Industry POV

Opinion|e4m: Dentsu Webchutney's Gurjot Shah Singh gives his take on the IRS 2019 Q3 data!

09 Jan 2020

Gurjot Shah Singh, Senior Vice President & National Media Head, Dentsu Webchutney and other industry experts speak to e4m about the latest IRS Q3 data, the growth of digital, the rise of English readership in 2019 and the importance of being credible in the age of fake news. Please scroll down to read the full article or click on the link below:

https://www.exchange4media.com/media-print-news/irs-2019-q3-rise-of-digital-and-the-growth-of-english-readership-experts-weigh-in-101750.html

IRS 2019 Q3: Multimedia consumption is the order of the day

Here is what the bigwigs think about the growth of digital, increase in English readership and the importance of being credible in the age of fake news! 

On December 28, 2019, Media Research Users Council (MRUC) released IRS 2019 Q3 data, giving us some great insights into the media consumption across readerships in India. Multimedia consumption was revealed to be the order of the day, with each medium holding on to their loyal consumers. According to the data, the overall media reach has grown with digital leading the growth trajectory.

The report also highlights the upward trend of NCCS AB. It reveals that despite the growth in internet consumption, all media held on to their loyal consumers as the total reach across all media continued to grow. Another interesting fact is that more Indians now read English, with the percentage rising from 26 per cent in  IRS Q1 to 29 per cent in Q3. 

Given such interesting revelations, exchange4media spoke to the industry experts for their take on the IRS 2019 Q3 data.

Speaking about print, Karan Darda – Executive Director, Lokmat Media Group said, “In Maharashtra, Lokmat’s growth in readership numbers is a testimony to our stand of having a robust circulation supported by cutting edge editorial and focused market initiatives. I am satisfied with the growth in IRS 2019/Q3 results for Maharashtra over IRS 2019/Q1, Q2 and IRS 2017 result. Above all, we owe this position of unchallenged leadership to our readers.”

V Shreyams Kumar, JMD, Mathrubhumi believes that print media continues to be stable and balanced in its growth trajectory. "The report suggests that total reach across media platforms continues to grow," he states. 

Anant Nath, Director, Delhi Press points out why media brands with a proven record of credibility have enjoyed greater relevance recently: “Over the last two years we have seen relative stability with respect to the readership of print publications. One of the reasons could perhaps be that there is general scepticism with respect to the credibility of information over social media channels. People are now more aware of the pitfalls of fake news, and pickier in terms of what they want to believe."

Despite digital penetration going up, the data revealed that English print has held on its own in its market. “Our plan will be to constantly build relevance around our print offerings through features, special issues & constant product updates so that the content adds value to people's lives on the foundation of unputdownable trust & accuracy that The Telegraph has built over the years,” added D.D.Purkayastha, Managing Director & CEO, ABP Pvt. Ltd.

Anant Nath, Director, Delhi Press points out why media brands with a proven record of credibility have enjoyed greater relevance recently: “Over the last two years we have seen relative stability with respect to the readership of print publications. One of the reasons could perhaps be that there is general scepticism with respect to the credibility of information over social media channels. People are now more aware of the pitfalls of fake news, and pickier in terms of what they want to believe."

“Print continues to connect with people across the length and breadth of this country like no other medium. The requirement of credible and relevant information is more than ever before. Print ensures the same,” Alok Sanwal, COO Inext, Dainik Jagran weighs in. 

In this quarter, digital has taken the lead over other forms of publications. Gurjot Shah Singh, Senior Vice President & National Media Head, Dentsu Webchutney says, “Digital media’s increasing addressability is a past story and will continue to happen with the rapid digital adoption of a young country like ours." He attributes the rise in reach of regional newspaper consumption in Q1 2019 IRS to the growth of digital and the popularity of content in native languages. "Digital is adapting fast to regional too, leaving English behind as the most prominent language of digital consequently continue leading the growth trajectory of multimedia consumption," he says. 

“Indian digital consumers are evolving and they look for great user experience and world-class digital products. We are confident that we will continue to retain and attract new users to the Times Internet platform through great products and insights through our data management platform,” Puneet Gupt, COO, Times Internet.

Hareesh Tibrewala, CEO, Mirrium commented, “I think the key takeaway for me is the massive jump (almost doubling) of internet users in rural India between Q1 and Q3. And while TV continues to have the highest reach, Internet reach across all audiences is now close to the reach of the print media for all audiences. Both these data points augur well for the digital media.”

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