MUMBAI: BBC World is the most watched channel amongst decision makers in India, according to an AC Nielsen ORG Marg Decision Makers Survey (DMS4), released recently.

The study reveals that BBC World reached 48 per cent of all decision makers each week, higher than Aaj Tak which reached 46 per cent, NDTV 24x7 which had a reach of 45 per cent and CNBC which came last at 40 per cent reach. Reigning mainstream channel Star Plus was viewed by 34 per cent of those questioned.

In 1997, BBC World was first named the most popular channel in this study. In 2000, BBC World was still on top of the heap among decision makers and has retained its position as number one TV channel in the third successive Indian Decision Makers Survey showing that despite the launch of other news services, the channel has retained its advantage amongst corporate decision makers and affluent people, says a BBC World release.

The survey spans a base of corporate decision makers- general managers and above- from 500 private sector companies registered in India, the 100 largest public sector firms and 100 representatives from the financial sector. The survey reveals the average age of the corporate decision maker is 46 and the average annual salary is Rs 1.7 millions..

The survey also shows that news and news-based programmes enjoy the highest viewership among corporate decision makers, with 97 per cent tuning in and 59 per cent watching current affairs programmes.