Broadcast India Survey
The need for relevant, representative, accurate, up to date information on penetration and access of broadcast media, especially television, in the country has been expressed across the broadcast industry. The dramatic growth in broadcast vehicles, platforms, content providers along with rapid digitalization has acted as a catalyst in accentuating this need. In the absence of a dedicated broadcast centric study, the print readership surveys conducted by various agencies are often used as reference. These surveys are designed with the primary objective of capturing print readership and provide limited coverage and understanding of other media including television, radio etc.
To fulfill this need, IBF, has decided to commission the conduct of the first national broadcast media centric study, through an open tendering process to get an independent, objective and accurate understanding of broadcast media (especially television) penetration and access across the country.
The Survey would produce estimates of broadcast media penetration at various population strata levels and an understanding of broadcast access and consumption behavior based on various parameters.
The first phase of the survey would involve two parts. The first part would be to design the study so as meet the Survey objectives. The second part involves testing of the design by way of a pilot study in a representative geographical area.
The second phase would include conduct of the survey across the country as per the tested design, analysis of the data thus obtained and reporting of the survey results.
Through this Survey, IBF expects to improve its understanding of the magnitude and nature of broadcast access, penetration in the country and to be able to identify the geographic location, demographics and psychographics of broadcast audiences. IBF will be able to further develop programs, policies for its members that would encourage growth of access to broadcast media to audiences in the country.