International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
A STUDY ON AUDIENCE VIEWING PATTERN AND PROSPECTS TOWARDS PUDHIYA THALAIMURAI BROADCASTING MEDIA, CHENNAI
Dr. P. Pugazhendhi Assistant Professor of Commerce, Sri Sankara Arts & Science College, Kanchipuram 631 561, TN, INDIA.
Abstract Television as a form of mass media has tremendous impact towards the people of this generation. The role of media is occupying most of the time in personal life. This study has been chosen by the researcher to examine the audience viewing pattern and prospects towards Pudhiya Thalaimurai broadcasting media, and to identify the trustability, updated and unbiased information provided by the Pudhiya Thalaimurai channel, it also undertaken to ascertain the expectation, viewing pattern, outlooks and predilections of the audience towards this channel. Finally the findings, suggestion and conclusion are applicable only pudhiya thalaimurai broadcasting media, Chennai.
Key Words: pudhya thalaimurai channel, audience, Broadcasting media, ------***------
INTRODUCTION by breaking news ("news flashes") to provide Television (TV) is a telecommunication news updates on current events of great medium for transmitting and receiving moving importance or sudden events of great importance. images that can be monochrome (black-and- In Tamil Nadu there are many news channels that white) or colour, with or without accompanying provide updated, valuable and impartial NEWS to sound and it is commercially available since the the public. The Pudhiya Thalaimurai broadcasting late 1920s. Watching television is now the media is the latest NEWS channel that presents industrialized world's main pastime, taking up the information by adopting different strategies to more of our time than any other single activity discriminate it from other NEWS channels. The except work and sleep. It has become common abundant choices offered by Pudhiya Thalaimurai place in homes, businesses and institutions, broadcasting media polarize the public who even particularly as a vehicle for advertising, a source avoid the news. Much has been written about how of entertainment, and news. Television news audiences are becoming increasingly elusive in refers to disseminating current events via the the crowded television arena. The primary reasons medium of television. A "news bulletin" or a for the inability to capture audiences on the "newscast" are television programs lasting from medium are numerous. Key among these are: seconds to hours that provide updates on world, national, regional or local news events. Television Proliferation – as the number of channels news is very image-based, showing video of many increases, audiences are able to customize their of the events that are reported. Television viewing. Television, by definition, is a mass channels may provide news bulletins as part of a medium. However, in this new environment, it is regularly scheduled news program. Less often, increasingly tending to become niche. television shows may be interrupted or replaced
1 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
Deregulation – as markets open up, the number of STATEMENT OF THE PROBLEM channels on offer increases, accelerating the Television as a form of mass media has growth in the number of channels. tremendous impact towards the people of this generation. Depends on an individual's Computerisation – as new interactive media forms perspective it may have positive and negative continue to grow, consumer’s dependence upon impact. Television has played an important role in traditional television decreases. While video-on- spreading awareness, educating and informing demand and other such options are still a little India with channels like history channel, way away in India, other entertainment forms like discovery, travel and living, news channel. It also streaming video, etc. reduces the amount of time gives us wholesome entertainment with cookery available for traditional television. shows, even talent hunt shows which helps people Commercialisation – as more advertisers begin to discover their hidden talents and explore use the medium, consumer fatigue is increasing. themselves to the best of their abilities. The only As a direct result, avoidance of advertising is problem with television is that some advertisers becoming the norm. make use of it as a platform to showcase false, illegal, indecent advertisements and ads leading to Fragmentation – with the number of channels on unsafe practices. Particularly the television NEWS offer, audiences are constantly flitting between a was mainly influenced by the government, clutch of favourite channels, particularly during politicians, advertisement and chiefly it became commercial breaks. the business in the society. People of all age This further reduces the ability of the groups and diverse backgrounds have been advertiser to effectively deliver a sales message watching the NEWS channel and have a trust through the medium. The study undertaken by the towards it and it is very much obliging for them in researcher entitled, “A study on Audience improving their intelligence and updating their Viewing Pattern and Prospects towards Pudhiya knowledge related to various fields. Such an Thalaimurai at Guindy, Chennai” to assesses news importance, sense of duty and responsibility is consumption patterns of the respondents towards having in by the NEWS channel towards the Pudhiya Thalaimurai channel. Subsequently, it audience. further investigates cross-platform use patterns and the strategies adopted by the Pudhiya Thalaimurai channel to create a centre of attention of the audience towards the channel.
