Tuesday, January 15, 2008

Jain community most media-savvy than others

Televisionpoint.com Correspondent New Delhi
Hindus are slightly more exposed to the media than Muslims in India, but the Jain community, both men and women, is far ahead as far as reading newspapers or magazines is concerned.

According to the findings of the latest National Family Health Survey III, 76% Jain women read newspapers or magazines at least once a week as against 40% of Christian, 33% of Sikh, 30% of Buddhist, 23% of Hindu or 18% of Muslim women.

The number stands at 95% for Jain men compared to 61% for Buddhist, 60% for Christian, 56% for Sikh, 53% for Hindu and 45% for Muslim men. SCs and STs have the lowest media exposure - 55% of ST women and 38% of ST men are not regularly exposed to media.

Overall, in India, 65% of women and 82% of men aged 15-49 years are regularly exposed to any media. The most common form of media for both women and men is television. Over 55% and 63% of women and men respectively watch television at least once a week. However, for women, the next most common media source is the radio.

In every state, women are less likely that men to be regularly exposed to any media. The proportion with no regular exposure to media is highest for both women (60%) and men (40%) in Jharkhand.

In the case of women, Bihar (58%) and Rajasthan (53%) follow Jharkhand with somewhat lower percentages of women with no regular exposure to media whereas in case of men, Jharkhand is followed by Meghalaya (32%), MP (31%) and Chhattisgarh (30%). Delhi, Manipur, Goa and Kerala are the four states in which both women (92%) and men (98%) have the highest levels of exposure to one or more forms of media.

Media exposure is much higher in urban India than in rural areas. Only 13% women and 6% men in urban areas are not exposed to media compared to 45% women and 25% men in rural areas.

The report says the proportion with no regular exposure to media declines sharply with the wealth index, from 74% for women and 49% for men in the lowest wealth group to only 4% for women and 2% for men in the highest wealth group.

Compared to others, 44.7% and 43.7% Hindu and Muslim men watch television at least once a week, while 18% and 12.7% respectively do not regularly get exposed to any media.

So far as Hindu and Muslim women are concerned, 22.7% and 11% of them respectively read newspapers or magazines at least once a week, while 55.6% and 45.5% of them watch television weekly.

http://www.televisionpoint.com/

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