Exposure to Private TV Channels’ Political Coverage and ...

Berkeley Journal of Social Sciences
Vol. 3, Fall 2013

Exposure to Private TV Channels’ Political Coverage and Viewers’ Perception

Muhammad Nawaz Mahsud 1
Ishtiaq Ahmed Chaudhry 2
Abdul Rehman Madni 3

Abstract: This study explores the viewers’ perceptions about the private television channels’ news and
current affairs programs on political issues. Data from 320 respondents consist of (160 males & 160
females) is collected through personal interview techniques. The comparative analysis of the selected news
channels showed that overall respondents preferred Geo News, male viewers spent more time for watching
selected news channels than female. Viewers are more satisfied with the coverage of ‘Terrorism’. Male
viewers are more satisfied with the coverage of Political issues than female viewers. In light of the observed
empirical evidence it be summarized that private television channels affect viewers’ perception.

Significance
Media coverage is life blood of politics because it shapes the perception that forms the
reality on which political action is based. Media depict the political environment (www.
webworld.unesco.org, retrieval date: February 12, 2012). Media has become more
powerful and its importance is growing in modern societies. Media is a source of
information; they have power to influence truth. Far from it continuously gathers and
reshapes information and then presents them as reality. Dominantly, it is also driven by
specific interest individuals or groups that follow their agendas by controlling and
spreading facts. In private TV channels news coverage is mostly focused on political and
social issues and also focused on conflicts; some media persons argue in the defense of
the media that political issues and the prevailing conflict have been intense because of
that all the journalists pay more attention and cover the political and conflict issues
(Alam, 2007). Pakistan is at cross roads in its history. Pakistan has become center of
attention in that world because of war against terrorism. Pakistan is facing foreign and
internal conflict most significantly after election held in February 2008. After nine years
of army rule, Pakistan finds itself in the fourth year of a challenging transition to
democracy. Pakistan is a fragile state, facing different challenges like economic crises,
energy crises, political instability and terrorism etc. Pakistan is also threatened by
neighbor countries like India and Afghanistan. Civilian government of Pakistan is also

 Chairman/Professor, Dept. of Communication studies, University of Sargodha, Pakistan
 Head of Department, Dept. of Peace & Conflict, National Defense University, Islamabad.
 Teaching Assistant, Dept. of Communication studies, University of Sargodha, Pakistan

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facing the conflict with the Pakistani Taliban during the past few years. Al Qaeda and
other militant groups in Pakistan have intensified dramatically with the Pakistan army and
government. Both sides have craved thousands of casualties and also produced displaced
persons (Kerry, John and Hagel, 2009).

In today print, broadcast and electronic media is performing very important role in
the life of every member of the society. One of the most important functions of media is
shaping, reshaping and transforming the societies at micro and macro level. Media is also
significant in term of bringing changes in human lives. Sociologist refers to mass media
as prime and electronic instrument of communication that is used to disseminate
messages as mass level. Prime instrument of communication is known as electronic
media which includes radio, television, motion pictures and internet. Today media has
become the state of metamorphosis. Field of media technologies is changing day by day.
After the advent of cable, TV has been entered in the global level as the most significant
source of information and entertainment. Satellite TV has given as an easy access to the
viewers and it connected the whole world. In short the world has been shrunk into remote
(Schaefar, 2004). Pakistani media is very lively. There are tri-dimensional role of media
in Pakistani society: to inform, to educate and to entertain (Nawaz, 2006). According to
Ward (2004) media is a major factors that play important role in establishing,
strengthening and maintaining accountability and sustainability of the government (Yaser,
Mahsud and Cahudhary, 2011). In present era, the media has been considered as the
fourth pillar of state and plays a very important role in democracy. Performance of
modern state is judged by the performance of four pillars of state which include:
Legislators, Judiciary, Executive and Media (Khan, 1996). Today media especially
Television and Internet have been central source for immediate and instant dissemination
of political events, political issues and political developments. Politicians and media have
dependency on one another. To understand the attitudes, motives, beliefs, thoughts and
behavior of one, we have to understand all these dimensions of the other. In numerous
ways government, politicians, public and mass media influence one another. Government
influences the media by different pressures and by sourcing. Mass media influence the
government by legitimizing issues. Mass media also influence the public by providing
them political information which can play important role for opinion formation, public
influence the media through their viewership, listenership or readership (Leighley, 2004).
Numerous surveys have showed that a large amount of member of societies have TV as

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a basic source of information and they consider TV as credible source because people
have ability to hear people speak and see people act (Craig, 2007).

Television programs have great impact on politics, social values, life styles of
people, relationship of masses and foreign policy. People watch TV as major source of
information and entertainment (Narula, 2006). In this era when communication
technologies are rapidly progressing, Pakistan is also adopting new communication
technologies. Pakistani electronic media has become the most powerful medium by
presenting information, education and entertainment Pakistani media is now active that
has a long history of efforts for its rights. Media has been more informative, more
independent than ever before. Media in Pakistan is now presenting real life issues such as
health, education, sanitation, corruption, unemployment, increasing price and terrorism
etc. The media in Pakistan shapes and reshapes public opinion, attitudes and perceptions
(Shahid, 2006). After nine years of military rule, Pakistan finds itself in a democratic
setup with the presence of independent mass media. Media is facing different challenges
to maintain its credibility. People see media’s role as a watchdog of democracy. Pakistani
media reflects multi-linguistic, multi-ethnic and class divided society and media is also
divided into Urdu and English media. Pakistan is considered as most insecure place for
journalists. Journalists have to face propaganda, threats and killings. Media is also
criticized for sensationalism (www.i-m-sodk, retrieval date: July 11, 2011). Pakistani
media has to face restriction from government in the form of media laws. Ministry of
Information always discourages private TV channels for reporting on political issues,
current affairs and terrorism particularly (Nawaz, 2006). In Pakistani society people must
have free access to information and all points of view. Media now in Pakistan is very
strong that leaves no fact hidden. By simple truth and simple lie media has ability to mold
the opinion, thoughts and beliefs of people and media also has ability to build opinion of
male and female, old and young, educated and uneducated, married and unmarried
(Ahmad, 2002).