2 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
OBJECTIVE OF THE STUDY To supports to fix the important programmes PRIMARY OBJECTIVE: according to the suitable timings of the audience
To study on Audience Viewing Pattern It also relieve the expectations of the audience and Prospects towards Pudhiya Thalaimurai towards Pudhiya Thalaimurai channel Broadcasting Media, Chennai SCOPE OF THE STUDY SECONDARY OBJECTIVES: The study is confined to the audience To Study the socio - demographic factors of the viewing pattern and prospects towards Pudhiya respondents Thalaimurai Broadcasting Media, Chennai. The To find out the type of program preferred by the questions are framed with the factors that cover audience the viewing pattern and prospects of audience
To Study the role of advertisements in the viewing towards Pudhiya Thalaimurai channel. The pattern findings, suggestions and conclusions are applicable only Pudhiya Thalaimurai To Suggest the expectations of the viewers from the media. Broadcasting Media, Chennai LIMITATIONS OF THE STUDY: To identify the difference of viewing pattern during the week days and weekend days The study is limited to Pudhiya Thalaimurai Broadcasting Media at Guindy, Chennai. To compare the programs of the competitive media The number of respondents is limited to 300. To analyze the time management in viewing the program The study period is limited for Three months SIGNIFICANCE OF THE STUDY RESEARCH METHODOLOGY The study helps in identifying the differences Methodology is one of the main aspects of made by Pudhiya Thalaimurai channel from other every research. It explains how the researcher NEWS telecasting media conducted his project. It gives notes on
It aids in make out the strategy of the audience in 1. Research design watching the programmes and make the channel 2. Sampling technique. to apply the same to enhance their viewing pattern 3. Data collection method.
To assist in knowing the audience psychology in 4. Statistical tools. watching the programs
3 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
TYPE OF RESEARCH: STUDY SETTING: Applied Research: It means finding Non - contrived field studies: The study is solutions for the current problem. Here the conducted in the natural environment i.e. in research is done with the intention of applying the Guindy, Chennai where audience are residing. results of the findings made by collecting data Field studies is nothing but studying the audience from the audience to solve specific problems residing in Guindy, Chennai (field) in all aspects related to viewing pattern and prospects of related to their viewing pattern and prospects. audience towards Pudhiya Thalaimurai channel. UNIT OF ANALYSIS: RESEARCH DESIGN: Individual: The researcher collected the Exploratory and diagnostic research design data related to viewing pattern and prospects of It is the research study where hypothesis is audience towards Pudhiya Thalaimurai channel formulated to have more definite investigation, if treating each one’s response as an individual data very little knowledge / no information are source. available to solve a problem related to viewing TIME HORIZON: pattern and prospects of audience towards Cross sectional / one shot: The researcher Pudhiya Thalaimurai channel. There has also been gathered the data related to the viewing pattern an attempt to find out whether there is any and prospects of audience towards Pudhiya association between the socio-demographic Thalaimurai channel just once for one month. characteristics and the psychology of the audience DATA COLLECTION METHOD and other factors with the viewing pattern and The Researcher Start collection of data after prospects of them towards Pudhiya Thalaimurai identified problem of research identified and channel. Hence, in order to achieve these targets research design chelked out. The collection of the researcher elects descriptive and diagnostic Data method offered by the researcher is, study. Primary data RESEARCH INTERFERENCE: Secondary data Minimal: It means minimally interfering PRIMARY DATA: with audience residing in Guindy, Chennai The primary data are those which are questioning them through questionnaire and collected afresh and for the first time. The interview to collect data from them related to researcher is planned to choose questionnaire and viewing pattern and prospects of audience towards personal interview for collecting primary data Pudhiya Thalaimurai channel from the respondents.
