International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015

Viewer’s Perception About Code Of Ethics And Its Application In Political Talk Shows: A Survey Conducted At Sargodha City

Muhammad Irfan Qadir

Department of Communication Studies University of Sargodha

Abstract Empirical findings show that program Capital Talk is more frequently watched by The present study is about Viewers Perceptions viewers as compared to other political talk show.It about Code of Ethics and its Applications in is also finding that Geo News program Capital Political Talk Shows (A Survey Conducted at Talk provides more political awareness as Sargodha City). Political talk shows Capital Talk compared to other political talk shows. Findings (Geo News) Kal Tak (Express News) On the Front show that Javed Chudary in his political talk show (Dunya News) Sawal Yeh Hai (ARY News) and (Kal Tak) followed code of ethics as compared to News Beat (SAMAA TV) are selected for this other anchorperson TV channels. study. Total two hundred respondents have been selected for data collection with the help of Introduction questionnaire from Sargodha city. Social responsibility theory (SRT) is use to check the Television is not merely a technical application code of ethics of media in the society. innovation. It has changed people's lives, The Social Responsibility Theory (SRT) claims even down to arrangement of their homes that the media has a duty to public and this (Folkerts & lacy, 2004). Television is the theoretical approach is a result of shifting media ethics. Present research is identified to find the main source of electronic media. It is impact of analysis and discussion by experts playing an influential role in creating through politics talk shows and opportunity of awareness among societies and enlightens media ethics. This is becoming a more and more the social, economic and health issues of the essential issue in modern society. Do the country. Television in is anchorpersons of TV political talk shows have successfully playing three-dimensional role focus on social responsibility and respect for of educating, informing and entertaining the media ethics in order to satisfy the public? public. Except from government owned

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PTV there are other private channels lifestyle an extremely large number of this operating in Pakistan. The reach along with story informing comes through TV and viewer ship is increasing day by day activities (Cited at: www.pgs.ca). (Wassan, 2010). The idea that the In private TV programs news reporting occurrence of television marks a change in is targeted on political and social problems and the social order has become a part of the targeted on conflicts; some media individuals received insight of our time (Price, 1998). claim in the protection of the media that political problems and the existing issues have It is considered that without been at extreme because of that all the television it is impossible to live because it journalists pay more attention and protect the is the main source of information and now political problems (Alam, 2007).If we look at media is becoming the backbone of every the way our lifestyles have changed we have to country. It is like malware of the age and consider that we have been influenced by TV at also impacts all the media users. It allocates some stages. If we look at how we are raised its results as the spore. Perhaps, it is we can see how often our lifestyles are inter- generally noticed that TV has modified the connected with TV. In the way we outfit, act recognized financial and public plans of the and behave, from the individuals we hold world. This statistical era has totally around, and the way we take different aspects modified the community. TV designates in our lifestyles. We have taken importance opinions about religious beliefs, superstar, from TV, and introduced it into our public state policies, styles and all the public and group by publishing what we see in standards (Spingel, 1992). Most styles of TV advertisements, to put costume in different provide enjoyment either; they are dramas or ways, to choose certain tasks, and even songs, game reveals or test applications. In performing particular processes. We may not present situation, dramas are going to have causal proof of this but when we look at become more highly effective source of daily communications we can see it (Shahbaz, enjoyment for the whole populace. Tale 2004). TV talk shows are one form of the informing had been aspect of many developing media. Many media layouts are not societies, and instructed individuals about interchangeable because they appeal to principles with the help of number of different viewers and contain different content. experiments and experiences. But in our Due to the coverage of different types of topics

Available online: http://internationaljournalofresearch.org/ P a g e | 777 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 the TV talk shows have increase their rating content. The variety and genres of talk and the verity as well as focused on the politics shows have proliferated as their discussion (Timberg, 2002). cover a diverse range of topics, mostly on politics (Timberg, 2002). In Pakistan media Significance of Study and media professionals both are at early stages. But the development of technology Almost from decade the phenomena of especially electronic media development is private TV channels has got a lot of an alarming situation for the Govt. In the importance among the viewer‟s and third world most of the TV talk shows participants. The programs are regularly follow the agenda of the owners of the providing protection to all types of cut channels and the channels owners mostly problems of nationwide and worldwide paid by some other stake holders. We can essential (Malik &Bukhari, 2002). In media say that media in not playing its role in an important factors are recognized as they play honest way. The accomplishment of these major role in establishing and firming political talk shows entirely depends on the liability and sustainability of the capability of anchors to ridicule their governments. Media plays a significant role participants in the most bizarre manner. The in this process and the forum provided by more the mud thrown, the more popular the them during the election days becomes an program gets (Zafar, 2011).Journalists' main important platform to present political goal is to ensure the right of citizens to ideologies by different political parties. truthful and important information, which Similarly, it provides an opportunity to the allows them to form adequate impression supporters to get political information and to about social processes, their essence and analyze the programs and manifestoes importance, about the situation in the presented and disseminated by different modern world. The journalist bears political parties and candidates during the responsibility before the society in general, election campaigns (Ward, 2004). before the law and before the professional One form of developing media is television association. The social responsibility of the talk shows. Many media formats are not journalist requires that he acts in accordance interchangeable because they appeal to with his personal ethical standards. The different audience and contain different ethics of the trade involve permanent