The state of media in Pakistan faced many ups and downs during political and
military regime. The other role of media few have the time to understand news and views
in the context, but most of the time not the journalist and even authorities have no time to
understand the context. In the world there are many ways to convey message but
journalists prefer their common way which is familiar with their culture so audience can
understand that message. Watching the T.V for a long period of time changes the view

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impression of the viewers and so these viewers think that world is just as the T.V portrays
to them (Gerbner, 1969). In study on the topic “The Opinion of Scholars of Lahore on the
Cultural Talk shows on T.V.” by ‘Mr. Raza-ul-Haq’ about television’s role and
relationship between T.V & culture, and the T.V was the most source of awareness in
Pakistan. He also showed that the media in Pakistan is not clearly promoting the culture
of Pakistan (Tariq, 2005). Public is highly dependent on media for information related to
terrorist act as media is a only source of information for them and they have no access to
the reality or actual situation behind the media messages context (Weimann & Winn,
2004). In a study which was conducted by (PEMRA) in 2004; about the programs which
were aired and liked by public. It was concluded that 54% people watch T.V for
entertainment, 34% watch for current affairs programs, 46% watch foreign T.V; 18.28%
are not satisfied as due to vulgarity and obscenity (Nawaz, 2009). “Impact of T.V; on
Youth”; a study conducted by Zaid Bin Ismail; the researcher found out that the students
of Punjab University , Lahore had moderate views about co-education, women liberation,
and corruption; which is not the result of T.V programs only (Bin, 2004).

In political research surveys ‘Survey Research Methodology’ is an important tool
of the data collection; since 1960’s. In a research in California, it is noticed that through
T.V programs the Fraud cases were revealed (Corrigan, 2010). According to De Vreese
and Boomgaarden, 2006 in a study it was concluded and showed that the studies of public
support for the matters legislation on European it is discovered that the roll of mass media
in these types of studies is neglected. The study also covers the other issues like focuses
on economic evaluation, immigration laws, domestic political consideration, and
cognitive mobilization (Das, 2009). News media is not considered only as institution but
also as political in other words. Journalists are political actors. How do the news media
enter into the authoritative portion of values? One way is by reinforcing political power or
otherwise providing resources to representative actors to follow their Agenda. Thus many
studies have suggested that the political role of news media lies augmenting the reach of
those who are already politically powerful. In those words, they would be initially
influential in strengthening authorities and less in the part of values (Walter, 2008).
National trends in media coverage are beginning to be felt in state politics. Between 1995
and 1998, in surveys the number of politicians who rate the political importance of
television as “high” had more than tripled. In fact more than 85% of our respondents in
1998 rated the political significance of the television as “high” or “medium”, placing it

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just behind the print media in terms of political impact (www.books.google.com.pk,
retrieval date: May 23, 2012). Lynda Lee Kaid and Christina Holtz-Bacha study described
the differences in male and female reactions to political television broadcasts in the
United States, Britain, France, Germany, Poland, and Romania. Studies revealed that
male and female reacted differently to the political broadcasts but these patterns were not
consistent across the countries. Research also finds gender differences in attitudes and
behavior, and this is particularly true for the political sphere. Generally men have higher
awareness of political issues than women (www.muse.jhu.edu, retrieval date: June 5,
2012).

Research study regarding what messages about political institutions, events and
issues are being expressed to teenagers through the news channel and how it affects the
viewers’ perception about these issues was carried out in 2007. This research is conducted
for a phase of three years by evaluating the channel One TV News coverage from
September, 2003 to May, 2006. Channel One TV is commercial news television that
transmitted news and information to seven million teenagers daily, comprising thirty
percent of United States’ teenagers. This research study found that the news did provide
satisfactory coverage of specific political organization, issues and major events. Teenager
were able to understand and share their views completely and clearly only on those issues
that were given high coverage as compared to the issues with low coverage and where the
teenagers were found to have minimum or no opinion (Worsham, 2007). Nimmo and
Combs (1983) stated in the 20th century media has come force as a main source of
political information for most of the time most of the people. Several studies (Conovor
and Feldman, 1989; McLeod et al... 1997) have found that while mediated political
communication may or may not be influenced the audiences, they often learn from such
messages. Most Americans prefer to use local TV for getting news. Local TV news not
only provides primary information about political and social issues but also a vehicle for
advertising industry. To determine this assumption that majority of Americans are
dependent on local TV, researcher first know how much information is transmitted
through local TV news about political and social issues. Some previous studies have
examined the content of local TV and some studies compared the effects of advertising.
The study is focused on advertising and news content along with survey data from
different media markets and during two midterm elections. Findings of the survey shows

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that local TV news and advertising affect public knowledge about political and social
issues and also affect the voting behavior and candidate favorability (Fowler, 2007).