4 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
Questionnaire: The questionnaire is prepared for the survey according to the factors affecting the SAMPLING viewing pattern and prospects of audience towards It would be practically impossible for anybody to Pudhiya Thalaimurai channel collect data from the whole population elements. Even though it is possible it would be prohibitive Personal Interview: It assist in gathering other in terms of time, cost also possibility for errors in supplementary information related to viewing results. Therefore sampling is chosen by the pattern and prospects of audience towards researcher to collect needed information. Pudhiya Thalaimurai channel Sampling is the process of selecting a sufficient SECONDARY DATA: number of elements from the population so that a The secondary data are those which have study of the sample and understandings of its been collected for some other purpose and are in properties would make it possible to generalize existence. The records and documents pertaining the same to the population elements. to the details of Pudhiya Thalaimurai channel, Universe/ population: It consists of audience audience and the sources associated with viewing residing in Guindy, Chennai. pattern and prospects of audience towards Element: It is the single member of the Pudhiya Thalaimurai channel will constitute the population. Each audience residing in Guindy, secondary source for the study. Chennai constitute an element. RESEARCH INSTRUMENT: Sample size/ unit: The sample size is 300 A structured questionnaire is framed which audiences. contains, Sampling technique: Due to unknown Open-ended questions: It gives freedom population, the sampling method is called non- to the respondents to express their views freely. probability sampling. In that the researcher Here the researcher has framed 2 open ended chooses quota sampling. A form of purposive question to collect information from the sampling in which a predetermined proportion of respondents. people from different subgroups is sampled but on
Closed-ended questions: This type of a convenient basis. questions does not allow the respondents to TOOLS FOR ANALYSIS express their view freely. It consist of, The tools selected for analysis are 1. Percentage Analysis. Dichotomous questions 7, Multiple choice 2. Correlation questions 15 Likert scale questions: 6 were 3. Chi-square Analysis. 4. Weighted average method used.
5 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
PROFILE OF THE NEW channel with a global outlook. The channel goes GENERATION MEDIA on air from August 24, 2011. Grey Worldwide has been roped in as the creative agency, while OMD CORPORATION is handling the media duties. The channel will be The New Generation Media Corporation, exclusively marketed by Fourth Dimension Media The Puthiya Thalaimurai Tamil Magazine Solutions. Using high definition (HD) technology, publishers Group launched New 24/7 Tamil Puthiya Thalaimurai aspires to offer the Tamil Language NEWS Channel Puthiya Thalaimurai audience and the versatile Tamil Diaspora across TV channel programme started on (August 24th the globe a unique experience of watching NEWS 2011). Puthiya Thalaimurai TV Slogan is 'Unmai in Tamil with a national fervour and a world-class Udannukudan' (Quick NEWS without an iota of technology, while keeping its Tamil identity Falsehood). Cable Operator turn intact. Speaking of the philosophy of the channel, Puthiyathalaimurai TV NEWS Channel, Set: RP Sathyanarayanan, Managing Director, Puthiya SAT;[email protected], FR.3668, SR.2532, PO.V Thalaimurai, said, “People should be able to enjoy DVB-S 3/4, and MPEG4 FTA. Puthiya their right to access full and proper information. Thalaimurai Managing Director R P Our channel will operate as an unbiased NEWS Sathyanarayanan says, "Our channel will operate channel, primarily for the budding young as an unbiased NEWS channel, primarily for the generation. Truth will be our motto.” The channel budding young generation. Truth will be our operates from Chennai with its reporters spread motto. Tamilnadu’s first independent NEWS across Tamil Nadu, and also in important centres channel, Puthiya Thalalimurai, launched on like Delhi and Mumbai through bureaus and August 24, 2011, claims to have attained the No 1 offices. National NEWS would be sourced position in record 60-days. As per TAM ratings through syndication with ANI/ PTI and global watching television in cable and satellite homes. NEWS through syndication with Reuters. The Besides topping the universe, the channel has also channel will be available across India on all topped its target audience of all adult viewers with platforms – viz. cable & satellite households. an age of 25-plus across all socio economic Commenting on the marketing strategy, Shyam, categories. Puthiya Thalaimurai is the first HD Vice-President (Marketing), Puthiya Thalaimurai, channel from Tamil Nadu, which has also said, “This will be one big launch of the recent employed the latest broadcast equipment imported past cutting across all mediums. There is a clear from various sources worldwide. New Generation space for an unbiased NEWS channel in Tamil Media Corporation has announced the launch of Nadu and we would like to position our channel to Puthiya Thalaimurai, a 24-hour Tamil NEWS international standards keeping up with our tag 6 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018 line ‘Unmai Udannukudan’ – Quick NEWS from mass media rather than on intentional effects without an iota of falsehood – that’s our NEWS from classroom presentation of instruction via channel for you.” visual media, and has particularly focused on REVIEW OF LITERATURE children's television viewing. Much important FILM AND TELEVISION RESEARCH: Prior work has been done on television's socializing to 1965, film and television research tended to be effects on children, particularly the relationship simple media comparison studies which usually between viewing violence and behaving violently. found no significant difference between the Other recent research has focused on the area of effectiveness of a conventionally-delivered lecture media literacy. In 40 years of television research, and the same instruction delivered via moving "the emphasis on negative effects has been more image (Wetzel et al., 1994). Since 1965, most salient than efforts to ensure positive effects television research, particularly that which through interventions” and "media research has examines the influence of television on attitudes generally not been theory based”. and behaviors, has focused on incidental learning
DATA ANALYSIS AND INTERPRETATION TABLE: 1 TABLE SHOWING GENDER OF THE RESPONDENTS PARTICULARS NO OF RESPONDENTS PERCENTAGE Male 150 50 Female 150 50 TOTAL 300 100 SOURCE: Primary Data
INFERENCE: From the above table, it can be inferred that the both the genders has been given equal opportunity to answer the questionnaire regarding their viewing pattern and prospects towards Pudhiya Thalaimurai channel. TABLE: 2 TABLE SHOWING OCCUPATION OF THE RESPONDENTS OCCUPATION NO OF RESPONDENTS PERCENTAGE Student 60 20 Employee 84 28 Business 106 35 Professionals 50 17 TOTAL 300 100 SOURCE: Primary Data
INFERENCE: From the above table, it can be inferred that 35% of the respondents are business people, 28% of them are employees, 20% of them are students and 17% of them are Professionals.
