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Writing on the wall
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Urban kids prefer Dhoni over Tendulkar. Hrithik Roshan is as popular as Shah Rukh Khan
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Photo: S. Subramanium
On the pulse Duncan Morris in New Delhi
Do you know on an average, Indian kids receive Rs.193 per month as pocket money? In these inflationary times or even otherwise the figure might surprise you but this is the result of a survey conducted by Cartoon Network in 14 Indian cities. Called New Generations, the channel surveyed 6,040 respondents comprising 3,020 pairs of kids aged seven to 14 years and their parents in SEC (Social Economic Class) A, B and C across metros and cities like Guwahati and Madurai.
Is it possible to ascertain what a country as diverse as India thinks with a sample size of 6,040? “It is difficult but we have tried to keep a balance between boys and girls, older ones and younger ones and in that sense I believe it is a robust size,” says Duncan Morris, Vice President, Research and Market Development, Turner International Asia Pacific Limited. He says what makes the survey special is that others concentrate on slightly older kids. However, younger kids depend too much on their parents for their opinion. Says Morris, “We try to make sure the parents are in a different room when the kids are interviewed. But the fickleness of their opinion does come into picture. For instance, favourite cricketer is the one who is performing well at the moment.” Perhaps that is the reason Dhoni has surpassed Tendulkar by one per cent in terms of popularity. But Aishwarya retains her numero uno position despite lack of performance.
Morris says some of the revelations are the media consuming habits of the kids and their awareness about environmental issues and peace. “If given a chance to change the world the first choice of kids will be to promote peace and stop violence. Many thought the Internet is giving competition to the television, but TV retains its top slot by a margin. Ninety-eight per cent watch it daily and the next most consumed media is the newspaper with 25 per cent reading it daily.” Interestingly, Hrithik joins Shah Rukh in the top slot despite Shah Rukh’s almost round-the-clock presence on television.
The question that surprises you the most is which is your favourite country? Seventy-four per cent kids chose India.
ANUJ KUMAR
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