Study conducted in Brazil in ‘Globo T.V; channel’; on the presentation of News
and Current Affairs, programs through this channel and its impact on the viewers’ minds.
It was concluded that this T.V channel in Brazil gave much awareness to the people about
the serious issues like corruption, political issues, Government etc. and people got full
information through it (Porto, 2006). Live coverage of the issues, events, discussion and
current affairs programs created awareness among the viewers. The people were not able
to understand the issues due to limited media coverage in the past due to which the effects
were not as visible as the pictures and media footage showing the brutal mass killing on
television. The television channels despite facing bans and sanctions by the government
worked effectively and efficiently to present a true picture of what was going on in the
country and helped the general public to build a strong opinion against the dictatorship
existing in the country for a long period of time. It was due to this effective coverage of
the all above mentioned issues through various formats of news and current affairs that
people were able to recognize what was in their benefit and what was hazardous to them;
the results of which could be seen in the General Election held in February 2008 (Ahmed,
2007).

This study was conducted on the topic of the private television news channels
coverage to the very important issues National Reconciliation Ordinance (NRO). The
issue had been under frequent debate among politicians, experts and public for the last
three years and the media particularly the electronic media have given top priority to this
issue in their news, views and current affairs programs. The study has been designed to
investigate the viewers’ extent of exposure to the private channels news and current
affairs programs covering the issues of NRO with particular focus to document their
perception about such type of programs. It was explored from the empirical findings of
the study that the people have great dependency on the private channels information for
variety of purposes. It was also explored that overwhelming majority of the viewers
strongly affirm that the private television channels were spreading mass awareness about
politics and politics related issues. Findings of the study revealed that Geo News and
Express News are watched more frequently than ARY NEWS, Aaj News and Waqt
News. The empirical evidence channels were providing sufficient information about the
issues of national importance just like War Against Terrorism, Energy Crisis, Political

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Instability, Financial Crunch and NRO. It was also observed from the findings of the
research study that the majority of the viewers more often preferred to watch private
channels’ current affairs programs. Results further depict that anchor persons of Geo
News and Express News were more popular than the anchor persons of the other three
private television channels. As it was observed that the phenomena of private channels
has gained significant position in affecting our social, psychological and physical life
(Hassan, 2009).

Through this study effort has been made to explore the viewers’ extent of
exposure to private channels Express News and Geo News, views and current affairs
programs and to document their perception about some issues of national importance. It
has been evident from the observed empirical findings that viewers significantly watched
both the channels Express News and Geo News for obtaining information regarding vital
issues of our society. It was further found that the viewers were of the firm view that the
private channels not only introduced new trends but brought about positive change in a
society. It was also explored that overwhelming majority of the viewers firmly believed
that such channels contributing a lot in creating a political awareness and playing a role to
safeguard and ensure public rights to know what happening around them. This situation
led us to assume a symptom of a new dawn. The research findings further showed that
viewers’ spent significant time on consumption the selected news channels Express News
and Geo News, and also spent time for watching views programs and paying close
attention to programs of Express News and Geo News that indicate the importance of the
channels in viewers’ lives. The viewers’ score on the index of Express News and Geo
News’ news programs showed that Express News’ news programs have little more
preferred by the viewers than Geo News’ news programs. It was moreover found that
overall and viewers with different demographics background significantly exposed to Geo
News’ current affairs programs than Express News’ current affairs programs. The
viewers’ response in terms of comparison of both channels showed that Geo News has
little more preferred by the viewers for acquiring political information than Express News
(Nawaz, 2009).

Methodology
In this study males and females viewers of Sargodha city are taken as unit of analysis.
Purpose was to explore their consumption patterns of television channels current affairs

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programs and to document their perceptions about important political issues. By using

stratified sampling, Sargodha city was divided into two major categories: A (Blocks) & B

(Colonies). Stratified sampling procedure has also been used through which specification

of the respondents demographic characteristics included: Gender (Male, Female), Age

(Upto 30 years & More than 30 years), and Marital Status (Married, Unmarried). Five

Blocks out of 36 are selected through using Systematic sampling, similarly five colonies

out of 28 are selected by using Systematic sampling see table.

Total Sample Size 320

5 Blocks out of 36 & 5 Colonies out of 28 are selected, Household = 16*2^= 32

AB

Selected Block Male Female Total Selected Colony Male Female Total

Block 1 16 16 32 Eid Gah Colony 16 16 32

Block 9 16 16 32 Islam Pura 16 16 32

Block 17 16 16 32 Nawab Colony 16 16 32

Block 24 16 16 32 Old Civil Line 16 16 32

Block 32 16 16 32 Satellite Town D 16 16 32

Total 80 80 160 Total 80 80 160

^= 2 persons consist of male & female

Total 32 respondents consist of 16 males & 16 females from each block/colony
are finally selected by using quota sampling for data collection. Keeping in view the
requirement of the study and for drawing meaningful inferences, personal interviews with
320 respondents (160 males and 160 female) from Sargodha city were conducted. Major
assumptions of the study were as: How often they prefer to expose to the selected
channels’ news and views programs daily? How much time they usually spend on
watching new & views programs of selected private T.V channels? How much interest
they usually take in watching the selected channels? To extent the viewers feel
satisfaction with the coverage given to the burning political issues by the private
channels? How much they feel about the political affiliation of the channels anchor
persons with political party or leader? How much they feel satisfaction with the role of
selected television channels?

