Our Bureau

Mumbai, April 28

The media in India is gathering pace rapidly and gaining progressive importance among key decision-makers, according to the latest Decision-Makers Survey 5 (DMS 5) conducted by ACNielsen ORG-MARG.

DMS 5 brings together a composite understanding of the media habits and lifestyles of today's business leaders. A successor to the DMS 4, the current survey was conducted among senior executives designated as General Managers and above across India's top 500 private companies, top 100 public sector and 100 leading financial sector companies including banks, merchant bankers and FIIs.

On average, corporate decision-makers spend about 20 minutes reading business dailies. The publications are assessed in terms of their ability to involve readers. Among business dailies,

The Economic Times

is the most preferred newspaper, followed by

Business Standard

and

Business Line

.

Some of the other interesting findings that the survey brings out are that, as a newspaper,

The Hindu

has more readership amongst people working in Indian corporate, where as

The Financial Express

enjoys strong readership amongst the Chairmen and Managing Directors.

Business Line

is popular amongst readers in the South and also with people working in the financial sector.

(This article was published in the Business Line print edition dated April 29, 2006)
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