Audience Preferences and Popular Program Patterns on News Channels in Karachi
This research aims to study the factors that influence the viewership of leading Pakistani News Channels including Dunya, Samaa, Express, Geo and ARY. It examines the impact of content, presentation style, channel positioning and anchors, alongside overall news viewing patterns, on the public ima...
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| Format: | Article |
| Language: | English |
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Institute of Business Management
2019-06-01
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| Series: | International Journal of Experiential Learning & Case Studies |
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| Online Access: | https://journals.iobm.edu.pk/index.php/ijelcs/article/view/312 |
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| author | Erum Hafeez |
| author_facet | Erum Hafeez |
| author_sort | Erum Hafeez |
| collection | DOAJ |
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This research aims to study the factors that influence the viewership of leading Pakistani News Channels including Dunya, Samaa, Express, Geo and ARY. It examines the impact of content, presentation style, channel positioning and anchors, alongside overall news viewing patterns, on the public image of the identified news channels and their viewership with focus on Express News. Following a qualitative research approach, a representative sample of 51 news viewers is identified and interviewed, with a proportionate weight to geographical areas and socio-economic classification of the audience, based on recent Census and People’s meter, an audience measurement tool. The respondents are investigated through a comprehensive questionnaire, comprised both closed and open-ended questions. This study focuses on three categories of viewers including Express News Viewers, Express-News Lapsers and Competitive Channels Viewers. One-on-one interviews reflect the mindset and viewing patterns of news channels’ audience. It is also instrumental to highlight the factors that hinder Express-News ratings against its competing channels. Findings of the study indicate that the programme content, presentation style, and cable positioning of news channels significantly influence its viewership that results in the quantum of recall for Express-News, and how its viewership and ratings are presumably affected by the very factors.
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| format | Article |
| id | doaj-art-79e1ef0d20fb45a586c993c0d116d141 |
| institution | Kabale University |
| issn | 2520-4475 2521-9359 |
| language | English |
| publishDate | 2019-06-01 |
| publisher | Institute of Business Management |
| record_format | Article |
| series | International Journal of Experiential Learning & Case Studies |
| spelling | doaj-art-79e1ef0d20fb45a586c993c0d116d1412025-08-23T00:00:58ZengInstitute of Business ManagementInternational Journal of Experiential Learning & Case Studies2520-44752521-93592019-06-0141Audience Preferences and Popular Program Patterns on News Channels in KarachiErum Hafeez This research aims to study the factors that influence the viewership of leading Pakistani News Channels including Dunya, Samaa, Express, Geo and ARY. It examines the impact of content, presentation style, channel positioning and anchors, alongside overall news viewing patterns, on the public image of the identified news channels and their viewership with focus on Express News. Following a qualitative research approach, a representative sample of 51 news viewers is identified and interviewed, with a proportionate weight to geographical areas and socio-economic classification of the audience, based on recent Census and People’s meter, an audience measurement tool. The respondents are investigated through a comprehensive questionnaire, comprised both closed and open-ended questions. This study focuses on three categories of viewers including Express News Viewers, Express-News Lapsers and Competitive Channels Viewers. One-on-one interviews reflect the mindset and viewing patterns of news channels’ audience. It is also instrumental to highlight the factors that hinder Express-News ratings against its competing channels. Findings of the study indicate that the programme content, presentation style, and cable positioning of news channels significantly influence its viewership that results in the quantum of recall for Express-News, and how its viewership and ratings are presumably affected by the very factors. https://journals.iobm.edu.pk/index.php/ijelcs/article/view/312TV ViewershipTop of mind RecallNews ChannelsChannel RatingsBrand Positioning |
| spellingShingle | Erum Hafeez Audience Preferences and Popular Program Patterns on News Channels in Karachi International Journal of Experiential Learning & Case Studies TV Viewership Top of mind Recall News Channels Channel Ratings Brand Positioning |
| title | Audience Preferences and Popular Program Patterns on News Channels in Karachi |
| title_full | Audience Preferences and Popular Program Patterns on News Channels in Karachi |
| title_fullStr | Audience Preferences and Popular Program Patterns on News Channels in Karachi |
| title_full_unstemmed | Audience Preferences and Popular Program Patterns on News Channels in Karachi |
| title_short | Audience Preferences and Popular Program Patterns on News Channels in Karachi |
| title_sort | audience preferences and popular program patterns on news channels in karachi |
| topic | TV Viewership Top of mind Recall News Channels Channel Ratings Brand Positioning |
| url | https://journals.iobm.edu.pk/index.php/ijelcs/article/view/312 |
| work_keys_str_mv | AT erumhafeez audiencepreferencesandpopularprogrampatternsonnewschannelsinkarachi |