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`Marginal decline in print readership'

MUMBAI MAY 2. The growth of Internet has been "faster than expected" but the newly launched medium of FM radio, though confined to the metros, has been quite quick paced and has emerged as a "happening medium for advertising", according to the latest Indian Readership Survey 2002 (IRS2002) released here on Saturday.

The print medium, it said, has witnessed a "marginal decline" over the previous year.

The urban cable and satellite penetration has touched little more than half of the audience, impacting adversely cinema viewing in theatres. A similar movement has been witnessed in rural India as well, the IRS2002 said. Statistically, the urban and rural reach of the press is 32.9 per cent, television 51.9 per cent, cable and satellite 25.5 per cent, radio 15.3, cinema 7.4 and Internet the lowest at 0.9 per cent. The findings by the Media Research Users Council on the basis of a sample size of 2.29 lakhs, covering 986 towns and 2,858 villages, has thrown another interesting socio-economic profile which vary between the urban and rural areas. While all publications — dailies and periodicals barring two Hindi dailies — show a decline in readership, it is the magazine readership which has "been hit hard".

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