MUMBAI: Radio has been falling, even as Cable & Satellite (C&S) and Internet are growing strongly in reach when compared to the sequential quarter, as per the IRS 2010 Q4 data released yesterday by the Media Research Users Council (MRUC).

It reveals that radio is the only sector which is continuing to de-grow. In the IRS Q4 report, radio's total reach dipped to 163.91 million -- a negative CAGR of 9.8% over Q3, when it was 168.67 million, which too had dropped from the Q2 figure of 172.60 million.

Other salient figures from the report: C&S total reach up by 22.1% CAGR, to 403.38 million, from 383.60 million in Q3. Internet up by 35.9%, at 24.33 million (24,329,000) as compared to 22.52 million (22,520,000) in the third quarter survey.

TV total reach too has grown by 5.7% CAGR to 516.41 million.