a study on tv consumption_final draft

Study of TV Program Consumption Among Youth in

Cochin City

Submitted by

Deeptwesh DM

Reg No: 85213186

In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Of

COCHIN UNIVERSITY OF SCIENCE AND TECHNOLOGY

MAY 2015

DEPARTMENT OF MANAGEMENT STUDIES

Toc H INSTITUTE OF SCIENCE & TECHNOLOGY

Arakkunnam P.O, Ernakulam District, KERALA –682 313

DECLARATION

I hereby declare that the Project Report titled ―Study of TV Program

Consumption Among Youths in Cochin City” is a record of bonafide

work done by me under the supervision of Dr. Suresh Manimala, Professor

and Dean, Dept of Management Studies, Toc H Institute of Science &

Technology and that no part of this report has formed the basis for award of

any degree, diploma, associate ship, fellowship or any other similar title or

recognition in any other institution.

Cochin

Date Deeptwesh DM

Toc H INSTITUTE OF SCIENCE & TECHNOLOGY

Arakkunnam P.O, Ernakulam District, KERALA – 682 313

DEPARTMENT OF MANAGEMENT STUDIES

Certificate

This is to certify that the project titled “Study of TV Program Consumption

Among Youths in Cochin City” submitted by Deeptwesh DM of MBA Semester

IV is a bonafide account of the work done by him / her under our supervision,

during the academic year 2014 - 2015 in partial fulfilment of the requirements

for the award of the degree of MASTER OF BUSINESS ADMINISTRATION

of COCHIN UNIVERSITY OF SCIENCE AND TECHNOLOGY

………………………… ..……………….........

Dr. Hareesh N Ramanathan Dr. Suresh Manimala

Project Guide and HOD Dean

…………………………………. Prof Dr V Vincent H Wilson

Principal

ACKNOWLEDGEMENT

First and foremost, I thank God for his Almighty support and mercy drop of

blessings upon me to complete my project within the stipulated time.

I owe my sincere thanks to Prof. Dr.Suresh Manimala (Professor and Dean, Dept of

Management Studies, Toc H Institute of Science & Technology and faculty

guide) who supported me throughout the work with excellent guidance. I take this

opportunity to thank all other faculties in college and staff members for their

valuable suggestions and sincere co-operation rendered to me during the academic

period.

I wish to pay my gratitude to my parents and family members for their constant

encouragement, motivation, help and moral support throughout my academic

pursuits.

Finally, I must extend thanks to all my friends and well-wishers for the

encouragement, sustained help and prayer which I got from them

TABLE OF CONTENTS

Content No. Page No.

1 Introduction

1.1 Introduction 2

1.2 Background of the study 4

1.3 Scope of the study 5

1.4 Statement of the Problem 5

1.5 Objectives 5

1.6 Limitations of study 5

2 Review of literature

2.1 Review of literature 7

3 Methodology

3.1 Introduction 11

3.2 Research design 11

3.3 Data Source 11

3.4 Instrument development 11

3.5 Tools for analysis 12

4 Data Analysis and Discussion

4.1 Introduction 15

4.2 Demographic profile 15

4.3 Ranks 31

4.4 Perception of Youth on TV Programs 41

4.5 Frequency Determination 43

5 Findings and Conclusion

5.1 Findings 46

5.2 Conclusion 48

Bibliography

Appendices

LIST OF TABLES

Table No. Title of the Table Page No.

4.2.1 Age 15

4.2.2 Sex 16

4.2.3 Income 17

4.2.4 Profession 17

4.2.5 Cross Tabs 18

4.2.6 Chi Square 19

4.2.7 Gender wise TV Viewing during weekdays 20

4.2.8 Chi Square 21

4.2.9 Gender wise TV Viewing during weekends 22

4.2.10 Chi Square 23

4.2.11 Preference to watch TV regularly 23


4.2.13 Normal Response During Commercials 25


4.2.15 Instances where channels are not Switched 27


4.2.17 Most preferred time for TV viewing during weekdays 29

4.2.18 Chi Square Test 30

4.3.1 Most Preferred Program Category 31

4.3.2 Hypothesis Test Summary 32

4.3.3 Pair wise Comparison 34

4.3.4 Most preferred time for TV viewing during weekends 35

4.3.5 Hypothesis Test Summary 36

4.3.6 Most preferred channel for movies 38

4.3.7 Most preferred channel for music 39

4.3.8 Most preferred channel for sports 40

4.3.9 Most preferred channel for reality shows 40

4.3.10 Most preferred channel for news 41

4.4.1 Televisions and Brand awareness 42

LIST OF FIGURES

Figure No. Title of the Figures Page No.

4.2.1 Age 16

4.3.1 Related Sample-Friedman Two Way Analysis of

Variance by Ranks 33


4.3.3 Related Sample-Friedman Two Way Analysis of

Variance by Ranks 36


4.4.1 TV and Brand Awareness 42

4.5.1 Frequency Distribution 43

1

Chapter 1

Introduction

\

2

1.1 Introduction

Television has become one of the most important mass media tools especially in

recent years. Dorr (1986) states that TV stands out from other media as it is generally

used more and can present more life like content than most of other media. Amount

of television watched and importance given to the DVDs/VCDs and channel

programs are the main determinants of TV consumption pattern. Ever since the 1ate

1940s when television first became available, social scientists have been interested in

its effect on behavior. Originally seen as entertainment for adults and older children,

television in the twenty-first century is watched by all age groups, including infants.

Television has capability to provide substantial benefits for youngsters when it is

used with awareness and for education purposes. However, generally speaking,

television programs that include violence events increase youngster‘s level of

aggression, and commercials shape consumption habits through youngsters.

Exposure to scenes of violence matters negative role models on TV may increase

direct, indirect, relational and social aggression in both girls and boys. Different

changes were seen on TV-viewing habits of youngsters in recent years. It is observed

that the duration of TV-viewing in general and the duration of watching TV alone

have increased.

India‘s entertainment economy is growing rapidly, and the world is taking

note. The country is among the world‘s youngest nations, with more than half a

billion people under the age of 25. With favourable demographics and a rise in

disposable incomes, the propensity to spend on leisure and entertainment is growing

faster than the economy itself. Enticed by economic liberalization and the huge

volume of demand for leisure and entertainment, many of the global media giants

have been present in the Indian market for more than two decades. However, in

recent years, with near double-digit annual growth and a fast-growing middle class,

there has been a renewed surge in investment in the country by global companies.