Available online: http://internationaljournalofresearch.org/ P a g e | 778 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 responsibility of the journalist for everything limited Media and Book Regulation 1963. It he/she does in the framework of his/her was changed by a light regulating law, the professional obligations, rather than sticking Signing up of Media and Book Regulation to the rules which were established once and of 1988 due to Government Shariat judge for all (Cited verdict on a case, which required evaluation at:www.ethicnet.uta.fi/belarus/journalists_et of the already current ordinance of 1963. hics_code). Article 19 of the constitution of Pakistan besides ensuring to people independence of Selected Private Channels the conversation and appearance, also For this study following channels are assures independence of the press topic to selected Geo News Express News Dunya affordable limitations enforced by law in the News ARY News SAMAA TV. attention of wonder of Muslim region, of the reliability protection and defense of Pakistan Selected Political Talk Show or any part thereof, helpful interaction with international declares public mandate For this study following talk shows have decorum or principles or in regards to been selected Capital Talk Kal Tak on the disregard of judge attorney or Front Sawal Yeh Hai News Beat. encouragement of any crime (Cited Code of Ethics at:www.investopedia.com). Ethics is a branch of philosophy and its purpose is to A code of ethics document may outline the describe moral sentiment as well as to mission and values of the business or establish norms for good and fair behavior. organization, how professionals are Boundaries of ethics are drawn in different supposed to approach problems, the ethical dimensions in different societies. In principles based on the organizations‟ core Pakistan, the ethical dimensions are partly values and the standards to which the similar to those of other countries having professional will be held. In Pakistan press different demographic, religious and social ethics is exclusive as it demonstrates how backgrounds. Media ethics kept the Islam tends to improve the beliefs of journalism and cultural industries with the community. The authoritarian program of responsibility to perform for the betterment Area Marshal Ayub Khan promulgated the of society. Until 2002, the only television

Available online: http://internationaljournalofresearch.org/ P a g e | 779 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 channels that operated in Pakistan were the consumption. But in the same vein, media state-run PTV and a couple of its specialized in Pakistan has become an industry in the news and entertainment subsidiaries. Media real sense of the word and is following its in Pakistan purposely followed the ethical own agenda. With the opening up of the lines to disseminate the credible information media industry, the unrestrained news (Cited at:/bluechipmag.com/media-ethics- channels are involved in a mad race of and-regulations-in-Pakistan). breaking news syndrome in order to gain the audience and popularity instead of Media Ethics in Pakistan delivering correct information to viewers. Today, prominent news channels are In this time media owners and practitioners broadcasting uncensored violence, crime should focused on the detailed code of stories, and live coverage of terrorist attacks ethics. For society media play the role of while compromising media ethics. If we watch dog and provide information about watch toward the role of anchorperson, the national and international issues which channels owners and other media experts. are benefitted for the society. Citizen of any They do not follow the code of ethics in country cannot play effective role for their their contents this is also big question on the country if they have not up to date media responsibility. So the conclusive information about what is happing around sentence elaborate about the media ethic is them this is possible only through media.it is signing towards the violation of moral very difficult for democratic set up and good standard and not fellow the code of ethics governance without informed citizens. It has (Cited at:/bluechipmag.com/media-ethics- found that last decade for media in Pakistan and-regulations-in-Pakistan). was very historically. If we watch toward the new trends at International level Govt Statement of the Problem has opened new technologies in the country for media and due to this media contents has What are the Viewer‟s perceptions about broadcast rapidly in the country. With the code of ethics and its applications in passage of time it has become diverse and political talk shows? touching the topics which once were considered forbidden for public LITERATURE REVIEW

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Wimmer and Dominick (2007) say: “It not people who are above thirty watch Geo only allows learning from (and eventually News as compare to up to thirty. In term of adding to) previous research but also saves education the students of master class prefer time, effort and money”. (P. 24). In another to watch the Geo news as compare to study it was noticed that the T.V, can change graduate as well as males‟ respondent the entire society through its programs watched geo news content as compared to (Bignell, 2012).In the electronic media on females (Qasair 2012). It was discovered the viewer‟s TV has a long-term effect that from the findings of the study that the is why it is most important medium for people have great reliance on the private world (Joshi, 2002). channels information for variety of devotions. It was also explored that In another study Lee (1980) claims on his irresistible majority of the viewer‟s strongly study which is conducted on the TV confirmed that the private television contents that TV contents can change the channels were scattering mass consciousness opinion and perception of the local society. about politics and politics related issues. Analysis of findings revealed that viewers Results of the study exposed that Geo News significantly taking more interest in and Express News are watched more watching Geo News and Express News than frequently than other channels (Hassan, the Samma News. Significant difference 2009). among the viewers‟ order of preference is being observe in view of the cut- Viewers watch private TV channels throat completion among the private as well as Geo news is most watched by the channels programs . The viewers are viewers as compared to other channels. The significantly very much satisfied with results indicate that almost all respondents „Capital Talk‟ „Kal Tak‟ „Aaj Kamran Ke who exposed to private television channels Sath‟ , and „Front Line‟ as compared to are those who significantly watch news and other programs (Mahsud,2013). current affairs programs and that‟s why private channels‟ news, talk shows and live It has been found that categorically programs get high rating and gained much viewer‟s watched Geo News very frequently importance in the lives of viewers. Viewers as compared to Express and other private with different demographics features of TV Channels. It has been found that the

