The print media, it would seem, has a great future in India. As reported by FE on Tuesday, the country?s first-ever youth readership survey undertaken under the aegis of the National Book Trust-National Council of Applied Economic Research concluded that over two-thirds of the 333-million-odd literate youth in the country prefer newspapers to any other media when it comes to news & current affairs. Importantly, this 333-million number includes over 122-million literate teenagers, a large number of them not earning currently. Any media with such a huge base of positively disposed potential consumers must surely rejoice in its future. Even magazines, the supposedly more endangered print species, are not significantly behind television on the youth?s media of choice for current affairs?17% versus 22%, respectively. Rising literacy, currently 73% amongst 13-35 year olds, rising incomes and a vibrant press across Indian languages make for a heady growth concoction here. It turns out that even while television?s reach with youth is significantly higher (259 million youth exposed to it) vis-?-vis newspapers (177 million), the medium is perceived to be largely catering to the youth?s entertainment needs. And this when we already have 108 24/7 news channels, including 73 in regional languages. News on television?a more visual and sensory media?has willy-nilly ended up being a mere spectacle in India, with news broadcasters? mindset of single-mindedly chasing television ratings squarely to blame. No wonder television news in the country lacks, in general, the seriousness, the gravitas so very essential for creating a news-led media brand?s credibility with the audience.
In that sense, newspapers in India, with their long and well developed history in India?s Independence movement, also seem to thrive, as they remain inadequately challenged in their core offering?news?by either television or the ?new media?, unlike in the more developed markets like the US and Europe. And herein lies newspapers? biggest opportunity and challenge. For even as they adapt to technological advancements?like cheaper and faster Internet access and the concomitant change in delivery formats?they will need to continue to nurture their ?core? offering?news and brand credibility in a world exploding with information choices. It is also true that as today?s teenagers grow up, they will access information, including news, across devices?cell phones, e-readers, what have you?but that?s more a delivery challenge to the current largely paper-driven newspaper business model than any real existential dilemma as it is often made out to be. With the force of the reader solidly behind it, all the talk of the terminal decline of the print media is not just exaggerated, but patently misleading.