Companies in the US and Western Europe see their growth increasingly linked to

emerging giants like India, which is why they are now focused on the best way to

enter, grow and brand their business in this market.

3

With more than 600 television channels, 100 million pay-TV households,

70,000 newspapers and 1,000 films produced annually, India‘s vibrant media and

entertainment (M&E) industry provides attractive growth opportunities for global

corporations. Enticed by economic liberalization and high volumes of consumption,

many of the world‘s media giants have been present in the Indian market for more

than two decades. However, in recent years, with near double-digit annual growth

and a fast-growing middle class, there has been a renewed surge in investments into

the country by global companies.

Media sectors regarded as ―sunset‖ industries in mature markets are fl

ourishing in India, presenting global media companies with exciting opportunities to

counter declining revenues. For example, the newspaper industry, which is facing

declining readership in many international markets because of digital media,

continues to thrive in India, driven by increasing literacy rates, consumer spending

and the growth of regional markets and specialty newspapers. India is the second-

largest pay-TV market in the world, with 108 million subscribers and a reach of 48%

of Indian households.38 The TV distribution industry is dominated by analog cable,

which is highly fragmented and includes about 60,000 LCOs and 1,000 multi-system

operators (MSOs). However, fierce competition among DTH operators and a recent

Government policy mandating the digitization of cable TV is driving the growth of

digital TV.

1.1.1 Undefined Taste of Indian Youth

India is a very young country not because of its own age but because of its

young population, which accounts for nearly fifty percent of its total population. It is

very difficult for the marketers to catch their attention as the youth is surrounded

with many distractions, and to beat the competition, communication is a very good

strategy left with the marketers. The marketers are communicating with their target

audience 24×7 so that their brand can stay in the top of their customers minds. But

when the target is youth, the marketers get confused as the youth has an exposure to

a wide range of media. They have an exposure to at least two media at any point of

time.

4

This research paper is an attempt to study the media consumption pattern of

the youth so that a better media strategy can be developed.

1.2 Background of the study

India has been tagged as one of the most complex and hottest economies in the

world inhabited by a billion people, Roughly half of them is aged between the ages

15 – 29 years and their purchasing power is soaring an all time high. According to

MTV International well being study (2008), youth across India spend up to Rs. 9

billion in pocket money every day. It is made up of a generation that has grown up

with more choices, more access to information, more money to spend and

opportunities than any other generation of Indians before it. India's youth are already

having an enormous impact: on the economy, on companies hoping to sell them

products, on the media, and on the culture. Liberalization's children also differ from

their conservative parents in that they proudly mix Indian values with Western

packaging. This youth will demand a more cosmopolitan society that is a full-fledged

member of the global economy. They will start their own businesses and contribute

to a more vibrant economy. They also are likely to demand more accountability from

their politicians.

MTV in its latest youth study classifies youth as follows:

Homebodies who are traditional, collective and have low individuality

Two-faced - inwardly traditional, outwardly modern

Wannabes - those who show-off, are materialistic, desperate to be a part of

a crowd

Rebels who want to think and do differently but who won‘t rebel overtly

Cool guys, who work hard, play hard, are confident, have strong

individuality and are full of aspirations.

Youth is the most hard to please segment for the marketers, but then they cannot

afford to ignore them as a chunk of products are targeted at them and before starting

marketing to youth, the marketer needs to connect to them with different media. Thus

for a marketer it is important to understand what they watch, listen or read.

5

1.3 Scope of the study

Media Planning

Media Buying

Promotional strategy

Marketers have always been trying to decode the Indian youth‘s media

consumption pattern especially with respect to television as a major share of their

promotional strategies are planned in the form of television commercial. So it is

important to understand what they watch, which time they watch and through which

channel they watch.

This study emphasis on decoding the Television Program Consumption pattern of

youth with respect to their gender thereby reducing the confusion for marketers in

planning their advertising activities to youth through Television.

1.4 Statement of Problem

Youth‘s choices regarding television viewing is very specific to one another and

cannot be generalised. It is also dependent on one‘s taste, preferences, and

demographics. Hence it has become very difficult to analyse those similar patterns

among youth.

1.5 Objectives

To study the TV program consumption pattern of urban youth in

Cochin

To identify the most preferred TV channels, Program categories and

Programs among youth in Cochin

To identify opportunity zones to advertise for youth

1.6 Limitation of the study

The focus for this research will be onto Youth living in Cochin.

Television channels and programs have not been categorised on the

basis of language.

6

Chapter 2

Review of literature

7

2.1 Review of literature

(Valaskakis, 1983)in his study examined television viewing tastes and habits

among the Inuit Indians of the Eastern and Central Arctic. The findings revealed that

the amount of different types of programming was significantly different among the

Inuit Indians. Accordingly, the underlying assumption is that, the Inuit males who are

heavily engaged in television's sports fare, would underestimate the mean world of

television.

Television above all, accessible and understood by lay people, has become not

just the site where such reflexivity takes place, it actually pro-videos the specific

terms and forms of everyday talk and practice in the light of incoming knowledge.

Often, when local media productions largely fail to respond to the changing socio-

economic status and desire of women in a transitional society, it is global television

that is instead appropriated for making contact with the diverse formations of culture

and for talking about the everyday issues of gender and sexuality (Kim, 2009)

(Lowery, Shearon; DeFleur , Melvin L;, 1988) showed in their research that

children tend to watch more television than do adults, prefer to watch adult

programs, and usually watch as late into the night as do adults. Despite their

emergence from the more limited world of childhood and their increased reliance on

peers, adolescents continue to spend a great deal of their time watching television.

(S, 1993) in her study found that MTV programmes are changing the entire

music scene in Asia. Multinational rock music or world music is becoming the

mainstream popular music among the youth in Asia, while the traditional style is

becoming obscure and obsolete.

(N & Bajpai, 1996) found in their study that about 48% upper class and 62%

middle-class Indians watch Television for more than two hours per every day

(Nabiha, 2000) suggests through research that TV has a long-term effect on people‘s

thinking. Therefore, instead of glamorization, portrayal of crime and

commercialization, positive trends need to be introduced on the TV channels in order

to save our values. (Bukhari, 2002) concludes that the youth is getting liberated ideas

regarding the placement and position of women in the society.

8

(Corneo, 2002) found out in his research that in OECD countries watching

television is by far the most time-consuming form of leisure. Surprisingly, television

viewing is positively correlated with work hours across countries. Workers and

capitalists are shown to exhibit opposite preference orderings over equilibria. The

relative ability of those two groups in capturing a country's government may explain

which equilibrium is selected.