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Sargodha city little more prefer to watch not assisted much in modifying the political Geo News than Express News, but situation of the country but it is early stage significant difference is observed in to assess its effect on political abode also. comparison of Geo News with other More over the contribution of the “talk television channels except Express News. It shows” many important problems cannot be is also found that viewers who are belonging ignored. But these talk shows themselves are to different category are satisfied with becoming “mafias” although it is a private TV channels coverage given by the complicated term to use, but it is the truth. corruption (Madni 2012). They have large effect in developing a disturbance on the dwelling about any Roper study find out that television problem or course-plotting the public‟s has changed the way of getting information. interest from any important problem. So it is More than half of the Americans use very important to know the propensities of television for information rather than the political anchors so we do not agree with newspaper. In fact Americans trust 53% on everything they say but implementation on news of the television than 23% on the our own excellent judgment and knowing to newspapers news (Jamieson & Campbell, the problems and the extensive variety from 2001). A research performed in Brazil in which qualifications he is arriving (Cited Globo T.V; channel; on the speech of news at:wwww.caylu.wordpress.com). and Current affairs‟ program through this channel and its effect on the concept of Iyengar (1991) described the creating different people. It was recognized that this effects of TV information and talk shows on T.V, channel in Brazil provided much political problems that TV material is attention to the individuals about serious regularly shown in the form of specific issues like illegal involvement corruption, activities and Iyengar calls this "episodic" political issues, Govt; etc. and individuals information creating as unique from got complete information through it (Porto, "thematic" coverage which places political 2006). problems and activities in some common perspective. According to him episodic Political talk shows have become creating means represents tangible activities quite well-known in Pakistan. They have that demonstrate problems, while thematic given enhance to interest and although it has

Available online: http://internationaljournalofresearch.org/ P a g e | 782 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 creating provides combined or common proof that talk shows increase political proof. In his book “News That Matters attention or the chance to elect. investigates how we think about politics, Chris ( 2010) argue that the way indicating that TV decides what we believe people act on television talk shows programs to be important problems mostly by focusing not only reflects but also influences on our on some problems and neglecting or society shouting and discussing over each spending little interest to others. He also other and performing like kids, this is how described that when TV information we start something ourselves. There were concentrates on a problem, the public's main two men and a lady on the board and they concerns are changed, and changed again as screamed and screamed at one another as if TV information goes on to something new. they were on a road area which is all very According to Johnson and his well if you are on a road area but perhaps associates (2000) TV talk shows are not the best way to comfort yourself at the intertwined with public as they show front side of the viewing community. But common lifestyle and point out the then I believed a bit more greatly about what disadvantages of American community. I was looking at which was street-corner Many social scientists describe that viewing state policies but moved to a TV studio TV talk shows is a different experience from room. He also determined that those viewing transmitted information or viewing would have predicted the panelists information programs because of their something like this because that is how sharing and entertaining nature. The experts political persons behave; certainly at the considered talk shows as a chance for voters grassroots and not rarely in the various to address their concerns directly to parliamentary compartments. candidate or a host, thereby increasing the Political talk shows on television are chance for public participation. Mainly the settled with guests experts and outdated talk shows focus on the issues and not the military authorities who often are unbiased equine competition of selection like many and are not being pushed about their traditional information sites tend to do. personal plans. The Pakistani media‟s Though talk shows express political and protection of foreign matters is restricted, strategic information, there is no strong trivial and sometime deceiving. Commercial

Available online: http://internationaljournalofresearch.org/ P a g e | 783 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 passions, invisible political plans, and It features as a watch dog that keeps govt. efforts to pressurize media are often the sincere, it shows the community about what inspirations behind broadcasting one-sided is going on and it teaches audiences about information in talk shows. So, it is necessary problems. for media companies to perform training In Pakistan an unpleasant problem programs and special programs for their with media is, facts particularly illustrations journalists as well as main flow anchor of where so-called professionals were persons (International Media Support, affected in their discussing by their personal 2009). affinities. He makes a more moderate offer, Hussain, 2010 (Cited in and one that would be an easy preparation: dailytimes.com.pk) mentioned that most of Simply have the TV talks show exposes the the talk shows on Pakistan private TV prejudice of the so known as professional channels are without analysis centered before and after he talks. To present them as information. They are just duplicating the separate fairly neutral professionals would loudest and at times the most inflammation be unjust to the viewers. The Musharraf related designs of United states TV, several years had experienced a Especially the design of Chris Mathews. He mushrooming of private TV channel where pressures the need to consist of analysis amazingly, talk shows on Govt and defense- centered talk shows. He also popularizes related problems became more popular than that some of the hosts of talk shows come to dramas and other enjoyment program. Talk their applications with significant analysis Shows as a result spread and as the and believe in having gone into their viewership increased, some of the more concerns and findings. He also mentioned effective anchor bolts obtained superstar that every TV channel and all the hosts have position. University teachers, outdated the right to say whatever they wish as long bureaucrats and army authorities presented as it is within approved social standards of as professionals in their particular areas respect. According to him it is necessary for (Hussain, 2010). host to perform programs on ecological, Cheema (2011) claims that the health, academic and other social problems. improvement of individual radio and TV The media provides many essential features. stations in the last few years has finished

