MUMBAI: Although the time spent listening to radio increased in the first quarter of 2010, radio faced decline in terms of reach 

These findings are part of recently released Media Research Users Council (MRUC)'s first quarterly report of the Indian Readership Survey (IRS) for 2010.

According to the report, radio faced dip in reach, but has increased in terms of time spent. The reach of radio has decreased from 21.2 per cent in 2006 to 20.2 per cent in 2010  The findings stated Indians are now spending eight minutes more on the medium as compared to 2006.

The report provides insights about the media consumption habits of Indian consumers and the overall interaction of the Indians with various media. The study has been conducted by Hansa Research in collaboration with MRUC.