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EFFECTS OF CABLE ON WOMEN IN : A COMPARATIVE STUDY OF HEAVY A ND LIGHT VIEWERS IN A THESIS SUBMITTED TO LAHORE COLLEGE FOR WOMEN UNIVERSITY IN FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN MASS COMMUNICATION ANJUM ZIA DEPARTMENT OF MASS COMMUNICATION LAHORE COLLEGE FOR WOMEN UNIVERSITY, LAHORE, PAKISTAN 2007 To My Beloved Father G. D. ZIA I’m here just because of his blissful love, always showered on me and his continuous encouragement at every step of my life, he tau ght me to pay respect to humanity and to love all. DECLARATION I, Anjum Zia, hereby declare that the matter printed in this thesis is my origin al work and has been carried out under the supervision of Prof. Dr. Mughees-ud-D in, Director Institute of Communication Studies, University of the Punjab, Lahor e. To the best of my knowledge, this thesis does not contain any material that h as been submitted for the award of any other degree in any other university, nei ther does this thesis contain any material published or written previously by an y other person, except in the text for which due references are given. Anjum Zia CERTIFICATE It is hereby certified that the thesis entitled “Effects of Cable Television on Wo men in Pakistan: A Comparative Study of Heavy and Light Viewers in Lahore” is base d on original work carried out by Anjum Zia and that has not been previously pre sented for the higher degree. Anjum Zia has done her work under my direct superv ision. She has fulfilled all the requirements and is qualified to submit the acc ompanying thesis according to the prescribed format for the degree of Doctor of Philosophy in Mass Communication. Professor Dr. Mughees-ud-Din Supervisor EFFECTS OF CABLE TELEVISION ON WOMEN IN PAKISTAN: A COMPARATIVE STUDY OF HEAVY A ND LIGHT VIEWERS IN LAHORE DEPARTMENT OF MASS COMMUNICATION LAHORE COLLEGE FOR WOMEN UNIVERSITY LAHORE, PAK ISTAN 2007 i ACKNOWLEDGEMENTS I thank Allah Almighty for giving me strength and the opportunity to complete th is research despite my arduous office work, and continuous personal obligations. Several times during the study my will to complete it broke. But every time I l ost heart, something pushed me up from within. And this was nothing but the bles sings of Allah. I was fortunate to have worthy Dr Mughees-ud-Din, Director, Inst itute of Communication Studies, University of Punjab, Lahore, as my supervisor. Dr Mughees is known the world over for his enriched knowledge of the subject tha t had inculcated in me a constant, forbearing and perfect guidance. Simply speak ing this study has only been completed owing to his guidance based on his global exposure to the mass communication studies. Had he not been there, I may not ha ve even a slightest idea of what a research for PhD is about. I am greatly indeb ted to you sir for guiding me through. I profoundly thank Prof Dr Bushra Mateen, Vice-chancellor, Lahore College for Women University, Lahore, the light under w hich I dared to think of conducting the research, and struggled to complete it. Her valuable help and gracious cooperation instilled in me the spirit to fight t he odds that numerous. I humbly thank you madam for affording an opportunit y to aspire for the highest academic degree through this study. I am also extrem ely grateful to Miss Shaista Vine, Registrar LCWU, for her patronage and affecti on that always serve as a shelter for me. Prof. Dr Kousar J. Cheema, Director, esearch and Ph.D, LCWU extend an endless help, which I took as much as I could w ithout fear of any reluctance. I am also grateful to Dr. Farhat Saleemi, Dean of Management and Mrs. Riffat Saqlain, Dean of Social Sciences, LCWU, for their support and encouragement. I acknowledge Dr Muhammad Anwer, former Chairm an, Department of Sociology, University of the Punjab, Lahore for his advice, co nstructive comments and support. His kind involvement gave me the knowledge that will continue to benefit me all my life. I thank him for the kindness towards m e. I am also obliged and deeply indebted to senior journalist Intikhab Hanif (My MA. Fellow) for sparing much of his valuable time for me. His bright ideas base d on his visits to media houses and schools of journalism in the USA and Japan, and his rich experience proved an invaluable asset for shaping up my mind and co mpleting this research. His biggest support came at the time of writing this the sis, and the hours of editing are endless. I am grateful to him for his kindness . ii Those who supported me are numerous and I cannot mention them here for constrain ts of space. But it would be an injustice to miss Prof. Shahid Habib, renowned e ditor and reviewer of books and films, Ahmed Nadeem, (a family friend), Dr. Syed Abdul Siraj, Chairman, Department of Mass Communication, Allama Iqbal Open Univ ersity, , Idrees Mohammad, Naib Nazam, Lahore, Farooq Ahmed (My M. Phil fellow), Sara Ali Khan, lecturer, IBIT, PU, the young girls who worked as inter viewers (Fatima, Sharif, Dur e Ajum, Sonia Saleem, Mariam Pervaiz , Nadia and Ra bia Khan), Waleed Saqib, Pakistan Poverty Alleviation Fund (PPAF), Mehnaz (Depar tment of Statistics, LCWU), my colleagues at Department of Mass Communication, LCWU, Manzar, Aftab and Shahid, LCWU, Mohammad Shafiq, daily ‘The ews’ Khuram and Ibrar from PEMRA etc. Lastly, I am also thankful to my mother in l aw, Mazhar, my brother in law and Ayesha, sister in law for the love and support at home which helped me to concentrate on my work. I warmly thank my mother, Sh ams, my brother, Aisha, my sister, Hamza, my nephew, Sehrish, my niece, Shuja, m y cousin. The words would be short in their meanings to explain the discomfort c aused to my husband Munzir Elahi as well as the emotional pain which both my chi ldren Zain and Zeerak went through during the course of this study. I deeply reg ret however without their support this research would not be what it is now. My extreme thanks for their unflinching support. Anjum Zia iii ABSTRACT This study investigates the “effects of cable television on the life patterns of w omen in Lahore, Pakistan” through survey using interviews’ schedule as a tool of dat a collection. It targeted 432 women aged 18-40 years and viewing cable televisio n for a minimum two years. The study recorded the respondent’s consumption pattern s, level of viewing, preferred channels and programs, favorite watching time, co ntrol over remote and restrictions on viewing. It crossed checked the above factors with the level of viewing alongwith demographic characteristics of the respondents. The major hypo thesis studied was “greater the exposure to cable television greater the impact on the lives of women.” The sub-hypothesis included ‘heavy viewers have greater effect on their activities, family and social interaction patterns, cultural practices , domestic and personal expenditure, and they are more influenced by the televis ion characters especially depicting western and urban Indian women than the mode rate and light viewers. The data was analyzed through univariate and bivariate s tatistical procedures and the results are presented in two categories: i.e. gene ral and major findings of hypothesis testing. The general findings revealed that the majority of respondents were aged 31 to 40 years, belonged to the middle an d upper middle class, were graduates but unemployed, and were heavy viewers. Maj ority respondents had cable connection for the last two years, indicating increa sing popularity of cable television in Lahore, also making it the main source of entertainment. There is no link between demographic characteristics and consump tion patterns. However, the respondents complained that men had more rights to w atch cable television than women. The statistical test chi-square was applied fo r testing the hypothesis, confirming that ‘greater the exposure to cable televisio n greater the effect on the lives of women’. It confirmed that heavy viewing affec ted household and other activities of the women like newspaper reading, going to cinema, the meals cooking and serving schedule, their domestic or personal expe nditure and interaction with friends or and relatives. They were prone to accept ing the role, culture and lifestyle of western and Indian women watched on the c able channels. The study also identified a few areas for future researchers and made recommendations towards their improvement. iv ACRONYMS / ABBREVIATIONS AJK TV ABCTV CNN CATV CD Channels DD DTH LMDS LH Category MATV MMDS NICT NEC NWF P Pakistan) PBC PTA PEMRA PTV STN SPSS UNESCO Pakistan Corporation Pakistan Authority Pakistan Electronic Media Regulatory Author ity. Pakistan Television Corporation Shalimar Television Network Statistical Pac kage for the Social United Nation Educational, Scientific and Cultural O rganization. VCTC VTR Viewer Controlled Cable Television Tape Recorder Aza d Jammu Kashmir Television Australian Broadcasting Commission Television Cable N ews Network Community Television). Compact Disk Channels Door Darshan (I ndian Television) Direct To Home Local Multipoint Distribution Service Loop-Line Holder Category Master Antenna Television Multi-Channel Multipoint Distribution System New Information/Communication Technologies Nippon Electrical Company Nor th Wrest Frontier Province (one of the province f v TABLE OF CONTENTS Acknowledgement Abstract Abbreviations Table of Contents List of Tables List of Figures List of Appendices i iii iv v viii xi xii 1 2 2 3 4 9 9 11 13 13 14 16 2 2 25 27 28 28 31 31 43 48 51 52 55 Chapter 1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14 1.15 1.16 INTRODUCTION Statement of Problem Objectives Hypothesis Rationale Brief History of Cable Tele vision World History of Cable Television Development of I nduction of Private Sector in Broadcast Media Cable Television Network in Pakist an Cable Television licenses Formation of Pakistan Media Regulatory Authority Pr ivate Sector in Broadcast Media Government and Private Television Channels in Pa kistan International Channels Viewed in Pakistan MMDS and LMDS Situation Analysi s Chapter 2 2.1 2.2 2.3 LITERATURE REVIEW International Studies on Television/Cable Television National Studies on Televis ions/Cable Television Studies on Women Chapter 3 3.1 3.2 THEORETICAL FRAMEWORK Uses and Gratification Cultivation Theory vi 3.3 Social Learning Theory 58 Chapter 4 RESEARCH METHODOLOGY (Part I) Hypothesis and Operationalisation of the Concepts 61 61 62 63 73 73 73 77 78 82 4.1. 4.2 4.3 Major Hypothesis Variables of the Study Conceptualization Chapter 4 4.4 4.5 4.6 4.7 4.8 (Part II) Research Design Survey Sampling Method Data Collection Data Processing Application of Statistica l Test Chapter 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 DATA ANALYSIS AND INTERPRETATION (Part-I) Data Analysis-General Findings Cable Television Viewing Patterns of Women Demographic Characteristics of the Re spondents Duration of Having Cable Television Connection Level of Viewing Durati on of Cable Connection by Level of Viewing Demography and Level of Viewing Purpo se of Watching Cable Television Preferences for Channels Respondents Preferred P rogrammes Preference of Watching Television Remote Control Favourite Time of Wat ching Cable Television Restriction of Watching Cable Television Women Rights to watch Cable Television Recreation Hurdle in Domestic and other Activities Affect ed Activities of Respondents 84 84 85 86 87 88 89 93 96 98 99 100 101 103 105 10 6 106 107 vii 5.18 5.19 5.20 5.21 5.22 Interaction Patterns Appearance and Style Cultural Practices Personal and Household Expenditure Role of Pakistani Women 109 111 111 115 115 117 117 118 118 118 127 129 Chapter 5 5.23 5.24 5.25 5.26 (PART-II) BIVARIATE ANALYSIS Hypothesis Testing: Exposure and Effect Association Changes in Lifestyle Hypothe sis Testing – Results Major Hypothesis Chapter 5 5.27 5.28 (PART III) DISCUSSION OF RESULTS General Findings of the Study Major Findings of Hypothesis Testing Related to th e Dependent Variables 141 Chapter 6 6.1 6.2 CONCLUSIONS AND RECOMMENDATIONS 158 Recommendations Recommendations for Future Research 169 171 173 xiii References Appendices viii LIST OF TABLES Table Title 1.1 1.2 1.3 1.4 1.5 1.6 4.2 4.3 4.4 4.5 5.A 5.1 5.2 5.3 Licenses Iss ued to Cable Operators from June 2000 to Dec. 2001 by PTA Licenses Issued to Cab le Operators till 2006 by PEMRA Number of Cable Television Subscribers in the Co untry Technology and Connection Charges Television Viewership by Household Incom e The PEMRA License Holder Private Channels Viewers Category by Hours of Viewing Sampling Dynamics Towns and No. of Union Councils Opinion and Respective Values Demographic Characteristics of the Respondents Distribution of Respondents Acco rding to Duration of Having Cable Connection Distribution of Respondents by Leve l of Viewing Distribution of Respondents According to Duration of Cable Connecti on and Level of Viewing 5.4 5.5 5.6 5.7 Distribution of Respondents by their Age and Level of Viewing Distribution of Respondents by their and Level o f Viewing Distribution of Respondents by their Profession and Level of Viewing D istribution of Respondents by their Residing Town and Level of Viewing 5.8 5.9 5 .10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 5.18 Distribution of Respondents by their Income and Level of Viewing Distribution of Respondents by Marital Status and L evel of Viewing Purpose of Watching Cable Television Purpose of Watching Cable T elevision Level of Viewing Preferences for Channels Channel Preferences and Leve l of Viewing Respondents Preferred Programmes Respondents’ Preferred Programmes an d Level of Viewing Preference of Watching Television Preference of Watching Cabl e Television and Level of Viewing Remote Control 91 92 93 94 95 xiii 97 xiii 99 xiv 100 xiv 88 89 90 90 Page 15 18 19 20 20 24 64 76 76 78 86 xii xii ix 5.19 5.20 5.21 5.22 5.23 5.24 5.25 5.26 5.27 5.28 5.29 5.30 5.31 5.32 5.33 5. 34 5.35 5.36 5.37 5.38 5.39 5.40 5.41 Remote Control and Level of Viewing Favour ite Time of Watching Cable Television Favorite Time of Watching Cable Television and Level of Viewing Restriction of Watching Cable Television Restricted Cable Television Channels, Programmes and Time for Men Women’s Right to Watch Cable Tele vision Recreation Hurdle in Domestic and Other Activities Hurdles in Domestic an d Other Activities and Level of Viewing Affected Activities of Respondents Domes tic Activities and Level of Viewing Interaction Pattern Interaction with Husband and Children Appearance and Style Cultural Practices (Food) Cultural Practices (Dress) Cultural Practices (Language) Cultural Practices (Traditions) Cultural P ractices (Religion) Personal and Household Expenditure Role of Pakistani Women i n Society Chi-Square Test for Association: Exposure and Disturbance in Domestic and other Activities. Level of Disturbance in Domestic and Other Activities by L evel of Viewing 5.42 Chi-Square Test for Association: Exposure and Effect on Hus band and Wife Interaction 5.43 5.44 Level of Interaction of Husband and Wife by Level of Viewing Chi-Square Test for Association: Exposure and Effect on Mother and Child Interaction 5.45 5.46 5.47 5.48 Level of Mother-Child Interaction by L evel of Viewing Chi-Square Test for Association: Exposure and Effect on Social I nteraction Level of Viewing by Level of Social Interaction Chi-Square Test for A ssociation: Exposure and Effect on Appearance and 121 121 122 122 123 120 121 10 1 xiv 102 104 105 xv xv xv 107 xvi 108 xvii 110 xviii xix xx xxi xxii xxii xxiii xxiv 119 119 x Style 5.49 5.50 Change in Appearance and Style by Level of Viewing. Chi-Square Test for Association: Exposure and Effect on Cultural Practices 5.51 5.52 Level of Cultural Practices by Level of Viewing Chi-Square Test for Association: Expo sure and Effect on Personal and Domestic Expenditure 5.53 5.54 Level of Personal and Domestic Expenditure by Level of Viewing Chi Square Test for Exposure and E ffect on Social Role of Pakistani Women. 5.55 Level of Change in Social Role of Pakistani Women by Level of Viewing 126 126 125 125 124 124 123 xi LIST OF FIGURES Figure 3.1 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12A 5.13 5.14 5.15 5. 16 5.17 5.18 5.19 5.20 5.21 5.22 Title Model of Cultivation Theory Duration of H aving Cable Connection Level of Viewing Purpose of Watching Cable Television Pre ferences for Channels Respondents Preferred Programmes Preference of Watching Te levision Remote Control Favorite Time of Watching Cable Television Women Right t o Watch Cable Television Recreation Hurdle in Domestic and Other Activities Dome stic and Other Activities and Level of Viewing Interaction Patterns Appearance a nd Lifestyle Culture Practices (Food) Cultural Practices (Dress) Cultural Practi ces (Language) Cultural Practices (Traditions) Cultural Practices (Religion) Per sonal and Household Expenditure Role of Pakistani Women Changes in Lifestyle Pag e 56 87 87 94 96 98 99 100 102 105 106 106 109 110 111 112 113 113 114 114 115 1 16 118 xii LIST OF APPENDICES Appendix I II III IV V VI Title Tables Profile of Lahore Map of City District La hore The Kish Grid Details of Union Councils Questionnaire in English and P age xiii xxvi xxxiii xxxiv xxxvi xlviii 1 CHAPTER 1 INTRODUCTION The apprehensions of media communication, as well as evidence for its effects, a re as old as the history of the subject itself. People have always wondered how media messages are affecting them by bringing about an imperceptible change in t heir culture, values and behavioural patterns. They have always been concerned f or the negative influence of a particular message or message system and have bee n curious about the potential prosocial effects of others. Wimmer (1993) has men tioned that the concern over the social impact of mediated messages was evident as far back as the 1920s when many critics charged that the motion pictures had a negative influence on children. The study of the anti-social effects of viewin g television and motion picture is one of the intensely researched areas of . The impact of pro-social content is a newer area and grew out of recogni tion that the same principles underlining the learning of anti-social activities ought to apply to more positive behaviour. Keeping in view the above-cited conc ern, this study analyses the “Effects of cable television in Pakistan. It is a com prehensive study of effects on women in Lahore, Pakistan and provides results by comparing life patterns of heavy, moderate and light viewers.” In 2003, this rese archer had conducted an M. Phil study on cable television titled “Cable Television Network in Pakistan: Introduction, Development, Prospects and Dilemmas.” The outc ome of the study (M. Phil) has now been used in this research, leading to the ef fects of cable television. Zia (2003) quotes “In Pakistan, cable television networ k was initiated in in early and by 1998 was introduced in almost a ll the big cities of the country but functioned without rules and regulations. T he year 2000 witnessed a mushroom growth of cable television network all over Pa kistan after the government legalized cable television network”. According to Aziz (2003) in 2002 almost four million households were enjoying its services in the country. Cable television viewership is no more restricted to the upper-middle class only; with the availability of low-priced television and cable connection, it has become a common household facility for the lower class as well. Viewers have access to a variety of channels from local to foreign, which provide them a n opportunity to watch all types of programmes. Zia (2003) quotes, “The reasons fo r this rapid growth of cable television 2 included easy access, low cost, access to satellite channels and a huge televisi on viewership interested in entertainment only”. According to Pakistan Electronic Media Regulatory Authority (PEMRA) regional office, Punjab, the subscription of cable television in Lahore has increased from 0.2 million in 2003 to 0.35 millio n in 2006. Cable television subscription to 0.35 million households in Lahore in creases the chances of its effect/influence on the viewers as findings of a pilo t study with 1200 sample size, conducted by the researcher showed that majority of them (60 percent) are spending 2-3 hours daily to watch cable television. 1.1 Statement of Problem Many research studies have been conducted to observe the impact of television on viewers, particularly on their behaviour (Bukhari., 2002; Malik, M., 2001; Nase em, A. 2001). Findings of previous research had made the researcher to conclude that television does have some direct or indirect effects on viewers but no stud y has been carried out in Lahore, Pakistan, regarding effects of cable televisio n prior to this study. With the popularity of foreign television channels, fears have been expressed that lifestyles of viewers may be affected. As Schiller (19 76) confirms ‘importing programmes is importing lifestyles and exposure to foreign television programmes may transform the values of youth.’ Concerns over the impac t/effects of media always reinforce whenever a new communication technology is i ntroduced in the society because technology always has positive or negative impa ct. The question arises that cable television, as a communication technology, is quite affordable, available to majority for 24 hours, enhances the choice and p rovides variety of channels and programmes that are foreign and local may have e ffects. Schiller (1976) defines cultural imperialism as a process of imposition of cultural institutions and values of less developed nations and dependant stat es by developed countries. Therefore, this research probed the effects of cable television on women in Lahore, Pakistan. 1.2 Objectives of the Study By the year 2006, the number of households having access to cable television has increased manifolds. The growth and usage of cable television was rapid in Paki stan. According to the Pakistan Advertisers’ Society, the number of households tha t have access to cable television has increased to 29 percent in 2004 from 5 per cent in 2002 whereas according to Pakistan Electronic Media Regulatory Authority (PEMRA), 45 percent of the households were enjoying the cable television facili ty in 2006. Zia (2003) 3 reports that growth of cable television has resulted into a spill over of the In dian and western channels to Pakistani audience. The primary beneficiaries were the ZEE TV, Sony, Star Plus, HBO, sports channels etc. These western and Indian channels have grabbed attention of viewers in Pakistan and exposed its audience to programmes that were vividly different to the usual available programmes on l ocal television channels. There was an apprehension among the public that these Indian and western channels may adversely affecting viewers’ minds and activities. Therefore, it was high time to conduct a study on cable television effects. So this research has been conducted to find out the effects of cable television in Pakistan. General aim of this study was to ascertain effects of cable television on women in Lahore, Pakistan. This study tried to record the demographic charac teristics of cable television subscribers (women only) and measured their level of viewership. The study also tends to find out respondents’ preferred channels an d programmes. It also tried to find out whether or not there existed any gender difference in cable television viewing. Following were the specific objectives o f the study to: · · · · · · · Explore how viewing of cable television was affecting their ho ehold chores and other activities; Gauge association between viewing of cable te levision and change in family and social interaction patterns of women (18-40 ye ars) in Lahore, Pakistan; Find out relationship between viewing of cable televis ion and its effects on personal appearance and style of women; Determine relatio nship between viewing of cable television and changes in cultural practices; Exa mine association between viewing of cable television and its effect on house and personal expenditure of women in Lahore, Pakistan; Assess association between v iewing of foreign channels and role of Pakistani women in society; Propose recom mendations for policy-makers, viewers and media practitioners. 1.3 Hypothesis The hypothesis designed for the study was as follows: 1.3.1 (A) Major Hypothesis Greater the exposure to cable television greater the effect on the lives of wome n in Lahore, Pakistan 4 The core purpose of this study was to dig out the influence of foreign channels and Pakistani channels with foreign contents on social life, values and behaviou r patterns of female viewers through cable television. The researcher was intere sted to examine if the cable television has any affects on women in Pakistan and if ‘’, to what extent has it effected the women at basic level in terms of the f ollowing factors: · · · · · · Domestic and other activities; Family and social interaction p atterns; Appearance and style; Cultural practices i.e. food, language, dress, tr aditions and religion; Domestic and personal expenditure; and Role of Pakistani women in society. Researcher had selected the above-mentioned factors based on t he conclusion, after reviewing the relevant literature i.e., most of the researc hers were of the view that television viewing generates socio-economic and cultu ral changes. The following subhypotheses were formed on the basis of above-menti oned factors. 1.3.2 (B) Sub-Hypotheses 1. Heavy viewers of cable television experience greater degree of effect on thei r domestic and other activities than moderate and light viewers. 2. Heavy viewer s of cable television experience a greater degree of change in their family and social interaction patterns than moderate and light viewers. 3. Heavy viewers of cable television tend to show a greater degree of acceptance of television char acters’ appearance and style than moderate and light viewers. 4. Heavy viewers of cable television experience greater degree of effect on their cultural practices than moderate and light viewers. 5. Heavy viewers of cable television experienc e a greater degree of effect on their domestic and personal expenditures than mo derate and light viewers. 6. Heavy viewers of cable television tend to show a gr eater degree of acceptance of roles of women as portrayed on Indian and western channels than moderate and light viewers. 1.4 Rationale This study was aimed at finding out effects of cable television on Pakistani wom en with emphasis on measuring these effects on women belonging to Lahore and vie wing cable television for a minimum of two years. The study was important as the re was a general 5 concern in the society about cable television and their impact/effects on women particularly if they were heavy viewers of cable television. But little or no at tention had been paid in the past to the actual consumption of cable television and its impact on audience, particularly on women of reproductive age in Lahore, Pakistan. 1.4.1 Selection of Cable Television With the advancement in technology, media studies need to be shifted towards tho se new technological gadgets that seem to have become popular globally. Cable te levision has been put under analysis as it is the most readily available form of media and is gaining immense popularity among the masses in Pakistan. A former study (sample size 2000) by the researcher regarding an opinion survey for cable viewing habits in Pakistan showed that 90 percent of the population of Lahore h ad access to cable television. It, therefore, presented a fairly good picture of the availability and acceptability of cable television. The cable television ha s become a requirement across Pakistan and is not considered a luxury any more. Its rapid spread and acceptance within a short span of time, entitles for a prop er study to gauge its effects. The government of Pakistan legalized cable televi sion network in June 2000. The government explained that cable television had em erged as one of the most inexpensive means of entertainment in the county. The a uthorities wanted to support the cable television network and increase its popul arity among viewers. Introduction of policies and proper rules and regulations b y the government ensured transmission of good programmes through their channels. The declared policy of cable television says that government in principles has decided to promote and strengthen this modern network through regular rules, reg ulations and code of conduct to encourage smooth of information, knowledge, education, healthy and constructive entertainment programmes for general public ((Zia, 2003, p. 135). The concern of the researcher was carried on from here fo rth because cable television as a mass media tool was undeniably popular in Paki stan and has become a flourishing business. Its status changed from “a luxury” and h as rather become a household commodity. According to a research report of sample size of 2000 conducted in Lahore by the researcher, 90 percent of the household s in Lahore own a personal cable connection (Zia, 2004, p.10). Thus, the researc h intended to bring under examination effects, this household commodity has on i ts consumers. 