(S & W, 2002) in their study found that adolescents watch television for 12 hour

per week on an average. The study further indicates that Television viewing is seen

as a major source of stress relieving activity. It was concluded in the study that 29%

of viewers watch television for purpose of learning/education.

(Ahluwalia & R, 2011) found in their study that on an average, children watch

two hours or less of TV daily and most of them indulged in bedtime TV Viewing.

They watched TV primarily for entertainment and for learning. Children‘s most

preferred program was children shows/serials, followed by cartoon/animated

programs.

KPMG Industry Discussion (Jan 2014 ) Digitisation of cable saw the television

industry still on the path of progress, with the mandatory Digital Access System

(DAS) rollout almost complete in Phase II cities. The impact was felt to the extent

that carriage fees saw a reduction of 15-20 per cent overall.

The proliferation of satellite and cable television and online networks, enabled

by sophisticated digital technologies and the deregulation and liberalization of

broadcasting and telecommunications in the 1990s, has created a new global media

landscape, a complex terrain of multi-vocal, multimedia and multi-directional flows

offering enormous challenges and opportunities (Thussu, 2007)

The globalisation of the digital revolution has ensured that media content is

instantaneously delivered and widely accessible in a uniform format—in the form of

text, sound, still-and-moving pictures and databases. Corporations are already

speaking about a ‗pervasive media‘ environment. As an IBM report envisioned:

‗Between now and 2010, the increasing affordability, saturation, transmission speed

and massive data storage capacity of emerging digital technologies will enable new

formats and functionalities, multiplying and deepening the connectivity of users

around the globe‘ (IBM, 2004)

9

(TR, 2002) In a study conducted in Kerala in 2002, The preferences of the

younger generation with respect to TV programming was analysed. Music was

found to be the most preferred program component followed by movies.

10

Chapter 3

Methodology

11

3.1 Introduction


cannot be generalised. This study emphasis on decoding the Television Program

Consumption pattern of youth by analysing most watched Channels, Program

categories, Programs, and preferred timings.

3.2 Research design

The research design that used for the study is Descriptive in nature, it is

conducted to understand the TV consumption pattern and perceptions associated with

different programs. The most preferred timings for watching Television and amount

of time spend on TV during weekends and weekdays are also found out. Sampling

technique used is convenient sampling. While not representative of the population in

general, College students and freshly employed do constitute a major share of the

market for many products targeted at youth.

3.3 Data source

3.3.1 Primary data

Data‘s are being collected directly from the respondents with the help of

questionnaire. Convenient sampling method is being used for data collection using

questionnaires.

3.4 Instrument development

Questionnaire developed based on several studies and articles both international

and national. Out of those, Study on ―Television on Indian Adolescent Life‖

published in journal of youth and adolescence 2002 and ―Foreign Television and

Indian Youth: Changing Attitudes‖ by Peddiboyina Vijayalakshmi 2002 were taken

as the main reference.

12

3.5 Tools for analysis

3.5.1 Descriptive statistics

In the research mean is use to find the average of variables like age. Frequency

is used to find the number of occurrence of different perceptions and ranks given is

associated with most preferred channel category, channels and programs.

3.5.2 Henry Garrett weighted Ranking

Henry Garrett ranking is being used to rank the determine the favourite program

category, programs and associated channels.

Per cent position = 100(𝑅𝑖𝑗−0.05)

𝑁𝑗

Where, Rij = Total Score of Weighted Average

Nj = Total No of Respondents

The Percent position of each rank thus obtained is converted into scores by

referring to table given by Garret. The weights for rank 1- 3 and 1 - 5 are given

below

Rank GV

Rank GV

1 69 1 75

2 50 2 60

3 31 3 50

4 39

5 24

13

3.5.3 Friedman test

The Friedman test is a non-parametric statistical test developed by

the U.S. economist Milton Friedman. Similar to the parametric repeated

measures ANOVA, It is used to test for differences between groups when the

dependent variable being measured is ordinal. The procedure

involves ranking each row (or block) together, then considering the values of

ranks by columns. Applicable to complete block designs, it is thus a special

case of the Durbin test. Friedman test is being done to compare the significance

between several ranks and perceptions associated with the colours.

3.5.4 Chi Square Test

Chi-square test is used in the study to test the probability of independence

of a distribution of data in the cross tabs showing television consumption of

youth with respect to gender.

http://en.wikipedia.org/wiki/Non-parametric_statistics

http://en.wikipedia.org/wiki/Statistical_test

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/Milton_Friedman

http://en.wikipedia.org/wiki/Parametric_statistics

http://en.wikipedia.org/wiki/Repeated_measures



http://en.wikipedia.org/wiki/ANOVA

http://en.wikipedia.org/wiki/Ranking

http://en.wikipedia.org/wiki/Complete_block_design

http://en.wikipedia.org/wiki/Durbin_test

14

Chapter 4

Data Analysis and Discussion

15

4.1 Introduction


cannot be generalised. It is also dependent on one‘s taste, preferences, and

demographics. Therefore, Rather than simple guessing it is important to analyse

those similar patterns of media consumption among youth. The main objective of this

study is the following:

To study the TV program consumption pattern of urban youth in

Cochin

To identify the most preferred TV channels, Program categories and

Programs among youth in Cochin

To identify opportunity zones to advertise for youth

4.2 Demographic profile

4.2.1 Age

Table 4.2.1(a)

Mean 22.3641

Std. Deviation 1.85123

Range 8.00

Minimum 18.00

Maximum 26.00

The Mean age of the respondents is 22.36 having a Standard Deviation of 1.85.

The youngest respondent is 18 years old and the eldest 26 years old. The range of the

respondent‘s age is 8.

16

Figure 4.2.1

4.2.2 Sex

Table 4.2.2

Sex

Frequency Percent Valid Percent Cumulative

Percent

Valid

Male 118 54.38 54.38 54.38

Female 99 45.62 45.62 45.62

Total 217 100 100.0

Missing Not Responded 0 0

Total 217 100.0

From the above table it can be said that 118 of the respondents were male and

contribute 54.38% of the total respondents. 99 of the respondents were female and

contribute 45.62% of the total respondents.

