is 94%, it means all media put together = 94% and if
total is 161%, it means all media put together = 161%. It is a case of
Duplication.
1995 1995 1995 1995 2011 2011 2011 2011
PRINT READERS IN INDIA ARE SPOILT FOR CHOICES
Total Dailies &
Periodicals = 62483
Hindi Titles
= 24927
English Titles
= 9064
Vernacular
= 28492
Print has more than 10000 unique titles in India
46% of the registered publications are on regional languages
Total Registered Titles
in India
Source : IRS , ABC
Which yr & mth?
This is duplication slide - same as slide 31 This slide is needed in the 13
th
position. So, it stays here. Slide no. 31
has been deleted now.
Pls provide year &
mth for ABC. For
IRS, is it Q2, 2011?
TELEVISION CHANNELS & VIEWERSHIP BY LANGUAGES
Total TV
Channels =
611
Terrestrial
Channels = 27
C & S
Channels =
584
English
37 Channels
2.5% Share
Hindi
76 Channels
46% Share
Vernacular
176 Channels
37.9% Share
Multi Feed
29 Channels
9.9% Share
Local Cable
5 Channels
6.5%
Others
261 Channels
1.5% Share
97.8% Channel share by the C&S channels
Source : TAM
Which yr & mth?
Total is 584 channels? We have made the correction suggested by you. Thank you.
C&S PENETRATION ON THE RISE IN INDIA
Total households in India =
231 Million
Total TV owning households
= 141 Million
Total C&S households =
116 Million
Source : TAM
Pls provide year &
which Quarter
AVERAGE URBAN ADULT SPENDS 323 DAILY MINUTES WITH MEDIA
Source: IRS AA 25-44 years
Source:yr &
mth?
Source: KPMG Report 2012
7.8%?
10.7%?
8.2%?
4.6%?
31.3%?
We got This is Rounding Off because of which sometimes results differ by some decimal points. These
decimal points are always very insignificant as compared to the larger numbers for which we are doing our
given analysis. As you can see, in this case these insignificant difference is mostly by 0.1 decimal point.
TELEVISION TRENDS
GROWTH TRAJECTORY OF THE SMALL SCREEN IN INDIA

Entry late 70s restricted to the major metros Mumbai & Delhi and
the upper crust
Formation of Doordarshan and a small start of advertising on
TV

1981-1985: Rapid increase in TV transmitters from a mere 21 to
400+ and commercialization of Indian television by mid-80s
Asian games added color to viewing pleasure
1984-85: first TV soap opera Hum Log with 156 episodes and
running 17 months with themes covering family planning,
education of girl child etc
Period coincides with the rise of middle class as a dominant
force in the country television programming too increasing to
film based entertainment.. Private sponsorships of programs


GROWTH TRAJECTORY OF THE SMALL SCREEN IN INDIA
1985-1990: Golden age of Doordarshan, when it outpaced radio
and print the then first choice for advertising
Doordarshan rates were not negotiable annual rate hikes
40 serials on air by 1997

In 1990 government initiated economic reforms herald entry of
private producers

In Feb 1991 the gulf war creates a demand for cable television
among Indian viewers post CNNs coverage of the war

May 1991 : launch of Star TV with western programming only
Changed the face of entertainment among consumers and
media fraternity
Others followed Zee, Sony, Sun




GROWTH TRAJECTORY OF THE SMALL SCREEN IN INDIA
Doordarshan paled in comparison and its revenues were fast
depleting
Main strength coverage stronghold vis--vis cable and satellite
Lack of data led to more gut driven decisions when it came to
usage of satellite

Negotiations and price wars begin, with entry of satellite television

DD tries to fight back with launch of DD metro with private
produced programming but fails to make a mark
Today DD is used in markets where Reach of satellite is still
low Bihar and some pockets of UP and North East
RISING TV & C&S PENETRATION
IRS-1995 R1 & 2005 R1 & 2011R2
HHlds Mn
1995 2005 2011
50% television penetration in 2011 in
comparison to 31% in 1995
76% satellite homes in 2011 in
comparison to 36% in 1995
Why not updated from Q1 2012? We had not received QI 2012 data when this presentation was sent to you. However,
we have received it now and revised this slide.
TV OWNERSHIP GROWTH HIGHER IN RURAL MARKET
Q4 2011 Q3 2011 Growth %
Est. Households 122290 119342 2.47
Urban 57586 56686 1.59
Rural 64704 62656 3.27
IRS Household data
* Figures in (000)
Source: Year
& month?
This slide same as slide 34 This slide is needed in the 123
rd
position. So, it stays here. Slide no. 34 has been
deleted now.