6 1.4.2 Research on Cable Television Effects In 19th century, new technologies and the spread of literacy led to the developm ent of a remarkable new form of communication: the mass communication. Since tha t period, concern over powerful media effects has been expressed by society’s educ ated elite, individuals and groups from all strata of population; from president s to parents and from intelligentsia to beginning students. These historical ins tances of concern about detrimental societal affects of media messages have been strong and loud enough to influence lawmakers, public policy makers and attract the interest of numerous scholars. Therefore, the researcher believes that pres ent study could perform the same function. We live in a world where we receive a multitude of mediated messages daily. Thompson and Bryant (2002) state that the knowledge of effects from mediated communication assumed an increased importanc e. We have become information-oriented and information-dependent and some have d ubbed ours as an “Information Society”. Computers and mass media are vital cogs in o ur societal infrastructure. With so much of what is perceived to be wrong, in to day’s world, has been blamed on the media of communication of some sort or another . The issue of mass media effects has become one of the paramount social relevan ce. Media effect is an important and fascinating research domain. A fundamental knowledge of media effects is a necessary criterion for excelling in the informa tion age. James Current (1988) said “Empirically grounded audience research stress ing audience power also raises difficulties”. Much of this work is directed toward s the short term media influence, even through media influence is primarily long term and cumulative. Concerns over impacts/effects of media always reinforce wh enever a new communication technology is introduced in the society because techn ology has never been neutral. It always has negative or positive impact. Thus to judge the effects of cable television, a communication system recently gained p opularity in Pakistan is the most relevant and important area of research for co mmunication experts and researchers. Since the acceptability of cable television has been termed as a household commodity, it was therefore necessary to check w hether it has any impact on its consumers or not. More importantly, if it does h ave an impact, the researcher intended to explore the nature of the impact. The researcher observed that laws and rules have been devised but the cable operator s are not abiding them. 7 A study conducted by Saleem (1994) on ‘Impact of Dish Antenna on Pakistani Society” concluded that 44 percent of the respondents felt considerable impact upon their social behaviour. Viewers of programmes through dish antenna felt a change in t heir outlook towards life and became more broad-minded. The study further reveal ed that satellite communication was introducing international culture and viewer s were admiring the general living standards of social values of western and Ind ian societies. Majority of the women respondents in this study were of the opini on that dresses hairstyles and jewellery of Indian and western models grabbed th attention the most. Therefore, new trends and were making their way in our society. Through this dissertation, the researcher intended to explore w hether people are adopting these new trends and fashions or not. In light of the findings of the study conducted by the researcher herself: “Cable Television Netw ork in Pakistan Development, Usage, Prospects and Dilemmas” in 2003 the programmes that were being projected on the satellite channels were pre-dominantly western and Indian. On these cable television networks, a lot of undesirable programmes and advertisements were also being screened without any fear of being checked a s the government does not have any system of check and balance. 1.4.3 Study on Women Women population under study has been further divided into three categories: lig ht viewers (watching cable television from 1-2 hours daily), moderate viewers (w atching cable television for more than 2 but less then 4 hours daily) and heavy viewers (watching cable television 4 and more then 4 hours daily). They live in contrasting social set-ups, have different levels of education, reside in differ ent environments and have varying exposure to outer world and communication oppo rtunities. All these factors have been taken into consideration because the rese archer intended to examine varying affects on females according to their demogra phic characteristics. With the reference to passive audience behaviour of the wo men as stated by Bellour (1975), moving images on screen function simultaneously for the imaginary and the symbolic. As the spectator enters into a filmic exper ience, she first identifies with the cinematic apparatus; the projector function s as the eye. Secondly, she has a narcissistic identification with the image and then as she moves from imaginary to the symbolic, she desires the image. Laura Mulvey further suggests that in order to derive visual pleasure, the female spec tator must identify with the passive, fetish position of the female character 8 on screen. Hence, with such concern in the back of her mind, it was very necessa ry to measure those implicit and explicit effects that (might) affect the behavi our and attitudes of the female-audience. It is a general observation that femal es in Pakistan are the housewives. A very small segment of the female population professionally works. Hence their exposure to outside world is limited. Thus, t heir perception falls back upon the mediated and glamorised reality via televisi on. This also directed attention towards an important issue: the weak analytical and expressive powers of female population in general. Even if the women posses s communicative skills, they are not provided with a proper platform to get them selves heard. Further, in Pakistan’s male-dominated society, women are not encoura ged to come forward and speak-out their minds. Such observations developed the n eed of this study. In Pakistan, a woman is supposed to perform an important resp onsibility of bringing up their children. She is considered as the first institu tion of the society from where the child learns. Moreover, woman is also the one who is responsible for keeping intact the value system of the family unit and t hus the women population holds the key to value system of the society in general . Hence, this study had a strong rationale for analyzing the effects women are r eceiving through the cable television. Zia (2003) mentioned that cable televisio n channels have been immensely popular among viewers, particularly among women f olk in Pakistan. Public concern over the ill effects of media violence and sexua lity, explicit content, obscenity and vulgar language shown through cable televi sion channels is evident and important. This caused many to criticize the channe ls and express concern over the effects of such material on an innocent and expa nding viewership. It was reported in the national dailies several times that ang ry viewers physically attacked the cable operators. On the other hand, the PEMRA does not have any proper system of check and balance and monitoring cable netwo rks. Thus, this study was deemed significant for the public and the policy maker s. A study by Zia (2004) concluded that entertainment was the primary purpose of viewing cable television and 70 percent female cable viewers were interested in watching only two kinds of programmes: films and dramas. Only 17.3 percent of t he women used cable television for information and awareness purpose. Therefore, this study focused on women only and analysed the affects of these programmes o n them. The study has provided certain recommendations on the bases of these aff ects. 9 Thompson and Bryant (2002) expressed that new media enabled users to become more active in communication process and to be more selective with regard to message s they receive. They were active agents rather than passive receivers of informa tion. They may be called addressable users of micro multimedia television. Bello ur (1975) considered women as passive audience but was converting them into an a ctive audience. Hence, with all these aspects in mind, the study explored the ar ea of cable watching and its effects with special reference to women residing in Lahore, Pakistan. 1.5 Brief History of Cable Television The traditional mass media had a confined sphere in countries where it initially grew, functioning strictly in line with the values, norms, traditions and basic requirements of the local populace. But, the invention of new technologies like satellite communication, cable television and has helped it cross nati onal boundaries and address the worldwide audience. These boosting inventions ha ve, in fact, made the world a global village by transforming media into an inter national entity. We are living in an era which has frequently been characterized as ‘the age of communication revolution’ a cycle of profound and accelerating socia l and cultural change often attributed to the impact of new media technologies. This communication revolution is, in fact, a succession of three overlapping tec hnological stages that have taken place during the last 150 years (Zia, 2003, p. 1). Encyclopedia Britannica (1986) describes cable television that generally, a system that distributes television signals by means of coaxial or fibre optic ca bles. The term also includes systems that distribute signals solely via satellit e. Cable television system originated in United States in the early 1950s and wa s designed to improve reception of commercial network broadcasts in remote and h illy areas. 1.6 World History of Cable Television John Walson, an appliance storeowner in a small town of Mahanoy, had difficulty selling television sets to local residents because reception in the area was poo r. The problem seemed to be the location of the town in a valley and nearly 90 a ir miles from the Philadelphia television . Naturally, signals could not pass through mountains and clear reception was virtually impossible except on the ridges outside of town. It was frustrating for those who had just purchas ed an expensive set but not receiving clear transmission. Reasons for poor recep tion were well-understood. For one thing, the early transmitters were not very p owerful. If one lived close to the station, there 10 were few limitations. But for those living some distance away, reception could b e poor, the picture was often fuzzy, distorted or faint. Even a passing car coul d electrical interference and fill the screen with ‘snow’ or cause the pictur e to roll. In addition, the fact that television signals travel in a straight li ne reduced the quality of reception or even made it impossible behind large buil dings on the back side of hills or mountains and in similar positions. To solve his problem, Mr. Walson put an antenna on the top of a large and in stalled it on the top of a nearby mountain. Television signals were received and transported over twin lead antenna wire down to his store. Once people saw thes e early results, television sales soared. It became his responsibility to improv e the picture quality by using and self- manufactured ‘boosters’ (ampl ifiers to bring cable television to the homes of customers who bought television sets. And as such the cable television was born in June 1948. In the early 1950’s , television was fairly new. Though it had not yet become popular, city departme nt stores displayed many different models for sale. And, like an apartment house where every resident had his/her own television, the rooftops of stores were be ginning to resemble forests of television antennas. Milton Jerrold Shapp, who la ter became governor of Pennsylvania, developed a system to consolidate the fores t of antennas for city department stores and apartment buildings. Under this new system, one master antenna (MATV) could be used for all television in the build ing. His secret: the coaxial cable and signal boosters (amplifiers) capable of c arrying multiple signals at once. At about the same time, in the nearby town of Lansford, another appliance salesman named Robert (Bob) Tarlton experienced simi lar problems as those faced by Mr. Walson. He read about Mr. Shapp’s new system an d though it worked for apartment houses and department stores, it could work for his own town as well. While the community was only 65 miles from Philadelphia, it was behind a mountain that interfered with signals. Tarlton decided to try a new approach. He put up a big antenna and for a monthly fee he provided a cable hook-up to each subscriber’s home. He called his new business the “Panther Valley Te levision Company”, and he was able to supply excellent signals to people who could not otherwise operate a receiver. He did not originate any new programming. All he did was to capture network broadcasts with his community antenna and relay t hem to homes on his system. 11 1.6.1 Cable Develops in the World was launched in November 1972 when offered Home Box Office or HBO over its cable system in Wilkes Barre, Pennsylvania. This repr esented the first successful pay cable service to the nation. Despite the fact t hat HBO was only viewed by a few hundred people that first night, it has gone on to become the world’s largest pay cable service with over 11,500,000 viewers. So HBO decided to deliver its signals by satellite. HBO was the first programming s ervice to use a satellite to distribute its programming. The way it works is tha t a signal is beamed from the earth to a satellite in a stationary orbit some 22 ,300 miles over the equator and bounced back to receivers on the earth. By satel lite distribution, HBO’s signals are available to cable operators throughout . Because it is so widely available, it had an advantage over the earthb ound, distributed services such as WOR-TV- an independent station in N ew York city. Cable is in many ways a bit different; however there is certainly a greater variety of choice. For a monthly fee, one can receive the ‘basic’ service, which is usually a mixed bag that includes network broadcasts plus special chan nels that feature weather, sports, religious programmes, news, public service an nouncements, rock music and various other kinds of content. For additional fees one can add movie channels or other special services. 1.7 Development of Television in Pakistan Authorities in Pakistan introduced television in 1964 with the aim to uplift the nation socially and culturally. As Pakistan was a newly-born state and under-de veloped, it was thought that television could help in achieving progress in the country through dissemination of information, knowledge, education and awareness . Before Pakistan television started in 1964, Pakistani public was a little bit familiar with television through an exhibition where Philips Electrical Company installed a few television sets and televised few foreign films. In October 1963 , a national publicity conference was held under the chairmanship of the Preside nt that decided to set up a in Pakistan. Hence Paki stan entered into age with a small television stat ion at Lahore on November 26, 1964 from where transmission was beamed black and white. This station telecast some live but amateur programmes and some of foreig n films. Initially, television centre was set up with the help of UNESCO, Colomb o plan and Japanese government. To meet the graving cost of television 12 broadcasting, commercial telecast was also permitted but no license fee was char ged on at that time. 1.7.1 Pakistan Television Corporation Limited Initially the Government of Pakistan established a private company in collaborat ion with the Japanese Nippon Electrical Company (NEC) and Britain World known Th omas Television International which initially started television programming in 1964. The shares of the government of Pakistan were greater then the private com pany. On May 29, 1967 the company turned into a public limited company namely Pa kistan Television Corporation and registered under Company’s Act 1913. The Managin g Director, always nominated by the government, is the managing and executive he ad of the corporation and implements rules formulated for the Corporation and it s employees. A Board of Directors comprises 10 members and looks after policy ma ters and important affairs of the Corporation. The central office of the corpora tion consists of seven divisions accordingly. 1.7.2 Development of Pakistan Television Corporation Limited Pakistan Television has now five centres throughout the country including Karach i and television centres, which were established in 1967 and and centres in 1975. Ptv-Karachi Centre along with four re-broadcast sta tions at Thana Bola Khan, Shikarpur, Noorpur and Thando Allahyar, connected to o ther centres in the country through microwave link, cover about 90 percent of th e population. Until 1968, when the network procured the required VTR recording e quipment, it was perforce transmitting only live from the studios, and then most ly operating in rented buildings. And in 1976, it switched over to color transmi ssion. It has established its own training academy as well. Now Ptv has been con verted into a profitable organization with a leap of Rs. 287 million from Rs. 14 31 to Rs. 1718 million in advertising income; from Rs. 148 million operating losses to Rs. 38 million net operating profits. 1.7.3 Ptv World A new satellite channel Ptv World was launched in 1991. With the opening of Ptv World, Pakistani programmes are now being viewed in other parts of the world via satellite. Mideast Time, an extension of Ptv World, targets Pakistani expatriat es in the . 1.7.4 Ptv National The objective of the Ptv National is providing different local news as well as e ntertainment in all languages in different part of the country. 13 1.7.5 AJK TV AJK television is a Kashmiri Channel providing different programmes for local vi ewers and Kashmiri and Gojrati news. 1.8 Induction of Private Sector in Broadcast Media In Pakistan the broadcast media has remained under the government control during the last 40 years of the country’s history. However, the last decade witnessed a great change in the media policy of the government and media gradually opened up to the private sector. In line with the global trends it also introduced the ne w media technologies in the country resulting in a rapid growth of broadcast med ia in the country. The late 80’s and early 90’s marked a turning point on the electr onic media landscape with the emergence of Shalimar Television Network (STN), al though partially state-owned as an alternate channel to Ptv in 1989. In 1996, th e government allowed private and television outlets namely FM-100 and Shah een Pay TV, which assumed the shape of an . 1.9 Cable Television Network in Pakistan In Pakistan, the cable television network was quietly introduced at a small scal e in Karachi in the early 80’s in the absence of any regulatory law. It started fr om the city’s apartment buildings and worked without any large-scale equipment bec ause of the close proximity of the apartments. Main attraction for subscribers w as Indian and English movies and Ptv dramas which the operators would obtain on rent from nearby video centres. Operation rooms were usually set up in the basem ents of the buildings, giving connections to each apartment from there. Each hou sehold was paying a small monthly fee to the operator for the service. (Zia, 200 3) In 1982, according to Director Pakistan Telecommunication Authority (PTA), th e availability of satellite channels in Pakistan brought about a major change in the cable network operations. Cable operators who were relying on the video cas settes until now felt the need for installing satellite-receiving dishes to prov ide a variety of programmes to their subscribers through CNN, Star TV and variou s Indian channels. Thus the large scale cable network emerged out of the already established cable system. Cable system started to expand by a stringing of wire s from one rooftop to another and so on. The system in Karachi gradually flouris hed and many people entered in this business. During early 1990’s satellite televi sion became an irresistible phenomenon in Pakistan, particularly in Punjab. But in 1998, all major channels were transferred to 14 decoders, which were a lot more expensive and the annual subscription was also b eyond the reach of a common man. A man once setup this satellite system for his own personal use and then started providing this service to neighbouring areas a gainst a small fee. Thus, this gave way to the business of cable television netw orking which established and flourished in a short period. The government took n otice of this illegal operation in the late 1998. The Nawaz Sharif headed govern ment came to conclusion that cable operation be made legal in Pakistan. But befo re any action could be taken, the Nawaz Sharif government was toppled and the ar med forces took command of the nation’s destiny and started considering legalizati on of the cable television. The army regime headed by General Musharraf legalize d cable television operations in January 2000. The Pakistan Telecommunication Au thority (PTA) started the procedure of issuing licenses to the cable operators i n January 2000. The following is the data for the number of issued application f orms and responses received till June 2000. PTA chairman Mian Muhammad Javed exp lained that cable television had now emerged as one of the most inexpensive mean s of entertainment in the country which government wanted to make more popular a mong users and viewers by framing policies and proper rules and regulations to e nsure transmission of good programmes through their channels. The legalization p rocess of cable television networks started in November 1998 and completed in 20 00. Therefore, in June 2000, cable television networks started functioning legally which initiated a new era of electronic media in Pakistan. T his raised a number of new queries and gave an opportunity to people to discuss this new system of communication in Pakistan. 1.10 Cable Television Licenses There were eight categories of cable television licenses ranging from B-1 to B-8 based on the number of subscribers. Till December 2001, total number of legal c able operators was 840 across the country. Out of these, a majority of operators were based in Karachi, Lahore and in some other major cities of Punjab. For the running of one small set-up at least 8-10 employees were required. About 8,000 people got employment through this system and were providing livelihood to about 50,000 persons. On the other hand illegal cable operators also continued to wor k. They add up to about 3,000 and were providing employment opportunities to a l arge number of people (Zia, 2003: 88). 15 PTA issued nationwide licenses to the cable operators and the issuance of the li cense to an eligible firm(s)/company may take seven days on the receipt of the a pplication. Table 1.1: Licenses Issued to Cable Operators from June 2000 to Dec. 2001 by PTA Category B-1 B-2 B-3 B-4 B-5 B-6 B-7 B-8 Total Islamabad/ NWFP 110 3 0 1 0 0 0 5 119 Punjab/ Lahore 328 7 2 1 0 0 0 0 338 Karachi 333 42 1 1 1 1 0 1 380 Total 771 52 3 3 1 1 0 6 837 Source: Pakistan Telecommunication Authority It can be seen from the above table that maximum licenses were issued in Karachi i.e. 380 and minimum were issued in Islamabad/NWFP i.e. 119 whereas Lahore issu ed 338 licenses throughout Punjab. This shows that the growth of cable televisio n network is at its peak in Karachi and in Punjab including that cable televisio n was warmly welcomed in these areas and people accepted it with pleasure. Cable television has been growing rapidly in major cities of the country since the vernment authorised PTA to issue licences to cable operators in early 2000. The number of households using this service has crossed 2.5 million. In the densely populated cities, like Karachi and Lahore, the growth of cable television is rap id as the operators do not have to face high installation cost. Secondly, houses are close to each other, making 16 supplying of connections easier than in cities like Islamabad where the houses a re not so close. Therefore, in the federal capital, cable television system is f ar from being a thriving trend as cable operators see dim business prospects in the field. According to a study in which three thousand people were interviewed in different areas of town, cable network has expanded 25 percent in just one ye ar. (Zia, 2003: 89). 1.11 Formation of Pakistan Electronic Media Regulatory Authority An independent cooperate body namely Pakistan Electronic Media Regulatory Author ity (PEMRA) was established to regulate the process of awarding licenses to priv ate and public sector, for smooth functioning of private media and to effectivel y deal with the public complaints on March 1, 2002 after the lapse of the PEMRA Ordinance in 1997. This body is functional since April 15, 2002. PEMRA consisted of a Chairman and nine members appointed by . PEMRA inheri ted 848 licenses from PTA and issued around 1173 new licenses. 1.11.1 PEMRA Vision · To promote the electronic media in Pakistan so as: 1. To reflect the aspirations of people at national and international level 2. To serve as a catalyst for soc io-economic development · · Exploit indigenous human and financial resources in the broadcasting field to gain competitive advantage and become a leading player in the region Introduce state of the art technologies 1.11.2 Mandate of PEMRA · · To improve the standards of information, education and entertainment To expand c hoices available to people of Pakistan in media for news, current affairs, relig ious knowledge, art, culture, science, technology, economic development, social sector concerns, music, sports, drama and other subjects of public and national interest · · To improve people’s access to mass media at local and community level To ensure accountability, transparency and good governance by optimizing flow of information 1.11.3 Functions of the Authority PTA is responsible for facilitating and regulating the establishment and operati on of all the broadcast media and distribution services in Pakistan established for international, national, provincial, district and local or special target au diences. 