17

4.2.3 Income

Table 4.2.3

Annual Salary Frequency Percent Below 100000 2 .9

100000 - 200000 64 29.5

200000 - 300000 17 7.8

300000 - 400000 6 2.8

No Income 127 58.5

Above 400000 1 .5

Total 217 100.0

In the above table 2 of them are having annual income below 1 Lakh, which

consist of .9% of the total respondents. 64 of them are having annual income ranging

from 1 Lakh to 2 Lakh and contribute 29.5% of the total sample population. 17 of

them are having annual income ranging from 2 Lakh to 3 Lakh and consist of 7.8%

of the total respondents. 6 of of them are having annual income ranging from 3 Lakh

to 4 Lakh and consist of 2.8% of the total sample population. 1 of them have income

above 4 Lakh which constitutes .5% of the total sample size and 127 respondents

have no income and constitutes 58.5 % of the total sample size.

4.2.4 Profession

Table 4.2.4

Frequency Percent Valid Percent

Private 83 38.2 38.2

Self

Employed 3 1.4 1.4

Government 4 1.8 1.8

Not Employed 127 58.5 58.5

Total 217 100.0 100.0

18

From the above table, 127 of them are not employed which contributes 58.5% of

the total respondents. 3 of the total respondents are self employed which contributes

to 1.4%. 83 of the respondents are employed in private firms and contribute 38.2%. 4

of them are government employees and contributed 1.8% of the total population.

4.2.5 Crosstabs

Table 4.2.5

Gender * Most preferred media for entertainment Cross Tabulation

Most preferred media for entertainment

Total Television Mobile Devices Internet

Gen - der

Male

Count 22 89 7 118

% within Sex 18.6% 75.4% 5.9% 100.0%

% of Total 10.1% 41.0% 3.2% 54.4%

Female

Count 69 24 6 99

% within Sex 69.7% 24.2% 6.1% 100.0%

% of Total 31.8% 11.1% 2.8% 45.6%

Total

Count 91 113 13 217

% within Sex 41.9% 52.1% 6.0% 100.0%

% of Total 41.9% 52.1% 6.0% 100.0%

Above table shows a cross tabulation between the gender and most preferred

media for entertainment. From the table, it could be analyzed that 18.6% of male

respondents chose TV as the most preferred media for entertainment, 75% chose

mobile devices as the most preferred media for entertainment and 5.9% chose

internet as the most preferred media for entertainment.

When analyzing the ratio within female respondents, 69.7% chose TV as the

most preferred media for entertainment, 24.2% % chose mobile devices as the most

preferred media for entertainment and 6.1 % chose internet as the most preferred

media for entertainment. Also the table shows that, female respondents shows a

slightly high affinity towards TV.

19

H0: there is no relation between gender and most preferred media for entertainment

H1: there is relation between gender and most preferred media for entertainment


Table 4.2.6

Value df

Asymp. Sig.

(2-sided) Pearson Chi-Square 60.542

a 2 .000

Likelihood Ratio 63.686 2 .000 Linear-by-Linear Association 39.697 1 .000 N of Valid Cases 217

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.93.

Here the data is found to be significant. So we accept the hypothesis that there is

relation between gender and most preferred media for entertainment

20

4.2.7 Gender * Hours you spend watching Television during weekdays

Table 4.2.7

Hours spend watching Television during

weekdays Total 0 – 1 1 - 2 2 - 3 3 - 4

Sex

Male

Count 16 65 28 9 118

% within

Sex

13.6% 55.1% 23.7% 7.6% 100.0%

% of Total 7.4% 30.0% 12.9% 4.1% 54.4%

Female

Count 1 6 19 73 99

% within

Sex

1.0% 6.1% 19.2% 73.7% 100.0%

% of Total 0.5% 2.8% 8.8% 33.6% 45.6%

Total

Count 17 71 47 82 217

% within

Sex

7.8% 32.7% 21.7% 37.8% 100.0%

% of Total 7.8% 32.7% 21.7% 37.8% 100.0%

Above table shows a cross tabulation between the gender and hours spend

watching Television during weekdays.

When analyzing the ratio within male respondents, it could be inferred that

13.6% of male respondents spend 0-1 hour watching Television during weekdays.

55.1% spend 1-2 hour watching Television during weekdays, 23.7% spend 2-3 hour

watching Television during weekdays and 7.6% spend 3-4 hour watching Television

during weekdays

When analyzing the ratio within female respondents, it could be inferred that

1.0% of female respondents spend 0-1 hour watching Television during weekdays.

6.1% spend 1-2 hour watching Television during weekdays, 19.2% spend 2-3 hour

watching Television during weekdays and 73.7% spend 3-4 hour watching

21

Television during weekdays. Also it is found that females spend more time watching

television during weekdays.

H0: there is no relation between gender and hours spend watching Television during

weekdays

H1: there is relation between gender and hours spend watching Television during

weekdays


Table 4.2.8

Value df

Asymp. Sig.


a 3 .000

Likelihood Ratio 130.258 3 .000

Linear-by-Linear Association 104.625 1 .000

N of Valid Cases 217 a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 7.76.


relation between gender and hours spend watching Television during weekdays

22

4.2.9 Gender * Hours spend watching Television during weekends

Table 4.2.9

Hours spend watching Television during

weekends Total

0 - 3 3 - 5 5 - 7 Above 7

Male

Count 17 77 15 9 118

% within

Sex 14.4% 65.3% 12.7% 7.6% 100%

% of Total 7.8% 35.5% 6.9% 4.1% 54.4%

Female

Count 3 8 62 26 99

% within

Sex 3.0% 8.1% 62.6% 26.3% 100%

% of Total 1.4% 3.7% 28.6% 12.0% 45.6%

Total

Count 20 85 77 35 217 % within

Sex

9.2% 39.2% 35.5% 16.1% 100.0

% % of Total 9.2% 39.2% 35.5% 16.1% 100.0

%

Above table shows a cross tabulation between the gender and hours spend

watching Television during weekends.


14.4% of male respondents spend 0-3 hour watching Television during weekends,

65.3% spend 3-5 hour watching Television during weekends, 12.7% spend 5-7 hour

watching Television during weekends and 7.6% spend above 7 hour watching

Television during weekends.


3.0% of female respondents spend 0-3 hour watching Television during weekends.

8.1% spend 3-5 hour watching Television during weekends, 62.6% spend 5-7 hour

watching Television during weekends and 26.3% spend above 7 hour watching

Television during weekends. Also it is found that females spend more time watching

TV during weekends compared to males.

23

H0: there is no relation between gender and hours spend watching Television during

weekends.

H1: there is relation between gender and hours spend watching Television during

weekends.


Table 4.2.10

Value df

Asymp. Sig.


a 3 .000



N of Valid Cases 217 a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 9.12.


relation between gender and hours spend watching Television during weekends.