Findings
For the last almost one decade, the phenomena of private channels in Pakistan society not
only gained immense popularity among the masses but also playing a significant role in
creating political awareness among different segments of the society. Television

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possessing audio visual characteristics has brought about drastic changes in many areas--
politics, socio-economic and particularly cultural transformation--of our society. The
private television channels play important role in formulating public opinion and polish
their attitude regarding vital political issues around the clock. Their prime focus has been
on the social and political development at national, regional and international levels. This
has been proved from the findings of the study. The results of the study illustrate
significant difference among the viewers watching habits of the private television
channels. The overall scenario of the findings reveal viewers prefer to watch Geo News
(61.9%) very frequently followed by Express News (59.1%) as compared to their
watching habits of ARY News (14.1%), Aaj News (14.1%) and Duniya News (18.1%).
The somewhat categories results demonstrate that viewers of Sargodha city prefer to
watch Aaj News (57.8%) followed by Duniya News (52.8%) and ARY News (47.5%)
(Graph 1.1).

Graph 1.1 Viewers’ Watching Habits

Viewers belong to diverse demographics background significantly exposed to
private television channels for a variety of purposes, with main objective of getting latest
information about political issues of national and international importance. Findings of
the study illustrate that somewhat difference is observed among the viewers’
demographic responses on the index of their exposure to Geo News. Male viewers
(62.5%), those having age more than 30 years (67.5%) and married viewers (68.1%) very
frequently watched Geo News for acquiring information about vital political issues in
comparison with female viewers (61.3%), those having age upto 30 years (56.3%) and
unmarried viewers (55.6%) (Table 1.1).

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Table 1.1 Viewers’ Watching Habits

Gender Age Marital Status
EF
*A B C D

Geo News

Very frequently** ^62.5 61.3 56.3 67.5 68.1 55.6

Somewhat 33.1 36.3 39.4 30.0 28.1 41.3

Not at all 4.4 2.5 4.4 2.5 3.8 3.1

Express News

Very frequently 65.0 53.1 56.9 61.3 60.6 57.5

Somewhat 31.3 41.3 39.4 33.1 35.0 37.5

Not at all 3.8 5.6 3.8 5.6 4.4 5.0

ARY News

Very frequently 15.0 13.1 13.1 15.0 14.4 13.8

Somewhat 48.1 46.9 49.4 45.6 47.5 47.5

Not at all 36.9 40.0 37.5 39.4 38.1 38.8

Aaj News

Very frequently 15.6 12.5 16.3 11.9 15.0 13.1

Somewhat 62.5 53.1 57.5 58.1 58.8 56.9

Not at all 21.9 34.4 26.3 30.0 26.3 30.0

Duniya News

Very frequently 20.6 15.6 15.6 20.6 20.6 15.6

Somewhat 61.3 44.4 53.1 52.5 53.8 51.9

Not at all 18.1 40.0 31.3 26.9 25.6 32.5

--------------------------------------------------------------------------------------

N= 160 160 160 160 160 160

*: A- Male, B- Female, C- Upto 30 years, D- More than 30 years, E- Married, F- Unmarried

**: Very frequently means very frequently and frequently, somewhat means somewhat and rarely

^: Figures showing percentage

The results further explore difference among the viewers’ extent of watching

Express News for gaining political information, male viewers (65.0%), those whose age

more than 30 years (61.3%) and married viewers (60.6%) in comparison of female

viewers (53.1%), those having age upto 30 years (56.9%) and unmarried viewers (57.5%)

prefer to watch Express News very frequently. The male viewers (62.5%), female viewers

(53.1%), viewers having age upto 30 years (57.5%), those whose age more than 30 years

(58.1%), married viewers (58.8%) and unmarried viewers (56.9%) prefer to watch Aaj

News than other selected private news channels (Table 1.1).

The results of table 1.2 indicate that respondents spend more than one hour time

per day on watching Geo News (11.6%) and Express News (8.4%) as compared to their

time spending habit on Duniya News (5.0%), Aaj News (3.1%) and ARY News (1.9%).
Somewhat difference also found between Geo News’ viewers (44.1%) and Express
News’ viewers (36.6%) for watching respective channels upto 15 minutes. Male viewers

(12.5%), those more than 30 years age (13.1%) and married viewers (12.5%) prefer to

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spend more than hour on watching Geo News than female (10.6%), having upto 30 years
age (10.0%) and unmarried viewers (10.6%). Overall on watching private television news
channels for upto 15 minutes, Aaj News (71.6%), ARY News (67.2%) and Duniya News
(65.0%) have little difference in results depicted by study (Table 1.2).