17 1.11.4 Aims and Objectives PTA thus underscored following key objectives: · · · · · To streamline cable television op erations in Pakistan by identifying actual and potential cable television homes in Pakistan To mutually resolve issues/grievances between cable television opera tors and service providers by determining reasonable tariff structure To ensure positive contribution to the economy by attracting and encouraging potential inv estors in the field of electronic media To enhance the existing revenue base of PEMRA To avoid massive larceny of government revenue in the form of taxes and ta riffs caused due to concealing of facts about actual income by cable television operators · To evade anomalies and piracy issues in electronic media For obvious r easons, cable television still remains the fastest growing sector in the domain of electronic media in the country. PTA has evolved a comprehensive policy to gr ant licenses for establishing cable television networks, identifying for them ba skets of television channels and introducing them to new media technologies. PEM RA has issued cable television regulations, developed a code of ethics for opera tors selected 54 eligible television channels for distribution detected over 2,0 00 illegal cable television operators/loop line holders and regularized rural ar eas cable television operators. Till February 2004, there were 1,105 licensed ca ble television operators in the country, whereas many more are being licensed an d almost double the number are under process for regularization. As per Sedat an d Murshad Associates survey and study, an estimated investment in this segment i s over Rs. 7.28 billion with annual growth rate of 132 percent for the last thre e years. It covers over 5-6 million households with approximately 30,000 personn el working on self-employment basis. Other surveys have revealed that cable and satellite penetration has grown from 5 percent in 1998 to approximately 45 perce nt in 2006 in the country (Report 2003- 06: PEMRA). During the years 2003 - 2006 , PEMRA has issued 788 licenses in various categories for launching cable televi sion networks in various parts of the country that is in addition to the license s inherited by the PEMRA from PTA. Province-wise number of licenses issued is as follows: · Sindh ------313 18 · · · · Punjab ------235 NWFP------52 Islamabad ------118 Balochistan ------70 Table 1.2: Licenses Issued to Cable Operators till 2006 by PEMRA License categor y B(LH) B-1 B-2 B-3 B-4 B-5 B-6 B-7 B-8 B-9 B-10 Rural (R) Hotel (H) Total Islam abad Region 09 90 18 02 00 00 00 00 00 00 00 63 00 182 Punjab region 99 236 07 0 1 01 01 00 00 00 00 00 60 03 408 NWFP Region 12 50 03 00 00 00 00 00 00 00 00 17 00 82 Sindh Region 00 219 71 24 03 03 00 00 02 00 01 217 04 544 Balochistan Reg ion 08 28 03 01 00 01 00 00 00 00 00 43 01 85 Total 125 622 94 25 05 04 00 00 02 00 01 365 08 1301 Source: Pakistan Electronic Media Regulatory Authority. 19 The authority retains the approved list of channels under c onstant review, periodically revising it to cater to public taste, needs and dem ands. Its current list has on it 49 satellite television channels excluding the Pakistani ones. The list is enclosed at: · · · · · · Religious Channels ------02 News Channels ------11 Educational and Informational Channels----09 Entertainment Channels------06 Sports Channels ------06 Entertainment Channels------15 The list is widely circulated am ong cable television operators for their information and compliance. The number of connections has been increased from 2.9 million in 2003 to more 4 million homes in 2006 in Pakistan. However, cable operators do n ot have any device to censor whatever the channels are broadcasting. In addition to this PEMRA does not have any system to monitor the channels which are being transferred to the connection holders by the cable operators. Table 1.3: Number of Cable Television Subscribers in the Country Areas / Region Islamabad Sindh Punjab NWFP Balochistan Grand total Source: Pakistan Electronic Media Regulatory Authority Declared subscribers by cable television operators 40,244 88,332 22,356 17,037 8 ,434 176,392 Implemented subscribers through enforcement so far 223,000 1,497,905 1,011,000 4 99,017 40,000 3,270,922 20 1.11.5 Cost Effectiveness for End-Users According to 2003-2006 report, published by PEMRA, the cable television operator s at present in different parts of country were charging competitive rates from subscribers. The one time connection fee ranges from Rs.500 to Rs. 2,000. Table 1.4: Technology and Connection Charges Technology Connection charges/insta llation(Rs) Cable Television MMDS DTH 500 – 2000 1500 – 2000 10,000 – 12000 Monthly su bscription (in Rs) 225 – 350 200- 350 250 – 350 Source: Pakistan Electronic Media Regulatory Authority The growth in subscription of above technologies is correlated with the cost eff ectiveness that is offered to end-users. Table 1.5 portrays a survey of the tele vision viewership in the country by household income group. Table 1.5: Television Viewership by Household Income Monthly household income (R s.) Up to 4,000 4001-7000 7001-15000 15000+ Source: Gallup Survey of Pakistan Viewers percentage 35 51 72 81 Estimated numbers 14,843,000 17,107,000 11,845,000 7,843,000 Cable television operators all over the country have been relaying programmes an d advertisements on self-generated CD channels in explicit violation of the prov isions 21 of PEMRA regulations. By doing so they were causing damage to the satellite tele vision channel operators by fetching advertisements at a very cheaper cost. More over, content and quantity of such private channels was also devoid of PEMRA rul es. On the other hand, cable television operators of the country have persistent ly demanded PEMRA for granting permission for in-house channels and advertising on cable television networks. PEMRA has therefore devised a policy for registrat ion of inhouse channels for cable television operators. The very purpose of this policy is to ensure the level playing field for stakeholders by regulating ille gal transpiration of in-house channels. The number of such channels is now restr icted to five (maximum) according to categories of cable television licenses. Wh ereas, in past they were showing 15 to 20 such channels by flouting all the regu lations and norms. No operator is allowed to transmit their local channels or to insert ads without prior permission/license of the Authority. The license for i n-house channel and its fee is in addition to the license for cable television o peration. Moreover, the sector had over the time come to be lighted massively by the courage of loopline connections. Instead of going for rather impracticable punitive actions, the Authority thought it more prudent and practicable to bring the operators of these illegal connections in its net by offering them concessi ons. To this end, it introduced for operators running their cable operations on loopline from any licensed cable television head-end operators, a category marke d as cable television license of loop-line holders (LH Category). It provides tw o options to such loop holders. They can either obtain an independent license in LH Category maintaining their independent status or they may become an agent to the licensed cable television operator. Both options were evolved in consultati on with various representatives of cable television operators associations and s takeholders (PEMRA: Annual Report 2002-2003). As such, some good results were ob tained and PEMRA issued 640 head-end licenses till 2006 in Punjab. In Lahore, PE MRA has issued 83 head-end licensees till 2006, out of which 68 are active and 2 76 loop holders are successfully handling cable perorations and serving 0.35 mil lion subscribers. Every cable operator/loop holder provides more than 100 channe ls to connection holder. 22 1.12 Private Sector in Broadcast Media In Pakistan the broadcast media has remained under the government control. Howev er, the last decade witnessed a great change in media policy of government and m edia gradually opened up to private sector. In line with global trends it also i ntroduced new media technologies in the country and the resultantly a rapid grow th of broadcast media in the country was witnessed. In 1989 Shalimar Television Network (STN) although partially state-owned, emerged as an alternate channel to Ptv. The government in 1996 allowed private radio and television outlets, namel y FM-100 and Shaheen Pay TV, which assumed the shape of an industry. In practica l terms, it meant competition and resultantly the creation of a broad spectrum e nvironment for access to information, education and entertainment. Until August 1990, Pakistan Television Corporation (Ptv) was the only state owned . At that time, however, another television channel, People s Television Network, was established which brought Cable News Network (CNN) to Pakistan. Thi s channel was also partially government controlled. Presently, more than 20 sate llite television channels having Pakistani contents are being broadcast with dif ferent names including foreign band channels including: · · · · · · · · · · · · · · · · · · AJK Geo TV Indus Plus Ptv 1 QTV UNI Plus ARY Digital Pakistan Indus Music Indus Vision Ptv Channel 3 The ARY One World KTN Ptv National The Music The present situation in Pakistan shows dominance both by public sector and priv ate/commercial media, with PTV having an extensive reach because of its extensiv e network of stations and boosters. It has a greater acceptability and credibili ty of people in areas where it can be watched through cable network and satellit e dish antennas. Currently, in Pakistan we can differentiate three kinds of tele vision channels: 1. State-owned television channels 23 2. Privately-owned commercial television channels that are not PEMRA licensee bu t telecast from abroad 3. Privately-owned commercial television channels that ar e PEMRA licensee 1.12.1 State-Owned Television Channels State-owned television channels are those whose 100 percent shares are with the government of Pakistan. These are Ptv, Ptv National, and Ptv World. Ptv has sold STN time to a private company that is running the channel with another name, At v. 1.12.2 Non-PEMRA Licensee Several satellite television channels are freely telecasting their transmissions from outside Pakistan but originating virtually their entire content from withi n the country without facing major obstructions. They include Geo, ARY Asia, The Music, Drama Plus, Iqra, QTV, UNI PLUS, Al-Irfan, Al-Noor, Sun TV, TV-ONE, Indu s News, Style Duniya, Business Plus, Aaj TV and Apna channel. 1.12.3 PEMRA Licensee PEMRA has issued 16 licenses in private sector till 2005 which are allowed to up link from Pakistan. These are enlisted in Table 1.6. Those in bold type are on a ir and the remaining are about to become functional for public in a short period of time. All of these are commercial channels. 24 Table 1.6: The PEMRA Licence Holder Private Channels Sr. No. 1 Name/Title of lic ensee Virtual University, Lahore [Two Channels] Name of channel License issued f or “VTV 1” “VTV 2” “VTV 3” “VTV 4” 2 Indus TV Network (Pvt.) Ltd., Karachi [Two Channels] Li e issued for “Indus Music” “Indus Vision” 3 AVT Prime Pvt. Ltd., Islamabad. Licence Issu ed for “Khyber TV” 4 ARY Communications Pvt. Ltd. Karachi [Two Channels] Licence iss ued for “ARY ONE World” “ARY Digital” 5 Mashriq Television Pvt. Ltd,, Lahore Licence Iss ued for “Mashriq TV” 6 7 8 9 10 11 International Marketing and Trading Company (Pvt. ) Ltd. Lahore. Top End Network (Pvt.) Ltd., Lahore. Eye TV Ltd, Karachi Vision N etwork TV Ltd, Karachi 24-Seven Media Network (pvt) Ltd, Karachi Southern Networ ks Limited, Islamabad Licence Issued Licence Issued "Hum TV" Licence Issued Lice nce Issued Licence Issued Source: Pakistan Electronic Media Regulatory Authority Number of Licenses 16 Gone ‘on-air’ 10 25 1.13 Government and Private Television Channels in Pakistan The cable operators are offering following local channels: AAG TV - 24 Hour Paki stani Music Channel · · · · · · · · · · · · · · · · · · · · · · AAJ TV - Entertainment Telev nt Television ARYONE World - 24 Hour Urdu/English News Channel ARY Digital Pakis tan ARY Digital USA ARY Digital ATV - Aik Duniya Nayee AJK TV - National Kashmiri Television AVT Khyber - National Pushto Channel BUSINESS Plus TV - 24 H our Business News Channel Pakistan - 24 Hour Children Programmin g CNBC Pakistan - Profit From It Channel G-24 Hour Music Channel DM Digital Paki stan-UK Based Channel FILMAZIA - Film Channel GEO TV - Har Pal Geo! GE O News - 24 Hour News Service HBO Pakistan - 24 Hour Hollywood Flims HUM TV - Hu m Sub Kay Liay INDUS Music - 24 Hour Pakistani Music Channel (Affiliated with MT V) INDUS Vision - Your Drama Channel INDUS Plus - Hur Lamha Aap Ke Saath! 26 · · · · · · · · · · · · · · · · · · · · · · · · · INDUS News - 24 Hours Round The Clock News INDUS USA - For North American Viewer s INDUS Europe - For European Viewers KTN - National Sindhi Channel Mashriq TV - National Urdu Channel Ptv National - Official Domestic State Television Ptv Wor ld - Official International State Television Ptv Bolan - National Balochi Channe l Ptv Channel 1 Ptv Channel 3 Ptv Prime Europe Ptv Prime USA QTV - 24 Hour Islam ic Religious Channel Rung TV Sindh TV - Sindhi Language Television The Musik - 2 4 Hour Pakistani Music Channel TVOne - The ONE To Watch City Channel Karachi - K arachi Metro Channel UNI Plus - Pakistani Urdu Channel Virtual TV1 - Online Educ ational Channel Virtual TV2 - Online Educational Channel VIBE - Pakistan s Newes t 24 Hour Music Channel Vectone - UK Based Urdu Channel Sun Biz TV Ravi TV 27 · Urdu Music from IM of Pakistan 1.14 International Channels Viewed in Pakistan Following are the foreign channels offered by cable television operators: · · · · · · · · · orld · · · · · · · · · · · · · · Star Plus · · · · · · · · · · · · · · Star Gold Star Movies Star Sports Sahara One Sur Sangeet Super Sports Ten sports Zee Movies Zee Tv Zee Smile ZOOM HBO HallMark AXN Balle Balle BBC Prime Bloom Berg Cartoon Network ESPN VOX TV ESPN FOX Reality TV MTV Channel V CNN National Geographic History SONY Saharay samay Saudi Tv LBC B4u music B4u movies S Max sports South Aisa World Zee cinema 28 · · · Star one · · · CNBC · · · MTV HITS MTV UK Sky Movies The Hits Animal Planet 1.15 MMDS and LMDS Electronic Media Review (2004) reports that the technology of cable (MM DS) strengthened its roots in Pakistan in the year 1996. Shaheen TV, a subsidiar y of Shaheen Foundation, obtained license from the government of Pakistan to est ablish analogue Multi-channel Multipoint Distribution System (MMDS). Initially, Shaheen Pay TV used to broadcast 10 channels but later increased the number to t welve. A majority of stakeholders now is the Southern Group. Presently, Shaheen Pay TV is operating in three cities: Karachi, Lahore and Islamabad. PEMRA has is sued two MMDS licenses for two cities to a company whereas 12 companies are bein g issued MMDS licenses in other 19 cities. It will provide a wide choice, compar atively better television services to subscribers. LMDS system is not operative at the moment in Pakistan. PEMRA plans to issue licenses in this technology in n ear future (PEMRA website, 2006). 1.16 Situation Analysis The cable industry and satellite channels played a mutual complimentary role in the country and giving a sound impetus to the private television network. An ama zing rise of cable television is evident if one examines the growth rate of cabl e television operators over the years. In 2002, the number of cable operators wa s 837 which increased to 1301 till 2006. Some of them have subscriber basis as l ow as 1,000 to as high as in hundreds and thousands. Subscription fee varies fro m Rs. 225 to Rs. 350 per month. Most of the networks are providing minimum of 30 to 40 and maximum of 120-150 channels to subscribers. Cable television network is gradually spreading out in a number of small towns extending to the rural are as providing the masses access to foreign and local satellite channels. The popu larity of cable television in the country is owing to the availability of both l ocal and foreign channels as well as access to round the clock availability of p rogrammes of a wide variety. People started enjoying this new freedom of choice and 29 came out of the stagnant state of Ptv which monopolised the electronic media fie ld for a long time. Viewers may have the cable connection by paying nominal amou nt and can watch a variety of channels which provide them unlimited number of fi lms, drama, music, international programmes, sports programmes etc. With the int roduction of cable television, viewers of different age groups and different inc ome groups can now approach different kinds of local and foreign channels. Anoth er reason for its acceptability and popularity among the viewers is the leisure and entertainment at their doorstep. For instance, if a family visits a cinema h all, they have to spend on their travelling, food stuff and tickets, obviously b eing expensive to a middle class family. Now, with the ultimate number of channe ls on cable television, inexpensive and round the clock entertainment is availab le at their home for the entire family. At the same time they may avoid the prog rammes on Ptv which lack variety, are unattractive and with a lot of coverage to the govt activities. As a result these programmes are quite often monotonous an d uninteresting. In contrast, foreign channels provide a variety of programmes, non-stop entertainment and a choice to all the members of the family. Moreover, their uncensored presentation is found to be bold and attractive for them. One o f the reasons for the attraction of cable television channels is the live covera ge of international audience hitherto ignored by Ptv in the past. The Ptv news a nd current affairs programmes gave more coverage to government activities and mo st of the time full of statements and speeches of the VIPs, political leaders an d ministers were telecast. It lacked coverage to social and other issue of commo n man’s interests. Therefore, viewers were glad when they received news of events of their interests and interviews with personalities on BBC, CNN and other priva te channels rather than statements by the government officials and celebrities. They were also amazed by visiting foreign lands by watching programmes on cable television foreign channels and were also exposed to the behaviour and lifestyle of other nations. Apart from live coverage of major happenings, interviews with personalities on news channels, music channels, dramas on Geo, Star Plus, ARY a nd Sports channels attracted both viewers and advertisers which posed a serious threat to Ptv. The soap operas, talk shows, chat shows and other programmes have become quite popular among viewers of all income status groups, though these pr ogrammes promote a very different values system from that of . As a re sult, rapid growth of cable television in Pakistan has not only broken the monop oly of Ptv in the country but also possessed a challenge to the behaviour and va lues system of our nation. Further, with the advent of 30 satellite transmission and growth of cable television has enhanced the element o f competition among the television channels. Consequently, local and state-owned television channels are following the production patterns of foreign channels, particularly Star Plus owned by Star TV Network. Star plus is projecting and pro moting the Indian traditions, values and culture in Hindi language. In Pakistan, no other technology has been accepted and ever made a so sudden impact on minds of peoples as the cable television network has made. With emergence of private satellite channels, the whole broadcasting industry has been commercialized. The expansion of has created a consumer-oriented market whi ch further expanded the marketing and advertising infrastructure of Pakistan’s eco nomy. This was required for the success of the government’s liberal media policy. One of the important and clear trends observed in Pakistani broadcasting industr y is the shifting of senior, famous and creative directors, producers and broadc asters from Ptv to the new private television channels. There might be the follo wing reasons for this act: · · Private television channels are paying heavily to the media professionals i.e. producers, directors, editors, etc. Media professional s are enjoying more freedom to work in private channels as compared to state-own ed media i.e. Ptv and PBC Another important result of the media expansion is the fragmentation of audience. These channels provide diversity in content and them e targeting a specific group. There are separate dedicated channels for sports, movies, music, drama, news, religion etc. Similarly, there are separate channels for different languages i.e. national, international and regional. Many indigen ous programmes are just replicas of the western and Indian programmes. Most of t he channels show clichés of similar programmes having a few innovative ideas. This shows that a variety of programmes are available but the content is almost the same. 31 CHAPTER 2 LITERATURE REVIEW Literature review is considered to be the most important stage of the research p rocess as it allows to earn from (and eventually add to) previous researches and also saves time, efforts and money. Therefore, the researcher reviewed all the relevant literature available on internet and in major libraries across Pakistan . A logical and systematic review of the literature made the completion of this study possible. The focal point of this study was to evaluate the effects of cab le television on women’s life patterns in Pakistan. Literature review revealed tha t one of the major concerns amongst the researchers all over the world was the a mount of exposure to foreign channels on cable television and its impact on the society. The impact of television’s incessant presentation of social roles is some times a problem for cultures that differ in their values from the place where th ese programmes originate. Ideas about family, interaction, marriage and roles ar e not the same as projected in foreign programmes as they are within the native country. The following section presents a review of the results of relevant stud ies conducted in various countries and exposes that there has not been any simil ar research conducted in Pakistan. 2.1 International Studies on Television / Cable Television Latin American communication researchers began to analyze the nature and perceiv ed effects of the rapid spread of mass media, particularly commercial television as the foreign cultural influence in their region. Before , a good deal of attention in Latin American communication writing was focused on critical analy sis of media but with relatively little attention to audience. Later, emphasis w as laid on media and audience by exploring what popular culture meant for Latin Amercian audience (Mcanany and Antonio, 1994). The importance of audience and me dia relationship has been recognized in the western countries thus the researche r felt the need of addressing the impact of cable television on the audience (wo men) in Pakistan also. A review of the knowledge on new communication technologi es pertaining to cultural identity by Jamias (1993) summarizes that fear burns r ife over the negative impact potential of new communication technologies on cult ural identity in rural Asia. Yet technology is not neutral. Technology is good o r bad depending on the use to which it is put. Research results have shown both positive and negative aspects of media 32 technology. In contrast, the ambivalent nature of new communication technolog y and research, in short, should inform media policy. It should inform the choic es that people make in their media usage. The appropriate research approach buil ds on the primacy of social needs, not merely at the whims of market forces. And , individual citizens should be intellectually prepared to be discerning if not critical users of communication media and products. Yoshii (2001) finally consid ers how society and culture could change as a whole with increased dissemination of new media, changes in communication and states. As a result of new media as a whole speeding up the flow of information, the world will undergo radical chan ges such as it has never before experienced. These changes will, like it or not, transform social organizations, bringing about what business administrators cal l ‘temporariness’. And the world will to a value system that applauds changes. The new media, if used improperly, may not only bring about serious social prob lems but also give rise to a new rich-poor gap in information between those who know to use the media and those who do not. We need to firmly establish media li teracy and media ethics if we are to prevent these problems from arising. Keepin g in view the concerns of the above mentioned researches the present research wa s the first in Pakistan on similar grounds. The results of this study could prov ide a guideline to the audience how to critically analyze the content of media a nd keep watch of negative impacts. Goonasekera (1993) relates the relationship b etween media and social imperatives. It is possible for a third world country to adopt communication policies to bypass early stages of industrialization and le apfrog the modern technology. He says that Palapa was an experiment in rural dev elopment through the use of advanced communication technologies by using a satel lite based system of broadcasting and telecommunication to link vastly scattered villages with the centre. It was considered the most cost-efficient and quickes t way of linking the 150 million people of Indonesia. The satellite system was u sed to launch a development communication programme aimed at teaching basic skil ls in production and marketing of rural areas-based goods to teach family planni ng, improved health and hygiene to show how to protest the natural environment a nd to provide general information about the world outside. Rahim (1994) conducte d a survey on the impact of cable network on television and video viewing in Hyd erabad. According to him: “Cable network introduced in India in 1984 are new pheno menon in media as compared to video. There were about 3,460 33 cable television networks in May 1990 and over 3.3 million households in four metros namely Bombay, , Calcutta and Madras had been cable television, wit h an audience of 1.6 million. Though it does not present as wide and personal se lection of programme’s content as video but offers similar entertainment at less c ost and also over come the problem of zapping of advertisements. Hence, it is mo re useful for the advertiser.” He concludes that cable subscribers are mostly from upper and middle income groups. The average time spent on watching television i s 5.36 hours per day in each household. Out of this, 60 percent of time is spent in watching programmes on cable and 40 percent on watching Door Darshan. More f emales watch entertainment programmes on television. Although there is no signif icant variation of choice regarding news on DD and cable television but it is pr eferred for entertainment programmes and movies.” A research on the impact of cabl e television on women at a very basic level in terms of activities, time managem ent and interaction with family members and the outside world revealed that 16 o ut of 30 women spent over 4 hours a day watching cable television and 10 of them spent 2 to 3 hours a day (Eashwer, 1994). The researcher reported that the majo r activities affected are: · · · Exposure to other media and reading habits Interactio n with children, husband, other family members, friends and neighbours Cooking a nd other household work Women see two Indian feature films a day on cable televi sion which pushes them to the world of fantasy and promotes violence. The above mentioned studies performed in South East Asia have not been conducted in Pakist an. This study ascertains if the similar effects and viewer-ship patterns are pr esent in Pakistan or if there is a deviation. Sen (1993) narrates that in today’s world with fibre optics and satellites, it is hard to isolate one self from soun ds and images from the west but no established and traditional and cultural enti ty wants to be overwhelmed and dominated by the accoutrements of another alien c ulture. If the global culture means domination of one over the other or replacin g one by the other, then there is less scope of development of a truly global cu lture which could include interaction, assimilation, exchange of ideas, artistic and scientific cross fertilization. He concludes that there is no clear evidenc e of a global culture at present. On the contrary, evidence suggests that the th ird world people are changing more to their own 34 music, art, language and customers. Prevalence of the American pop culture is more apparent in urban areas and among the elite of the third world countries b ut still the majority is in rural areas. The consumption of American products wi ll more likely continue to expand the gap between the rich and the poor urban an d the rural cultures. Shariffadeen (1995) looks at some of the major economic, c ultural and social issues faced by developing countries arising from new technol ogy in his study. He concludes that the new communication era should not be perc eived as a purely technological phenomenon. Its ultimate impact is social and cu ltural, although technological advancement is the key enabler. This new era invi tes a change in social and cultural patterns. At individual level, it raises the importance of mental and intellectual ability. For society at large, it engende rs new forms of social organizations. Economic restriction will result from info rmation intensification in production and delivery of goods and services. A stra tegic approach involving full mobilization of critical resources is suggested as being the key to a higher level of achievements. Finally, it is suggested that developing nations promote a learning culture among their people in order to gai n foothold in the emerging information based economy. The above mentioned studie s target the scope and impact of cable television on education and information b ased economy. In this study the researcher measured the impact of cable televisi on on family and social interaction, social role, domestic and other activities of women in Pakistan. This study gave a new scope and dimension to researchers i n other countries. The role of new information/communication technologies (NICT) in the field of education is examined by Karnik (1995). Her study revealed that NICT facilitate the extension and outreach of education. She says that increasi ng privatisation and commercialisation of education is an evident trend worldwid e. To this, technology has added a new dimension: globalization through trans-na tional satellite broadcast of distance education programmes. Though this is just the beginning but this trend is likely to continue. The implications and effect s of this trend, especially for developing countries, need to be carefully exami ned. There are also numerous issues about cultural diversity versus homogeneity that need consideration but still NICT throw open a vast field of opportunities in the education sector. As recommended by Karnik the need to address impacts on cultural issues caused by media was felt by researcher and this study aspired t o fill that gap in this field with in 35 Pakistan. Furthermore, new issues identified regarding cultural diversity and national identity would provide thought provoking direction to the future resea rches. Skinner (1984) found that those who watch more US programmes had a more p ositive image of the US and a less favourable image of Trinidad. Tsai (1970) in a study among Taiwanese children who watch television found that they favoured e lements of American culture and have a less favourable attitude towards their ow n culture than their non-viewing counterparts. Similarly, Babi (1990) in Cameroo n concluded that youth would have a favourable attitude towards elements of fore ign culture and a strong preference for locally produced programmes. Youth exper ienced the influence of television on the way they dress up. His study reports t he theory that television’s impact would be pervasive in some aspects as well as s timulate changes in others. There has been a slight influx of state-run Soviet t elevision appearing on American cable television. Three experiments were conduct ed on US viewers to see the change in the image of the Soviet Union (Lavin, 1991 ). The results of all the studies indicated that those who watch two sessions of indigenous Soviet television formulated a significantly more positive opinion o f Soviet Union than those who did not see the programmes. The intrusting finding here is that viewers incorporate effective qualities from televised images and generalize these evaluations to the nation that those images depict. Mohammad (1 993) the prime minister of Malaysia is of the view that we live in information t echnology age. There has been and there will continue to be an unending explosio n in the field of information technology. Today we can sit in our homes and watc h and hear whatever happens in the world. But what we see, hear and witness is d ecided by media. Clearly the people, who decide what we should see and hear, hol d terrible power. As the people who control the media control our minds and prob ably control the world. And who control the powerful world media are not the nat ional governments of developing or developed nations but a very few people. They have an effective weapon in the form of a worldwide television network. Today t hey broadcast slanted news, tomorrow they will broadcast raw pornography to corr upt our children and destroy our culture. They are already doing that in Europe. We can control the reception today but not afterwards. He further says that Mal aysia believes in press freedom but with responsibility. 