4.2.11 Gender* Preference for watching programs regularly

Prefer to watch any pogram

regularly

Total Yes No

Sex

Male

Count 40 78 118

% within Sex 33.9% 66.1% 100.0%

% of Total 18.4% 35.9% 54.4%

Female

Count 83 16 99

% within Sex 83.8% 16.2% 100.0%

% of Total 38.2% 7.4% 45.6%

Total

Count 123 94 217

% within Sex 56.7% 43.3% 100.0%

% of Total 56.7% 43.3% 100.0%

Above table shows a cross tabulation between the gender and preference for

watching programs regularly.

24


33.9% of male respondents use to watch programs regularly while 66.1% responded

they do not prefer to watch any programs regularly.


83.8% of female respondents use to watch programs regularly while 16.2%

responded they do not prefer to watch any programs regularly. Also it could be

inferred that females shows a high tendency to watch programs regularly compared

to males.

H0: there is no relation between gender and preference for watching programs

regularly

H1: there is relation between gender and preference for watching programs regularly


Table 4.2.12

Value df

Asymp.

Sig.

(2-sided) Exact Sig.

(2-sided) Exact Sig.


a 1 .000

Continuity Correctionb 52.667 1 .000


Fisher's Exact Test

.000 .000

Linear-by-Linear

Association 54.430 1 .000

N of Valid Cases 217

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is

42.88.

b. Computed only for a 2x2 table


relation between gender and preference for watching programs regularly.

25

4.2.13 Gender* Normal response during commercials on TV

Table 4.2.13

Normal response during commercials

on TV

Switch to

another

channel

Switch

attention

to mobile

chats,

browse etc.

Watch it if

interesting

Reading

News

paper /

Magazi

-nes

Total

Male

Count 49 19 38 12 118

% within

Sex 41.5% 16.1% 32.2% 10.2% 100%

% of Total 22.6% 8.8% 17.5% 5.5% 54.4%

Fema

- le

Count 72 16 5 6 99

% within

Sex 72.7% 16.2% 5.1% 6.1% 100%

% of Total 33.2% 7.4% 2.3% 2.8% 45.6%

Total

Count 20 121 35 43 18

% within

Sex 9.2% 55.8% 16.1% 19.8% 8.3%

% of Total 9.2% 55.8% 16.1% 19.8% 8.3%

Above table shows a cross tabulation between the gender and normal response

during commercials on TV.


41.5% of male respondents switch to another channel during commercials, 16.1%

switch attention to mobile chats, browse etc, 32.2% watch it if interesting, 10.2%

prefer to read news paper / magazines.


72.7% of female respondents switch to another channel during commercials, 16.2%

switch attention to mobile chats, browse etc, 5.1% watch it if interesting, 6.2% prefer

26

to read news paper / magazines. Also it can be inferred that males have higher

affinity towards interesting commercials compared to males.

H0: there is no relation between gender and Normal response during commercials on

TV

H1: there is relation between gender and Normal response during commercials on

TV


Value df

Asymp. Sig.


a 3 .000



N of Valid Cases 217 a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 8.21. .


relation between gender and Normal response during commercials on TV.

27

4.2.15 Gender* Instances where channels are not switched during commercials

Table 4.2.15

Instances when channels are not switched

during commercials

If

commercial

is too short

If i dont

want to be

deviated

from

program

if a

cricket

match is

on

if the

commercial

is new

Total

Male

Count 55 16 43 4 118

% within

Sex

46.6% 13.6% 36.4% 3.4% 100.0%

% of Total 25.3% 7.4% 19.8% 1.8% 54.4%

Fem

- a le

Count 55 24 8 12 99

% within

Sex

55.6% 24.2% 8.1% 12.1% 100.0%

% of Total 25.3% 11.1% 3.7% 5.5% 45.6%

Total

Count 20 110 40 51 16

% within

Sex 9.2%

50.7% 18.4% 23.5% 7.4%

% of Total 9.2% 50.7% 18.4% 23.5% 7.4%

Above table shows a cross tabulation between the gender and Instances when

channels are not switched during commercials


46.6% of male respondents do not switch to another channel if the commercial is

short, 13.6% of male respondents do not switch to another channel if they do not

want to be deviated from programs, 36.4% of male respondents do not switch to

another channel if the cricket match is on, 3.4% of male respondents do not switch to

another channel if the commercial is new.

28


55.6% of female respondents do not switch to another channel if the commercial is

short, 24.2% of female respondents do not switch to another channel if they do not

want to be deviated from programs, 8.1% of female respondents do not switch to

another channel if the cricket match is on, 12.1% of female respondents do not

switch to another channel if the commercial is new.

From the above data it can be concluded that both male and female prefer not to

switch channel if the commercial is too short. Also in the case of males there is high

probability of not switching channel during commercials if a cricket match is on.

Whereas in the case of females, There is a high probability of channel not being

switched if they do not want to deviate from the program.

H0: there is no relation between gender and Instances when channels are not

switched during commercials

H1: there is relation between gender and Instances when channels are not switched

during commercials.


Table 4.2.16

Value df

Asymp. Sig.


a 3 .000

Likelihood Ratio 30.520 3 .000 Linear-by-Linear Association 2.066 1 .151 N of Valid Cases 217



relation between gender and Instances when channels are not switched during

commercials.

29

4.2.17 Gender * Most preferred time for watching televisions during weekdays

Table 4.2.17

Above table shows a cross tabulation between the gender and most preferred time

for watching televisions during weekdays.

When analyzing the ratio within male respondents, it could be inferred that 11.%

of male respondents answered Evening (4 pm - 7 pm) as the most preferred time for

watching televisions during weekdays, 25.4% preferred night (7 pm - 11 pm) as the

most ideal time and 63.6% preferred late night (11 pm onwards) as the most ideal

time to watch TV during weekdays.

When analyzing the ratio within female respondents, it could be inferred that 6.1%

of female respondents answered Evening (4 pm - 7 pm) as the most preferred time

for watching televisions during weekdays, 88.9% preferred night (7pm - 11 pm) as

Most preferred time for watching

televisions during weekdays

Evening (4

pm - 7 pm)

Night (7 pm

- 11 pm)

Late Night

(11 pm

onwards)

Male

Count 13 30 75 118

% within

Sex 11.0% 25.4% 63.6% 100.0%

% of Total 6.0% 13.8% 34.6% 54.4%

Fema

- le

Count 6 88 5 99

% within

Sex 6.1% 88.9% 5.1% 100.0%

% of Total 2.8% 40.6% 2.3% 45.6%

Total Count 20 19 118 80

% within

Sex

8.8% 54.4% 36.9% 100.0%

% of Total 8.8% 54.4% 36.9% 100.0%

Total

30

the most ideal time and 5.1% preferred late night (11 pm onwards) as the most ideal

time to watch TV during weekdays.

