NE NEWS SERVICE
CHENNAI, APR 25
Nearly 23 crore people tune in to Prime Minister Narendra Modi’s ‘Mann ki Baat’ programme on the last Sunday of every month with 65 percent listeners preferring to hear the talk in Hindi, according to a survey conducted by the Indian Institute of Management-Rohtak.
The survey also found that the ‘Mann ki Baat’ programme, the 100th edition of which will be broadcast this coming Sunday, is heard more on television channels followed by mobile phones, with radio listeners accounting for 17.6 percent of the total listenership.
- More than 100 crore people have listened to the programme at least once, while around 41 crore were occasional listeners
- PM Modi has been liked by the listeners for qualities such as ‘a powerful and decisive leadership,’ knowledgeable and sympathetic and empathetic approach
It found that more than 100 crore people have listened to the programme at least once, while around 41 crore were occasional listeners.
The study also revealed that 44.7 percent people tune in to the programme on a TV while 37.6 percent access it on a mobile device. Viewing the programme is favoured over listening to it, as 62 percent of the respondents between the age of 19 to 34 preferred watching it on a TV, showed the survey.
It also showed that 73 percent of the listeners are optimistic and feel the country is going to progress. 58 percent of listeners have responded saying their living conditions have improved while a similar number (59 percent) have reported increased trust in government.
A total of 10,003 people were polled for this study of which 60 percent were males while 40 per cent were females. This population was spread over 68 occupations sectors with 64 percent being from the informal and self-employed sector while students constituted 23 percent of the studied audience.
The report further revealed that PM Modi has been liked by the listeners for qualities such as ‘a powerful and decisive leadership,’ knowledgeable and sympathetic and empathetic approach. Direct engagement is also one of the reasons for his popularity.
The Mann Ki Baat program was started on 3rd October, 2014 and is broadcast on last Sunday of every month at 11 am on the entire AIR and DD network. It is translated by AIR into 22 Indian languages, 29 dialects and 11 Foreign languages, apart from English.
It includes Hindi, Sanskrit, Punjabi, Tamil, Telugu, Kannad, Marathi, Gujarati, Malayalam, Odiya, Konkani, Nepali, Kashmiri, Dogri, Manipuri, Maithili, Bengali, Assamese, Bodo, Santhali, Urdu, Sindhi. The Dialects include Chhattisgarhi, Gondi, Halbi, Sargujia, Pahari, Sheena, Gojri, Balti, Ladakhi, Karbi, Khasi, Jaintia, Garo, Nagamese, Hmar, Paite, Thadou, Kabui, Mao, Tangkhul, Nyishi, Adi, Monpa, Ao, Angami, Kokborok, Mizo, Lepcha, Sikkimese (Bhutia).