Available online: http://internationaljournalofresearch.org/ P a g e | 784 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 control the condition TV transmitted. Now known for their well-known discuss reveals media have become pluralistic and many that carry together a popular anchor with a viewers in Pakistan also observe globally board of retired army and intelligence transmitted via a dish or wire. Indian personnel, political numbers, experts and entertainment applications are very well- activists weekly night. known in Pakistan. The multiple-channel Sareen (2010) a senior fellow in transmission has set a new pattern in the Vivekananda International Foundation Pakistani group by providing the users more (VIF) prefers the term anchor-cracy for management over the interaction procedure. TV anchorpersons. She believes that most Now there is a move from the central of them are from rightwing having transmitting to start competitively Islamic tendencies. They have taken transmitted program, allowing the viewer‟s upon themselves to set the national associates have fun with more energy of agenda and articulate and promulgate on particular exposure .The individual everything without knowing much of applications have designed individuals more anything. Experts believed that the term aware of their governmental and anchor-cracy have negative connotation due constitutional rights and designed them to the bureaucratic attitude of the more advised about details and activities anchorpersons belonging to different outside Pakistan. The motivated number of private news channels whose ultimate new TV channels were willing to expose desire is to impose their opinion and and challenge the authoritarian actions of the thought on audience. They want to dictate Pakistani govt, especially after the the audience mind on sensitive issues with governmental problems of 2007 during the a firm belief that they are promoting Musharraf govt. Soon, these new sites had national interest and audience should become essential conduits for governmental follow their lines. details. However, by 2009, the Pakistani Khan and Farish (2012) research media, especially the details applications mainly concentrates the hasty part of the were experiencing criticisms for their lack of anchor persons operating in different details reliable details and a tendency for and current affair channels as an emerging sensationalizing. Besides details and trend in digital media. The research was reporting, many of these applications also

Available online: http://internationaljournalofresearch.org/ P a g e | 785 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 designed to investigate the opinions of Youssef (2012) highlights the viewer‟s associates regarding the part of importance of private TV talk shows for anchor persons in different TV talk show. It educating people politically. In other words is, hypothesized that the anchor persons are the common beliefs and views of critics-that biased to certain governmental political talk shows are merely parties/groups and trying to encourage their entertainment programs and people watch own perspective on the board and finally on these shows just for having fun where they the viewers; and they are not following the analyze who won and who lost, where not primary principles of equity and objective supported by the imperial data. Data study strategy that is the fundamental duty of the presents evidence demonstrating that information media. The participants believe private TV talk shows are creating more that the anchor persons often try to political awareness than magazine and determine the viewers by magnifying their newspaper. Private TV talk shows are own perspective. They are not only playing a significant role in bringing change providing the analysis but also determine the and awareness in society. direction. They often used derogatory terms Television talk shows have become a for the penal and ask individual question to major arena for the discussion of lay public prove them guilty. Overwhelming most of opinion on a range of issues, from the participants believe that anchorpersons individual, personal dilemmas and family have become broker provokers. relationships, to broader social problems and Television political talk shows concerns. Whatever the topic, it has been influence society in many ways. People are claimed that the voice of lay participants in easily influenced to accept a belief that they these shows is generally prioritized over the may not normally have unless expressed on voice of experts and professionals TV, since many people think that they hear (Livingstone & Lunt, 1994). on TV is true. The images presented filter Rizvi (2010) states that mostly into the heads of millions of viewers any in anchorpersons in their talk shows trying many cases become a part of that viewer‟s to create conflicts on the issues of public outlook on life whether consciously or interest which they understand the way to unconsciously (Cited at: get better position for their program. He www.termpaperslab.com). indicates that information should be released

Available online: http://internationaljournalofresearch.org/ P a g e | 786 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 only when it goes through highly effective well-known in the viewers than other professional content judgment and its newbie. The curative indication of the public impact must be ensured. analysis confirmed that anchorpersons have become a symbol of recognition for their Electronic media is one of the most particular TV news channels. They have important resources in identifying and become required for TV news channels. developing up the views of individuals about They liked those news channels more which certain political position. People are gaining have well-known anchorpersons than the information due to the vital role political other news channels. talk show of private TV channels. Sometimes disputed is created by these Electronic Media in Pakistan has political talk show between people and been more useful than ever before. Usually political persons but they play a productive referring to, Media in country make part in re-shaping governmental opinion authentic crew enlightenment about Socio- among the individuals. For popularity and Political issues. Such types of problems as rating sometime political talk show of health, education, cleanliness, lack of electronic media creating political occupation, enhancing expenses of essential disturbance and the hostility for the people products. In modern- age media has otherwise political talk show are the predicted the role of the guideline for the reliable source of media to inform the political area. It is used as system of strategy common people for the changing of by the government as well as effective political planes of political parties (Aleena, direction of interest gathering and 2012). enunciation the media in Pakistan constantly types and reshapes actions and opinions Khalil (2012) looks into the public‟s about State recommendations, Political eloquent about the importance of Involvement, Political Way of life, Public anchorpersons in electronic media. It is Requirements, Political Growth, and hypothesized that anchorpersons have Strategy Matter. This research shows the become recognition for TV news channels importance of private TV talk shows for and none of the TV channel could survive teaching individuals politically. In other without them. Moreover, TV channels conditions the common concepts and having well-known anchorpersons are more

