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General News: In South India, local language TV news consumption highest in Karnataka - Printable Version

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In South India, local language TV news consumption highest in Karnataka - nairrk - 07-04-2018

BENGALURU: The four southern languages – Tamil, Telugu, Kannada and Malayalam once represented the languages of the four southern states or four sisters as they were then known – Tamil Nadu, Andhra Pradesh, Karnataka and Kerala. With the splitting of Andhra Pradesh into Andhra Pradesh and Telangana, these languages now represent five states. Tamil is also a dominant language in the Union Territory of Puducherry. Broadcast Audience Research Council (BARC) started publishing viewership data of top fivenews channels in the four southern languages since week one of 2018 (Saturday, 30 December 2017 to Friday, 5 January 2018) until week 25 of 2018 (Saturday, 16 June 2018 to Friday, 22 June 2018). BARC publishes data based on the urban and rural (U+R) NCCS All: 2+ Individuals demographics for the following languages in the following markets respectively:

(1) Tamil: In the Tamil Nadu and Puducherry market

(2) Telugu: In the Andhra Pradesh and Telangana market

(3) Kannada: In the Karnataka market

(4) Malayalam: In the Kerala market

Limited analysis of limited data over the past 25 weeks has revealed some interesting and useful information, more so for media planners and advertisers targeting news watching audiences in these markets. People from Karnataka consume almost twice as much of Kannada news as people from Tamil Nadu and Puducherry consume Tamil news. Please refer to the figure below for weekly impressions of top fivenews channels for each language for week one to 25 of 2018 based on BARC data.

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