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18-34 year old US males watch less TV, says study
MUMBAI: The elusive 18-34 year old male has finally turned up.
Bigresearch conducted its latest installment of its half yearly Simultaneous Media Usage Survey (Simm), and the findings confirm Nielsen’s determination that 18 to 34 year old American men aren’t watching as much TV as a year ago.
That age group prefers going online, playing video games and listening to radio, says an official release. The company’s research VP Joe Pilotta added, “In today’s culture, television is an intermittent companion, People have it on while they’re doing other things. To treat it as if it were new to all, or as the only activity a consumer is taking part in, does not take into account the impact of the intermittent activity.”
Simm quantifies how the public consumes media and the impact those patterns have on buying habits in a fragmented and changing marketplace. Of the 18-34 year old men surveyed, 57.5 per cent play video games while 72 per cent surf the Internet. 67 per cent watch movies and 71 per cent listen to the radio. Simultaneous use of online and radio media among 25 to 34 year old males has increased while simultaneous TV and online usage has decreased. Simultaneous usage of TV and magazines is also on the decline in this group.
Since August 2002, viewership of the idiot box among males 18-24 has gone down 8.8 per cent while that among those aged 25-34 is down 12.2 per cent. Those men who live at home with their parents are significantly less involved with media than those who are on their own. Similarly, activities in and out of the home are having an impact on how those consumers spend their time.
On the whole, however, media usage among males between the ages of 18 and 34 years is on the decline. Newspaper, magazine and TV watching is down, most notably on the younger side of that category. Male TV watchers from 18 to 24 are down 13 per cent and those who read newspapers in that age group is down 10.5 per cent.
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.