7 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
TABLE: 3
TABLE SHOWING THE AWARENESS OF THE RESPONDENTS TOWARDS PUDHIYA THALAIMURAI CHANNEL PARTICULARS NO OF RESPONDENTS PERCENTAGE
To great extent 130 43
To moderate extent 120 40
To some extent 50 17
TOTAL 300 100
SOURCE: Primary Data
INFERENCE: From the above table, it can be inferred that 43% of the respondents said that to the great extent they were aware of the Pudhiya Thalaimurai channel, 40% of the respondents said that it is to moderate extent and 17% of them said that it is to some extent they aware of Pudhiya Thalaimurai channel.
TABLE: 4
TABLE SHOWING USEFUL PROGRAMME PROVIDED BY PUDHIYA THALAIMURAI CHANNEL
PARTICULARS NO OF RESPONDENTS PERCENTAGE
Strongly disagree 35 12
Disagree 35 12
Neutral 30 10
Agree 50 16
Strongly agree 150 50
TOTAL 300 100
SOURCE: Primary Data
INFERENCE: From the above table, it can be inferred that 50% of the respondents were Strongly agree with the concept that Pudhiya Thalaimurai channel provides them with useful programmes, 16% were agreed, 12 % of the respondents were disagreed and strongly disagreed and 10% of them were neutral with the concept.
9 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
TABLE: 5
TABLE SHOWING FACTORS INFLUENCING THE AUDIENCE TO WATCH PUDHIYA THALAIMURAI CHANNEL
PARTICULARS NO OF RESPONDENTS PERCENTAGE
Quality in picture 25 8
Quality NEWS readers 25 8
Neutral in giving the NEWS 150 50
Fast to reach the people 25 8
Different from other channels 75 25
TOTAL 300 100
SOURCE: Primary Data
INFERENCE: From the above table, it can be inferred that 50% of the respondents said that the neutral in giving NEWS is the main factor that influence them to watch Pudhiya Thalaimurai channel, 25% of the respondents said that it is due to different from other channels, and 8% of them said that it is due to quality in picture, quality in NEWS reader and fast to reach people.
TABLE: 6
TABLE SHOWING PREFERENCE OF THE RESPONDENTS TOWARDS THE PROGRAMMES OF PUDHIYA THALAIMURAI CHANNEL
PARTICULARS NO OF RESPONDENTS PERCENTAGE
NEWS 70 24
Debates 30 10
Conversation 120 40 programme
Commercial 80 26 programme
TOTAL 300 100
SOURCE: Primary Data
INFERENCE: From the above table, it can be inferred that 40% of the respondents prefer to watchconversation programme in Pudhiya Thalaimurai channel, 26% were in favor of commercial programme, 24% were in favor of NEWS and 10% of them prefer to watch debates in Pudhiya Thalaimurai channel.
