The MxMIndia-MRSSINDIA Poll on English News Channels

1. Research Report for MxM India
© Copyright – MRSS India May 2017

2. KEY OBJECTIVE
2
Quick dipstick on the English
News Channel Audience:
• Profile,
• Preferences,
• Views,
• Desires and
• Trusted Sources of News.

3. Poll among English News Channel Viewers
Structured questionnaire was developed by
MRSS India
An online questionnaire of LOI 5 – 10 minutes
administered amongst the target group
Largely pre-coded online questionnaire
prepared and was answered by identified target
audience from MRSS India Database
The questions was designed to gauge awareness
of newly launched Republic news channel,
preference and perception of various issues
pertaining to News channels programmes and
their treatment.
3
Preferences
Judgment based on
attitude and profile of
the viewers
Strong, Favourable &
Unfavourable
AssociationsAssociation
Judgment
Mind
Response

4. COVERAGE
4
Centres
Mumbai, Delhi, Bengaluru,
Kolkata, Chennai and
Ahmedabad.
Total Sample size:
600 spread across these
top 4 metros and 2
Mini-Metros
Sample coverage:
Male : Female (60:40)
Age groups (20 – 30, 31 – 40,
40 – 50, 50+ yrs.)
We covered

5. 5
DEMOGRAPHICS

6. Demographics
6
All values are percentages
BASE : 600
• In the telephonic survey conducted, of the 600 respondents contacted there were 40% females and 60% males (as per study
design parameters).
Willing to be a participate
in telephonic survey
Gender
Yes
100%
40%
60%

7. Demographics
7
23%
26%26%
25%
21 – 30 years 31 – 40 years
41 – 50 years 51 – 60 years
All values are percentages
BASE : 600
• Age distribution was fairly spread across the four age groups, primarily salaried professionals made up the highest proportion of
the sample (33%) followed by SEPs (24%) and Businessmen (20%), students and housewives constituted 12% each.
Age in completed years
12%
33%
24%
20%
12%
Student
Salaried Professional
Self employed
Businessman
Housewife
Occupation

8. 17%
17%
17%
17%
17%
17%
DELHI
MUMBAI
BENGALURU
CHENNAI
KOLKATA
AHMEDABAD
Demographics
8
Q.6. What is your educational qualification?
Q.7. Please tell us your city of residence?
All values are percentages
BASE : 600
• As per research design we have equal representation in all the 6 cities that we researched.
• Overall more than 90% of respondents were graduates.
Educational qualification City of residence
1%
8%
28%
20%
20%
20%
5%
Schooling till 10th Std
Junior college till 12th Std
Graduate – General
Graduate – Professional
Post Graduate - General
Post-Graduate – Professional
Diploma/ Vocational degree

9. 9
REPORT FINDINGS

10. 22%
41%
27%
10%
Old Wine
Better than others
More credible
Just noise
Awareness of Republic TV
10
All values are percentages
BASE : 600
• A healthy 69% of contacted respondents mentioned they are aware of ‘Republic TV’ English news channel
• Most of them (41%) perceive it to be ‘Better than Others’.
Awareness Statements applicable
69%
31%
Yes No
Base: IF Yes Coded in Q9 : 416

11. Awareness of Republic TV
11
All values are percentages
BASE : 416
• Among those aware of Republic TV, Centre wise, Mumbai (41%) perceive it as ‘More Credible’, Delhi (39%) find it ‘Old Wine …’,
Bengaluru, Chennai, Kolkata and Ahmedabad English news channel viewers find Republic TV ‘Better than others’.
Statement
Overall
416
Delhi
62
Mumbai
69
Bengaluru
78
Chennai
71
Kolkata
72
Ahmedabad
64
Old Wine 22% 39% 23% 28% 11% 3% 33%
Better than others 41% 29% 29% 42% 55% 50% 41%
More credible 27% 23% 41% 23% 31% 24% 23%
Just noise 10% 10% 7% 6% 3% 24% 8%

12. 29%
66%
82% 85%
32%
45%
19%
72%
35%
18% 15%
68%
55%
81%
News delivery Analysis and
interpretations
Breaking news Debate Sports news Business news Soft news
Noisy and aggressive approach Softer approach
Most appropriate approach – Overall
12
All values are percentages
BASE : 600
• Aggressive approach is found more appropriate for Debates, Breaking news and Analysis & interpretations.
• Whereas, softer approach is found more appropriate for News deliver, soft news, sports and business news.

13. Most appropriate approach
13
All values are percentages
BASE : 600
Statement Approach
Overall
600
Delhi
100
Mumbai
100
Bangaluru
100
Chennai
100
Kolkata
100
Ahmedabad
100
News
delivery
Noisy and aggressive 29% 32% 12% 54% 20% 12% 41%
Softer 72% 68% 88% 46% 80% 88% 59%
Analysis and
interpretations
Noisy and aggressive 66% 84% 91% 46% 48% 79% 45%
Softer 35% 16% 9% 54% 52% 21% 55%
Breaking news
Noisy and aggressive 82% 91% 97% 77% 84% 95% 49%
Softer 18% 9% 3% 23% 16% 5% 51%
Debate
Noisy and aggressive 85% 95% 97% 83% 92% 96% 47%
Softer 15% 5% 3% 17% 8% 4% 53%
Sports news
Noisy and aggressive 32% 7% 3% 34% 26% 77% 46%
Softer 68% 93% 97% 66% 74% 23% 54%
Business news
Noisy and aggressive 45% 41% 47% 46% 45% 36% 57%
Softer 55% 59% 53% 54% 55% 64% 43%
Soft news
Noisy and aggressive 19% - - 40% 25% - 51%
Softer 81% 100% 100% 60% 75% 100% 49%