36 The above mentioned study concluded that impact of television is pervasive an d stimulates the changes in viewer’s lifestyle. Television is an effective tool to arouse change in a society. The present study evaluated the type of changes occ urring in viewers (women) in Lahore - Pakistan due to the cable television. The author of “Studying the media: An introduction” has included a chapter on the changi ng media worlds in his book. Talking about the latest developments in the fields of cable television, the author has mentioned about VCTC (viewer controlled cab le television) in US, which allows viewers to create their own schedules. Some c able viewers in Britain were offered sports programmes where they could chose ch annels with different camera angles, replays or computer-generated information a s accompaniments to their viewing of the live coverage. Viewers, listeners and r eaders may now exercise choice across new, increasingly specialized narrow cat c hannels and services in case of sports, movies, home lifestyle or children’s chann els etc. About half a million homes now receive cable services in Britain. The m ain source of income for most channels is on a pay per view basis, advertising a nd sponsorship in some cases (Tim, 1994). Some of the cable services available t o viewers in Europe who are connected are Asia Vision, The Box, Identity Televis ion, The Landscape Channel, The Learning Channel, The Parliamentary Channel, Sup er Channel, Vision Broadcasting, Performance, The Arts Channel, Euro News etc. A lso available are local channels, foreign language channels and minority languag e channels etc. Research findings of Atkin and LaRose, (1991) suggest that acces s viewers do not fit the upscale information seekers profile typical of other pu blic affairs consumers. While better educated and heavy access viewers are never theless likely to be older, tired and have lower incomes. Such research indicate s, for instance, that general viewership is higher among larger, younger and non -white families. This is clearly not the case with access. According to the stud y of Umphrey, (1991) cost was a factor in determining whether subscribers would upgrade and maintain their level of cable service. Further, higher monthly bills may lead to greater expectations which have an effect on a subscribers’ ongoing e valuation of the medium along with other factors such as degree of satisfaction with local cable operators. As Lin and Jeffers, (1998) stated that the result se emed to meet the expectation of the research assumptions which ascribe little de mographic difference between cable 37 television adaptors and non-adaptors, as more innovative individuals tend to have stronger need for ( and be earlier adaptors of) technology products in gene ral. Perse and Ferguson, (1993) pointed out that cable television was unrelated to the benefits of television viewing. Moreover, though cable television offers greater programme variety, other aspects of cable may be dissatisfying with mana gement and customer service and the repetition of programme offering especially on more expensive pay channels. The present study evaluated the subscription rat io of cable television among different income earning groups and determined subs cribers channel preferences in Pakistan. Since cable is primarily a subscription medium, its effects should be felt more on the consumer spending side conducted by Glascock (1993). Indeed that is the case. While overall consumer spending on mass media has increased, spending on traditional media has decreased. The addi tion of cable subscription revenues change the trend for consumer’s spending from negative to positive. It appears from this that consumer spending has increased for cable during the 1978-1990 at the expense of spending on traditional media. It also appears that cable has attracted further consumer spending not previousl y devoted to traditional mass media. The same kind of research study on behaviou ral changes entitled “The impact of television on family life in Boston area” was co nducted by Lundberg (1958). The researcher concluded that there was no marked te ndency for families to cut down on their viewing as they became accustomed to th e set. Television brings families closer in the sense that they spend more time in each other’s presence after they acquire a television set. However, there is ve ry little interaction among family members when they watch television together a nd the amount of time family members spend together exclusive of television is r educed. It is, therefore, doubtful whether television brings the family together in any psychological sense. As compared to other activities in the same room wh en a programme is on, most of the sets are located in living room, which is kept in semi-darkness when the set is on and nearly all owners have their sets on at some time during the after-supper hours each day. This means that reading, play ing and conversing are at a minimum in the living room of television -homes duri ng the evening. Many parents have difficulty in getting the children to leave th e television set to come for their meals and some have solved this problem by se rving meals to the children 38 in front of the set. One-sixth of the families interviewed reported doing thi s every night and half do it on occasion. Bedtime is a fairly serious problem fo r parents and children living in homes that are in possession of a television se t. Such children go to bed later than children of the same age in homes without a television set. Television interferes very little with homework. Parents gener ally insist on their children’s finishing their homework before they watch televis ion and virtually none of the children attempts to do their studying in the same room with the television set when some one is watching a programme. The number of children who do home work on Sunday is somewhat smaller in television than no n- television homes, but on weekdays, television children seem to spend approxim ately the same amount of time in study as non- television children of similar ag es and family background. Children are substituting television for radio, cinema and reading to a significant extent. Children who have television spend more ti me watching it than they formerly spent with the other mass media so their total exposure to mass media has doubled. While some television time involves a shift from other mass media to television much of it is taken from playtime and some from helping around the house, practicing musical instruments and other forms of activity which might be called “creative” or “productive”. Parents who have a televisio n set do not feel it so rather they believe it has many advantages. First of all , they enjoy television for the entertainment value. They also find many of the programmes educational both for themselves and for their children. But beyond th is, they find it helpful in taking care of the children. They say it keeps them quiet, keeps them off the streets and generally keeps them from harassing their parents. Parents very commonly use television as a “Pacifier”. The family and social interaction patterns were studied in this research to tackle the question of “Lun dberg” that “television is bringing the families together but is it bringing them to gether only physically or is the closeness psychological as well?” Sinebare (1997) analyses the programmes advertised by Australian Broadcasting Commission Televi sion (ABCTV) to see which culture was being promoted for each and every individu al programme and how relevant these programmes were to Papua New Guinea. He conc ludes that majority who lives in urban area are virtually in undated with inform ation, which is culturally irrelevant to Papua New Guinea audience. The expectat ions promoted on television are beyond their economic means and the values and 39 lifestyles portrayed contradict and conflict with those of their own culture. He does suggest that there is a new class of people gradually being homogenized in Papua New Guinea who are mentally Anglo-American or Australian and ethnicall y Papua New Guinean (cited in Vijayalakshmi, 2005). William Crawky and David Pag e (Linter 2001, web) stated that the satellite television channels are using/pro jecting local languages in showing local network beam entertainment, news and sp orts and introducing even a new kind of lingua franca which has become to be kno wn as Hinglish, a mixture of English and Hindi that reflects everyday speech of many educated people in the Subcontinent (cited in Shahbaz, 2004: 85). In curren t study the researcher wanted to assess the impact foreign languages on local la nguage in Pakistan due to cable television. Likewise Erick (1972) is also of thi s view that the information that the modern man receives pass through “Social Filt er” creation moral values and facts pass through that filter. They are imposed in the individual in an exaggerated form changing the behaviour with this propagand a machine. People act as obedient servants. Wilson also agrees with the view tha t television can change the viewer’s attitudes and orientation. In his book “Youth c ulture and universities” which was written in the background of youth disturbances worldwide, he emphasized the influence of television on moulding and restructur ing their attitude (cited in Vijayalakshmi, 2005: 41). Bryanc (1970) found that average individual in Britain today gives more time to mass communication in par ticular to television than to general reading or part time education. Personal i nterests and relationships are thus fed up with what media provides and it is al together acceptable that the attitude of mass media should be taken in with mate rials. Understanding the effects of television on the human behaviour is one of the most different but also one of the most important problems faced by the soci al science community today Levy (1982). Many scholars and commentators have view s about the “tube’s” impact. Comparatively few have been able to demonstrate its effec ts in scientifically acceptable fashion. In a chapter titled “Living with televisi on” the author presented a quick but thorough discussion of the place when they wa tch television, the place of television viewing in the total leisure time and th e way it displaces other activities. It also considered in another chapter, tele vision as a learning experience, television as an agent 40 of socialization and television’s pro-social impact. In short, television and h uman communication is targeted by him. Belson. W. (1961) stated that television has affected the reading habits and changed the routine of viewers. In his surve y he concluded: · · There is, however, a pattern of changes where these are increase d they tend to be among the paper of popular press where decreases among the mor e serious papers. Television appears to stimulate the reading items that deal wi th television programmes. In his book “Four arguments for the elimination of telev ision”, Mender, J. (1965) wrote that if you could somehow drop all preconceptions of television and read this list. Then people were describing some instruments y ou had never seen yourself. I think the picture you would obtain is of machines that control the people who view it. It is not unlike alien operated influencing machine of the psychopathic fantasy. · · · · · · · · · · I feel hypnotized when I watch tel Television soaks energy I feel it like a vegetable when I am stuck at the tube T elevision spaces me out Television is an addiction and I am an addict My kids lo ok like zombies when they are watching television Television is destroying my mi nd It is making people stupid Television is turning my mind to a different arena My children walk around when they are in a dream because of it It may give exag geration but the author collected opinion through the research survey and opinio ns have supported the scholars who firmly believe in the effect of television. S imilarly Choukas (1965) in his thesis describes the propaganda spread by media h ave a wide effect over a society and its result can be seen easily. “Propaganda is an art of making people what they would not do if they were in possession of al l the facts in situation”. A meta analysis on the impact of foreign television on domestic audience conducted by Elasmar and John (1997). The study includes 27 st udies from 21 different countries. The meta- analysis revealed weak positive cor relation between exposure to 41 foreign television and viewer’s knowledge, attitude, beliefs, values and behavi ours. Exposure to foreign television increases the purchase of foreign products, especially clothing and other consumer products. Though the size of increase is small because foreign television accounts for only 5 percent of variation in fo reign products purchasing but exposure to foreign television increases audience’s knowledge about the country originating the messages. Hagiwara (1999) attempted to ascertain whether the values, attitudes and the styles of behaviour imparted by global television were at variance with the values and outlook of the countri es receiving such programmes. The thesis of medical/cultural imperialism stipula tes that the values portrayed in global television have deleterious effect on lo cal cultures. The audience of the higher societies were therefore asked if they believe that global television had a negative impact on themselves or their cult ures. However, when they ere asked if western programmes corrupted their culture s, just about one-third or less than one-third of respondents in India (22 perce nt), Malaysia (37 percent) and the Philippines (34 percent) said ‘yes’. The majority of the respondents answered ‘no’ or ‘neutral’. When the respondents were further asked whether western programmes adversely affecting their way of living, even less co nfirmation was found. The above findings show that only a minority of Asian audi ences perceived any negative impact on their culture, way of living, children an d local television production. On the other hand, more Asian audience valued the benefits of global television. One-third (34 percent) of Indian, 41 percent of Malaysian and 72 percent of Hong Kong respondents considered that global televis ion could enrich their culture. Across all the five societies, more than two-thi rd of respondents agreed that global television can help them understand other c ultures and over 80 percent agreed that it could enrich their knowledge. Kenny ( 1983) in its edited book: “Cable for Information Delivery”, talked about using cable for information delivery. It deals with the non-entertainment uses of the cable television only. The book takes an optimistic view of cable it has come of age at last and its many early promises seems about to be fulfilled. Similarly Camel la (2007) studied Para-social relationships in female college student viewers today. This study is based on media impact data was collected through a questionnaire which was given to 20 females in Pinney Hall at Western Connectic ut State University and was then compared to each other depending upon the numbe r of episodes watched. This study concentrated on two main questions regarding t his type of communication; what is para-social interaction and is it affected by the 42 amount of time spent watching? For this study Camella applied the cultivation theory which developed largely by George Gerbner and states that the more telev ision watched the more you are likely to obtain distorted views of life (Wood, 2 000, p. 252) and Altman and Taylor (1973) who hypothesized that the more time pe ople spend watching and involving themselves the more they become more intimate with the media personnel. Therefore, viewers who have watched a personality cons istently over time may perceive a sense of intimacy evolving from their expectat ions of increased intimacy in the past interpersonal experiences (Rubin, Perse, Powell, 1985, p.156). The answers and results found agreements with recent studi es that have been done on these types of relationships. The final outcome was th e more as a student watched the higher degree of involvement occurred in this ty pe of relationship. Theorists have claimed that these relationships can in some cases be life changing and personality moulding, but definitely life impacting. More importantly, it appears that they can occur and one may not even realize it . Ultimately, it becomes clear that television is one of today s most dynamic me dia vehicles touching more people than most other communication vehicles. Eastma n (1984) devotes a separate part to cable television, holding chapters on the pr ogramming of cable systems, basic cable networks, premium services and local ori gination in the book “Broadcast / Cable Programming”. It includes a chapter on progr ammes and audience research covering the procedures and vocabulary of ratings or analysis for broadcasting and cable. It also presents the group ownership chapt er into radio and cable to show the rule that multiple system owners are now hav ing on cable programming. The trance of entertainment through television channel s is so great that no common man irrespective of his age, sex and education can claim immunity from it. The entire study of mass communication is based on the p remises that the media has significant effect in every society. Yet there is lit tle agreement on the nature and extent of these assumed effects. He argues that heir affects take various forms. We choose what movies are based on what we see in advertisement or in newspaper. We dress in accordance to the weather broadcas ts that means our buying habits are shaped through media (Mcquail, 2002, p. 8). Media has occupied a prominent place in our daily lives, providing stuff from wh ich we form our identities, construct meaning and organize our very existence. T oday, media service is the nervous system of modern society. Electronic media, p articularly television, is the most important invention in the communication tec hnology. Teachers 43 teach, government governs and religious leaders preach but media totally chan ges the lifestyle of people. Whetmore (1988) discusses cable television in a cha pter titled “New technologies and the future of mass communication” of his book “Media merica”. It briefly introduces cable television highlights its channels. It gives an account of the need and choices of the subscribers. This book also talks abou t impact of cable network. Similarly Lebow (1995) talks about cable television i n the chapter titled ‘Communication via space’ in the book “Information highways and b yways”. It gives brief history of cable television or CATV (Community Antenna Tele vision). The writer discusses the relationship between satellite and cable telev ision. He also describes the advantages and uses of cable television. The writer explains that further advancement in the cable network system is expected in ne ar future. James (1988) covers a chapter on ‘The information society: video, cable and satellite’ in his book, “Power without responsibility”. The writer asks whether w e should side firmly with the cultural pessimist against the neophiliacs. The an swer is that much depends on the behaviour of broadcasters and programme makers and, more particularly, governments in the face of technological advance. Both n eophiliacs and cultural pessimists emphasize the power of new technologies. Mach ines and inventions are not inherently powerful. Now is the use to which they ar e put inevitable. While the new technology brings with it many dangers and some opportunities, its impact will depend crucially and especially in the early year s on how it is managed. Herman (1997) traces the emergence of global media syste m and chronicles the political, economic and technological factors in his book “Th e Global Media”. It also reviews some of the local and national responses to the s pread of a global media system. Its purpose is to contribute to an understanding of the economic and political dynamics on growth and the effects of the globali zation of media while pointing up alternatively and arguably more democratic med ia structures and policies. 2.2 National Studies on Television/Cable Television Cable television is relatively a new medium in Pakistan but people (although not in majority) were already exposed to satellite channels since 1980s through dis h antenna. Therefore, the research on satellite channels was started in in various universities which have been thoroughly reviewed by the researcher befo re working on this study. These studies were unpublished and master’s level resear ch but reviewed and referred 44 because the researcher could hardly find any published work on cable televisi on in Pakistan. Fatima (2000) in her thesis “Effects of satellite channels (Zee TV ) on Lahore middle class” concluded that Zee TV is gaining popularity over Ptv and other channels among middle class and our social values are changing slowly and steadily. She said that her research proved that it might be difficult to invad e a new concept or diffuse new traditions in a society, but a systemic and regul ar propaganda can bring change in thoughts and beliefs of the public. Ali (2001) conducted a study on “Impact of satellite television channels on the people livin g in Lahore”. The emphasis of the said research was to see whether the lives of pe ople living in Lahore were under the influence of satellite television channels. The researcher made the following conclusions: · · · · · The socio-cultural and religious thinking of the people was under the influence of foreign cultural values Satel lite channels were influencing the language, fashion, food, architect and social behaviour of the viewers There was an impact of the satellite channels on the s tyle of living of the people living in Lahore Pakistani mass media was under the influence of satellite programming Satellite channels were intermingling the ea stern and western cultures resulting in the formation of an “International Culture” Likewise conducted research on the opinion of social science students of the Uni versity of the Punjab about television programmes in Pakistan. The universe of t he study comprised 800 social science students of the University of the Punjab. Questionnaire was used for data collection. The sample was one-fourth of the who le. The purpose of the study was to discover the opinion of the social science s tudents of the university about the television programmes, including the impact of these programmes on the people’s standard of living and their attitude and beha viour towards this media. The researcher after a careful study of all the data a nd its interpretation concluded that systematic television should bring a change in our traditional values and social norms and in introducing and reinforcing c ertain new trends. The satellite channels are at the fingertips of everyone; cha nnel surfing has now become a favourite hobby. The trend of commercialisation ha s not only injected into the 45 audience, but on cultural grounds. They have become defenceless too. Advertis ements presented through satellite television channels are not only the tools of marketing but they have become sources of entertainment for the viewers. Most o f the people turn towards foreign channels, where the cultures of foreign countr ies are shown in a very alluring and glamorous manner. Therefore, if we look aro und, we will see more faces wearing makeup, more girls wearing fashionable cloth es, more stylish hair cuts, and more boys with long hair fond of motorcycling, m ore teenagers fond of burgers, coke and hotel. Thus, we can say that the effect of satellite television channels on its audience is not simply to the extent tha t it has left very little time for family get together but it is introducing new trends, behaviours, attitudes and standards for modern life as well. So we can conclude that because of its interest-oriented programmes, satellite television channels have greatly and deeply affected the society. In 1987 Yasmin of the Soc iology Department of the University of the Punjab conducted her thesis research on “The Impact of television on style of living”. Samples were taken of housewives f rom Allama Iqbal Town, Model Town, New Muslin Town and Garden Town. But the find ing was that these two attributes i.e. exposure to television and change in styl e of living are negatively correlated, as the value was Z=0.03. A study conducte d by Saleem (1995) “Cultural Imperialism: A case study of the impact of dish anten na on Pakistani society” concluded that dish antenna’s programmes are successfully i nfluencing the socio-cultural and religious beliefs and values of Pakistani view ers. An alarming issue came to light that projection of other cultures and value s has compelled 36 per cent respondents from all to think that Islam is a conser vative religion and they appreciated socio-economic and religious values of west ern societies. On the contrary Butt, S. (2005) pointed out in his research the p erspective of analyzing the projection of Hindu religion in Star Plus soap opera s, conclusively shows not only total percentage of this projection but also depi cts it separately on abovementioned units of analysis that how much projection i s given according to point scale of need, support, extra projection and extra in formative projection. The researcher found that the sample soap operas directly and indirectly are giving maximum coverage to Hindu religion through the project ion of names of gods and goddesses, religious verses, religious words and histor y, different scenes in religious background, sounds and prayers. Some of the rel igious scenes are the requirement of the story but most of the time 46 their projection is unnecessary. He included most famous for their programmes and if they are projecting Hindu religion with such percentage then projection of Hindu religion will affect their viewers. Because the viewership of these soa p operas is not the countrywide but it is worldwide. The researcher employed con tent analysis research methodology in this study to check the projection of Hind u religion in Star Plus soap opera. For this purpose quantitative analysis has b een opted to analyze the contents of soap opera of Star Plus channel. The resear cher also gave a future agenda for other researchers in which he included that f irst of all this study should be strengthened as an effect or impact study to ch eck the effects of this projection on Pakistani Muslims especially on children a nd youth. Further, one more research study can be conducted on the behaviours of users and non-users of cable television after this effect study. Shahbaz Z, (20 04) emphasizes on the influence or impact of daily night transmission of Star Pl us family dramas on social and cultural values and norms of Pakistani youth of m iddle class. The survey research concludes that the socio-cultural thinking of P akistani youth is under the foreign cultural values through these Star Plus dram as. They are also affecting the language, fashion food and architect, social beh aviour and daily life style of Pakistani society. These dramas have increased th e generation gap. And through these dramas, Pakistani youths have become more mo ney oriented. They have created impact on the ‘lifestyle’ of middle class Pakistani youth and influenced the thoughts of modernist and traditionalist thinkers. Star Plus is actually intermingling the eastern and western culture resulting in the formation of an ‘International Culture’ and promoting more liberalism and modernism in Pakistani society and youth. They have impact on social interactions and on norms and values of youngsters and have increased the desires, demands and ideal ism in Pakistani youth. These Star Plus dramas have frequent and intensive negat ive impact on Pakistani youth’s social and cultural norms and values. Similarly Ta riq (2004) conducted a study on “Invasion of Indian culture through movies”. This st udy evaluated the influence of Indian movies on marriage traditions/celebrations in high class of Lahore, Pakistan. The sample size of this study was 100 respon dents from Defence, Lahore .Findings of the study revealed that majority of the respondents (87.9 percent) watched Indian and English movies on cable television . 