10 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
TABLE: 7
TABLE SHOWING MAXIMUM HOURS SPEND BY THE VIEWERS PER DAY IN WATCHING CHANNEL
PARTICULARS NO OF RESPONDENTS PERCENTAGE
Below 1 hour 70 25
1-2 hours 150 50
2-3 hours 40 15
Above 3 hours 40 15
TOTAL 300 100
SOURCE: Primary Data
INFERENCE: From the above table, it can be inferred that 50% of the respondents said that spend maximum of 1 -2 hours per day in watching the programmes in Pudhiya Thalaimurai channel, 25% said that it is below one hour, 15% of them said that it is for 2 -3 hours and above 3 hours they watch the programmes in Pudhiya Thalaimurai channel. It is found that 50% of the respondents FINDINGS were Strongly agree with the concept that Pudhiya Thalaimurai channel provides It is found that the gender has been chosen them with useful programmes equally by the researcher It is found that 50% of the respondents It is found that all the age group audience said that the neutral in giving NEWS is the are equally answered for the questionnaire main factor that influence them to watch regarding their viewing pattern and Pudhiya Thalaimurai channel prospects towards Pudhiya Thalaimurai It is found that 60% said that they prefer to channel watch Pudhiya Thalaimulai channel during It is found that 43% of the respondents 7pm -12 pm said that to the great extent they were It is found that 74% respondents said that aware of the Pudhiya Thalaimurai channel to differentiate it from other NEWS It is found that 74% of the respondents like channel Pudhiya Thalaimurai is adopting the telecasting strategy of Pudhiya adding debates between programmes Thalaimurai channel programme technique
11 www.irjcfm.com IRJCFM: International Research Journal of Commerce, Finance & Management ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
It is found that 50% of the respondents programmes, fresh, quick, impartial and said that spend maximum of 1 -2 hours per trustable NEWS to the audience to make it day in watching the programmes in as a pure news channel. Pudhiya Thalaimurai channel It has to improve the efficiency of the It is found that 55% of the respondents employees in presenting the NEWS, said that Pudhiya Thalaimurai channel comparing the programmes, way of looks like a people’s channel, 30% said captivating the programmes by the way of that it looks like NEWS channel training and development. It is found that there is a significance It facsimile some of the programmes from difference between the gender and the other NEWS channel. So to make a hours spend by the viewers in watching the channel ultimate and superlative from programmes in Pudhiya Thalaimurai other channel it has to introduce some new channel and effective programmes related to It is found that there is no significance NEWS. difference between the occupation of the The NEWS readers in Pudhiya respondents and the useful programme Thalaimurai channel are repetitive in offered by Pudhiya Thalaimurai channel nature. Therefore it has to introduce, It is found that there is no correlation recruit and give opportunity to others so between the age and the fondness of the that we may get differences in presentation programme in Pudhiya Thalaimurai and that may be interesting too. channel They should give importance to It is found that the liking strategy of genuineness, legitimacy and factual telecasting the programme of Pudhiya NEWS and should not provide fallacious Thalaimurai channel lies between “0.78 to and fictitious NEWS to promote viewing 0.68 pattern of the audience. The NEWS should not abide the rules and SUGGESTIONS regulations of the government and it has to be up to the societal norms. According to audience, they treat Pudhiya Thalaimurai channel as a commercial channel not as NEWS channel, Therefore they should add some more variety
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IRJCFM: International Research Journal of Commerce, Finance & Management ISSN: XXXX-XXXX
Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018
CONCLUSION REFERENCE The media influence is growing stronger Judy McGregor and Margie Comrie (1993), and stronger as time passes. Due to the Balance and Fairness in Broadcasting News, competition among producers and advertisers gets Broadcasting Standard Authority and New tougher as they try to come up with new ways to Zealand on Air, April 1995. catching people’s attention through their Simonson, M &N. Maushak (2001), Instructional newspapers, magazines, movies, shows, and Technology and attitude change, Hand book commercials. The speed at which news travels Research for Educational Communications and around the world has become faster with the Technology, Mahwah, NJ; Lawerence Erlbaum development and advancement in technology. Associates, pp 984-1016. Everything is evolving depending on the demand of people Television NEWS has been found to be Steven F. Bacon Julie A. Jakovich (2001), among one of the greatest discoveries of all times Instructional Television Versus Traditional for the obvious reason. A common person in the Teaching of an Introductory Psychology Course, city usually wakes up checks the TV news, goes Teaching of psychology, California State to work, makes a few phone calls, spends time University, Bakersfield Vol 28,No 2, pp 88-93. with their family when possible and makes Wetzel, C. D., Radtke, P. H., & Stern, H. W. decisions based on the information obtained from (1994). Instructional effectiveness of video media. the television NEWS. Form the study, the Hillsdale, NJ: Lawrence researcher has identified that audience viewing pattern and prospects towards Pudhiya Thalaimurai channel is satisfactory. But further improvements have to be made by the channel regarding presentation of NEWS, dress code, efficiency in comparing and other aspects to compete with their competitors and to withstand as a number one, impartial, updated NEWS channel in future. Finally, as per the audience expectations is concerned, they prefer more commercial programmers with better information and also they expect more genuine programmers and not to get imitative with other channels. www.irjcfm.com 13