MUMBAI: Addressing an interactive discussion on the future of the print and electronic media, Prasar Bharati CEO Jawahar Sircar stated that All India Radio still tops the listeners’ charts with 299 channels as compared to other radio players.

The discussion, titled 'Will the Print & Electronic Media Survive?' was organized by the Indian Chamber of Commerce (ICC), to discuss the state of the media and the entertainment industry that is expected to grow 11.8 percent in 2013 driven by digitization and the growth of new media.

Addressing a point on radio, Sircar also stated that majority of the listenership on radio is below the age of 40, unlike the preconceived notion that the FM mostly caters to the older generation.

Sircar said, "Current digitization has resulted in 848 channels, of which more than 400 are news channels. All India Radio still tops the listeners chart with 299 channels."

He also presented relevant data on media growth in India compared to US and added, “New media or social media is a two way dialogue between consumers. It is vulnerable in terms of ownership and content authentication amongst other things.”

A major point was highlighted when he stated that the global print circulation was crashing, but in India it is stated to be growing. This in turn proves that masses still have an appetite for print media.

As per the data presented by him, the highest grossing print media agencies are in the vernacular region.

“Literacy has shot up to 74 per cent which results in increased circulation, and print is the nearest media at hand. Moreover, half of television viewership comprises of Tamil and Telegu, followed closely by Bengali,” Sircar added.

Also speaking on the subject of impacts made by social media, he further added, “This is the hand-shake age. It's not one to look down upon. Rather it is a two-way communication.”