Digital Media Reach: A Comparative Study of Rural and Urban People in India

Abstract

Today India’s media industry is growing very rapidly. It is shifting from tradition media to digital media. According to advertising revenue forecasting by IAMAI, Indian digital media is growing at the rate of 31% in 2016 as opposite to other media. The main aim of this study is to explore he digital scenes in India and to compare the digital media reach in rural and urban area. This is secondary data based study. Results of this study shows that, reach of digital media is increasing in rural and urban area. However, there is large gap in digital media reach in rural and urban area. There are 309 million are urban internet users, 153 million are rural internet users in India, and there are 587 million mobile users are urban people and 430 million mobile users are rural people. 42 million urban and 42 million rural people are digital tv subscriber.