92.2 percent respondents were agreed that Indian movies show attractive marria ge traditions, hairstyles, colours, makeup, dresses, jewellery and lifestyles. F our–fifth of the 47 respondents agreed that marriage functions in high class were following the p atterns shown in Indian movies. Three–fourth of the respondents admitted that dres s of bride and bridegroom and their parents were influenced by Indian movies. Si milarly, jewellery makeup and hairstyle of bride and stage decoration also had b een changed by Indian movies. Indian dances and songs were played during the mar riage ceremony. Marriage expenditures and traditions in Pakistan were influenced by Indian movies. According to the thesis report of Khalid (2001) “66 percent res pondents now got chance in their thoughts about world affairs, 84 percent began to eat foreign dishes of food in daily life, and 46 percent chose dresses of for eign style and 50 percent of respondents felt change in their routine”. The study also revealed that 64 percent of the respondents were using Hindi words whereas 34 percent were using phrases on different occasions. In some way, 11 percent re spondents were fascinated by foreign cultural and social norms and values as com pare to local channels. This study had made it crystal clear that “cable televisio n channel Star Plus had influenced social and cultural norms and values of Pakis tani youth.” Fantasy which was showed in these channels was the main reason to att ract the students and Pakistani new generation. Following are the researchers th at had been produced at Bahauddin Zakariya University, Multan, with reference to television. Malik (2003) carried out work on “the impact of cable television tran smission on the residents of Multan”. She concludes it is obvious that the viewers who spend time watching cable television transmission, their routine and activi ties are affected. Interindividual communication has decreased. Results of the s urvey indicated that powerful culture traditions of alien culture, particularly Indian culture, are getting popularity due to cable television transmission. Mor eover, this transmission is promoting the modern way of life. Qurat-ul-Ain (1998 ) conducted a study on “Cultural Invasion: An analysis of Ptv’s entertainment progra mmes and its effects on youth” that concluded that almost every Ptv programme cont ains traits/elements of foreign culture. It has been observed that audience with different media exposure have different effects of these foreign cultural conte nts. It has been seen that higher education level helps create more effects whil e those with low level receive more effects. Impact of STN dramas on the residen ts of Multan by Rubia Ehsan (1998) concluded that STN’s dramas were not only influ encing the citizens of Multan but they 48 were also becoming the cause of inferiority complex and class conflict among people. Because of it people were developing materialistic tendency. People were developing the habit of show-off. The dramas of STN were putting negative impac t on the social and moral consideration of people. The effect of Ptv dramas on t he wedding ceremonies and Islamic thoughts by Ahtesham (1998) proved that in dra mas of Ptv the marriage ceremonies which were shown were not in accordance with our Islamic traditions. Islam teaches simplicity. In the dramas of Ptv there was unlimited glamour and those dramas were playing an important role in putting th e people in psychological conflicts. The effect of dish antenna on Ptv dramas by Noreen Shafiq (1995) concluded that the number of private satellite channels wa s increasing. Ptv was not producing new and interesting programmes for the publi c. The standard of programmes was falling. With the arrival of dish antenna peop le liked to watch Zee TV and enjoyed BBC. Now there were ten channels in Urdu la nguage at the same time so one could judge the position of Ptv. Shaikh (2007) co nducted research on satellite television and social change in Pakistan: A case s tudy of rural Sindh. This study determined the degree of satellite television, p eople’s access to other medium of mass communication, their favourite channels, pr ogrammes, and their viewing time. It also explored is it bringing changes in cui sine, culinary practices, attire, house decor and architecture, social customs, celebration of festivals, music traditions, approach to education, family system , clan and tribal system and comprehension of language(s) other than the mother tongue. The research concludes that changes are occurring in all the parameters except education approach. 2.3 Studies on Women During the past 35 years, scholars have shown an increasing interest to study me dia and women but the main focus remained studying and identifying the media ima ges of women. International agencies like UNESCO have sponsored researchers on t he portrayal of women in the media of developed and developing nations e.g. Ceul emans, M. and Frauconnier, G. (1979), Gallagher (1981). Scholars studying the In dian society so far have produced more studies on the representation of women in media than scholars studying Pakistan or any other South Asian country. Joshi ( 1986) has surveyed the participation of women in decision making at Indian telev ision (Door Darshan). Krishnaswamy’s (1986) survey of women viewers in 49 Madras city indicates the superficiality of women’s programmes. Agarwal (1993) observed besides representing a pan-Indian character of Indian women (cited in S aleem, M. 2004, p. 52). Women related studies that are conducted in Pakistan als o deal with the images of women in media e.g. Pervez (1980), Suleman (1990), Kum ar. Noman and Pervez (1998). Saleem (2004) conducted a study on “Portrayal of wome n in Ptv drama: A case study of drug addiction.” Munir (2003) conducted a study on “Portrayal of women in Disney’s animated movies: The case of the white and coloured women”. In the light of the above listed studies it is concluded that various res earchers have approached the viewers in different ways, reflecting different con ceptualizations about television and cable television. The extensive research do ne by researchers around the globe has opened up a number of important areas of inquiry for future studies. The researcher had selected the variables for person al study after reviewing this massive literature. This study tried to address th e specific issues like change in women’s life through cable television particularl y impact on domestic and other activities, family and social interaction pattern s, appearance and style, cultural practices (food, language, dress, traditions a nd religion), domestic and personal expenditure and the role of Pakistani women in society. The new media environment accompanied by cable television provides a context for examining these issues. Pakistani women observe different values an d life patterns from the other nations and a study to gauge the effects of the c hanged environment seemed imperative. After having gone through the available li terature, the researcher has observed that extensive research is being done in t he world on viewing patterns and effects of cable television. In Pakistan, this was a relatively new topic and only very few academic institutions have conducte d studies on issues of cable television. The studies which targeted “women and med ia”, focused on portrayal and images of women and none of them have explored “impact of media on women.” Therefore, with reference to Pakistan this was the first comp rehensive study targeting “effects of cable television on women.” 50 CHAPTER 3 THEORETICAL FRAMEWORK This study has analysed “Effects of Cable Television in Pakistan”. The core purpose of this study was to dig out the influence of foreign channels, particularly Ind ian and western, on the life patterns of female viewers. As a communication tech nology, cable television has a great acceptance and is being used extensively in Pakistan. Cable television viewership is no more restricted to the upper and up per-middle class of Pakistan as it used to be a few years back. Being inexpensiv e and easy to access, cable television spread rapidly in Pakistan. It has become one of the common household commodities. Therefore, this study attempted to und erstand whether demography influenced the viewership patterns of respondents or not. Kaye (2000) states “A good theory helps predict what will happen in future by giving practical insight into how the phenomenon being studied works”. New commun ication theories that explain uses of new technologies are surely needed. As the new century progresses, the continual challenge for communication theorists wil l be to catch up and keep up (Thompson & Bryant, 2002). There was a need of such theories that could explain the uses and consequences of this new media technol ogy in Pakistan. Cable television provides a variety of local and foreign channe ls and helps people in selecting programmes according to their taste and choice. Therefore, the first part of this study explored respondents preferred channels and kinds of programmes, reasons for watching cable television, preferred time of watching and control over the remote. It justified the application of ‘Uses and Gratification Theory’. This theory identifies cable television consumption patter ns according to needs and satisfaction of targeted class. The gratification fact or leads to the exposure of channels/programmes which in turn can generate effec ts. Main part of the present research comes under the effect tradition. It deman ds discussion on theories based on observational learning and information proces sing emphasize lasting effects of exposure to media contents. Thus, the study al so applies ‘Cultivation Theory’ in terms of effect (which can be small, gradual, ind irect but cumulative and significant) through exposure (depending upon heavy and light viewership of cable television) and ‘Social Learning Theory’ which says that viewers attend and learn from models which are attractive, powerful, rewarding a nd similar to themselves. They do not usually act immediately on what they learn from television. 51 Instead, they store such knowledge to be used when their own circumstances el icit it. Hence, the framework of this research is based on the set of three theo ries i.e. Uses and Gratification Theory, Cultivation Theory and Social Learning Theory. These theories are discussed below in relation with the present study in brief. 3.1 Uses and Gratification Utility Theory, often known as the “Uses and Gratifications Approach”, offers anothe r way of explaining why people expose themselves to some communications and not others (the preferred channels/programmes); why they perceive a fraction of thes e to which they are exposed and why they remember –correctly or incorrectly-- only some of these (effects on lingo). Blumler and Katz’s Uses and Gratification Theor y suggest that media users play an active role in choosing and using media. User s take an active part in the communication process and are goal-oriented in thei r media usage. Theorists say that media users seek out source that best fulfills their needs. Uses and Gratifications Theory assumes that users have alternate c hoices to satisfy their needs (Griffin, 2000). Focus of this theory is that view ers attend, perceive and remember information that is pleasurable or that will i n some way help satisfy their needs. Therefore, this research probed into which cable television channels and programmes are preferred by the targeted audience and which of their needs are satisfied by viewing them. The idea of this study w as to look for reasons for the evident appeal of media and various types of cont ents by asking the audience what they think, feel and appreciate on the basis of their personal media usage. The approach was described by Klapper (1960) as a “fu nctional orientation” which could account for the appeal of “escapist” media content. He named simple functions of media as providing relaxation, stimulating the imag ination, providing vicarious interactions and providing a common ground for soci al intercourse. Variation in motives for attending to media was also studied as variables in effect research (Bulmer and McQuail, 1968). Uses and Gratifications Theory takes a more humanistic approach to looking at the media usage. Blumler and Katz believe that there is not merely one way that the populace uses media. Instead, they believe there are as many reasons for using media as there are med ia users. According to the theory, media consumers have a free will to decide ho w they will use the media and how it will affect them. Blumler and Katz believe that media consumers can choose the influence media has on them as well as the i dea that users choose media alternatives merely as a mean. Uses and Gratificatio ns Theory is the 52 optimist’s view of media. The theory takes out the possibility that media can h ave an unconscious influence on our lives and how we view the world. The idea th at we simply use media to satisfy a given need does not seem to fully recognize the power of media in today’s society. (West, R., and Turner, L. H, 2000: 332). 3.1.1 Uses and Effects Model Communication scholars have developed several different models that attempt to e xplain individual level media uses and effects, which is the principal focus of uses and gratification research. These include the Transaction Model (McLeod and Becker, 1974), the Gratification Seeking and Audience Activity Model (Rubin, A. and Perse, 1987), the Expectancy Value Model (Palmgreen and Rayburn, 1982) and t he Uses and Dependency Model (Rubin, and Windahl, 1986). 3.1.2 Uses and Dependency Model Research has shown that dependency on a medium is the result of two major factor s: viewer motives for obtaining gratifications and the availability of viewing a lternatives. Each of these factors may be affected by any number of social or ps ychological characteristics. For example a person with poor health and limited m obility would be more likely to be dependent upon a medium such as television fo r entertainment and diversion than a healthy person who enjoys many different ac tivities. Further, a person with limited mobility would be more likely to become dependent upon a medium such as television if he/she did not have access to oth er media options such as personal computer, VCR, computer games, etc at his/her home. The Uses and Dependency Model (Rubin, A. and Windahl, 1986) proposes that certain elements in media system (e.g. system itself, structure of society and i ndividual differences that result in highly personal motives) cause people to us e and depend upon media. Dependency upon media may lead to effect in itself. For example, attitude change might occur and thus affect other elements in the mode l. The greater the dependency upon a medium the greater the likelihood that medi um will have effects upon the viewer. M. M. Miller and S. D. Reese (1982) studie d political effects and found that these (effects) were more likely to occur amo ng those who relied more upon the medium rather than those who did not rely upon it. Finn, S. (1992) described the motives for media use as falling under one of the two headings: proactive or passive. Examples of proactive media use and wat ching a particular television programme in order to learn more about a specific subject of interest, 53 watching a certain movie for the purpose of being entertained or using intern et for information for a project at school or work. In other words, media user a ctively seeks something from media based upon his/her wishes, needs and motives. As the name suggests, passive motives describe the usage of media in a lackadai sical (passive) sense. For example, sometimes we turn on the television simply b ecause it is there just to “see what’s on”. We are not actively seeking information, e ntertainment or anything in particular. This does not mean that we will not be e ntertained or learn something we very well might. It only suggests that we did n ot begin the viewing experience with a particular proactive motive in mind. Most recent activity in the area of Uses and Gratification Theory had examined the m otives behind the media usage. In other words, researchers have sought to find o ut why people watch television programmes or why they are influenced by some com mercials but not by others. Instead, focusing on what media do to peoples, these studies question: what do people do with media (Klapper, 1963; Rubin, 1994). K. E. Rosengren, and Windahl, S. (1972) were among the first to suggest that media uses and effects should be linked. Research should ask what effects particular gratification may have or what effects particular uses of media may have. They f ound that people depend upon the media to fulfil certain needs such as vicarious experience and escapism or involvement or interaction. Other researchers have a lso suggested that a synthesis of the two research realms would be logical and b eneficial. These research domains are similar in that each examines the conseque nces of mass communication from an individual or societal level, changes in atti tudes, perception or behaviour. Since the mid-1970, research has provided greate r understanding of the uses and effects of mass media. In answer to criticisms r egarding lack of uniformity, uses and effects researchers have adopted similar m easures for viewers’ motives. Based upon the work by B. S. Greenberg (1974) and Ru bin (1979), most uses and gratification research now recognizes the following mo tives for media use among audience members: learning, habit, companionship, arou sal, relaxation, escapism or a way to pastime (Rubin, 1994). Studies by Greenber g and Rubin produced similar results. Both found, for example, the motives for v iewing changed with person’s age. Most habitual viewers liked watching comedies ra ther than news bulletins. Most viewers seeking excitement tended to watch action /adventure programmes. 54 3.2 Cultivation Theory This study has used Cultivation Theory by George Gerbner as a guide in exploring the consequences/effects. Under guidance of this theory, this study may be able to emerge as a new theory. Essentially, the theory states that heavy exposure t o mass media namely television creates and cultivates attitudes more consistent with a media conjured version of reality than with what actual reality is. The C ultivation Theory asserts that heavy viewers attitudes are cultivated primarily by what they watch on television. Gerbner views this television world as "not a window on or reflection of the world, but a world in itself" (McQuail, 1993: 10 0). Cultivation Theory, in its most basic form, suggests that television is resp onsible for shaping or ‘cultivating’ viewers’ conceptions of social reality. The combi ned effect of massive television exposure by viewers over time subtly shapes the perception of social reality for individuals and, ultimately, for our culture a s a whole. Thus, cultivation research is in the effects tradition. Cultivation t heorists argue that television has long-term effects which are small, gradual, i ndirect but cumulative and significant. They emphasize the effects of television viewing on attitude rather than the behaviour of viewers. Heavy watching of tel evision is seen as ‘cultivating’ attitudes which are more consistent with the world of television programmes than with the everyday world. Cultivation theorists are best known for their study of television and viewers and, in particular, for a focus on the topic of violence. However, some studies have also considered other mass media from this perspective and have dealt with topics such as gender role s, age groups, ethnic groups and political attitudes. George Gerbner stands as t he pioneer of the Cultivation Theory. He begins developing cultivation as a stru ctural piece for the long term examination of public messages in media influence and understanding. Gerbner clarifies that his objectives are not with “informatio n, education, persuasion, and the like, or with any kind of direct communication effect”. More accurately, his concern remains with “the collective context within w hich, and in response to which, different individuals and group selections and i nterpretations of messages take place”. Nonetheless, Gerbner’s work presents a Socia l Psychology Theory on communication effect on persuasion as related mass media. He argues that the mass media cultivate attitudes and values which are already present in culture. Media maintains and propagates these values amongst members of a culture, thus binding it together. The Cultivation Theory got its start wit h the cultivation hypothesis, 55 created by George Gerbner, which attempts to understand how "heavy exposure t o cultural imagery will shape a viewer s concept of reality" (Pierce, 2007). Ger bner argues that television has become the central cultural arm of the American society. “Television set has become a key member of the family, the one who tells most of the stories most of the time.” Gerbner and his associates (Gerbner, Gross, Morgan and Signorielli, 1994) have written that there are two types of televisi on viewers: heavy and light viewers. For heavy viewers, television virtually mon opolises and subsumes other sources of information, ideas and consciousness. Ger bner says that the effect of all this exposure to the same messages produces wha t he calls cultivation or the teaching of a common worldview, common roles and c ommon values. Gerbner presents research supporting “Cultivation Theory” that is base d on comparison between heavy and light television viewers. Gerbner analysed ans wers to question posted in surveys and found that heavy and light television vie wers typically give different answers. Further, heavy television viewers often g ive answers that are closer to the way the world is portrayed on television. 3.2 .1 Conceptual Model of Cultivation Theory Television Viewing (Learning) Incident al Information (Construction) Social Reality Capacity, focusing strategies, attention, involveme nt Figure 3.1: Model of Cult ivation Theory Source: Hawkins and Pingree (1983) Inference Skills, social structures, other experiences Cultivation theorists argue that heavy viewing leads viewers (even among high ed ucational/high income groups) to have more homogeneous or convergent opinions th en light viewers (who tend to have more heterogeneous or divergent opinion). The cultivation effect of television viewing is one of the ‘levelling’ or ‘homogenizing’ op inion. Gross considered that television is a cultural arm of the established in dustrial 56 order and as such serves primarily to maintain, stabilize and reinforce rathe r than to alter, threaten or weaken conventional beliefs and behaviours (Boyd, Barrett, Braham, and Peter B 1987: 100). Cultivation research looks at the mass media as a socializing agent and investigates whether television viewers come to believe the television version of reality the more they watch it. Gerbner and h is colleagues contend that television drama has a small but significant influenc e on the attitudes, beliefs and judgments of viewers concerning the social world . The focus is on ‘heavy viewers’. People who watch a lot of television are likely t o be more influenced by the ways in which the world is framed by television prog rammes than the individuals who watch less television programmes, especially reg arding topics of which the viewer has little first-hand experience. Light viewer s may have more sources of information than the heavy viewers. Judith van Evra a rgues that by virtue of inexperience, young viewers may depend on television for information more than other viewers do (Evra, V, 1990, p. 167). Although Hawkin s and Pingree argue that some children may not experience a cultivation effect a t all where they do not understand motives or consequences (cited by Evra, ibid. ). It may be due to the fact that lone viewers are more open to a cultivation ef fect than those who view with others (Evra, 1990: 171). Cultivation theorists ar e best known for their study of television and viewers and in particular for a f ocus on the topic of violence. However, some studies have also considered other mass media from this perspective and have dealt with topics such as gender roles , age groups, ethnic groups and political attitudes. A study of American college students found that heavy soap opera viewers were more likely than light viewer s to over-estimate the number of real-life married people who had affairs or who