Available online: http://internationaljournalofresearch.org/ P a g e | 787 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 opinions of critics-that political talk shows Green Press Report (2006) highlights are merely entertainments programs and that working in Pakistan for separate individuals notice these shows just for Journalists are challenging and risky. The having fun were they evaluate who won and deplorable press freedom situation can be who loosed, were not increased by the observed from everything that Daniel pearl, imperial details. The research provides proof Wall Street Media journalist was killed, showing those private TV talk shows are power was used against reporters who were creating more political interest then defeated and inurned in the communication magazine and newspapers (Youssef, 2012). for recovery of Judiciary, well-known private TV channels were prohibited during Press independence has never been the emergency in Nov 2007 and PAMRA reliable in Pakistan. Different regimes used used every method for stop review against lawful and constitutional means to control Govt recommendations on governmental the press from community discussion and problems and war against terrorism. critique. Press in Pakistan usually encounters risks, assault, financial stress, etc. The country law on blasphemy has Methodology been used against reporters. Inadequate Reinard (1994) writes, “Sampling involves knowledge, urban orientation of the press, selecting events from a population because and the high price of magazines are researchers rely on a portion of all data damaging aspects for the developed media conclusion.” The sample is an in Pakistan. Beside these barricades, one can approximation of the whole and not be now easily observe a move from the central viewed as a whole in itself. To meet the broadcasting to start competitor‟s prerequisite of this study, convince method transmitted system in Pakistan, allowing the for specification of the demographic viewers have fun with more power of characteristics was accepted while particular visibility. All govt. authorities convenience method was used for collection such as the army say great about the press of data from the target population. Due to independence but often think the other way time restraint and financial limitations, it circular when the press criticizes the govt was not possible for the researcher to collect (Siraj 2008). data from the huge population Therefore,

Available online: http://internationaljournalofresearch.org/ P a g e | 788 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 total two hundred respondents‟ males  It is more likely that Javed Chudery followed more code of ethics as compare to belonging to Sargodha. Convince sampling the others anchors persons. procedure was adopted for classification—  It is more likely that respondents participate in processions as compared to other subgroups of demographic characteristics— political activities. of the respondents. “(Babbie 1992These  It is more likely that guests should lodge a case if anchors humiliate the guests strata may be based on a single criterion, for during the program. example, education--Masters and Bachelors,  It is more likely that viewers are in favor of preparation of code of ethics for or on a combination of two or more criteria journalists like age, sex, income and locations. After specification of the demographic characteristics of the respondents and Findings determination of their subgroups through In Pakistan, the phenomena of private TV stratified sampling, convenience method for channels are gaining significant popularity data collection was preferred. All questions among the audience members from almost were standardized to develop uniformity in one decade. The competition among the top asking questions and recording responses. rating private TV channels is increasing the Study Hypothesis rating, considering major paradigm shifts at the parts of viewers. Media contents choice  It is more likely that viewers watch Geo news program Capital Talk than selected mechanism has change the face and pace of talk shows. the private TV channels apart from the  It is more likely that Geo News Program Capital Talk provide more political advance technology use in electronic media. awareness than other political program. Table 1 Frequency of Watching Political Talk Show

Category Overall Age Education Below Above Up to Above

25 25 BA than BA Capital Talk Much 54 56 62 59 49 Somewhat 41 45 35 33 47 Not at all 5 9 3 8 4 KalTak

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Much 44 46 40 43 43 Somewhat 50 45 53 49 49 Not at all 6 9 7 8 8 On The Front Much 25 21 25 24 22 Somewhat 54 55 52 52 55 Not at all 21 24 23 24 23 Sawal Yeh Hai Much 28 30 24 38 16 Somewhat 46 44 48 37 55 Not at all 26 26 28 25 29 News Beat Much 19 20 18 21 17 Somewhat 37 29 43 37 35 Not at all 44 51 39 42 48 *Figures showing percentage n=200

The space and the time limitation became more than BA, whereas, no significant meaningless devoting sufficient time for the difference has been observed among matter regarding war on terror and then selected age group. Exclusive analysis of the political contents. Most of the viewer prefers findings show that Geo News program to watch the political talk show obtaining Capital Talk is being watched (56%) much the up-to-date political information around more than somewhat (41%) and not at all the clock and this has been proved the (5%). Across selected population groups it findings of study. Table 5.1 Overall has been observed that the program is more empirical findings show that Geo News frequently watched by the viewers (62%) program Capital Talk is more frequently who are more than 25 years as compared to watch by viewers as compared to Kal Tak, (56%) who have less than 25 years of age. On the Front, Sawal Yeh Hai and News Similarly, in term selected education groups Beat. Among the selected education groups it has been found those viewers (59%) who less than BA watch selected political talk have BA or less qualification watch the show more frequently than those who are program more frequently than those (49%)

Available online: http://internationaljournalofresearch.org/ P a g e | 790 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 who have qualification more than BA. (46%) somewhat which is more as compared Exclusive analysis of the findings show that to much (28%) and not at all (26%). Across Express News program Kal Tak is being selected population groups it has been watched (50%) somewhat which is more as observed that the program is more compared to much (50%) and not at all frequently watched by the viewers (30%) (6%). Across selected population groups it who are less than 25 years as compared to has been observed that the program is more (24%) who have more than 25 years of age. frequently watched by the viewers (46%) Similarly,, in selected education groups it who are less than 25 years as compared to has been found those viewers (38%) who (40%) who have more than 25 years of age. have BA or less qualification watch the In term selected education groups no program more frequently than those (16%) significant difference has been observed. who have qualification more than BA. Accordingly, exclusive analysis of the Accordingly, , analysis of the findings show findings show that Dunya News program On that SAMAATV program News Beat is the Front is being watched (54%) somewhat being watched somewhat (37%) which more which is more as compared to much (25%) than not at all (44%) and somewhat (37%). and not at all (21%). Across selected Across selected population groups and population groups and education groups no education groups have no significant significant difference has been observed. difference.

