In terms of reach, from the average 134 million individuals a week watching TV in 2002, the number is at a 190 million individuals in 2005. For broadcasters, what is further good news is the fact that the only thing outshining the C&S growth is colour TV penetration. Homes with colour TV have doubled leading to 70 per cent C&S homes owning colour TV sets today. Interestingly, TV& satellite dominate southern markets like Tamil Nadu, Andhra Pradesh and Karnataka, which boast of some of the highest TV reach and C&S penetration.

Another noteworthy aspect of the findings is in regards to Internet. NRS 2005 states that of the 11 million 12 + individuals, who accessed Internet in the last three months, 8 million were from urban India and 3 mn from rural. In addition to that, only 16 per cent of these users access Internet from workplace, 34 per cent surf from home and 32 per cent go to cyber cafes.

For the radio medium, however, the news is not so good. On the whole, radio has been stagnant but urban India does see an increase in FM users, which in comparison to 2002, is quite significant at a 100 per cent. Another medium, which has finally gained recognition, is the mobile phone. The study shows that 13.9 per cent of mobile phone users avail to value added features like SMS, downloads and accessing news amongst other.
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