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Chrome launches tool to study TV consumption pattern in rural India
MUMBAI: India’s TV research and analytics company Chrome DM has launched Chrome Rural Track. Every month, Chrome Rural Track will map 1,05,000 villages across India to study the consumption patterns in television viewing.
The tracking will involve massive infrastructure of field staff and tele-callers, with knowledge of 22 languages, advanced technology, etc. through use of six proprietary tools.
The field-work for Chrome Rural Track was initiated in April 2015 and the data compilation for Phase I comprising 25,484 villages is underway. Every month, Chrome Rural Track will encompass channel availability, claimed viewership, power-cut trends and consumer durable preference and ownership (colour TV, LPG stove, ceiling fan, car/jeep/van, two wheeler, refrigerator, washing machine, air conditioner, PC/laptop and agricultural land).
The tracking will be categorised into four Chrome Rural Strata (CRS) based on population density. CRS 1 will be in villages with population greater than 20,000; CRS 2 between 10,001 – 20,000; CRS 3 between 5,000 – 10,000 and CRS 4 will track villages with population less than 5,000.
The monthly tracking is aimed to assist the marketers in strategising for rural India. It will also help bring the issues affecting rural India into mainstream discussion, thus bridging the urban-rural divide in social and economical considerations too.
Chrome DM CEO and founder Pankaj Krishna said, “The size and social-cultural complexity of India’s rural landscape warranted the tracking at such a scale. Despite constituting 69 per cent of the population, rural India remains considerably unmapped across segments. We believe that this is a part of our endeavour to bring rural representation on to the radar. Consumption patterns, consumer preferences and purchasing power of rural areas are significantly different from that of the cities. If we further dissect the data, there are radical differences in consumer behaviour within individual villages. Chrome Rural Track is our attempt to map the diversity that exists in our vast country and provide the industry/decision makers with rural data.”
He further added, “Along with agriculture and simplicity of life – Rural India is today unfortunately synonymous with racism, gender inequality, honour killings and the highest rates of female foeticide across the globe. There are over 1000 female abortions in day in India. Any happening that does well for a story, genuine or non-serious makes it to the headlines across multiple media; however most of these stories are skewed to happenings in and around metros and urban centres. With the launch of Chrome Rural Track, across an unprecedented 105,000 villages of India, our endeavour is to bring Rural India on to the media radar.”
Chrome Data Analytics & Media advisory board member Monica Tata asserted, “There is a huge gap in the understanding of India’s rural consumers. Marketers need information that is dissected to a village level across India. With television being the main tool to communicate with consumers, it is critical that the brands have a refined knowledge television viewing. Through Chrome Rural Track, we aim to bridge this gap. This data spanning 105,000 villages will be indispensable for both advertisers and agencies and help them take more informed decisions.”
Some of the interesting findings from Chrome Rural Track include vast differences in the percentage between Cable, DTH and Terrestrial modes among various states. While 99.1 per cent of Kerala villages, 85.4 per cent of Gujarat villages and 70.3 per cent of Maharashtra villages get TV through cable, 62.4 per cent of villagers in Uttar Pradesh and Bihar access TV through DTH.
Some of the other interesting findings are mentioned in the following table:
Source – Chrome Rural Track August 2015
Terming rural India as virtually a black hole in terms of available information on consumption habits, Chrome Data Analytics & Media member of advisory board Bharat Ranga said, “As part of the Zee Network and responsible for its multiple launches, I have actively used Chrome Data along with the highest levels of analytics. I am sure that Chrome Rural Track will help enhance our content production with a better understanding of rural tastes and lifestyle.”
Mentioned below is a state-wise comparison of media preferences in rural areas across seven states:
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