Table 1.2 Viewers’ Time Spending Habits

Over all Gender Age Marital Status

*A B C D E F

Geo News

More than 1 hour ^11.6 12.5 10.6 10.0 13.1 12.5 10.6

46 to 60 mins 5.9 5.0 6.9 6.3 5.6 7.5 4.4

31 to 45 mins 14.4 16.9 11.9 13.1 15.6 15.6 13.1

16 to 30 mins 24.1 21.9 26.3 21.9 26.3 24.4 23.8

Upto 15 mins 44.1 43.8 44.4 48.8 39.4 40.0 48.1
Express News

More than 1 hour 8.4 10.0 6.9 10.0 6.9 9.4 7.5

46 to 60 mins 9.4 11.3 7.5 6.9 11.9 10.6 8.1

31 to 45 mins 17.5 15.6 19.4 17.5 17.5 16.9 18.1

16 to 30 mins 28.1 30.6 25.6 26.9 29.4 26.3 30.0

Upto 15 mins 36.3 32.5 40.0 38.8 33.8 36.3 36.3

ARY News

More than 1 hour 1.9 1.3 2.5 2.5 1.3 1.3 2.5

46 to 60 mins 4.1 5.0 3.1 3.1 5.0 3.8 4.4

31 to 45 mins 8.1 8.1 8.1 7.5 8.8 6.9 9.4

16 to 30 mins 15.3 15.0 15.6 15.0 15.6 20.0 10.6

Upto 15 mins 67.2 70.0 64.4 69.4 65.0 64.4 70.0

Aaj News

More than 1 hour 3.1 1.3 5.0 3.8 2.5 3.1 3.1

46 to 60 mins 2.2 3.1 1.3 2.5 1.9 3.1 1.3

31 to 45 mins 6.6 9.4 3.8 8.8 4.4 6.9 6.3

16 to 30 mins 13.4 14.4 12.5 11.9 15.0 14.4 12.5

Upto 15 mins 71.6 71.3 71.9 70.6 72.5 68.8 74.4
Duniya News

More than 1 hour 5.0 4.4 5.6 5.0 5.0 5.0 5.0

46 to 60 mins 5.0 6.3 3.8 5.6 4.4 5.6 4.4

31 to 45 mins 8.1 9.4 6.9 6.9 9.4 11.3 5.0

16 to 30 mins 14.1 16.9 11.3 15.6 12.5 16.3 11.9

Upto 15 mins 65.0 62.5 67.5 63.8 66.3 58.1 71.9
-----------------------------------------------------------------------------

N= 314 159 155 158 156 156 158

*: A- Male, B- Female, C- Upto 30 years, D- More than 30 years, E- Married, F- Unmarried

^: Figures showing percentage

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Table 1.3 Viewers’ Interest in Private Television Channels

Over all Gender Age Marital Status

*A B C D E F

Geo News

Very Much** ^65.3 68.1 62.5 62.5 68.1 69.4 61.3
Somewhat 31.9 29.4 34.4 33.8 30.0 26.9 36.9
Not at all 2.5 2.5 2.5 3.8 1.3 3.1 1.9
Express News

Very Much 63.1 69.4 56.9 65.0 61.3 60.6 65.6
31.9 26.9 36.9 29.4 34.4 33.8 30.0
Somewhat 4.4 2.5 6.3 5.0 3.8 5.6 3.1
Not at all
ARY News

Very Much 19.7 18.8 20.6 17.5 21.9 18.1 21.3
Somewhat 59.4 60.6 58.1 57.5 61.3 60.0 58.8

Not at all 20.6 20.6 20.6 24.4 16.9 21.3 20.0
Aaj News

Very Much 12.5 15.0 10.0 15.6 9.4 16.9 8.1
Somewhat 59.1 62.5 55.6 55.6 62.5 56.3 61.9
Not at all 28.4 22.5 34.4 28.8 28.1 26.9 30.0
Duniya News

Very Much 25.0 28.8 21.3 23.1 26.9 27.5 22.5

Somewhat 48.1 52.5 43.8 46.9 49.4 48.8 47.5

Not at all 26.3 18.8 33.8 28.8 23.8 23.1 29.4

------------------------------------------------------------------------------------

N= 319 160 159 159 160 159 159

*: A- Male, B- Female, C- Upto 30 years, D- More than 30 years, E- Married, F- Unmarried
**: Very much means very much and much, somewhat means somewhat and little
^: Figures showing percentage

The results further explore difference among the viewers’ extent of taking interest

very much on watching Express News for acquiring information regarding political

issues, male viewers (69.4%), those having age upto 30 years (65.0%) and unmarried

viewers (65.6%) in comparison of female viewers (56.9%), those whose age more than 30

years (61.3%) and married viewers (60.6%) take very much interest on watching Express

News. The overall condition depict female viewers (62.5%), those whose age more than

30 years (68.1%) and married viewers (69.4%) take very much interest on watching Geo

News than Express News but male viewers (69.4%), those having age upto 30 years

(65.0%) and unmarried viewers (65.6%) have very much interest in Express News than

Geo News (Table 1.3).

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Table 1.4 Viewers’ Satisfaction with the TV Channels’ Coverage to Political Issues

Over all Gender Age Marital Status

*A B C D E F

Abbottabad Issue**

Very Much ^33.8 36.9 30.6 35.0 32.5 35.6 31.9
Somewhat 46.9 45.6 48.1 49.4 44.4 43.8 50.0
Not at all 19.4 17.5 21.3 15.6 23.1 20.6 18.1
Raymond Davis Issue

Very Much 36.6 40.0 33.1 41.3 31.9 33.1 40.0
Somewhat 40.6 39.4 41.9 40.0 41.3 45.0 36.3
Not at all 22.8 20.6 25.0 18.8 26.9 21.9 23.8
Terrorism

Very Much 46.6 45.6 47.5 50.6 42.5 45.6 47.5
Somewhat 35.9 41.9 30.0 33.1 38.8 38.8 33.1
Not at all 16.9 11.9 21.9 15.6 18.1 15.0 18.8
Political Instability