had been divorced and the number of women who had abortions (Wimmer and Dominic

k, 1993: 512). Gerbner reported evidence for resonance a double dose effect which may boost cultivation. This is held to occur when viewer’s everyday life exp eriences are congruent with those depicted in the television world. For instance , since on television women are most likely to be victims of crime, women heavy viewers are influenced by the usual heavy viewer mainstreaming effect but are al so led to feel especially fearful for themselves as women. The cultivation effec t is also argued to be strongest when viewer s neighbourhood is similar to that shown on television. Crime on television is largely

57 urban. So urban heavy viewers are subject to a double dose and cultivation th

eorists argue that violent content resonates more for them. The strongest effe cts of heavy viewing on attitudes to violence are likely to be amongst those in the high crime areas of cities (Gerbner, 1993). 3.3 Social Learning theory The principal understanding of Social Learning Theory is tied to the social cont ext of learning. Bandura has emphasized the fact that people who observe respons es of individuals tend to exhibit the same when placed in similar settings. Acco rding to Bandura, behaviours and responses that are repeated, perceived as real, distinct, functional and salient are more likely to be attended to, thus more l ikely to be learned. When observing an event, which receives some kind of reward like social approval, pleasant experience and when the observer feels confident to perform, its symbolic imitation is facilitated. The social cognitive princip le has been widely employed to explain the television effects on a variety of so cial issues such as aggression, ethnic stereotypes, alcohol attitudes and behavi our. It also stresses the importance of viewer’s cognitive activities when consumi ng television messages (Bandura, 1977). Any person’s socialization process is infl uenced by innumerable factors such as family, school, environmental factors etc. Direct experience and participation are important parameters which shape the yo uth’s impressions of the perceived structure of their environment. However, these forms of experience are usually limited to the immediate environment. Mass media , particularly television, plays a crucial role in bringing the outside world in to homes. As an important institution, mass media enters the socialization proce ss of an individual. The Social Learning Theory explains how environment influen ces the behavior of an individual. DeFleur and Sandra (1989) stated “despite gener al in nature, Social Learning Theory is particularly relevant to study the impac t of mass communication because the description and portrayal of social life is a frequent subject in media contents”. The most common (and pervasive) examples of social learning situations are television commercials. Commercials suggest that drinking a certain beverage or using a particular shampoo will make us popular and win the admiration of attractive people. Depending upon the component proces ses involved (such as attention or motivation), users may model the behavior sho wn in the commercial and buy the product being advertised. 58 Actions of characters in the audio-visual media can serve as a model for othe rs to imitate. Modelling Theory is also useful for describing the application of general Social Learning Theory which explains how new behaviours are acquired b y people from media portrayals. An individual observes a character, identifies h im/her as a model and remembers actions of model and performs them when confront ed with similar circumstances (DeFleur and Sandra, 1989). Literature has shown t hat viewers acquire attitudes, emotional responses and new styles of conduct fro m media especially from films and television (Bandura, 1973 and Liebert, 1973). The theory clearly establishes that the media can serve as agents in the sociali zation process. In the light of all these theories stated above, it is important to mention that the researcher has formulated an amalgam of the three theories in order to assess what is the main reason of their watching, their preferred ch annels and programmes (Uses and Gratifications Theory). While on the other hand, it has also measured what kind of effects are taking place in the lives of the sample under study? If there are effects that are changing attitudes of women un der the study. Are these effects long-lasting or short term (Cultivation Analysi s and Social Learning Theory). Hence, the researcher intended to explore all thi s for which the base of above mentioned theories was most suitable and required. Based on the Social Learning, Cultivation and Uses and Gratifications theories, the present study hypothesized that characters and their behaviour in programme s of cable television channels serve as a model for heavy viewers. They may acqu ire certain characteristics which in turn influence their attitudes. It was also assumed that the women (aged 18-40 years) are vulnerable to influences and tend to be inclined towards change. Women would serve as a barometer to assess the i nfluence of cable television. Hence, women of reproductive age (18-40 years) wer e selected for the study to determine the degree to which their attitudes were i nfluenced by cable television. Now, with the availability of the foreign channel s, an important question arises; does a woman’s behaviour reflect what she has wat ched on the television screen? The impact of foreign television programmes on wo men involves a number of indispensable factors such as interest in the programme s, viewing pattern, reasons for watching, attitude towards programmes and models of social reality that these programmes promote. The study aimed at finding out whether and to what extent cable television channels affect women in Pakistan. The researcher aimed at finding answers to questions such as what 59 women think about these programmes in terms of their preferences and relevanc e. Is there any restriction on women for watching cable television channels? Whe ther they experience an impact of these programmes on their attitudes or not? 60 CHAPTER 4 RESEARCH METHODOLOGY Part I - Hypothesis and Operationalisation of the Concepts The government of Pakistan relaxed the electronic media policy in 2000 and allow ed cable operators to work legally. Consequently, cable industry has grown rapid ly and started transmitting local and foreign satellite television channels thro ugh their networks. The number of subscribers increased swiftly and exposed to t he western and Indian societies. This has not only broken the of the st ate-owned electronic media in the country and provided a variety in channels and programmes but also elevated the concern over its effects on viewers. Hence, th is study was carried out to probe the effects of cable television in Pakistan. F undamental aim of this study was to ascertain the effects of cable television on women in Lahore, Pakistan, and suggest some recommendations for policy-makers a nd broadcasters. The study intends to record the demographic characteristics of cable television subscribers (women aged 18-40 years only), their consumption pa tterns and measures their level of viewing. It also probes whether or not there is any gender discrimination in cable television viewing and explores that how t he viewing of cable television is affecting the lives of women residing in Lahor e. 4.1 Major Hypothesis The major hypothesis designed for the study was “Greater the exposure to cable tel evision greater the effect on the lives of women in Lahore, Pakistan”. The core pu rpose of this study was to dig out the influence of foreign channels or local ch annels with foreign contents on the social life, values and behaviour patterns o f female viewers. Therefore, the researcher was interested in examining whether or not and how far is the cable television affecting women in Pakistan at grass- root level in terms of the following factors: · · · · · · Domestic and other activities Fami ly and social interaction patterns Appearance and style Cultural practices i.e. food, language, dress, traditions and religion Domestic and personal expenditure Role of Pakistani women in society 61 The researcher has selected the above-mentioned factors based on the conclusi on drawn after reviewing the relevant literature. Most of the viewers were of th e view that television viewing generates socio-economic and cultural changes. Th erefore, the researcher has formed the following sub-hypothesis: 4.1.1 Sub-Hypotheses · · · · · · Heavy viewers of cable television experience greater degree of effect on their d omestic and other activities than the moderate and light viewers Heavy viewers o f cable television experience a greater degree of change in their family and soc ial interaction patterns than the moderate and light viewers Heavy viewers of ca ble television tend to show a greater degree of acceptance of television charact ers’ appearance and style than the moderate and light viewers Heavy viewers of cab le television experience greater degree of effect on their cultural practices th an the moderate and light viewers Heavy viewers of cable television have experie nce a greater degree of effect on their domestic and personal expenditures than the moderate and light viewers Heavy viewers of cable television tend to show a greater degree of acceptance of role of women as portrayed on Indian and western channels than the moderate and light viewers 4.2 Variables of the Study The study has independent and dependent variables: 4.2.1 Independent Variable “Exposure to cable television” was an independent variable of the study. It means th e time spend viewing cable television by the respondent. Therefore greater the t ime spend against cable television greater will be the exposure. 4.2.2 Dependant Variables “Effect on lives of women” as the dependent variable is explained below: · · · · · · Domesti d other activities Family and social interaction patterns Appearance and style C ultural practices i.e. food, language, dress, traditions and religion Domestic a nd personal expenditure Role of Pakistani women 62 4.3 Conceptualization The major terms used in the study are defined below: 4.3.1 Cable Television i. Formal Encyclopaedia Britannica (1986) describes cable television as: “Generall y, a system that distributes television signals by means of coaxial or fiber opt ic cables. The term also includes systems that distribute signals solely via sat ellite.” ii. Operational In this research, it (cable television) is referred only to those cable television networks which were working in Lahore, Pakistan, and t ransmitting local, western and Indian channels through coaxial or fiber optic ca bles. 4.3.2 Exposure i. Formal “Lying open to reader an accessible, liable to action or influence.” (Oxfo rd Dictionary (1958). “An action of exposing, lying open, setting for the programm e and liable to action and influence (Webster, 1967, p. 802). ii. Operational By exposure to cable television, the researcher intends to define the time that wo men allocate towards viewing cable television channels. Moreover, this also pert ains to the type of channels and programmes that the female viewers prefer to wa tch, so that it can determine the kind of “exposure” consequential to the “change in t heir life patterns”. 4.3.3 Level of Viewing The number of hours devoted to viewing cable television programmes per day deter mines the level of viewing for this study. The researcher divided the viewers in to three categories i.e. heavy, moderate and light viewers, instead of two becau se the main aim of the study was to compare two extremes i.e. heavy and light vi ewers. i. Heavy Viewer The respondents who watch cable television channels for 4 and more than 4 hours per day are considered as heavy viewer. 63 ii. Moderate viewer The respondents who watch cable television channels for m ore than two but less than four hours per day are considered as moderate viewer. iii. Light Viewer The respondents who watch cable television channels up to two hours per day are considered as light viewer. Table 4.2: Viewers Category by Hours of viewing Viewers category Heavy viewer Mo derate viewer Light viewer Hours of viewing per day 4 and more than 4 hours More than 2 but less than 4 hours Up to 2 hours 4.3.4 Women i. Formal A woman is an adult female in contrast to a man, adult male, a girl an d a female child. The term woman is used to indicate distinction based on sex an d cultural bgender role or both. ii. Operational In this dissertation, the resea rcher has defined woman as a female of the reproductive age of 18-40 years old. The researcher has deliberately avoided those females who have reached this age bracket but are studying in any institution. The reason of keeping them out of t he sample was that they might get affected from their peer group instead of dire ctly viewing of cable television. Hence, the researcher considered only those 18 -40 years old women who were working or house managers but not studying in any i nstitution. 4.3.5 Change in Life i. Formal Change means people engaged in such activities that are different from those which they or their parents were engaged in. (Saif, and Syed, 1999). Life is the quality that humans, animals and plants have when they are not dead. It distinguishes them from objects, materials and substances and is responsible for their growth and development (Websters’ Dictionary, 1967). 64 ii. Operational The researcher has taken into account some of the aspects of target women’s life which were being affected by cable television channels. 4.3.6 Domestic and Other Activities i. Formal Domestic role is especially significant in a Pakistani woman’s life. The wife/house manager is the one who generally does most of the household work suc h as cooking, cleaning, washing, taking care of children and helping them in the ir studies, buying groceries or household goods and so on and so forth. Other ac tivities of women include reading newspapers, magazines, books, listening to mus ic, praying, reading of religious books, going out for shopping and outing etc. The researcher was interested in seeing the effects of paying time to watch cabl e television on women’s activities’ Eashwer (1994) did a study in India which reveal ed that 16 out of 30 women spent over 4 hours a day watching cable television an d 10 of them spent 2 to 3 hours a day. Major activities affected are: · · · Exposure t o other media and reading habits Interaction with children, husband, other famil y members, friends and neighbours Cooking and other household work ii. Operational This factor was operationalized. One dependent variable which de als with changes in women’s daily routine life and its effect on their domestic an d other activities i.e. household chores, newspapers, magazines and book reading , going out for shopping, outing and cinema, listening to music, prayer and reli gious book reading, etc. 4.3.7 Family and Social Interaction Patterns i. Formal Traditionally, families in Pakistan have close relationship and intera ct with each other affectionately. Majority is used to live in joint family syst em and spend leisure time with parents, friends and relatives. They are used to share their feelings, emotions and family matters with each other. Similarly, so cial interaction is a part of Pakistan’s culture. People meet frequently with thei r friends and peers. They arrange gatherings, visit their neighbours and welcome 65 them at their homes. It seems that due to cable television channels, people p refer watching dramas and movies rather than interacting with family members or going out and meeting friends and neighbours. Media contents might be a topic of discussion among them. But their concentration might be more towards the televi sion programmes instead of family and social issues. This may affect the family and social interaction. Therefore, this research was aimed at identifying the ch anges occurring in the family and social interaction patterns of women. ii. Oper ational The study operationalized this factor into ten items which broadly deal with: · · Social interaction: Change in interaction patterns with relatives, neighbo urs and friends in terms of time and visit Family interaction: Change in family interaction patterns i.e. with husband and children in terms of time at home, ou ting and interruption during watching cable television 4.3.8 Appearance and Style i. Formal Lifestyle is defined as the integration of decisions in the realm of c areer, personal and family relationship and leisure that results in guiding prin ciples which directs one’s life (cited in Vijayalakshmi, 2005, p. 61). Lifestyle a lso includes clothing, food, accent and leisure pursuits. A person’s qualification , educational experience, occupation and levels of responsibility within his/her culture also determine his/her lifestyle. It is general observation that people follow celebrities shown in television programmes. They are seen as role models . Fashion and style introduced by them is considered as latest and advanced. It is general observation that media content remains the topic of discussion among people these days. Therefore, concentration might be more towards fashion, chara cters and predictions about what is going to happen next. Shopping of items rela ted to personal appearance might be changing due to the exposure to foreign chan nels through cable television. The researcher has personally viewed that such it ems like jewellery and outfits with the names of television drama characters are available in the shopping areas in Lahore. 66 ii. Operational This research tried to discover the target audience associati ng their personal appearance and lifestyle with television characters. The study described appearance and lifestyle as of dressing up hairstyle, make up, jewell ery and accent adopted by women. Thus this dimension was operationalized into si x dependant variables i.e. acceptance of resemblance with television characters, imitating television character’s hairstyles, accent, make-up, jewellery, etc. 4.3.9 Culture Practices i. Formal Culture can be defined in several ways. It is the way of life in a par ticular society. Every culture has its own values system. In socialization, cult ure guides people what to do and what not to do. But there is no standardized de finition of culture. Various scholars have defined it in different ways. William s (1977) says culture is the sum of available description through which society makes sense and reflects their common experience. Williams states “culture is a wa y of life”. Culture is conceptualized in a variety of ways and is also widely used in inter-cultural communication. Although culture is defined in terms of a nati on/state, most people conceptualized culture in terms of race, social class and gender identity etc. Culture patterns are normative to the extent that they repr esent the fundamental values and practices accepted by the whole society. (Vijay alaskshmi, 2005, p. 46). John F. Cuber (1968) states “there is one fundamental and inescapable attribute of culture: the fact of unending change. Phrases like “stag nant cultures” and “unchanging cultures” are misleading. All that squares with facts i s that some societies sometimes change slowly, and hence in comparison to other societies seem not to be changing at all. But they are changing even though not radically or obviously so”. Jamias (1993) has reviewed the knowledge on new commun ication technologies pertaining to cultural identity. He summarizes that fear bu rns rife over the negative impact potential of the new communication technologie s on cultural identity in rural Asia. Yet technology is not neutral. Technology is good or bad depending on the use. Shariffadeen (1995) research study looks at some of the major economic, cultural and social issues faced by developing coun tries arising from the new technology. It is suggested that developing nations p romote 67 a learning culture among their people in order to gain a foothold in the emer ging information-based economy. According to the above-mentioned statements, it is obvious that culture in Pakistan is changing with the passage of time. Theref ore, it was intriguing for the researcher to find out changes occurring in the c ultural practices in Pakistan and its relationship (if any) with the viewing of cable television. Thus, the researcher has taken language, food, religion and so me traditions as indicators of culture practices. Language Language is a strong part of the culture and cable television channels have affected it. Urdu and Eng lish are the official . Formally and informally, people spe ak regional and Urdu languages. People watch more Hindi channels on cable televi sion as the Hindi language is close to Urdu and they have a better understanding of it. English channels are also creating impact on language. In Pakistani cult ure, people feel proud when they speak English and those who cannot speak Englis h frequently try to incorporate English words in their regional and Urdu languag e to leave an impression. This study evaluates whether and how these channels ar e affecting the language of Pakistani women. Food Habits At homes Pakistani peop le generally prefer light and simple food i.e. Daal, rice, Roti vegetables, chic ken, meat, fruit, etc. Family members sit together at dining table and talk abou t family and social issues while having their meal and this is the best time to discuss their family matters. It is general observation that these days 24 hours access to the cable television and variety of channels is creating impact and t he eating trend is in the process of change and people prefer to take their meal s in front of television. Television channels are regularly showing food prepara tion programmes so it was assumed that this might have changed their food and ea ting habits. Further, in Lahori culture, eating is considered as the greatest pa ssion and all the recreation activities revolve around this. On the basis of the above information, this study tried to assess that whether the food habits are changing among women viewers residing in Lahore as changed food habits in women will directly affect the food habits of the whole family. 68 Dress In urban areas the educated are dressed in a semi-western style at home . The local dress consists of the Kurta and Shalwar. Achkan and Sherwani are wor n on formal occasions. The women s dress is generally more colorful. The importa nt items of the women clothing are Shalwar Kamiz and Dopatta or Chaddar to cover their heads and upper parts of their body. Sari is only worn by women of the up per classes in cities on formal occasion. Shoes are worn by those living in city while women folk wear sandals and slippers; Purdah is not generally observed by city women. Religion Cable television is not only providing Pakistani channels but also transferring European, American, Indian and other channels. Through the ir programmes, religions other than Islam, are exposed to the public in Pakistan which have different values. The researcher assumed that such conditions might affect the religious trends in Pakistan. Some of the researches have proved that Indian channels are giving undue exposure to Hinduism through their dramas and movies (Pervez, 2006). Vulgarity and action scenes in these movies might influen ce their attitudes towards religion and their routine lives. Therefore, this res earch tried to evaluate effects on religious attitudes of light and heavy viewer s. Traditions Pakistani people practice hospitality and show generosity towards others. They obey and respect each other, particularly their elders. Moreover, i n Pakistan joint family system is as praised as compared to nuclear family. They share their happiness as well as sorrows. Now a days, people in Pakistan are be ing exposed to Indian, western and other culture’s rituals, traditions and celebra tions like Valentine’s Day, Halloween, Holly, etc. not aligned with Pakistani norm s and traditions. The rituals of Pakistani marriages have been changed as many n orms and traditions of India are being followed now by the women in Pakistan. Th is statement is verified by a study conducted by Tariq (2004) on “Invasion of Indi an culture through movies”. This study confirmed the influence of Indian movies on marriage traditions/celebrations in high class of Lahore, Pakistan. Keeping in view, the above-mentioned particulars, the researcher tried to figure out what t ypes of changes are occurring in our traditions. 