Findings reveal that ARY News program Sawal Yeh Hai is being watched Table 2 Extent of Awareness by Private Channels Talk Show

Overall Age Education Category Below Above Above 25 25 BA than BA Capital Talk Much 67 64 68 65 67 Somewhat 29 30 28 31 27

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Not at all 4 6 4 4 6 KalTak Much 52 55 47 49 53 Somewhat 42 36 48 43 41 Not at all 6 9 5 8 06 On The

Front 31 31 31 31 35 Much Somewhat 51 52 60 52 60 Not at all 13 17 9 17 9 SawalYa Ha Much 28 25 31 33 23 Somewhat 52 54 50 46 58 Not at all 20 21 19 21 19 News Beat Much 23 20 26 22 24 Somewhat 42 37 47 42 42 Not at all 35 43 27 36 34

*Figures showing percentage n=200

Overall empirical findings show that Geo analysis of the findings show that Geo News news Capital Talk program provide more program Capital Talk is being watched political awareness as compared to Kal Tak, (67%) much more than somewhat (29%) and On the Front, Sawal Yeh Hai and News not at all (4%). Across selected population Beat. Among the selected age group above groups and education groups no significant 25 gets more political awareness as difference has been observed. compared to less than 25, whereas, no Exclusive analysis of the findings significant difference has been observed show that Express News program Kal Tak is among selected educated group. Exclusive being watched (52%) somewhat which is

Available online: http://internationaljournalofresearch.org/ P a g e | 792 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 more as compared to much (42%) and not at show that ARY News program Sawal Yeh all (6%). Across selected population groups Hai is being watched (52%) somewhat it has been observed that the program is which is more as compared to much (28%) more frequently watched by the viewers and not at all (20%). Across selected (55%) who are less than 25 years as population groups and education groups, no compared to (47%) who have more than 25 significant difference has been observed. years of age. In term selected education Accordingly, exclusive analysis of the groups no significant difference has been findings shows that SAMAA TV program observed. Accordingly, exclusive analysis of News Beat is being watched somewhat the findings show that Dunya News program (42%) which more than not at all (35%) and On the Front is being watched (51%) much (23%). Across selected population somewhat which is more as compared to groups it has been observed that the program much (35%) and not at all (13%). Across is more frequently watched by the viewers selected population groups and education (26%) who have more than 25 years of age groups no significant difference has been who are less than 25 years as compared to observed. Exclusive analysis of the findings (20%).

Table 3 Extent of implementation on code of ethics by Anchors

Overall Age Education Category Below Above Up to Above 25 25 BA than BA

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Much 49 52 44 55 41 Somewhat 41 33 47 38 42 Not at all 12 15 9 7 17 Javed Chaudary Much 63 65 60 60 65 Somewhat 34 33 33 47 29 Not at all 5 2 7 3 6 Kamaran Shahid Much 44 38 50 42 46 Somewhat 50 55 45 51 49 Not at all 6 7 5 7 5 Dr Danish Much 29 21 36 28 29 Somewhat 56 68 44 60 52 Not at all 16 11 20 12 19 Paras Khursheed Much 21 18 24 26 16 Somewhat 53 57 48 47 58 Not at all 27 25 28 27 26 *Figures showing percentage n=200

Overall empirical findings show that Javed Sawal Yeh Hai) and Paras Khursheed (News Chudary (Kal Tak) followed code of ethics Beat) as compared to above 25. as compared to Hamid Mir (Capital Talk), Exclusive analysis of the findings Kamran Shahid (On the Front),Dr Danish ( show that Geo News program Capital Talk Sawal Yeh Hai) and Paris Khursheed (News anchor Hamid Mir followed code of ethics Beat). Among the selected age group below (49%) much more than somewhat (41%) and 25 watch more Javed Chudary (Kal Tak) as not at all (12%). Across selected population compared to Hamid Mir (Capital Talk), groups it has been observed that the Geo Kamran Shahid (On the Front), Dr Danish ( news program Capital Talk is more