Very Much 25.0 27.5 22.5 28.1 21.9 22.5 27.5

Somewhat 48.4 49.4 47.5 50.0 46.9 48.8 48.1
Not at all 25.9 22.5 29.4 21.3 30.6 28.1 23.8
Target Killing

Very Much 40.3 43.8 36.9 43.1 37.5 42.5 38.1
Somewhat 41.3 42.5 40.0 40.0 42.5 38.8 43.8
Not at all 17.8 13.1 22.5 16.3 19.4 18.1 17.5
Foreign Intervention

Very Much 26.9 29.4 24.4 31.3 22.5 25.6 28.1
Somewhat 48.4 52.5 44.4 48.8 48.1 49.4 47.5
Not at all 24.1 17.5 30.6 19.4 28.8 24.4 23.8
N.R.O

Very Much 34.1 37.5 30.6 35.6 32.5 31.9 36.3
Somewhat 41.3 43.8 38.8 41.9 40.6 44.4 38.1
Not at all 22.8 17.5 28.1 20.6 25.0 22.5 23.1
Corruption

Very Much 39.1 40.0 38.1 42.5 35.6 37.5 41.3
Somewhat
Not at all 36.9 38.8 35.0 37.5 36.3 38.8 35.0

23.8 20.6 26.9 19.4 28.1 23.8 23.8
-------------------------------------------------------------------------
N= 318 159 159 159 159 159 159

*: A- Male, B- Female, C- Upto 30 years, D- More than 30 years, E- Married, F- Unmarried
**: Very much means very much and much, somewhat means somewhat and little
^: Figures showing percentage

The findings of the study further revealed somewhat difference among the
viewers’ satisfaction with the channels’ coverage given to political issues of national
importance. It is observed that viewers are very much satisfied with coverage given to the

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issue of Terrorism (46.6%), Target Killing (40.3%) and Corruption (39.1%), as compared
to the coverage given to Mehran Base Attack, Abbotabad Issue, Rymond Davis Issue,
Political Instability, Foreign Intervention, NICL, NFC and NRO. The findings in terms of
viewers satisfaction with news channels terrorism content illustrate that female viewers
(47.5%), those having age upto 30 years (50.6%) and unmarried viewers (47.5%) are
more satisfied as compared to male viewers (45.6%), those having age more than 30 years
(42.5%) and married viewers (45.6%). It is also observed that male viewers (43.8%),
those having age upto 30 years (43.1%) and married viewers (42.5%) in comparison of
female viewers (36.9%), those having age more than 30 years (37.5%) and unmarried
viewers (38.1%) somewhat more satisfied with the channels coverage to the issue of
target killing. Little difference is also indicated among the viewers’ extent of satisfaction
with the channels coverage political issues, male viewers (40.0%), those having age upto
30 years (42.5%) and unmarried viewers (41.3%) are more satisfied with the private
television channels’ coverage given to corruption as compare to female viewers (38.1%),
those having age more than 30 years (35.6%) and married viewers (37.5%) (Table 1.4).

The viewers were further asked a question about the anchor persons’ political
affiliation and the findings in this regard indicate that majority of the viewers think that
Hamid Mir (68.4%), Kamran Khan (65.0%), Javed Choudhry (63.1%), and Kamran
Shahid (58.1%) have more political affiliation with political parties and leaders. It is
further observed male viewers (69.4%), those having age upto 30 years (72.5%) and
married viewers (71.9%) think Hamid Mir has more political affiliation in comparison of
female viewers (67.5%), those having age more than 30 years (64.4%) and unmarried
viewers (65.0%). Viewers response also shows the political affiliation of Kamran Khan,
male viewers (65.0%), those having age upto 30 years (68.8%) and married viewers
(67.5%) in contrast with female viewers (65.0%), those having age more than 30 years
(61.3%) and unmarried viewers (62.5%). Further findings illustrate viewers’ thinking
about political affiliation of Javaid Choudhary, male viewers (68.1%), those having age
upto 30 years (65.6%) and married viewers (65.0%) in comparison of female viewers
(58.1%), those having age more than 30 years (60.6%) and unmarried viewers (61.3%).
Political affiliation of Kamran Shahid is also explored, male viewers (60.0%), those
having age below 30 years (63.8%) and married viewers (62.5%) in contrast with female
viewers (56.3%), those having age more than 30 years (52.5%) and unmarried viewers
(53.8%) (Table 1.5).

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Table 1.5 TV Anchors’ Political Affiliation with Political Parties & Leaders

Over Gender Age Marital Status
all
*A B C D E F

Hamid Mir

Very much** ^68.4 69.4 67.5 72.5 64.4 71.9 65.0

Somewhat 22.8 26.3 19.4 20.6 25.0 21.3 24.4

Not at all 8.8 4.4 13.1 6.9 10.6 6.9 10.6

Kamran Khan 65.0 65.0 65.0 68.8 61.3 67.5 62.5
Very much

Somewhat 27.8 28.8 26.9 23.8 31.9 28.1 27.5

Not at all 7.2 6.3 8.1 7.5 6.9 4.4 10.0

Najem Sethi 36.3 39.4 33.1 35.0 37.5 40.6 31.9
Very much

Somewhat 38.8 40.6 36.9 40.6 36.9 39.4 38.1

Not at all 23.8 19.4 28.1 22.5 25.0 18.8 28.8

Javed Choudhry

Very much 63.1 68.1 58.1 65.6 60.6 65.0 61.3

Somewhat 25.9 25.6 26.3 25.6 26.3 26.3 25.6

Not at all 10.9 6.3 15.6 8.8 13.1 8.8 13.1

Kamran Shahid 58.1 60.0 56.3 63.8 52.5 62.5 53.8
Very much

Somewhat 29.1 31.3 26.9 25.6 32.5 28.8 29.4
Not at all
12.5 8.1 16.9 10.6 14.4 8.8 16.3

