They are reportedly spending around Rs.2 crore for the survey, and have asked a known research agency to facilitate it.
Confirming the survey, a Viacom 18 spokesperson said in a statement: "Yes, we have initiated a very big survey. It is an expensive affair. However, it will be worth it when results come."
The survey will be conducted across six metros -- Mumbai, Delhi, Bangalore, Kolkata, Pune and Chandigarh. Hard hitting questions will be put both to male and female respondents.
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