Print media diffusion in Bengaluru District

The Indian Media and Entertainment Industry are worth Rs.1,026 billion with a growth rate of 11.7% as on 2014. In the newspaper industry, reader is the king and nobody can afford to ignorethe reach. Circulation is the lifeblood of newspapers and magazines. The economy of print media fundamentally depends on circulation. The growth is attributed to sustained progress by the language press, increase in the rate of literacy in general and female literacy in particular. This paper analyses the diffusion of Kannada and English Language press in Bengaluru district to investigate the reach and access of press in Karnataka state. The analysis of circulation of Kannada press makes interesting revelations. New entrants in the industry have gained high circulation relegating traditional giants in the background. In Kannada press, Vijayavani started in 2013 has established a big lead over conventional papers like Prajavani and Vijaya Karnataka with a whooping circulation of 7,91,837 (Jan-June 2016-ABC) claims 128 percent growth in three years establishingitself as the largest circulated newspaper since 2013