Kashif Abbasi 35.6 33.8 37.5 40.0 31.3 35.6 35.6
Very much

Somewhat 35.0 35.0 35.0 33.1 36.9 36.9 33.1

Not at all 29.4 31.3 27.5 26.9 31.9 27.5 31.3

Dr. Danish 25.9 25.6 26.3 31.9 20.0 24.4 27.5
Very much

Somewhat 35.0 31.3 38.8 28.8 41.3 40.0 30.0

Not at all 39.1 43.1 35.0 39.4 38.8 35.6 42.5

Rizwan Jaffer 18.4 16.9 20.0 22.5 14.4 17.5 19.4
Very much

Somewhat 36.3 35.0 37.5 34.4 38.1 40.0 32.5

Not at all 45.0 48.1 41.9 43.1 46.9 42.5 47.5

Nusrat Javed &

Mushtaq Minhas

Very much 31.9 30.6 33.1 31.3 32.5 34.4 29.4

Somewhat 32.5 30.0 35.0 33.8 31.3 34.4 30.6

Not at all 35.0 38.8 31.3 34.4 35.6 30.6 39.4

Meher Bukhari

Very much 33.1 35.0 31.3 36.3 30.0 35.0 31.3

Somewhat 30.0 33.1 26.9 25.0 35.0 30.0 30.0

Not at all 36.3 31.9 40.6 38.1 34.4 34.4 38.1

Mubashir Luqman

Very much 49.7 51.9 47.5 50.6 48.8 53.8 45.6

Somewhat 26.9 26.9 26.9 23.1 30.6 28.1 25.6

Not at all 22.5 21.3 23.8 25.6 19.4 16.9 28.1

-----------------------------------------------------------------------------

N = 319 160 159 159 159 159 159

*: A- Male, B- Female, C- Upto 30 years, D- More than 30 years, E- Married, F- Unmarried
**: Very much means very much and much, somewhat means somewhat and little

^: Figures showing percentage

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Berkeley Journal of Social Sciences
Vol. 3, Fall 2013

The findings of the study further revealed significant difference among the viewers extent
about satisfaction level with the role of private television news channels. It is observed
that the viewers of private television news channels are more satisfied with the role of
selection of topic (21.6%) followed by Correct Information (12.2%); Impartiality (8.8%)
and Objectivity (8.8%). In somewhat category viewers are more satisfied with correct
information (38.8%) than other role of private television news channels (Graph 1.2).

Graph 1.2 Viewers’ Satisfaction with the Role of TV Channels’ Programs

Slightly difference is also indicated by the viewers’ response on the index of their
satisfaction level regarding role of private television news channels. Male viewers
(22.5%), those having age upto 30 years (27.5%) and married viewers (23.1%) are more
satisfied with the private television channels’ role of selection of topic as compare to
female viewers (20.6%), those having age more than 30 years (15.6%) and unmarried
viewers (20.0%). The findings further revealed satisfaction level of viewers regarding
role of correct information presented by private television news channels, male viewers
(13.1%), those having age upto 30 years (16.9%) and married viewers (13.1%) in contrast
of female viewers (11.3%), those having age more than 30 years (7.5%) and unmarried
viewers (11.3%). Result further revealed about Impartiality in private television channels
and viewers’ response on the index of their satisfaction level, male viewers (8.8%), those
having age upto 30 years (10.0%) and married viewers (9.4%) in comparison of female
viewers (6.9%), those having age more than 30 years (7.5%) and unmarried viewers
(8.1%). Results further revealed satisfaction level of viewers regarding role of Objectivity
presented by private television news channels, male viewers (10.6%), those having age
more than 30 years (9.4%) and married viewers (13.1%) in contrast of female viewers
(6.9%), those having age upto 30 years (8.1%) and unmarried viewers (4.4%) (Table 1.6).

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Table 1.6 Viewers’ Satisfaction with the role of TV Channels’ Programs

Gender Age Marital Status

*A B C D G H

Selection of Issues

Very Much ^22.5 20.6 27.5 15.6 23.1 20.0

Much 25.6 29.4 23.1 31.9 31.3 23.8

Somewhat 35.6 26.3 33.8 28.1 31.9 30.0

Rarely 7.5 11.3 6.9 11.9 6.3 12.5

Not at all 8.8 11.9 8.1 12.5 6.9 13.8

Correct Information

Very Much 13.1 11.3 16.9 7.5 13.1 11.3
Much 28.1 21.3 27.5 21.9 26.9 22.5
Somewhat 41.3 36.3 36.9 40.6 37.5 40.0
Rarely 8.8 19.4 10.6 17.5 13.8 14.4
Not at all 8.8 11.3 7.5 12.5 8.1 11.9
Impartiality

