The findings of the study were brought out in a press conference by Gaurav Dwivedi, CEO, Prasar Bharati and Dheeraj P. Sharma, Director, IIM Rohtak.
Below are the key findings of the survey.- 23 crore people tune in to the programme regularly while another 41 crores constitute an occasional audience that has the scope of being converted into a regular audience.
- The study has tried to gauge the impact Mann Ki Baat has had on the population over the 99 editions so far.
- It states that a majority of listeners have become aware of governments working and 73% are optimistic and feel the country is going to progress.
- 58% of listeners have responded saying their living conditions have improved while a similar number (59%) have reported increased trust in Government.
- The general sentiment towards the Government can be gauged from the fact that 63% of people have said their approach to the Government has become positive and 60% have shown interest in working for nation-building.
- The study distributes the audience across 3 platforms with 44.7% of people tuning in to the programme on a TV while 37.6% access it on a mobile device. Viewing the programme is favoured over listening to it, as 62% of the respondents between the age of 19 to 34 preferred watching it on a TV.
- Hindi grabs a major chunk of listeners of Mann Ki Baat with 65% audience preferring it over any other language while English comes in second place with 18%.
- Total sample strength of 10003 was polled for this study of which 60% were males while 40% were females. This population was spread over 68 occupations sectors with 64% being from the informal and self-employed sector while students constituted 23% of the studied audience.
- Data was collected from North, South, East, and West regions of India using snowball sampling with approximately 2500 responses per zone, through a psychometrically purified survey instrument