Lecture 15: MEDIA REACH
"The medium is the message" acquires critical importance for advertisers and marketers in India
as different media have varying penetration levels. For example terrestrial TV has the highest
penetration among all types of media with 78 per cent penetration in urban India and 36 per cent
in rural India. It's reach is the highest in the 14 to 19 age group with 62 per cent. It has an
astonishing 91 per cent penetration in urban Himachal Pradesh.
In contrast satellite TV reaches only 13 per cent of India. The medium's highest penetration of 52
per cent is in urban Maharashtra. But in the rural parts of the state it has a penetration of a mere 4
per cent. Similarly in Assam and Orissa satellite TV reaches only 4 per cent of the population.
Given the high literacy levels it is natural that print media has the highest penetration in Kerala.
It reaches 76 per cent in urban Kerala and 65 per cent in rural parts of the state. Print media has
the lowest reach in Assam with 11 per cent.
Cinema has a high penetration in the southern states of India. In urban Kerala the reach of
cinema is 61 per cent. It varies from 40 - 45 percent in other southern states. Cinema reaches
more than 30 per cent of the population in the age group of 15- 25 across the country.
The emergence of new media options like
DTH & Internet more relevant for the upper SEC class of the population.
This segment is very difficult to catch and hence innovative media solutions are the
order of the day.
Brand building is the order of the day as it is important to synergise media with brand objectives
Definition of Rural Marketing :
No other country exists on earth, which offers such a dazzling array of Entertainment choices as
India does! In India, entertainment encompasses a wide plethora of options. Right from cinema (the largest
of its kind in the world) to television (amongst the fastest growing in the world) to soothing
music (the most diverse in the world) to awesome festivals (richest in culture) and richest-
possible food and finally its fanatical devotion to sports like cricket.
Travel in India constitutes a major component of Indian leisure and entertainment industry. India
offers mind-boggling variety for travel from highest mountain ranges of the world to serene
beaches to historical forts, palaces and temples to beautiful deserts. Exotic forests and national
parks in India are un-comparable in the world. Scenic hill-stations (mountain resorts) still remain
popular Indian travel hot spots.