Available online: http://internationaljournalofresearch.org/ P a g e | 794 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 frequently watched by the viewers (52%) Accordingly analysis of the result, who are less than 25 years as compared to findings show that Dunya News program On (44%) who are more than 25 years of age. the Front anchor Kamran Shahid followed Similarly, in term selected education groups code of ethics (44%) much more than it has been found those viewers (55%) who somewhat (50%) and not at all (6%). have BA or less qualification watch the whereas, Across selected population groups program more frequently than those (44%) it has been observed that the program is who have qualification more than BA. so the more frequently watched by the viewers significant difference has been found among (50%) who are more than 25 years as the education groups. Exclusive analysis of compared to (38%) who have less than 25 the findings show that Express News years of age. so the significant difference program Kal Tak anchor Javed Chudary has been found. Similarly, in term selected followed code of ethics (63%) much more education groups it has been found those than somewhat (34%) and not at all (5%). viewers (42%) who have BA or less Across selected population groups it has qualification watch the program more been observed that the program is more frequently than those (46%) who have frequently watched by the viewers (65%) qualification more than BA. there is no who are less than 25 years as compared to significant difference has been found among (60%) who have more than 25 years of age. the selected education group. there is no significant difference has been Exclusive analysis of the findings found among the selected age groups. show that ARY News program Sawal Yeh Similarly, in term selected education groups Hai anchor Dr Danish followed the code of it has been found those viewers (60%) who ethics (56%) somewhat which is more as have BA or less qualification watch the compared to much (29%) and not at all program more frequently than those (50%) (16%). Across selected population groups who have qualification more than BA. no significant difference has been found it has significant difference has been observed been observed that the program is more among the selected age and education frequently watched by the viewers (21%) groups. who are less than 25 years as compared to

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(36%) who have more than 25 years of age. who are less than 25 years as compared to Similarly, in term selected education groups (24%) who have more than 25 years of age. no significant difference has been found. Similarly, in term selected education groups Exclusive analysis of the findings show that significant difference has been found. SAMAATV program News Beat anchor Similarly, in term selected education groups followed code of ethics somewhat (53%) it has been found those viewers (26%) who which more than not at all (23%) and much have BA or less qualification watch the (21%). Across selected population groups program more frequently than those (16%) slight difference has been found it has been who have qualification more than BA. there observed that the program is more is slight difference has been found among frequently watched by the viewers (18%) the selected education group.

Table 4 Participation in Political Process

Overall Age Education category Below Above Up to Above 25 25 BA than BA Processions Much 35 41 29 41 29 Somewhat 48 42 53 39 56 Not at all 18 17 18 20 15 Rallies Much 24 24 24 24 24 Somewhat 58 61 55 59 55 Not at all 19 17 21 17 21 Dharnay Much 19 29 28 31 26 Somewhat 53 54 51 52 53 Not at all 19 17 21 17 21 Public Meeting Much 33 31 33 30 34 Somewhat 52 49 53 58 44 Not at all 17 20 14 12 22 Political Strikes Much 18 18 16 16 20 Somewhat 46 47 46 47 44 Not at all 36 35 38 37 36 *Figures showing percentage n=200

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Table 5.3 show overall empirical findings participate in rallies (58%) somewhat which show that people participate in procession as is more as compared to much (24%) and not compared to Rallies, Dharany, Public at all (19%). In term selected education and meeting and Political strikes. Among the age groups no significant difference has selected age group below 25 participate in been observed. Accordingly, Exclusive procession as compared to Rallies, Dharany, analysis of the findings show respondents political meeting and Political strikes as participate in Dharnay (53%) somewhat compared to more than 25. Exclusive which is more as compared to much (19%) analysis of the findings shows that that and not at all (19%).Across selected respondent participates in the procession population groups and education groups no (35%) much more than somewhat (48%) and significant difference has been observed. not at all (18%). Across selected population Exclusive analysis of the findings show that groups it has been observed that the respondents participate in political meeting respondents participate in processions (41%) (52%) somewhat which is more as compared who are more than 25 years as compared to to much (33%) and not at all (17%). Across (29%) who have less than 25 years of age. selected population and education groups no Similarly, in term selected education groups significant difference has been observed. it has been found that the respondents Accordingly, exclusive analysis of the participate in processions (41%) who have findings show that after watching the BA or less qualification as compared to political talk show of the private TV (29%) who has qualification more than BA. channels respondents participate in political slight difference has been found among the strikes somewhat (46%) which more than both age and education groups. not at all (36%) and much (18%). Across selected population groups and education Exclusive analysis of the findings groups no significant difference has been show that after watching the political talk observed. show of private channels respondents

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Figure 1Weather guest should lodge a legal suit in case of humiliation by anchor

18

Yes No 82

Figure 5.1Show that majority of the respondent (82 %) are in favor of that if the anchors humiliate the guests, guest should lodge a legal suit against the anchors. While, respondents (18%) are not in favor of to lodge the case against the anchors if they humiliate the guest during the program.

Figure 2Weather Journalist Should Prepare Their Code of Ethics

7

Yes No 93

Figure (5.2) show that majority of the respondent (93%) are in favor that journalist should prepare their code of ethics. Whereas,, respondent (7%) are in not favor that journalist should prepare their code of ethics.

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Summary and Discussion Overall empirical findings show that Geo News program Capital Talk is more This study is designed to evaluate the frequently watch by viewers as compared to Viewers‟ Perception about Code of Ethics Kal Tak, On the Front, Sawal Yeh Hai and and Its Application in Political Talk Shows News Beat. Among the selected education among the residents of Sargodha city. A groups less than BA watch selected political detailed questionnaire was prepared to talk shows more frequently than those who collect and document perceptions of the are more than BA, male viewers through sample of 200 Whereas no significant difference respondents. In Early period the Media and has been observed among selected age the Viewers was the main contents of the group. Exclusive analysis of the findings communication research. The researcher shows that Geo News program Capital Talk want to see both the things that how to is being watched (56%) much more than understand the media and its massage somewhat (41%) and not at all (5%). Across (Kabir, 1965). The results of this study selected population groups it has been revealed that the respondents mostly observed that the program is more watched the political talk shows. Overall frequently watched by the viewers (62%) empirical findings show that Geo News who are more than 25 years as compared to program Capital Talk is more frequently (56%) who have less than 25 years of age. watch by viewers as compared to Kal Tak, Similarly in term selected education groups On the Front, Sawal Ya Hia and News Beat. it has been found those viewers (59%) who This situation is strongly supported the have BA or less qualification watch the research hypothesis “It is more likely that program more frequently than those (49%) viewers watch Geo news program Capital who have qualification more than BA. Talk than selected talk shows”. This is also Exclusive analysis of the findings show that in line with the research findings of Nawaz, Express News program Kal Tak is being 2013, Qaisar, 2012Shajee, 2010, Madni watched (50%) somewhat which is more as 2012 and. It is evident from the previous and compared to much (50%) and not at all present studies that Geo News is preferred in (6%). Across selected population groups it Pakistan among all private news channels.

