• 23 crore regular listeners of Mann Ki Baat, 96% population aware of the famous radio programme
• Powerful and decisive leadership, emotional connect with audience, cited as reasons for popularity by listeners
• Mann Ki Baat influences behaviour, 60% interested in nation building, 73% are optimistic and feel the country is going to progress. A majority of listeners have become aware of government’s working.
• 58% of listeners have responded saying their living conditions has improved, while a similar number (59%) have reported increased trust in government.
• 23 crore people tune in to the programme regularly, while another 41 crore constitute an occasional audience that has the scope of being converted into a regular audience.
• The study distributes the audience across 3 platforms with 44.7% 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 at second place with 18%.
• Apart from 22 Indian languages and 29 dialects, Mann Ki Baat is broadcast in 11 foreign
• Mann ki Baat is being broadcast by more than 500 broadcast centers of All India Radio.
• Total sample strength of 10,003 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 2,500 responses per zone, through a psychometrically purified survey
instrument.
IIM Rohtak report on PM Modi’s
Mann Ki Baat monthly radio broadcast
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