From the above data we can conclude, For males, Late night (11pm onwards) is

the most suitable time for watching TV during weekdays. Whereas females prefer

night (7pm – 11pm) as the most suitable time for watching TV during weekdays.

H0: there is no relation between gender and most preferred time for watching TV

during weekdays.

H1: there is relation between gender and most preferred time for watching TV during

weekdays.


Table 4.2.18

Value df

Asymp. Sig.


a 2 .000



N of Valid Cases 217



relation between gender and most preferred time for watching TV during weekdays.

31

4.3 Henry Garret Ranking

Henry Garret ranking is used to identify the ranks of most watched TV

Program category, TV channels and TV programs there by analysing the patterns

of television consumption among youth. Henry Garret method is followed by

Friedman Test to test hypothesis.

Table 4.3.1

Most preferred Program Category

Items Frequencies Weighted Frequencies Total Rank

1 2 3 4 5 1 2 3 4 5 Movies 81 91 32 12 1 6075 5460 1600 468 24 8167 3

Sports 48 50 12 16 33 3600 3000 600 624 792 8616 2

News 8 13 69 70 21 600 780 3450 2730 504 8064 4

Music 70 60 41 44 2 5250 3600 2050 1716 48 12664 1

Travel 1 1 3 9 93 75 60 150 351 2232 2868 6

Documentaries /

Informative

Program

0 0 1 49 35 0 0 50 1911 840 2801 7

Events 0 0 0 0 6 0 0 0 0 144 144 8

Serials 0 0 0 0 0 0 0 0 0 0 0 9

Comedy 0 0 0 0 0 0 0 0 0 0 0 9

Current Affairs 0 0 0 0 0 0 0 0 0 0 0 9

Health

Care Programs

0 0 0 0 0 0 0 0 0 0 0 9

Reality Show 10 1 59 17 16 750 60 2950 663 384 4807 5

Education 0 0 0 0 0 0 0 0 0 0 0 9

Music is the most watched channel category followed by Sports. Movies is the

third most preferred category followed by News and Reality shows is at the fifth

place.

32

4.3.1 Hypothesis Testing

The significance of most preferred program category is being tested with

Friedman‘s Two- Way analysis of variance by ranks.

H0: The distribution of program category preference for music, sports, movies, news

and reality show are the same.

H1: The distribution of program category preference for music, sports, movies,

news and reality show are the different.

Table 4.3.2

Since the test is found significant, Therefore we accept the hypothesis that the

distribution of program category preference for music, sports, movies, news and

reality show are the different.

33

Figure 4.3.1

From the above table, It can be inferred that program category movies has the

highest mean rank followed by music. Sports is at the the third position and news at

the fourth followed by reality show.

Figure 4.3.2

34

Table 4.3.3

Pair wise comparison indicates that there is significant difference between every

program category and none of the ranks have occurred by chance.

35

4.3.5 Preferred Timings for Watching Television during Weekends

Since people have multiple timings for watching television during weekends,

Option to rank different timings of a day were given and Henry Garret ranking

method is used for analysis of ranks given to each timing by the respondents.

Table 4.3.4

Considering the data from above table it can be inferred that forenoon (9 am - 12 pm)

has been ranked first followed by night (7 pm - 11 pm). Late night (11 pm onwards)

time is at the third position followed by evening (4pm – 7 pm). The most least

preferred time for watching TV during weekend is morning (6am – 9am).

4.3.6 Hypothesis Testing

The significance of timings for watching television during weekends is being

tested with Friedman‘s Two- Way analysis of variance by ranks.

H0: The distribution of most preferred timing for watching TV during weekends are

same

Preferred Timings for Watching Television during Weekends


1 2 3 4 5 1 2 3 4 5

Morning (6 am - 9 am) 1 0 0 0 3 75 0 0 0 72 147 6

Forenoon (9 am - 12 pm) 146 29 23 19 0 10950 1740 1150 741 0 14581 1

Noon (12 pm - 4 pm) 0 68 51 52 46 0 4080 2550 2028 1104 9762 4

Evening (4 pm - 7 pm) 0 11 11 52 142 0 660 550 2028 3408 6646 5

Night (7 pm - 11 pm) 45 33 103 36 0 3375 1980 5150 1404 0 11909 2

Late Night (11 pm onwards) 23 79 29 58 23 1725 4740 1450 2262 552 10729 3

36

H1: The distribution of most preferred timing for watching TV during weekends are

different

Table 4.3.5

Since the test has shown significance, We accept the hypothesis that the

distribution of most preferred timings which includes Forenoon (9 am - 12 pm),

Night (7 pm - 11 pm), Late Night (11 pm onwards), Noon (12 pm - 4 pm), Evening

(4 pm - 7 pm) are different.

Figure 4.3.3

37

The above diagram indicates that forenoon time (9 am - 12 pm) has the highest

mean rank followed by night time (7 pm - 11 pm). Late night time (11 pm onwards)

is at the third place followed by the noon (12 pm - 4 pm).The evening time (4 pm - 7

pm) is at the fifth place

. Figure 4.3.4

Each node in the above figure shows the sample average rank.

38

Pair wise comparison indicates that there is significant difference between every

timings except between late night and night time.

4.3.7 Most Preferred Channels for Watching Movies

Respondents were asked to rank the channels for watching movies in the order

of their usage. The frequencies were tabulated and Henry Garret method was used to

analyse the given ranks.


1 2 3 1 2 3

Asianet 23 12 16 1587 600 480 2667 6

Surya 36 25 31 2484 1250 930 4664 2

Asianet Movies 42 23 24 2898 1150 720 4768 1

Star Movies 33 28 18 2277 1400 540 4217 4

HBO 23 20 28 1587 1000 840 3427 5

Movies Now 36 30 20 2484 1500 600 4584 3

Sony Max 6 5 9 414 250 270 934 10

Star Gold 6 11 10 414 550 300 1264 8

Kiran 8 15 24 552 750 720 2022 7

Mazhavil

Manorama

1 11 5 69 550 150 769 11

Sony pix 1 1 0 69 50 0 119 16

Romedy Now 0 6 4 0 300 120 420 14

Sun TV 0 3 4 0 150 120 270 15

UTV Movies 2 4 6 138 200 180 518 13

Star Plus 0 7 9 0 350 270 620 12

Colors 0 16 9 0 800 270 1070 9

Table 4.3.6

39

Above table indicates that Asianet Movies is the most preferred channel for

watching movies followed by Surya. Movies Now is at the third place.