69 ii. Operational This factor was operationalized into 24 items which deal with the five parameters including language, food, dressing, religion and some of tr aditions as indicators of culture practices. · · · · · Food: Acceptance of television as t he best source of learning new dishes and the usage of western and Indian dishes and changed pattern of dining Dressing: Acceptance of television as best source of fashion and dress designs and usage of western and Indian dresses as casual and party wear Language: Acceptance of television as the best source of learning languages and the usage of Indian and English language Traditions: Acceptance a nd practice of Indian and western traditions Religion: Acceptance of television as the best source of religious information and changing trends 4.3.10 Domestic and Personal Expenditure i. Formal Many research studies have proved that exposure to television, especia lly to commercials, is affecting peoples household budgets. This imbalance of bu dge may compel the family members to discover new ways of earnings. Through cabl e television, women of Pakistan are getting exposed a variety of western and Ind ian channels. It is quite obvious that it disturbs their budget. Thus the resear ch tried to discover the changes occurring in domestic and personal expenditures . The affect on expenditure is also assessed by the tendency of women to indulge themselves in any business service or some other means of earning. This may hap pen because of advertisements on cable television channels. People get motivated to purchase new products and try them which may affect their daily budget. ii. Operational Domestic and personal expenditures operationalized that how cable te levision affects their domestic and personal expenditures and are they ready to become an earning hand? 70 4.3.11 Role of Pakistani Women in Society i. Formal Women in Pakistan are expected to be more fostering, integrative and c onjugal. Principally, they are responsible for child-rearing and home-making whi le men are responsible for generating income and management. Women are made to r ealize from early days of life that they are frail, childish, dependent, domesti c, gullible, irrational, scheming creatures and not susceptible to taking import ant decisions or doing important things. Such realizations persuade women to acc ept their role in society only as housewife, regardless of their education, aspi rations or intellect. Traditionally, Pakistan has a culture for arrange marriage s. Most of the time parents or relatives select the match for their children par ticularly for their daughters. Caste and status is also considered before making decision. Majority of the families have a joint set-up. Therefore, women in fam ilies other than house- keeping, preparing food and taking care of children, als o have to look after the elders of the family. Education and increasing expendit ures are pushing women out of home to join workplaces but they do not receive en couragement from their homes and society. Working women sometimes get little hel p from their families in making adjustment with regard to demand on their time a nd pressure of work. But their prime duty is still considered as home-making, fu lfilling the responsibilities as daughter, wife and mother and their careers do get the same weightage. Therefore, such women always remain under stress. It is clear that media, both broadcast and print, play an important role in defining w hat we think, who we are and what is our place is in the society. Media also hel ps define how issues are interpreted and evaluated. Western channels show both h usband and wife sharing the tasks of earning and homemaking. These channels port ray women as independent, enjoying freedom, having strong careers and making dec isions independently. Therefore, it would be important and exciting to discover whether exposure to cable television has brought any change in Pakistani women’s p erspective of their role in the society. ii. Operational Behaviour of the female viewers, cognition and the way of reasoning also involves a problem-solving att itude of the subjects under study. This concept extends out to structuring and r e-structuring of the social role, cultural, 71 linguistic, religious and moral values of viewers. Through this concept, the researcher intends to go up to the level of finding out whether or not the conte nts of the cable television have deformed and reformed the social role of viewer s and how is this reformation effecting their personality, pattern of earning, g etting their rights and freedoms, methods of bringing up their children and taki ng care of their homes. This factor was operationalized into eight items which d eal with following indicators: · · Acceptance of career women: Acceptance of career for women equivalent to the men Sharing of family responsibilities by men and wo men: Acceptance of equally sharing family responsibilities by husband and wife i .e. nurturing children, sharing of household chores and income generation · Equal rights, respect and freedom of women: Acceptance of the idea that women and men should have equal rights, independence and respect in the society. 72 Part II - RESEARCH DESIGN 4.4 Survey In this study, survey method has been applied to obtain the data that is quantit ative in nature from large representative but diverse and widely scattered popul ation. The survey has aided the researcher in collecting information directly fr om the cable television viewers (heavy, moderate and light viewers) so that a pr oper analysis could be made by comparing their lives. The changes in their lives have hence figured out through the information provided on a quantitative scale . This research was conducted during February 2004 to May 2007. The data was col lected in 2005. 4.4.1 Population Due to the time and budgetary limitations, the total area covered by the study w as Lahore only. Wimmer and Dominick (1993) define population as “A group or a clas s of subjects, variables, concepts or phenomena.” In the light of the above defini tion, total population of this study comprises all female cable television viewe rs aged 18 to 40 years and residing in Lahore. The researcher preferred this age group of women for the study because it is the most vibrant, active and dynamic part of their lives. According to PEMRA the estimated number of cable televisio n subscribers in Lahore was 350,000. The estimated total viewership in Lahore wa s 2,000,000 to 2,200,000. The expected number of women targeted in this study wa s one fourth of the total viewership, which were about 500,000. It was not feasi ble for the researcher to approach the total population therefore sampling techn ique was applied. 4.5 Sampling Method Even a modest sized survey typically requires considerable time, material, money and assistance. Thus the researcher has applied sampling technique to collect t he data considering the definition of Wimmer and Dominick (1993) “a sample is the subset of the population that is taken to be the representative of the entire po pulation”. The researcher selected Lahore as the field of study because it is the traditional capital city of Punjab and an urban center. It is the second largest city of Pakistan and cosmopolitan in nature. It consists of heterogeneous popul ation comprising Punjabis, Pathan, Baluchis, Sindhis, and Kashmiris etc belongin g to different religions and speaking different languages (see Appendix II for f urther details). 72 73 Lahore is considered as the hub of media industry. Almost all national dailie s have their offices and are published from here. An established and oldest set up of Pakistan Broadcasting Corporation (PBC) located in Lahore is working produ ctively since the creation of the country. Besides PBC, various FM radio channel s are effectively working here. All television channels have their bureau office s in Lahore. According to PEMRA regional office Lahore, the Authority has issued 83 head end licensees till 2006, out of which 68 are active and 276 loop holder s are successfully handling the cable operation and serving the 0.35 million sub scribers. Every cable operator and loop holder provides more than 100 channels t o the connection holder. Most of these channels are western and Indian, transmit ting programmes in English and Hindi languages. English language, used as the me dium of instruction in most of the educational institutions in Lahore, is also c onsidered as a status symbol in Pakistan, particularly in cosmopolitan cities li ke Lahore. So people are familiar with the language and thus take interest in En glish language channels and programmes. On the other hand the main cause of popu larity of Indian channels among the public in Pakistan is the similarities of Ur du and Hindi languages. These two languages are closer to each other and people understand them without putting any extra effort and thus feel comfortable watch ing Indian channels. The researcher was interested in collecting the data from l arge population but due to time and financial constraints, total 432 women cable television viewers belonging to Lahore were selected as a sample of the study. Lahore was divided into six towns by the government for administrative purposes, including · · · · · · Aziz Bhatti Town Data Gunj Bakash Town Allama Iqbal Town Nishtar Town Ravi Town Shalimar Town (see Appendix III for further details) The government a dministrative “Division” was used because each division consists of demographically diverse population. The researcher was able to target different groups of women of the society based on income, education, marital status, working and house man agers, etc. Upon discussion with MS. Max Media (decoder provider to the cable op erators) it appeared that subscribers were almost equally distributed in all the towns. 73 74 Since no authentic and systematic list of viewers was available to the resear cher, it was decided to select equal respondents from each town by applying non- probability quota sampling. Allocation of Equal quota to each town was utilized to ensure that findings can be generalised to all of Lahore. Pakistan and in par ticular Lahore has witnessed rapid growth of cable television network after its legalization in year 2000. The researcher was also interested to find out the du ration for which women of Lahore have been watching cable television. Women view ing cable television for less than 2 years were excluded from the sample because the researcher believes that time period less than 2 years is insufficient to c ause effects on viewers. Based on this criterion four categories were made: · · · · Watc hing cable television for the last 2 years Watching cable television for the las t 3 years Watching cable television for the last 4 years Watching cable televisi on for more then 4 years The selected women for interview fulfilled the criterion of sample i.e. women ag ed between 18-40 years, residing in Lahore and viewing cable television for mini mum of two years. Initially the researcher decided to draw a sample of 75 (being a modest no.) from each town making it a total of 450. Finally applying quota ( a sampling method) and allocation of equal quota for each town and category it e nded up at 18.75 per category. To avoid any complication of decimal and to have an even number, researcher decided to round it up at 18 (being an even number) a nd have a sample of 72 from each town which made total sample of 432 units. One respondent was considered as one unit of analysis. The researcher tried to creat e a balance among respondents from all categories i.e. heavy, moderate and light viewers for better results. A screener was used to identify the respondent. The screener asked about the availability of television, cable television connectio n and women aged 18-40 years (see Questionnaire, Appendix-VI). Only one responde nt was selected from one household. In case, more than one respondent were avail able in one household the Kish Grid (see Appendix IV) was utilized to select the respondent. 74 75 4.5.1 Sampling Dynamics Table 4.3 indicates the division of the sample size. Table 4.3: Sampling Dynamic s Data Gunj Bakash Town 18 18 18 18 72 (N- 432) Duration of cable connection More than 4 years 4 years 3 years 2 years Total Aziz Bhatti Town Allama Iqbal Town Nishtar Town Ravi Town Shalimar Town 18 18 18 18 72 18 18 18 18 72 18 18 18 18 72 18 18 18 18 72 18 18 18 18 72 4.5.2 Household Route The universe of the study was Lahore and for data collection government administ rative division was used which divided Lahore into six towns and 150 union counc ils. Every town has different number of union councils. Details are as follow: T able 4.4: Towns and No. of Union Councils Town Aziz Bhatti Town Data Gunj Bakash Town Allama Iqbal Town Nishtar Town Ravi Town Shalimar Town Sourse: Office of the District Nazim. No of union councils 13 33 26 25 30 23 (see Appendix V for further details) Addresses of town offices and union councils were collected and effort was made to approach maximum households in all towns (see Appendix V). The researcher, wi th the help of town offices, defined the household route. The researcher applied right hand rule and started selecting respondents from the first household at r ight hand side of the 75 76 town offices. Then the screener was applied and respondents were selected on the basis of sampling method for interview. 4.6 Data Collection 4.6.1 Tool of Data Collection In this research, interviews’ schedule (verbal interview based on questionnaire) w as selected as a tool for data collection because some of the respondents were i lliterate and would not be able to read and answer the questionnaire. 4.6.2 Pre Testing and reliability test The interview schedule was pre-tested. Pre-testing was done by interviewing one respondent in each category from every town. The result revealed certain shortco mings in the instrument so the researcher made modifications before finalizing i t. To test the reliability of the instrument, Cronbach’s alpha approach was applie d. This method of testing the reliability is commonly used when study of knowled ge, attitude and practice is conducted and questions are in the form of Likert’s s cale (Likert’s-1952). In a Likert’s scale a person expresses an opinion by rating hi s agreement with a series of statements (Hanif, & Ahmad, 2004). 4.6.3 Collection of Data and Field Experiences The researcher engaged six female interviewers who personally had the experience of conducting interviews for media research. Still the researcher gave them a t horough orientation regarding the instrument. The enumerators were trained on ho w to conduct an interview and what to do if the respondent is distracted, loses interest or runs out of time. After a thorough review of the questionnaire, the interviewers started data collection. Efforts were made to get the female interv iewees of different socio-economic background. Total sample consisted of 432 wom en of reproductive age i.e.18-40 years residing in Lahore. Data collection was c ompleted in four months (August-November 2005). The instrument was formulated in English which was translated into standard Urdu language for the convenience of the interviewees. The interviewers had to face some difficulties in finding the target audience and in conducting interviews because of non-cooperative attitud e of some of the respondents. Some of the respondents hesitated to respond to so me of the questions. Some of the respondents had difficulty due to personal reas ons to answer at the time interviewers approached them. 76 77 4.7 Data Processing The researcher has used the Statistical Package for the Social Science (SPSS Ver sion 13.0) for analyzing the data. Besides, Excel and MS Word were used for desi gning charts, tables, graphs and composing the thesis script. Similarly, for com posing and designing the Urdu version questionnaire, “In Page” Urdu software was use d. For data entry and analysis, the researcher had taken a very rigorous trainin g course, particularly to learn SPSS. The researcher by experience felt that wit hout the knowledge of computer in general and understanding the SPSS in particul ar, this research study might have not been successfully accomplished. 4.7.1 Measure for Analysis After data collection scores were assigned to the respective categories of the q uestions which were necessary for quantification of variables. The researcher en tered the data through SPSS. Data sheet was prepared by transferring information obtained from the respondents for the purpose of scoring. Data was analyzed sep arately to examine each hypothesis. As the study evaluated the association betwe en exposure to cable television and change in lifestyles of women, a statistical tool, Chi-Square was used. The Chi-Square test is often used in research work w here the data consists of or counts. The most common use of the test is probably with categorical data. The data of this research was of categorical nature hence the researcher applied Chi-Square to analyse it. The results were tested at 5 % level of significance which means that researcher is 95% confident in making the correct decision (Chaudhry, S. & Kamal, S. 2006, p. 129). Each of dependant variables was operationalized into a set of parameters and the answer s were obtained on Likert 3 – point scale as mentioned in table 4.5. Table 4.5: Opinion and Respective Values Opinion Agree Undecided Disagree Value 3 2 1 77 78 Construction of Scale The next step in measure is construction of scale. The researcher made a three-point scale, comprising three points as high, medium and low for dependent variable. The minimum and maximum score actually received by a respondent for a factor was divided into three categories i.e. high, medium an d low to measure the intensity of the effect. i. Effect on Domestic Activities S core Index for Q14 · · Minimum Value = 1 Maximum Value = 3 In this question the researcher could get a maximum score of 3 and minimum score of 1. The responses were categorized into three categories i.e. low, medium and high on the basis of standard score. Category Low effect Medium effect High eff ect Score 1 2 3 ii. Effect on Social Interaction Score index for Q15 to Q15: F · · Minimum value was = 7 Maximum value was = 21 The values are divided into three categories i.e. low, medium and high. Category From no to low effect Medium effect High effect Score 7 to 11 12 to 16 17 to 21 78 79 iii. Interaction of Husband and Wife Q15G · · Minimum value = 1 Maximum value = 3 The values are divided into three categories of low, medium and high. Category N o to low effect Medium effect High effect iv. Mother-Child Interaction Q15H · · Mini mum value = 1 Maximum value = 3 Score 1 2 3 The values are divided into three categories of No to low, medium and high effec ts. Category No to low effect Medium effect High effect v. Appearance and Style Q16_16:E · · Minimum value was = 6 Maximum value was= 18 Score 1 2 3 The values are divided into three categories of low, medium and high. Category N o to low effect Medium effect High effect Score 6 to 9 10 to 13 14 to 18 79 80 vi. Cultural Practices Q 17.1- 17.5: A · Minimum expected value was 25 points b ut on the data analyses it was found that not a single respondent scored below 2 7 points. Therefore, 27 was taken as the minimum value. · Maximum value was= 75 The values are divided into three categories like low, medium and high. Category No to low effect Medium effect High effect vii. Personal and Domestic Expenditu re Q18-18: B · · Minimum value is = 3 Maximum value is= 9 Score 27 to 43 44 to 59 Ab ove 59 The values are divided into three categories of low, medium and high. Category N o to low effect Medium effect High effect Score 3 to 5 6 to 7 8 to 9 viii. Social Role of Pakistani women Q19- 19: G · · Minimum expected value was 8. Du ring data analysis it was noticed that minimum scored value was 10. Maximum valu e was= 24 80 81 The values are divided into three categories of low, medium and high. Categor y No to low effect Medium effect High effect Score 10 to 14 15 to19 20 to 24 4.8 Application of Statistical Test The following statistics were used to analyze the data. 4.8.1 Univariate Analysis This study has examined the relationship between exposure to cable television ch annels and changes in life pattern of women in Lahore, Pakistan. The researcher was also interested in recording the demographic characteristics of cable televi sion viewers, their patterns of viewing and to find whether there was any gender discrimination in cable television viewing. Therefore, univariate analysis was also used through percentage distribution and cross tab and presented the data i n form of figures, tables, etc. 4.8.2 Bivariate Analysis For the hypotheses testing and verification of the association between the expos ure and changes in life patterns of women, the Chi-Square statistical analysis w as applied. As the observation of the samples was classified according to two va riables, ChiSquare (x2) Test for contingency table was applied to see whether th e 2 variables of classification independent or dependant have any association. P rocedure for Testing Hypothesis Testing hypothesis of associations for contingen cy tables: 1: Formula the null and alternative hypothesis: Ho: The two variables of classification are not associated. H1: The two variables of classification a re associated. 2: 3: Decide the significance level α Test st ¡tistic to be used is c = åå 2 i =1 j =1 r c

(oij eij ) 2 eij

¡ ¡ ¡ ¡ Which if Ho is true h ¡s n pproxim te ChiSqu re distribution with (r1) (c1) degrees of freedom. 81 82 4: eij = Compute the expected frequencies under Ho ( Ai )( B j )

th

¡ ¡

n (i row tot ¡l )( j th column tot l ) = Number of observ tions

¡ ¡ ¡ Also c ¡lcul te the v lue of x² nd the d.f.

5: 6:

¡ ¡ Determine the critic ¡l region which depends upon nd the number of d.f. Decide

s below: ¡

Reject Ho if the computed v ¡lue of x² >= x² α (r1) (c1). Accept Ho, otherwise. For

¡ ¡ ¡

(2x2) t ¡ble only test st tistic is ch nged, rest of the procedure is s me. Test ¡ st ¡tistic used in the c se is

x² =

¡ ¡ ¡ ( ¡+b+c+d)( dbc)² ( +b)(b+d)(c+d)( +c) 82 83

CHAPTER 5 DATA ANALYSIS AND INTERPRETATION

¡ ¡ ¡

P ¡ I Gener l Findings 5.1 C ble Television Viewing P tterns of Women

¡ ¡ ¡ ¡

This study me ¡sured the ssoci tion between the exposure to c ble television ch

¡ ¡ ¡ ¡ ¡

nnels ¡nd ch nges in life p tterns of women in L hore, P kist n, through the biv

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ri te n lysis. Det ils of biv ri te n lysis h ve been given in p rt II (An ly

¡ ¡ ¡

tic Section) of this ch ¡pter. Besides, the rese rcher w s lso interested in und

¡ ¡

erst ¡nding the restrictions nd viewing trends of the s mple. Therefore, descrip

¡ ¡ ¡ ¡ ¡ ¡ ¡

tive ¡n lysis w s lso c rried out nd results re presented in p rt I of this c

¡ ¡ ¡ ¡

h ¡pter. The descriptive n lysis section recorded demogr phy of respondents nd

¡ ¡ ¡ ¡ ¡ ¡

focused on ¡ge, educ tion, income, m rit l st tus etc. nd tried to g uge their

¡ ¡

effects on the viewing of c ¡ble television. Some of the e rlier studies indic te

¡ ¡ ¡ ¡ ¡ ¡

d th ¡t demogr phic ch r cteristics llow the development of medi viewing h bits

¡ ¡ ¡ ¡

of users. Atkin ¡nd L Rose (1991) rese rch findings suggested th t ccess viewe

¡ ¡ ¡

rs do not fit the upsc ¡le inform tion seekers profile typic l of other public f

¡ ¡ ¡ ¡ ¡

f ¡irs consumers. While better educ ted nd he vy ccess viewers re nevertheless

¡ ¡ ¡

likely to be older, tired ¡nd h ve lower incomes. Such rese rch indic tes, for

¡ ¡ ¡ ¡ ¡

inst ¡nce, th t gener l viewership is higher mong l rger, younger nd nonwhite

¡ ¡ ¡ ¡

f ¡milies. This is cle rly not the c se with ccess. C ble television viewing is

¡ ¡ ¡ ¡

no more restricted to upper ¡nd uppermiddle cl ss of P kist n s it used to be.

¡ ¡ ¡ ¡ ¡

Bec ¡use of the inexpensive nd e sy ccess, c ble television is being used by ¡

ll cl ¡sses of the country. It h s become one of the common household commodities

¡ ¡

. Therefore, this study ¡ttempted to underst nd whether demogr phy influence the ¡

viewing p ¡ttern of respondents or not. Moreover, this p rt of the study present

¡ ¡ ¡ ¡ ¡

ed the d ¡t , ccording to dur tion of h ving c ble television connections, respo

¡ ¡ ¡ ¡ ¡

ndents preferred ch ¡nnels nd kinds of progr mmes, re sons for w tching c ble te ¡

levision, preferred time of w ¡tching, control over remote, right nd restriction

¡ ¡ ¡ ¡ ¡ ¡

on viewing c ¡ble television. It lso n lyses the rel tionship between bove f

¡ ¡ ¡ ¡

ctors ¡nd level of viewing. The descriptive n lysis w s presented in percent ge

¡ ¡ ¡ ¡ through cross t ¡bs nd figures (t bles re provided s Appendix I).