Available online: http://internationaljournalofresearch.org/ P a g e | 799 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 has been observed that the program is more and program of particular channels that frequently watched by the viewers (46%) specified the significance of the channels. who are less than 25 years as compared to The viewer‟s score on the index of (40%) who have more than 25 years of age. selected private television news channels In term selected education groups no programs showed that political talk show of significant difference has been observed. Geo news have more preferred by the Accordingly exclusive analysis of the viewers than other selected private findings shows that Dunya News program Television Talk Show. Thus the findings On the Front is being watched (54%) supported the hypothesis that „• It is somewhat which is more as compared to more likely that viewers watch Geo news much (25%) and not at all (21%). Across program Capital Talk than selected talk selected population groups and education shows. Condition also strengthens by the groups no significant difference has been results of Hassan (2009) that the results observed (Table 1). showed the bulk (45%) of the viewers was The analytical findings revealed that of the view that they took very much interest male Viewers of Sargodha city more in watching Geo news program. The central preferred for watching Geo News than any perseverance of study is to dig out the other news channels. Findings supported the perception of viewers about political hypothesis that „It is more likely that awareness. The overall empirical findings viewers watch Geo News more frequently show that Geo news Capital Talk program than other selected channels‟. This situation provide more political awareness as is also supported by Hassan (2009) stated compared to Kal Tak, On the Front, Sawal that findings of the study exposed that Yeh Hai and News Beat (Table 2). viewers preferred to watch Geo News The finding of the study extended channel as compare to the others selected support to the hypothesis. “It is more likely channels. The findings of the study show that Geo News Program Capital Talk that male viewers spent more time for provide more political awareness than other watching selected political talk shows political program. Among the selected age (Table 1) and paying consideration to news group above 25 gets more political

Available online: http://internationaljournalofresearch.org/ P a g e | 800 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 awareness as compared to less than 25. The activities”.Among the selected age group analytical of the findings revealed that male below 25 participate in procession as viewers having different demographic compared to Rallies, Dharany, political characteristics are more satisfied with the meeting and Political strikes as compared to performance of anchor persons than other more than 25. Exclusive analysis of the participants in political talk shows; findings findings shows that that respondent also verified the hypothesis “It is more participates in the procession (35%) much likely that Javed Chaudhary followed more more than somewhat (48%) and not at all code of ethics as compare to the others (18%). Across selected population groups it anchors persons”. that overall empirical has been observed that the respondents findings show that Javed Chaudhry (Kal participate in processions (41%) who are Tak) followed code of ethics as compared to more than 25 years as compared to (29%) Hamid Mir (Capital Talk), Kamran Shahid who have less than 25 years of age. (On the Front), Dr. Danish (Sawal Yeh Hai) Similarly in term selected education groups and Paris Khursheed News Beat (Table 3). it has been found that the respondents this research hypothesis is strongly participate in processions (41%) who have supported by ( Hassan, 2009) that “The BA or less qualification as compared to findings showed that majority of (44.7%) of (29%) who has qualification more than BA. the viewers were of the view that they took slight difference has been found among the very much interest in watching Javed both age and education groups(Table 5.4). Chaudhary of Express News as the most After review of the empirical findings it was popular anchor-person” (Table 3). observed that majority of the respondent are in favor of that if the anchors humiliate the Overall empirical findings show that guests. Guests should lodge a case against people participate in procession as compared the anchors. While respondents are not in to Rallies, Dharany, Public meeting and favor of to lodge the case against the Political strikes. Findings are aproved with anchors if they humiliate the guest during the help of research hypothesis that “It is the program. This situation strongly more likely that respondents participate in supported the research hypothesis “it is more processions as compared to other political likely that guests should lodge a case if

Available online: http://internationaljournalofresearch.org/ P a g e | 801 International Journal of Research p-ISSN: 2348-6848 e-ISSN: 2348-795X Available at http://internationaljournalofresearch.org/ Volume 02 Issue 02 February 2015 anchors humiliate them (Figure 1).Majority and its Impacts on Personal Aspiration of Youth.Unpublished of the respondent are in favor that journalist Thesis in University of Punjab, should prepare their code of ethics. This Department of Social and Cultural Studies. situation strongly supported the research [4]. Babbie, E. (2001). The Practice of hypothesis “it is more likely that viewers are Social Research(9th ed.). Belmont, California: Wadsworth in favor of preparation of code of ethics for Publishing. journalists (Figure 2). [5]. Bignell, J. (2012). An introduction to television studies.Routledge.

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