4.3.8 Most Preferred Channels for Watching Music

Respondents were asked to rank the channels for watching music in the order of

their usage. The frequencies were tabulated and Henry Garret method was used to


Above table indicates that MTV is the most preferred channel for watching

music followed by 9XM. Channel V is at the third place.

4.3.9 Most Preferred Channel for Watching Sports

Respondents were asked to rank the channels for watching sports in the order of



Most Preferred Channels for Watching Music


1 2 3 1 2 3

MTV 90 12 12 6210 600 360 7170 1

Zoom 27 31 7 1863 1550 210 3623 4

9XM 40 60 21 2760 3000 630 6390 2

VH1 5 19 17 345 950 510 1805 8

Channel V 2 40 64 138 2000 1920 4058 3

B4U Music 8 19 24 552 950 720 2222 6

Kappa 8 16 37 552 800 1110 2462 5

Kiran 6 6 18 414 300 540 1254 9

Sun Music 12 4 7 828 200 210 1238 10

Others 19 10 10 1311 500 300 2111 7

Table 4.3.7

40

Above table indicates that Star Sport-1 is the most preferred channel for

watching sports followed by Ten Sports. Sony Six is at the third place.

4.3.10 Most Preferred Channel for Watching Reality Show

Respondents were asked to rank the channels for watching Reality shows in the

order of their usage. The frequencies were tabulated and Henry Garret method was

used to analyse the given ranks.

Above table indicates that Mazhavil Manorama is the most preferred channel for

reality shows followed by MTV. Colors is at the third place.

Most Preferred Channels for Watching Sports


1 2 3 1 2 3

Star Sports - 1 135 22 28 9315 1100 840 11255 1

Ten Sports 35 77 53 2415 3850 1590 7855 2

Sony Six 26 79 62 1794 3950 1860 7604 3

Ten Cricket 12 26 49 828 1300 1470 3598 4

Neo Sports 7 4 15 483 200 450 1133 5

DD Sports 2 9 10 138 450 300 888 6

Most Preferred Channels for Watching Reality Show


1 2 3 1 2 3

Mazhavil

Manorama72 19 47 4968 950 1410 7328 1

Asianet 21 31 10 1449 1550 300 3299 5

MTV 49 39 23 3381 1950 690 6021 2

Star Plus 24 16 20 1656 800 600 3056 6

Colors 6 68 30 414 3400 900 4714 3

Zee TV 8 19 32 552 950 960 2462 7

AXN 24 17 34 1656 850 1020 3526 4

Others 13 8 21 897 400 630 1927 8

Table 4.3.8

Table 4.3.9

41

4.3.11 Most Preferred Channel for Watching News

Respondents were asked to rank the channels for watching News in the order of



Above table indicates that Asianet News is the most preferred channel for

watching news followed by CNN IBN. NDTV 24x7 is at the third place.

4.4 Perception of Youth on Television’s Extend in Increasing their Brand

Awareness

Question were asked to determine upto which extend they agree to the statement

―Television increases brand awareness more than any other media‖. Five point rating

scale with options including ―Strongly Agree‖, ―Agree‖, ―Not Sure‖, ―Disagree‖ and

―Strongly Disagree‖ was used to understand the perception of respondents.

Most Preferred Channels for Watching News


1 2 3 1 2 3

Doordarshan News 16 4 3 1104 200 90 1394 10

Asianet News 115 20 7 7935 1000 210 9145 1

Indiavision 8 8 17 552 400 510 1462 7

CNN IBN 23 72 36 1587 3600 1080 6267 2

Reporter TV 1 21 10 69 1050 300 1419 9

Mathrubhumi News 11 11 29 759 550 870 2179 6

MediaOne TV 2 21 65 138 1050 1950 3138 4

Times Now 6 10 18 414 500 540 1454 8

NDTV 24x7 23 34 10 1587 1700 300 3587 3

Others 12 16 22 828 800 660 2288 5

Table 4.3.10

42

Table 4.4.1

Television increases brand awareness more than any other media

Frequency Percent Valid Percent

Cumulative

Percent

Valid

Strongly Agree 61 28.1 28.1 28.1

Agree 122 56.2 56.2 84.3

Not Sure 28 12.9 12.9 97.2

Disagree 6 2.8 2.8 100.0

Total 217 100.0 100.0

From the above data it can concluded that more than 84% of the respondent agree

that TV increase their brand awareness more than any other media out of which 24%

strongly agree to the statement.

Figure 4.4.1

43

4.5 Frequency Determination

4.5.1 Most Preferred Programs for Regular Watching (Daily basis)

Respondents were asked to list the name of programs they prefer to watch on a

daily basis. Responses were tabulated and frequency for each program were

determined.

Out of 217 respondents, 123 use to watch programs on television regularly / on a

daily basis.

Figure 4.5.1

As shown in the above Figure 4.5.1, 17 programs were listed from the responses

of respondents. D4 Dance tops the list with a frequency of 97 followed by MTV

97

61

48

33 32 3124

8 7 6 5 4 4 3 2 2 10

20

40

60

80

100

120

D4 D

ance

MT

V R

oad

ies

Kodee

shw

aran

Onnum

Onnum

Moonu

MT

V S

pli

tsvil

la

Diy

a au

r B

hat

i H

um

Tak

e it

Eas

y

WW

E

So Y

ou T

hin

k y

ou c

an d

ance

Musi

c M

ojo

Jhal

ak D

hik

laja

Chri

s A

ngel

Min

d F

reak

Com

edy N

ights

wit

h K

apil

Fla

vo

urs

of

India

Com

edy S

tars

Par

aspar

am

Dan

ce I

ndia

Dan

ce

Fre

qu

ency

Preferred Program

44

Roadies which is having a frequency of 61. Ningalkum Aakam Kodeeshwaran

comes at third place followed by Onnum Onnum Moonu, MTV Splitsvilla and Diya

aur Bhatia with a frequency of 33, 32, and 31 respectively.

45

Chapter 5

Findings and Conclusion

46

5.1 Findings

The major findings of study are listed below:

Women shows more affinity towards television compared with men in terms of

TV program consumption.

Compared to with men, Women prefer to use more Television for entertainment

purposes. Within female respondent 69.7% choose TV as the most preferred media

for entertainment while just 18.6% of male respondents choose TV this purpose.