Very Much 6.9 10.6 10.0 7.5 9.4 8.1
Much 13.1 8.8 13.1 8.8 11.3 10.6
Somewhat 36.9 36.9 36.9 36.9 39.4 34.4
Rarely 20.6 23.8 25.0 19.4 20.0 24.4
Not at all 22.5 19.4 14.4 27.5 19.4 22.5
Objectivity

Very Much 10.6 6.9 8.1 9.4 13.1 4.4

Much 13.8 16.9 19.4 11.3 19.4 11.3

Somewhat 33.1 28.8 31.9 30.0 30.6 31.3

Rarely 24.4 26.3 25.6 25.0 21.9 28.8

Not at all 18.1 20.6 14.4 24.4 14.4 24.4

-------------------------------------------------------

N= 160 159 159 160 159 160

*: A- Male, B- Female, C- Upto 30 years, D- More than 30 years, E- Married, F- Unmarried
^: Figures showing percentage

Statistical Analysis
In this study researcher set probability level .05 (p < .05) means researcher has a 5%
chance of making a wrong decision about accepting the research hypothesis or rejecting
the null hypothesis. Following tables shows the results of statistical test, researcher apply
(chi-square--measure of association) test because the data of study was nominal and
ordinal. Findings of the test also illustrate significance level of association among
independent and dependent variables.

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Table 1.7 Exposure to T.V and Viewers’ Satisfaction with Political Issues

Pearson Chi-Square Tests

T.V Channels Value Df Asymp. Sig. (2-sided)
Geo News 47.446 16 .000*
Express News 54.516 16 .000*
ARY News 40.311 16 .001*
Aaj News 48.527 16 .000*
Duniya News 31.583 16 .011*
All Channels 71.391 16 .000*

* Significant

Table 1.8 Political Issues and Viewers’ Satisfaction

Pearson Chi-Square Tests

Political Issues Value Df Asymp. Sig. (2-sided)
.001*
Abbottabad Issue 40.513 16 .058 NS
Raymond Davis .001*
Terrorism 25.695 16 .002*
Political Instability .002*
Target Killing 40.134 16 .010*
Foreign Intervention .000*
N.R.O 37.344 16 .000*
Corruption
36.732 16
*: Significant
NS: Non Significant 31.921 16

41.648 16

57.919 20

Using any scale without prior testing result is poor research. At least one pilot
study should be conducted for any newly developed scale to ensure its reliability and
validity. To be useful, a measurement must possess these two related qualities. A
measurement is reliable if it consistently gives the same answer (Wimmer & Dominick,
1983). ‘Reliability Statistics’ calculated Cronbach's Alpha (.976) which shows gathered
data is reliable and Alpha of pre-testing (.980) same as the final Cronbach's Alpha with
minor difference.

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Case Processing Summary Reliability Statistics

N % Cronbach's N of Items
96.2 Alpha
3.8
Cases Valid 308 100 0.976 134
Excludeda 12
320
Total

a. List wise deletion based on all variables in the procedure.

Summary and Discussion
‘Media’ and the ‘Viewers’ were the two topics of discussions in communication research
in the past. Understanding the manner of the Media and how the world understands the
message of the Media, both are main things that should be seen by researchers (Kabir,
1965). According to Schiller (1986) “news systems get a central role as the major source
of the information that Citizens need to reach at rational political judgments and choices.”
The phenomena of private television channels in Pakistan have brought about drastic
changes in many areas particularly in the field politics. All the private channels
deliberately devoted significant time to political developments around the clock. The
comparative analysis of the selected news channels, however, showed that overall
respondents preferred Geo News relatively more for acquiring political information
followed by Express News, Duniya News, Aaj News and ARY News. The overall
situation also shows that female viewers (61.3%), those having age more than 30 years
(67.5%) and married viewers (68.1%) prefer to watch Geo News very frequently but male
viewers (65.0%), those having age upto 30 years (56.9%) and unmarried viewers (57.5%)
prefer to watch Express News very frequently than any other selected private television
news channels. The respondents had far less dependency on the ARY News and Duniya
News for gaining political information through news and current affairs programs (Table
1.1).

The analytical of the findings revealed that male and female viewers of Sargodha
city more preferred for watching Geo News than any other news channels. This situation
is also supported by Hassan (2009) stated that findings of the study revealed that viewers
preferred to watch Geo News than Express News, ARY NEWS, Aaj News and Waqt
News. The research result showed that male viewers spent more time for watching
selected news channels’ news and current affair programs than female viewers of
Sargodha city (Table 1.2). This condition is also supported by the findings of Nawaz

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Berkeley Journal of Social Sciences
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(2009) that male viewers of Sargodha city spent more time for watching private television

news channels than female viewers of Sargodha city.
Viewers’ response in terms of comparison of different selected political issues showed

that viewers are more satisfied with the coverage of Terrorism given by selected news

channels (Table 1.4). The situation also reinforced by saying that there is a serious debate
among the experts about the channels’ frequent coverage to the day today political

developments. They have observations on the coverage to the vital issues like terrorism,

political instability, injustice, corruption and crimes (Ahmed, 2007). After comparative

analysis of different selected political issues, results further illustrate that male viewers

are more satisfied with the coverage of Political issues given by private television
channels than female viewers’ (Table 1.4). The findings of this study also illustrated that

male and female viewers of Sargodha city think Hamid Mir has more political affiliation

than any other anchor person (Graph 1.5). Findings are also shown that viewers are more
satisfied with the role of ‘Selection of Topic’ than any other role of selected private
television news channels’ programs (Table 1.6).

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