Impact Of Television Channels In Cross Cultural Tolerance
Majority i.e. 99% of the respondent’s watches T.V. regularly; this shows the popularity of T.V. still as a important medium of communication. Whereas, only 22% of the respondents listen to Radio. The study finds out that all classes of viewers is respective of whatever educational backgrounds watchers T.V. for 2 hrs in a day.
1. Television is still the most strongest and important medium of communication among all sections of the society irrespective of age, class and education about 99% of the respondents watches T.V regularly.
2. Mostly entertainment based programmes are being watched of the respondent. Around 43% of respondents watches entertainment programmes on T.V. among all kinds of entertainment programmes KBC have highest percentage of viewership.
3. Star plus is most preferred channel on T.V with about 36.4% of viewership. But inspite of being the preferred channel, the viewers does not watch any kind of social and environmental programmes on it although there are couple of these programmes on star plus.
4. Among the lower rungs of society Doordarshan is mot popular channel while Doordarshan has less viewership when it comes to other TV channels, which is preferred by higher & middle strata of society. Even for the lower class to watch DD is an obligation as they can’t afford to pay for cable connection.
5. Among the lower class awareness about social and environmental issues is the least. About 93 percentage of respondent belonging to lower class do not have knowledge about any of these issues. T.V is the only source of awareness for them. Inspite of regular viewership they are not well informed so it might be concluded that Doordarshan do not have good quality programmes, which can capture people’s interest.
6. Among the viewers who have access to other TV channels situation are nothing better. Awareness about various developmental issues is not appreciative among them as well. The viewership of Discovery and National Geographic channel is only 5% and 6% respectively.
7. Frequency of watching environmental and social programme are class dependent. Viewers who belong to the lower rungs of the society watch these programmes very occasionally.
8. Inspite of regular watching of social and environmental programmes some respondents aren’t fully aware of various issues the programmes highlights. According to the respondents the programme informs the viewers about the issues without offering any practical solutions and ways to deal with the issues.Majority of the respondents are of the view that all the social & environmental programmes should be more public opinion and reality based.
9. The viewers from all sections of society have emphasized the need for more social and environmental programmes on T.V highlighting varied issues concerning day to day problem. It should also cater the need of different target groups. All throughout the study the respondents felt the need different kinds and quality of the programmes on T.V channels.
10.According to the findings of the study the viewers wants information about the income generation programmes government initiatives, health related issues various natural calamities such as earth quake and government intervention, minimum use of petrol, electricity, water and other problems concerning day to day living.