Considering hours spend watching Television during weekdays, Most of the

women spend 3 – 4 hours on TV while most of the males spend just 1 – 2 hours.

During weekends, 62.6% of female respondents spend 5 - 7 hours on watching

TV while 65.3% spend 3 – 5 hours.

Considering the habit of watching programs regularly, ie, on an episode by

episode basis, Females stand far ahead of males with 83.8% saying they use to watch

some kind of program / programs on a daily basis while just 33.9% responded of

watching programs regularly.

Out of 217 respondents, 123 use to watch programs on television regularly / on a

daily basis and 17 programs were listed from the responses altogether. D4 Dance

tops the list with a frequency of 97 followed by MTV Roadies which is having a

frequency of 61. Ningalkum Aakam Kodeeshwaran comes at third place followed by

Onnum Onnum Moonu, MTV Splitsvilla and Diya aur Bhatia with a frequency of 33,

32, and 31 respectively.

Considering the response during an advertisement on TV, Majority of females,

ie 72.7% responded of switching channels. Within males 41.5% responded of

possessing the same habit but 32.2% responded, They would watch the ad if it is

interesting while just 5.1% of female responded that way. It shows male shows more

affinity towards interesting ads than females.

47

In this study, We have also analysed the instances were channels are not

switched during ads. In this case 46.6% of men and 55.6% women responded that

they would not switch channel if the commercial is too short. 36.4% of men also

responded that they would not switch channel in between a cricket match while

24.2% of women respondents do not switch to another channel if they do not want to

be deviated from programs. From this we can also make out that switching channels

and quality and intensity of programs are related in many ways. For programs of

their choice and extreme preference, They will not switch channel during TV

commercials.

It is found in the study that, Late night (11 pm onwards) as the most ideal time

to watch TV during weekdays for males with 63.6% within the gender responding

the same. Whereas for females it is evening (4 pm - 7 pm) with 88.9% of them

responding the same.

Program related with music is the most loved one among youth followed by

movies, sports and reality shows. An upcoming trend toward travel programs has

also been identified in the study.

Forenoon (9 am - 12 pm) has been found as the most ideal time to watch TV

during weekends followed by night (7 pm - 11 pm). Morning (6am – 9am) is the

least preferred time to watch TV during weekends.

Asianet Movies, Surya and Movies Now has been listed as the most preferred

channels for watching movies. It also shows that youth‘s taste in movies is not

subjected to a particular language.

MTV, 9XM, and Channel V are the most preferred channels for music. It shows

a high affinity of youth towards bollywood.

Star Sport-1 is the most preferred channel for watching sports followed by Ten

Sports. Sony Six is at the third place. Cricket still remains as the most influencing

sports.

48

Mazhavil Manorama is the most preferred channel for reality shows followed by

MTV. Colors is at the third place. Here also, there shows a high affinity of youth

towards Hindi programs.

Asianet News is the most preferred channel for watching news followed by

CNN IBN. NDTV 24x7 is at the third place. It also suggest youth‘s interest in

listening to English news channels unlike the previous days.

84% of the respondent agree that TV increase their brand awareness more than

any other media out of which 24% strongly agree to the statement. It shows that even

in midst of internet invasion, People are reminded and familiarised about brand

through TV ads.

5.2 Conclusion

This study has provided much relevant insights into the television habits of the

youth in Kerala.

TV program consumption pattern and gender are closely related and young

generation‘s taste in TV programs have become very specific and cannot be easily

generalised on the basis of a language or a specific program category.

Youth‘s preference is also dynamic and cannot be predicted for a longer period.

It changes fast according to the socio cultural environment and the trends in the

society.

49

Bibliography

50

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Corneo, G. (2002). Work and Television. CESifo Working Paper Series No. 829;

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IBM. (2004). Media and Entertainment 2010: Open on the Inside, Open on the

Outside: The Open Media Company of the Future. IBM Institute for Business

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Kim, Y. (2009). Media Consumption and Everyday Life in Asia. In S. To OH.

NY: Routledge.

Lowery, Shearon; DeFleur , Melvin L;. (1988). Longman Inc, New York .

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51

Appendices

52

Appendix

QUESTIONNAIRE

Age: Income:

Sex: Male Female Location:

Profession: Education:

1. Which is your most preferred media for entertainment and news?

Television Mobile Devices

Internet Newspaper / Magazines

2. How much hours you spend watching Television during week days?

0 - 1 1 - 2

2 - 3 3 - 4

3. How much hours you spend watching Television during weekends?

1 - 3 3 - 5

5 - 7 7 - 9

4. Rank the following Television program categories according to your viewing

preference?

Program Category Rank

Movies

Sports

News

Music

53

Travel

Serials

Comedy

Current Affairs

Healthcare programs

Reality shows

Education

Documentaries/Informative Programs

Events

Any other (specify):

5. Which is your favorite channel for the following program categories as per your

viewing?

Rank

1 2 3 4

Movies

Sports

News

Music

Travel

Serials

Comedy

Current Affairs

Healthcare programs

Reality shows

Education

Documentaries/

Informative Programs

Events

Any other (specify):

6. Is there any TV program / programs you prefer to watch regularly?

Yes NO

Usage

54

7. If yes, Name them in the order of your preference:

Name the program Channel

8. What is your normal response during commercials on TV?

Switch to another channel

Switch attention to other activities like mobile chat, browse etc

Watch it if interesting

Reading Newspaper / Magazines

Any other (Specify):

9. Are there any instances where you choose not to switch channel during

commercials?

If commercial break is too short

If I don‘t want to be deviated from the program

If a cricket match is on

If the commercial is new

Any other (Specify)

10. Do you agree Television viewing increases your brand awareness more than any

other media?

Strongly

Agree Agree

Not

Sure Disagree

Strongly

Disagree

55

11. Which is your most preferred time for watching televisions during weekdays?

Morning ( 6 am – 9 am)

Fore Noon ( 9am – 12 pm)

Noon (12 pm – 4 pm)

Evening (4 pm – 7 pm)

Night (7 pm – 11 pm)

Late Night (11 pm onwards)

12. Rank (1-5) your most preferred time for watching televisions during weekends?

Time Rank

Morning ( 6 am – 9 am)

Fore Noon ( 9am – 12 pm)

Noon (12 pm – 4 pm)

Evening (4 pm – 7 pm)

Night (7 pm – 11 pm)

Late Night (11 pm

onwards)

a study on tv consumption_final draft

Documents

cochin city

limitations of study

dept of management studies

cochin date deeptwesh

suresh manimala project

project report

suresh manimala professor

tv programs