Mediatrends - Assam Language Special

Media
Presence of media in Assam:
Print: Local language publications dominate along with Hindi for the business community readership in this eastern tip of India.The people may read an English paper on Sunday. The Assam Tribune (English Daily) is the largest circulated newspaper and is popular newspaper with urban readers. Assomiya Pratidin (Assamese Daily ) is the leading local newspaper. The business population that consists of Marwaris and Punjabis, prefer Hindi publication Purvanchal.

Television: Television plays a dominant role. Doodarshan is very strong.

Radio: Radio is the next dominant media after television catered to by All India Radio.

Outdoor : The harsh weather is not friendly to Outdoor advertising to a large extent.There are not many hoardings in Assam.

% age Media Exposures Urban & Rural - Source IRS 1999
Assam & North east	Total %	Urban %	Rural %
Press	19.7	53.5	14.7
TV	34	86.9	26.3
Radio	25.3	18.1	26.3
Cinema	6.7	21.6	4.5
Any Media	50.2	92.9	44.4

TELEVISION • RADIO • PRESS

ALSO FEATURED

Publications and Circulation

Publications listed in Mediaware Database

Assam & the North East Indian states

I n t e r e s t i n g F a c t o i d s

- Rhino is a holy animal in Assam & North East.
- Shillong is THE tourist place.
-Visa required to enter Arunachal Pradesh.
- TV Prime time in Assam is around 7.30 pm to 8:30 p.m.
Rural
- Women work in tea gardens . Husbands sit at home .
- Women get subsidy from Govt for education ; as a result, women study sometimes even till the age of 65.
- Women are the decision makers . Groom gives dowry to the bride .
- The youngest girl in the family gets the entire property
Consumer Lifestyle
- People love to spend money . Minimum savings.
- Very brand conscious. Advertisements play an important role in influencing buyers .
- People live in joint families.
- Week ends are for going to places like Shillong , Nagaland , Sikkim , Gangtok .

TELEVISION

Television plays a dominant role in Assam with 34% exposure and 86.9 % in Urban.
Doodarshan is very strong in Assam. This is because the topographical condition in Assam makes it difficult for cable operators to set up infrastructure.

Channel reach in Assam(C&S)

TV And C&S Penetration All India - By State
State	Tot HHs ('000)	TV HHs ('000)	% HHs	C&S HHs ('000)
Assam	4617	701	15	201
All India	179516	58543	33	24747
4% of the total HHs has C&S in the state
29% of TV HHs has C&S in the state

Source IRS 1999

Permanent Cinema Theatres - By State
State	No. Of Theatres	Seats (Lakhs)
Assam	140	0.98

Source : RK Swamy /BBDO to market planning

TV And C&S Penetration Urban By State
State	HHs ('000)	TV HHs ('000)	% HHs	C&S HHs ('000)
Assam	613	426	69	166
All India	49174	33774	69	17770
27% of the total HHs has C&S in the urban areas
39% of TV HHs has C&S in the urban areas

Source IRS 1999

TV And C&S Penetration Rural By State
State	HHs ('000)	TV HHs ('000)	% HHs	C&S HHs ('000)
Assam	4005	275	7	34
All India	130341	24767	19	6977
1% of the total HHs has C&S in the rural areas
12% of TV HHs has C&S in the rural areas

Source IRS 1999

RADIO

Radio follows television with a 25.3 % share in the pie and a 26.3 % rural audience. The reach of radio is limited to AIR.

Listening To Film Music B'cast from Primary Channel

Station	Time Of Broadcast	Programme Title
Guwahati	8:30 AM	Geet Mallika	36.34
	9:00 AM	Chitra Geet	38.71
	1:10 PM	Adhunik Geet	15.8
	8:30 PM	Film Song	33.57

TOP PC Stations Programme

Station	Time Of Broadcast	Programme Title
Guwahati	6:10 AM	Bandana	27.25
	7:15 AM	Aji Puwa	33.97
	12:05 PM	Lokgeet	17.77
	7:15 PM	Krishi Jagat	12.24

Primary stations listening

Listeners On a Specific Day	(in lakhs)
Guwahati	55.3
CBS Listenership
Guwahati	0.66

Listening To News Bulletins B'cast from Primary Channel

Station	Time Of Broadcast	Programme Title
Guwahati	7:05 AM	News in Assamese	37.52
	8:55 AM	Reg. News in Assamese	38.31
	6:45 PM	Reg. News in Assamese	26.46
	7:05 PM	News in Assamese	19.75
	9:25 PM	Reg. News in Assamese	26.07

PRESS

Ad Revenues & Spends - September 2002 Source : ORG-MARG

Language publications dominate the readership in Assam., rather in the eastern region .
The people would at the most read an English paper on Sunday, and Assam Tribune is still the largest circulated newspaper which is restricted to urban crowd only.
For the business population that consists of Marwaris, Sardars and Punjabis, there is a Hindi publication Purvanchal which is considered a Decision Maker's Paper

.Top Publications based on ad revenue

Publications	INR
ASOMIYA PRATIDIN	6495378
DAINIK JANAMBHUMI	1747594
SADIN	673050
BISMOI	309508
DAINIK ASSAM	232320
PRANTIK	40000
ASSAM BANI	27720
AGRADOOT	1500

Top spenders in print media Source : ORG-MARG

Advertiser	INR
HINDUSTAN RESEARCH HLTH PRDCTS	6649040
LOHIA MACHINES LTD	5651984
ITC Ltd	5133632
BAJAJ AUTO	3543120
PHILIPS INDIA LTD	3097000
NIIT	2580000
KINETIC ENGINEERING LIMITED	2332776
MARICO INDUSTRIES LTD	2196000
NESTLE INDIA LIMITED	2020000
HERO HONDA MOTORS LTD	1874000

Mediaware Infotech Pvt. Ltd. The New Mahalaxmi Premises, Mathuradas Mills Estate, Lower Parel, Mumbai - 400013
Tel +91 22 56602634 Fax +91 22 56602634 Ext. 300 E-mail : response@mediawareonline.com