MUMBAI: TV has gradually taken up a leadership position over the print media in
attracting movie buffs, suggests a research initiative carried out by Gomolo.in,
a social networking portal dedicated to movie enthusiasts. The research aims to
gain insights into the movie viewing behaviour (MVB) of the Indian youth.
to the research, 78 per cent of the audience are passive information receptor
on movies since they are exposed to exhaustive movie promotions by different media
while the remaining
22 per cent are active information seekers.