Latest IRS media figures show a 17% compound annual growth rate (CAGR) in the spread of cable and satellite TV across India, while internet growth has risen by an even greater 32.5% - albeit from a low penetration base line.
The figures, for the first quarter of 2011, show the total reach of cable and satellite TV is now 416.51 million, up from 403.51 million registered in the fourth quarter of 2010, and just under 383.61 million homes a year ago. Television – including terrestrial transmission – is now available in 522.44 million Indian homes, up 5% on the 516.41 million figure at the end of 2010, and the 509.86 million recorded in the first quarter of 2010.
Internet meanwhile, is now available in 25.92 million homes, compared with 24.33 million in the Q4 2010, and 22.52 million a year ago – according to the new report from the Media Research Users Council (MRUC) and Hansa.
Literacy rates rose, as did the expansion of India’s print media. Indeed, the only sections of the survey which registered a dip in the IRS figures were radio and cinema penetration. Cinema’s reach fell by minus 5.4% CAGR, from 81.66 million at the end of 2010 to 79.71 million in Q1 2011. The total reach of radio fell from 163.91 million to 161.48 million in the same period: a drop of 8.3% negative CAGR.