14. 64%
57%
36%
43%
Opinionated ( firmly or unduly adhering to one's
own opinion or to preconceived notions)
Activist (campaigning to bring about political or
social change)
Yes No
News channel be
14
All values are percentages
BASE : 600
• Most viewers look at News channels to be opinionated but there is also a strong sense of believe that news channels should also
play a vital role in bringing about political or social changes.
Statement Response
Delhi
100
Mumbai
100
Bangaluru
100
Chennai
100
Kolkata
100
Ahmedabad
100
Opinionated
Yes 40% 47% 85% 80% 75% 56%
No 60% 53% 15% 20% 25% 44%
Activist
Yes 45% 45% 59% 65% 59% 67%
No 55% 55% 41% 35% 41% 33%

15. Source you trust more
15
51%
42%
7%
News Paper News Channels Websites
All values are percentages
BASE : 600
• Overall, print is a more trusted source (51%), closely followed by News channels, currently online (websites) are not considered a
trust worthy source. News paper is more trusted by viewers in New Delhi, Bengaluru, Kolkata and Chennai. News Channels are
considered better trusted source by viewers in Mumbai and Ahmedabad.
Sources
Delhi
100
Mumbai
100
Bengaluru
100
Chennai
100
Kolkata
100
Ahmedabad
100
News Paper 53% 37% 69% 61% 54% 31%
News Channels 39% 48% 25% 36% 44% 60%
Websites 8% 15% 6% 3% 2% 9%

16. 30%
54%
13%
3%
News Paper
News television
Websites of
newspapers / TV
channels
Standalone
websites
Source do you go FIRST to verify news
16
All values are percentages
BASE : 600
• When it is need to verify news, the first source is News Television (54%). This is more in Chennai (54%), Kolkata (68%) and
Ahmedabad (67%).
Statement
Delhi
100
Mumbai
100
Bengaluru
100
Chennai
100
Kolkata
100
Ahmedabad
100
News Paper 46% 33% 44% 20% 28% 10%
News
television
42% 51% 40% 54% 68% 67%
Websites of
newspapers /
TV channels
12% 12% 12% 23% 3% 18%
Standalone
websites
- 4% 4% 3% 1% 5%

17. 33%
32%
20%
7%
3%
2%
4%
Arnab Goswami
Rajdeep Sardesai
Barkha Dutta
Vikram Chandra
Rahul
Shivshankar
Navika Kumar
Rahul Kanwal
Most trusted news anchor
17
All values are percentages
BASE : 600
• Arnab and Rajdeep are considered the most trusted news anchor by close to 1/3rd of the viewers. Barkha comes at third place.
• Arnab leads comfortably in Bengaluru and Kolkata. Rajdeep has higher trust value in New Delhi, Mumbai and Chennai. Barkha is
relatively strong in Ahmedabad and Chennai.
Statement
Delhi
100
Mumbai
100
Bengaluru
100
Chennai
100
Kolkata
100
Ahmedabad
100
Arnab
Goswami
22% 27% 48% 26% 43% 31%
Rajdeep
Sardesai
47% 34% 31% 33% 26% 18%
Barkha Dutta 8% 13% 16% 29% 22% 29%
Vikram
Chandra
16% 10% 3% 8% 0% 7%
Rahul
Shivshankar
1% 7% 2% 2% 0% 6%
Navika Kumar 4% 5% 0% 1% 0% 4%
Rahul Kanwal 2% 4% 0% 1% 9% 5%

18. 15%
23%
26%
31% 32%
16% 15% 16%
41%
35%
6%
BTVI CNBC
TV18
CNN-
News18
India
Today
NDTV 24x7 NDTV
Profit
News9 NewsX Republic
TV
Times Now Wion Tv
See in past 1 week
News channels visited in past 1 week
18
Q.17. Which all news channels did you see in the past one week?
All values are percentages
BASE : 600
• Among the English news channels visited in last 1 week, Republic TV was 41%, Times Now is 35%, followed by NDTV 24x7 is 32%.

19. Therefore…1
19
• Majority of English news channel viewers mentioned they are aware of ‘Republic TV’ English news
channel and most of them (41%) perceive it to be ‘Better than Others’.
• Centre wise, Mumbai (41%) perceive it as ‘More Credible’, Delhi (39%) find it ‘Old Wine …’, Bangalore,
Chennai, Kolkata and Ahmedabad English news channel viewers find Republic TV ‘Better than others’.
• Aggressive approach is found more appropriate for Debates, Breaking news and Analysis &
interpretations. whereas, softer approach is found more appropriate for News deliver, soft news, sports
and business news.
• Most viewers look at News channels to be opinionated but there is also a strong sense of believe that news
channels should also play a vital role in bringing about political or social changes.

20. Therefore…2
20
• Overall, print is a more trusted source (51%), closely followed by News channels, currently online
(websites) are not considered a trust worthy source. News paper is more trusted by viewers in New Delhi,
Bengaluru, Kolkata and Chennai. News Channels are considered better trusted source by viewers in
Mumbai and Ahmedabad.
• When it is need to verify news, the first source is News Television (54%). This is more in Chennai (54%),
Kolkata (68%) and Ahmedabad (67%).
• Arnab and Rajdeep are considered the most trusted news anchor by close to 1/3rd of the viewers. Barkha
comes at third place. Arnab leads comfortably in Bengaluru and Kolkata. Rajdeep has higher trust value in
New Delhi, Mumbai and Chennai. Barkha is relatively strong in Ahmedabad and Chennai.
• Among the English news channels visited in last 1 week, Republic TV was 41%, Times Now is 35%,
followed by NDTV 24x7 is 32%.