Survey shows Narendra Modi was media darling

New Delhi, 19 June-2014, Asian Age: Prime Minister Narendra Modi was the ‘darling of the media’ during the 2014 election campaign with five leading television news channels spending over 3,400 minutes during prime time discussing about him and his poll agenda from March 1 to May 11, an analysis by a reputed media lab says.
The analysis by the CMS Media Labs says AAP convenor Arvind Kejriwal received more coverage than Rahul Gandhi, the vice-president of the then ruling Congress party, in NDTV 24×7, Aaj Tak, ABP News, Zee News and CNN-IBN during March 1 to May 11.

Survey shows Narendra Modi was media darling

Survey shows Modi was media darling
CMS Media Labs, which conducts routine surveys on coverage of issues on television channels, monitored these five television channels during their prime time (7 to 11 pm) through the seven-phased elections and even before that.
“Coverage of campaigns by channels was personality-centric all through. But the way different leaders received the coverage brought out the emerging poll scene very aptly,” a report released by CMS Media Labs on Tuesday said.

Mr Modi received 3,415 minutes (36.32 per cent) of coverage topping the list with Mr Kejriwal coming the distant second with being covered for 879 minutes (9.35 per cent) followed by Mr Gandhi who received 468 minutes (4.98 per cent) of coverage during the 72 days period.
Interestingly, Priyanka Gandhi Vadra received more coverage than her mother Sonia Gandhi though Ms Vadra does not hold any post in the Congress. While channels spent 289 minutes (3.07 per cent) on Ms Vadra, only 168 minutes (1.79 per cent) were allotted to Mrs Gandhi.
“The criteria for coverage by channels were apparently much beyond the scope of actual campaign. Potential of creating controversy, too, seemed to matter, and so did leaders’ activities and movement during campaign period.

The fact that Modi travelled far and wide and had many more public meets seems to have helped gain and sustain higher coverage,” the analysis said.
On the coverage received by political parties as well, the BJP topped with 1,796 Minutes (38.91 per cent) followed by Congress 1,338 minutes (28.98 per cent). The analysis said BJP received a “big boost” from the very outset of the first phase of March, while the AAP got much higher coverage than SP, BSP, Shiv Sena, TMC and other older parties.
On the issues picked up by the channels for discussion during campaign, personality mattered the most while corruption took a back seat.

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