INCREASINGLY CLUTTERED MARKET PLACE


Brands on TV
Source: Ad Ex India
3000 plus brands since 1994
Impact of recession seen post 2006

Source:
(1) Pls provide yr & mth
(2) From the chart we see total brands in 1994 is 3,906, where did you get 10,000 brands? You are right. It is an error.
It should have been 1000+. We have now changed it to 3000+
TV AUDIENCE MEASUREMENT SYSTEMS
Parameters aMap TAM
No. of metered homes 7200 8000
No. of cities covered 87 162
Gender
Age Group
Socio Economic Class
Education
Working status
Occupation
Income levels
Ownership
Viewership update Daily Weekly
(1) Why do you use TAM instead of aMap. This slide is only to show the coverage of both surveys in India. And to
address your query kindly note, each survey has its specific deliverables and we choose a particular survey based
on what we need to know at that point of this.
PROLIFERATION, FRAGMENTATION AND
NEW GENRES
News/Biz
Star News
Aaj Tak
Zee News
CNN
CNBC
BBC
CNN IBN
NDTV 24 x7
Zee business
Headlines T
NDTV Profit
Channel 7
IBN 7
India TV
Sahara Samay
GEC
Star Plus
Sony
Zee
Zee Next
SAB
Sahara
INX
NDTV Imagine
Colors
Star One
Zoom
Star Utsav
Bindaas
DD NNW


Movie (Hin)
Zee Cinema
Set Max
Star Gold
Filmy
B4u
CVO
Bindaas


MTV
Channel V
B4U
ETC
Music India
VH1
Sports
ESPN
Star Sports
DD Sports
Ten Sports
Max,
Zee sports
Neo Sports
DD Sport
Movie (Eng)
Star Movies
HBO
Star World
Zee Cafe
Zee Studio
Infotainment
Discovery
NGC
Disc T&L
NDTV Good times
Animal Planet
History

Kids/Cartoon
Cartoon
Network
Nickelodeon
Disney
Hungama
Pogo
Animax
Jetix

Music
Is it headlines today? Yes. It is Headlines Today. As you can see, the entire
column is of news channels.
ACROSS LOCAL LANGUAGES TOO
AP
Gemini
Eenadu TV
Eenadu 2
Maa TV
TV 9
Siti Cable
Zee telegu
Teja
DD8

TN
Sun TV
Raj TV
KTV
Jaya TV
SS Music
Sun News
Vijaya TV
Raj D P
DD5
Karnataka
Udaya TV
U2
Ushe TV
Eenadu-K
Zee-K
Suvarna
DD9

Kerala
Asianet
Surya
Asianet P
Asianet N
Kairali
People TV
JeevanTV
Amrita TV
DD4


WB
Zee Bangla
ETV Bangla
Akash
Tara News
Tara Music
Kolkata TV
24 ghanta
Star ananda
DD7
Maharashtra
Zee Marathi
ETV Marathi
Mi Marathi
Zee 24 Taas
IBN lokmat
Star Majha
DD10


Punjab
ETC Punjabi
MH1
Z Punjabi
Balle balle
DD Punjabi
North east
NE TV
NE hi-fi
DD NE

TRENDS
Channel Explosion
News & Kids genre expanding
Growth in regional channels
Increasing fragmentation of audience
DTH platform gaining acceptance rapidly
Ad avoidance will soon be an issue to deal with
Planning for DTH homes vs. C&S homes
Innovating to be seen over the clutter
DTH service Company
Dish TV
ASC enterprises Zee
telefilms JV
DD Direct Plus
Prasar Bharti (Free to air
service)

Tata SKY Tata sons-Star IV
Big Reliance
Sun Direct Sun Group
Airtel Bharti Enterprises
Videocon Videocon
Media Implications
Managing CPRP & minimizing erosion
of viewers in ad breaks increasing
planning efficiencies via proprietary
tools
Identifying emerging touch points
critical
Increasing partnerships with emerging
channels for a 360 degree solution for
penetrating new markets

REALITY SHOWS, GETTING BIGGER BOLLYWOOD STAR HOSTS
Account for almost 10-25% of programming across
GEC
Both international and local formats
A lot of participation from small towns v/s metros
Maharashtra Females , 15+, ABC
Maharashtra Males 15+ ABC
GROWING VIEWING PREFERENCE TO LOCAL LANGUAGE
West Bengal Males 15+ ABC
West Bengal Females 15+ ABC
Source : IRS 2011
Q2 2011?
PRINT TOOLS
There are two sources of information for print evaluation - Indian Readership Survey
(IRS) & National Readership Survey (NRS).
The Audit Bureau of Circulation (ABC) is a body that ratifies the circulation figures of
the publications but is not used as a primary source for evaluation of publications.
Out of these above survey NRS has not been updated since 2006, while IRS updates
its survey results every quarter.
The IRS provides both the Average Issue Readership (AIR) which based on whether
the respondent has read a publication within its last period of publication (last one day
for dailies, last one month for monthlies etc) as well as Total Readership.
Readership covers both Urban & Rural India under its survey representing around 876
Million Individual across the country above the age of 12 Yrs.
RADIO AROUND 250 PRIVATE FM STATIONS
Radio
All India
Radio (AIR)
Private FM
Channels
Primary
Channels
34 Private FM Radio Channels
across 247 cities in India
There is a proposal allowing 806 FM station in phase III
In addition, All India Radio (AIR) is getting ready to launch 320 FM Radio stations
Vividh
Bharati
FM
Gold
Group 1 5
188 cities
Group A to C
70 cities
8 Metros
Source: IRS , RAM
Pls provide year &
which quarter?
INTERNET
The total number of active internet users in India has grown by more than 250% in last decade.
1. Pls provide base & source
2. What is PB?
3. How did you get 250% increase in the last
decade coz from 2005 to 2011 is already
1033%
THANK YOU