Thursday, August 31, 2006

Gear up for the New Media explosion

“Watch out! The New Media is seeing a spectacular rise!” That message has been loud and clear in several posts of this blog as also the one on Digital Communications.

The New Media explosion is round the corner, if the NRS findings are any indication.

”NRS revealed that the number of homes taking up cable and satellite connections is on the rise,” agencyfaqs reports. “For instance, the number of C&S households has increased to 6.8 crore from 6.1 crore last year. The connectivity in homes are also on the rise, be it in the form of computers, laptops, mobile phones or Internet. In fact, today there are more than 2.62 crore homes with mobile owners, which is a huge number compared to 0.66 crore last year.

“An important inference, therefore, is that consumers today access content from whichever medium that is available to them in the depth they need and at the time, manner and place they want. Media consumption habits have also changed over time. Readership of dailies, viewership of television, listenership of radio and mobile usage are all on the rise, whereas cinema viewing and magazine readership have declined across India over the last year.

“Looking at the overall mass media reach, it appears that the reach of conventional media such as press and television is narrowing down and other media (mobile, Internet, and radio) reach is on the surge.

”Another interesting aspect was NSRC and AC Nielsen’s finding on media reach in various age groups in SEC AB: the most active media consumers are individuals in the 20-24 age group. They have identified five segments within SEC AB 20-24 individuals based on their varied media habits and affluence – Hi flying Metrosexual, Effervescent Info seeker, Me Too Cult, New Age Woman and Small Town Conservative. And among this segment of consumers, it is seen that the reach of other media is almost close to 90 per cent.”

Professionals in the media and communications sectors should watch these developments closely and gear up for the challenges before it is too late. As for public relations, the focus will be on New PR.


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