84

¡ ¡

5.2 Demogr ¡phic Ch r cteristics of Respondents

¡ ¡ ¡

A tot ¡l of 72 respondents from e ch town of L hore were interviewed. As illustr

¡ ¡

ted through the T ¡ble 5A, m jority of the respondents were ged between 31 to 4

¡ ¡ ¡

0 ye ¡rs (60 percent). Studying the imp ct of c ble television on their lives w s

¡ ¡ ¡ ¡ ¡ ¡

import ¡nt due to the f ct th t women of this ge group re considered m ture n

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

d comp ¡r tively independent. Norm lly, they re m rried t this st ge nd h ve c

¡ ¡ ¡ ¡

hildren. In most c ¡ses they constitute soci l nucleus of the f mily nd they t

¡ ¡ ¡

end to enjoy gre ¡ter degree of influence on soci l nd economic p tterns of the

¡ ¡

f ¡mily life. Their role is lso very import nt in the upbringing of children in

¡ ¡ ¡ ¡

¡ society where this role is strictly considered s wom n’s dom in. Likewise, de

¡ ¡ ¡

spite highly m ¡ledomin ted norms of the society, women enjoy cert in degree o

¡ ¡

f freedom in deciding domestic expenditures, food, dress ¡nd soci l inter ction.

¡ ¡ ¡

It is the period in their lives when they ¡re settling down with new f mily

¡ ¡ ¡ ¡

nd they ¡re le rning more bout f mily lifestyle through inter ction with others

¡ ¡ ¡ ¡ ¡ ¡

¡nd most import ntly through television ch nnels now v il ble e sily – courtesy

¡ ¡ ¡ ¡

c ¡ble network technology. T ble 5A shows th t minimum qu lific tion of more the

¡ ¡ ¡ ¡

n threefifth of the respondents (63.2 per cent) w ¡s gr du tion. However m jor

¡ ¡ ¡ ¡ ¡

ity of the respondents (73.1 percent) were house m ¡n gers who st y t home nd ¡

re directly or indirectly involved in domestic ¡ff irs. Onefourth of the respon

¡ ¡

dents were working women who ¡lso supposedly h ndle their household m tters. Bes ¡

ides being the house m ¡n gers, the highest number of respondents belonged to the

¡ ¡ ¡

monthly income group of over Rs 25,000, indic ¡ting th t they h d rel tively les

¡ ¡ ¡ ¡ ¡

s economic pressures ¡nd h d enough time to w tch c ble television. They lso p

¡ ¡ ¡ ¡ ¡ ¡ p ¡rently h ve economic me ns to tr nsl te imp ct of medi in terms of their own

lives. The highest number (67.8 percent) of the respondents were m ¡rried, 31.5 p ¡

ercent unm ¡rried where s 0.7 percent were either divorcees or widowers. The resu

¡ ¡ ¡

lts justify suit ¡bility of respondents with this rese rch s m jority of them we

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

re educ ¡ted nd h d c p city to underst nd v riety of mess ges even in foreign

¡ ¡ ¡ ¡ ¡ ¡

l ¡ngu ges like English nd Hindi. Ag in most of them were m rried h ving purch

¡ ¡

sing power of v ¡rying extent nd could directly or indirectly influence medi mo

¡ ¡ tiv ¡ted ch nge in their lifestyle in their f milies.

¡ ¡ ¡ ¡

85 T ¡ble 5.A: Demogr phic Ch r cteristics of the Respondents Sr.# 1. Age (ye rs)

¡ ¡ ¡ ¡

Demogr ¡phic ch r cteristics Description of ch r cteristics 18 25 2630 3135 3

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

640 Tot ¡l 2. Educ tion Up to prim ry Second ry Gr du tion Gr du tion plus Tot l

¡ ¡

3. Profession House m ¡n ger Working Tot l 4. 1000 to 5000 5001 to 10000 Income ¡

(per month) 10001 to 15000 15001 to 20000 20001 to 25000 25000 plus Tot ¡l 5. M r

¡ ¡ ¡ ¡ it ¡l st tus M rried Unm rried Others Tot l f 83 92 83 174 432 18 141 167 106 432 316 116 432 71 61 60 55 56 129 432 293 136 3 432 % 19.2 21.3 19.2 40.3 100.0 4. 2 32.6 38.7 24.5 100.0 73.1 26.9 100.0 16.4 14.1 13.9 12.7 13.0 29.9 100.0 67.8

31.5 .7 100.0

¡ ¡

5.3 Dur ¡tion of H ving C ble Television Connection

¡ ¡ ¡

The longer the dur ¡tion of viewing of c ble television, the gre ter m y be the i

¡ ¡ ¡

mp ¡ct. Therefore, the study intends to know the respondents’ p st ssoci tion with

¡ ¡ ¡ ¡

c ¡ble television in gener l nd rel tionship between the time since the c ble t

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ elevision f ¡cility w s v il ble nd viewing level in p rticul r. As illustr ted through the T ¡ble 5.1 (see

¡ ¡ ¡

86 Appendix I) ¡nd Figure 5.1, respondents enjoying c ble f cility for the l st

¡ ¡ ¡

two ye ¡rs were more in number (29.47 per cent) th n those h ving c ble televisio

¡ ¡ ¡ ¡

n connections for the p ¡st three ye rs or more. This est blishes th t c ble tele

¡ ¡ ¡ ¡ ¡ ¡

vision bec ¡me more popul r in L hore during the p st two ye rs (200305), tt in

¡ ¡ ing gener ¡l ccept bility. 23.8% UP TO TWO YEARS 29.4% THREE YEARS FOUR YEARS 23.6% 23.0%

MORE THAN FOUR YEARS

¡ ¡ Fig. 5.1: Dur ¡tion of H ving C ble Connection

5.4 Level of Viewing

¡ ¡ ¡

Figure 5.2 ¡nd T ble 5.2 (see Appendix I) nd illustr te the distribution of vie ¡

wers ¡ccording to their level of viewing. Among 432 respondents, he vy viewers (

¡ ¡ ¡ ¡

d ¡ily 4 hours nd bove w tching time) were 144 (33.3 per cent), moder te viewer

¡ ¡

s (more th ¡n two but less th n four hours) were 145 (33.6 per cent) nd light vi

¡ ¡ ¡ ewers 143 (33.1 per cent). This shows equ ¡l represent tion of e ch c tegory. 12 HOURS 33.3% 33.1% MORE THAN 2 BUT LESS THAN 4 HOURS 4 AND MORE THAN 4 HOURS 33.6% Fig 5. 2: Level of Viewing

87 ¡

5.5 Dur ¡tion of C ble Connection by Level of Viewing

¡ ¡ ¡ ¡ ¡

T ¡ble 5.3 indic tes no ssoci tion between the level of viewing nd dur tion of

¡ ¡ ¡ ¡ ¡

c ¡ble connection. However, it is pp rent from the t ble th t highest percent ge

¡ ¡

of he ¡vy viewers (27.8) belongs to the c tegory of respondents enjoying c ble f

¡ ¡ ¡ ¡ ¡

¡cility for the l st two ye rs nd lowest percent ge of he vy viewers (20.1) goe

¡ ¡ ¡ ¡ ¡

s to the c ¡tegory of respondents h ving c ble f cility for more th n four ye rs.

¡ ¡

Ag ¡in, highest percent ge of light viewers represents the first c tegory of the

¡ ¡ ¡ ¡ ¡ ¡ t ¡ble nd lowest percent ge st nds for the c tegory of respondents h ving c ble

connection from 25 to 36 months.

¡ ¡

T ¡ble 5.3: Distribution of Respondents According to Dur tion of C ble Connection

¡ ¡ ¡

¡nd Level of Viewing Moder te He vy viewers Light viewers Dur tion of viewers T ¡ ot ¡l c ble connection f % f % f % f (%) 40 27.8 38 26.2 49 34.3 127(29.4) 24 months 25 – 36 months 37 25.7 37 25.5 26 18.2 100(23.1) 37 – 48 months 38 26.4 34 23.4 30 21.0 102(23.6)

More Th ¡n 48 months 29 20.1 36 24.8 38 26.6 103(23.8)

Tot ¡l 144 100.0 145 100.0 143 100.0 432(100)

88 ¡

5.6 Demogr ¡phy nd Level of Viewing

¡ ¡ ¡ ¡ ¡

The rese ¡rch lso finds out th t if there is ny ssoci tion between level of vi

¡ ¡ ¡ ¡ ¡

ewing ¡nd demogr phic ch r cteristics of respondents i.e., ge, educ tion, incom ¡ e, profession etc or not. The rel ¡ted findings re presented below:

5.6.1 Age by Level of Viewing

¡ ¡ ¡ ¡ ¡

T ¡ble 5.4 indic tes no ssoci tion between the level of viewing nd ge of respo

¡ ¡ ¡ ¡ ¡

ndents. However, it is cle ¡r from the t ble th t highest percent ge of he vy nd

¡ ¡ ¡ ¡

light viewers (39.1 ¡nd 39.8) f lls in the ge group 2630 nd 1825 ye rs resp

¡ ¡

ectively. This is interesting to note th ¡t the lowest percent ge of he vy viewer

¡ ¡ ¡

s belongs to ¡ge group of 1825. This is in contr st to the gener l belief th t

¡ ¡ ¡

this ¡ge group f lls in the he vy viewers’ c tegory.

¡ ¡

T ¡ble 5.4: Distribution of Respondents by their Age nd Level of Viewing He vy v ¡ iewers Age f % f % f % f (%) Moder ¡te viewers Light viewers Tot l 1825 25 30.1 25 30.1 33 39.8 83 (100) 2630 36 39.1 35 38.0 21 22.8 92 (100) 3135 30 36.1 22 26.5 31 37.3 83 (100) 3640 53 30.5 63 36.2 58 33.3 174 (100)

Tot ¡l 144 33.3 145 33.6 143 39.8 432 (100)

5.6.2 Educ ¡tion by Level of Viewing

¡ ¡ ¡ ¡ ¡ ¡

T ¡ble 5.5 shows n ssoci tion between the level of viewing nd qu lific tion of

¡ ¡ ¡

respondents. The 2/5 of respondents with second ¡ry educ tion w s the he vy view

¡ ¡

ers where ¡s highest percent ge of respondents with higher educ tion (45.9) fell

¡ ¡

in the c ¡tegory of light viewers. Thus it specifies th t higher the level of qu ¡ lific ¡tion lower the level of viewing c ble television.

¡ ¡

89 T ¡ble 5.5: Distribution of Respondents by their Educ tion nd Level of Viewin

¡ ¡

g He ¡vy viewers Educ tion f Up to prim ry 7 38.9 5 27.8 6 33.3% 18 (100) % f % f ¡ % f (%) Moder ¡te viewers Light viewers Tot l

Second ¡ry 56 39.7 52 36.9 33 23.4

141 (100)

¡ ¡ ¡ Gr ¡du tion Gr du tion plus 60 35.9 52 31.1 55 32.9 167 (100) 106 (100) 21 19.8 36 34.0 49 46.2

Tot ¡l 143 33.1 145 33.6 144 33.3 432 (100)

5.6.3 Profession by Level of Viewing

¡ ¡ ¡ ¡ ¡ ¡

T ¡ble 5.6 reve ls th t n ssoci tion exists between the level of viewing nd pr

¡ ¡ ¡ ¡

ofession of respondents. House m ¡n gers, who re nonprofession ls, sp re more t

¡ ¡ ¡ ¡

ime for w ¡tching c ble television s comp red to the working cl ss. ¡

T ¡ble 5.6: Distribution of Respondents by their Profession nd Level of Viewing

¡ ¡

He ¡vy viewers Profession f House m n ger Working 133 42.1 121 38.3 62 19.6 316 ( ¡ 100) % f % f % f (%) Moder ¡te viewers Light viewers Tot l 11 9.5 24 20.7 81 69.8 116 (100)

Tot ¡l 143 33.3 145 33.6 143 33.1 432 (100) 90

5.6.4 Residing Town by Level of Viewing

¡ ¡ ¡ ¡

T ¡ble 5.7 represents th t there w s no ssoci tion between the level of viewing

¡ ¡ ¡ ¡

¡nd residing re of respondents. However, the highest percent ge of he vy viewe

¡ ¡ ¡ ¡ ¡ ¡ ¡

rs resided in D ¡t Gunj B k sh Town nd light viewers in All m Iqb l Town. ¡

T ¡ble 5.7: Distribution of Respondents by their Residing Town nd Level of Viewi

¡ ¡ ¡ ¡ ¡ ¡ ng He ¡vy viewers Address f Aziz Bh tti Town D t Gunj B k sh Iqb l Town 26 % 36. 1 f 27 % 37.5 f 19 % 26.4 f 72 Moder ¡te viewers Light viewers

Tot ¡l 32 44.4 20 27.8 20 27.8 72 17 23.6 24 33.3 31 43.1 72

Nisht ¡r Town 24 33.3 20 27.8 28 38.9

72

¡ ¡ ¡ R ¡vi Town Sh lim r Town Tot l 19 26.4 27 37.5 26 36.1 72 26 36.1 27 37.5 19 26.4 72 144 33.3 145 33.6 143 33.1 432 (100) 91

5.6.5 Income by Level of Viewing

¡ ¡ ¡ ¡ T ¡ble 5.8 depicts th t there is no signific nt ssoci tion between the level of

viewing ¡nd income of respondents. However, those belonging to monthly income gr ¡ oup of over Rs. 25,000 were the highest he ¡vy viewers nd Rs 15,00120,000 the l

owest he ¡vy viewers.

¡ ¡ T ¡ble 5.8: Distribution of Respondents by their Income nd Level of Viewing He v

y viewers Income f 10005000 22 % 30.9 f 26 % 36.6 f 23 % 30.6 f (%) 71 (100) Mo ¡ der ¡te viewers Light viewers Tot l 500110000 26 42.6 12 19.7 23 37.7 61 (100) 1000115000 12 20.0 23 38.3 25 41.7 60 (100) 1500120000 19 34.5 16 29.1 20 36.4 55 (100) 2000125000 15 26.8 19 33.9 22 39.3 56 (100) 25000 plus 50 39.0 49 38.0 30 23.3 129 (100)

Tot ¡l 144 33.3 145 33.1 143 33.1 432 (100)

92

¡ ¡ ¡

5.6.6 M ¡rit l St tus nd Level of Viewing

¡ ¡ ¡ ¡ ¡ ¡

T ¡ble 5.9 indic tes th t there w s no ssoci tion between the level of viewing

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

nd m ¡rit l st tus of respondents. M rit l st tus does not m tter s e ch c tegor

¡ ¡ ¡

y h ¡s shown equ l interest in w tching c ble television.

¡ ¡ ¡ ¡

T ¡ble 5.9: Distribution of Respondents by M rit l St tus nd Level of Viewing He

¡ ¡ ¡ ¡ ¡ ¡vy viewers Moder te viewers Light viewers M rit l st tus f M rried 98 % 33.4 f 99 % 33.8 f 96 % 32.8 f (%) 293 (100) Tot ¡l

Unm ¡rried 45 33.1 45 33.1 46 33.8 136 (100) Others 1 33.3 1 33.3 1 33.3 3 (100)

Tot ¡l 144 33.3 145 33.6 143 33.1

432 (100) ¡ 5.7 Purpose of W ¡tching C ble television

¡ ¡ ¡ ¡ ¡ ¡

The study ¡lso n lyzed the respondents’ im of w tching c ble television ch nnels ¡

. Respondents could give multiple ¡nswers for the purpose of their w tching the ¡

c ¡ble television. The rese rcher took the first mentioned purpose only. Their re

¡ ¡ ¡ ¡

sponses ¡re mentioned in T ble 5.10 nd Figure 5.3 which indic te th t the most

¡ ¡ ¡ ¡ ¡

frequently mentioned re ¡son w s entert inment nd rel x tion followed by the urg

¡ ¡ ¡

e to know ¡bout foreign countries, educ tion nd guid nce. The second enlisted r

¡ ¡ ¡ ¡

e ¡son confirms th t the curiosity bout foreign l nds itself m kes respondents v

¡ ¡ ¡ ¡ ulner ¡ble to outl ndish influences including culture, nd more for ch nge.

¡ ¡ ¡ ¡

93 T ¡ble 5.10: Purpose of W tching C ble Television Purpose Entert inment nd re

¡ ¡ ¡ ¡ ¡ ¡

l ¡x tion Know bout other countries nd their culture Educ tion nd guid nce Sit

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡nd w tch with f mily P stime News nd inform tion Know more bout P kist n Tot

¡l f 162 83 55 39 34 32 27 432 (%) 37.5 19.2 12.7 9 7.9 7.4 6.3 100

¡ ¡ ¡ ¡ ¡

Entert ¡inment & Rel x tion Know bout other countries Educ tion & Guid nce Sit &

¡ ¡ ¡ ¡ ¡ ¡ W ¡tch with f mily Time P ss News & Inform tion Know more bout P kist n 6.3% 7.4% 7.9% 37.5% 9.0%

12.7% 19.2% ¡ Figure 5.3: Purpose of W ¡tching C ble Television

94

¡ ¡

5.7.1 Purpose of W ¡tching C ble Television nd Level of Viewing

¡ ¡ ¡ ¡

T ¡ble 5.11 exposes the ssoci tion between the purpose of w tching c ble televis

¡ ¡ ¡

ion ¡nd level of viewing s those who w tch c ble television for the purpose of

¡ ¡ ¡ ¡

entert ¡inment nd rel x tion constitute 1/2 of he vy viewers. This is followed b ¡

y those whose purpose is to know ¡bout other countries nd their culture. Those

¡ ¡ ¡ ¡ ¡

who consider c ¡ble television w tching merely s source of time p ssing re th ¡

e third highest number of he ¡vy viewers. In contr st, the highest number of ligh

¡ ¡ ¡ ¡

t viewers is those who w ¡tch c ble television for educ tion nd guid nce.

¡ ¡ ¡

T ¡ble 5.11: Purpose of W tching C ble Television nd Level of Viewing Purpose of

¡ ¡ ¡ ¡ ¡ ¡

W ¡tching Entert inment nd rel x tion Know bout other countries nd their cult

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ure Educ ¡tion nd guid nce Sit nd w tch with f mily P stime News nd inform tio

¡ ¡ ¡

n Know more ¡bout P kist n Tot l 17 6.6 15 19.2 23 24.2 55 (12.7) 68 26.3 11 14. ¡ 1 4 4.2 83 (19.2) He ¡vy f 128 % 49.42 Moder te f 22 % 28.21 f 12 Light % 12.64 T ot ¡l f (%) 162 (37.5) 10 18 6 3.9 6.9 2.3 8 5 6 10.3 6.7 7.7 21 11 20 22.1 11.6 21.1 39 (9) 34 (7.9) 32 (7.4) 12 4.6 11 14.1 4 4.2 27 (6.3) 259 100.0 78 100.0 95 100.0 432 (100)

95

5.8 Preferences for Ch ¡nnels

¡ ¡ ¡

Respondents were ¡sked to enlist their preferred c ble television ch nnels; loc

¡ ¡ ¡

l or foreign. They were ¡llowed to m ke multiple choices. The ccumul ted respon

¡ ¡ ¡

se put the tot ¡l number of preferred ch nnels to only 10 – six foreign nd four P

¡ ¡ ¡ ¡

kist ¡ni. Their responses re mentioned in T ble 5.12 (see Appendix I) nd lso i

¡ ¡ ¡ ¡

llustr ¡ted through Figure 5.4. The first over ll preference w s St r Plus, for

¡ ¡ ¡ ¡ ¡ ¡

eign ch ¡nnel. This w s followed by Geo, ARY nd Indus Vision, ll P kist ni ch n

¡ ¡

nels. Western ch ¡nnels like St r Movies, HBO nd BBC were the next preference. G

¡ ¡ ¡ ¡ ¡

eo shows P ¡kist ni, Indi n nd western cultures, which is strong re son for it

¡ ¡ ¡ ¡ ¡ ¡ ¡

s popul ¡rity. For foreign pprov l, it shows progr mmes with n intern tion l p

¡ ¡ ¡ ¡ ¡ ¡

pro ¡ch. It domin tes P kist ni electronic medi scene bec use it is bolder th n

¡ ¡ ¡ ¡ ¡

the offici ¡l Ptv nd bro der th n contempor ry networks in priv te sector. An in

¡ ¡ ¡ ¡

teresting thing to be noted is th ¡t ‘St r Plus’ topped ll c tegories of ch nnels. N

¡ ¡ ¡ ¡

evertheless, its popul ¡rity w s ttributed to the domin nt Indi n content/stuff

¡ ¡ ¡ ¡ ¡

¡nd Hindi l ngu ge which is close to Urdu, h ving mple ch nces of influencing v ¡ iewers. St ¡r Movies, HBO nd BBC present western content/stuff which pours weste rn culture in the minds of their viewers.

17.1% 12.5% 7.2% ¡ St ¡r Plus GEO HBO St r Movies Indus Vision PTV World ARY ZEE TV BBC Sony 78.9% 33.6% 17.8% 22.0% 69.7% 18.5% 19.2%

Fig 5.4: Preferences for Ch ¡nnels

96 ¡

5.8.1 Ch ¡nnel Preferences nd Level of Viewing

¡ ¡ ¡ ¡

It is evident from the T ¡ble 5.13 th t respondents of ll c tegories i.e. he vy,

¡ ¡ ¡ ¡ ¡

moder ¡te nd light viewers’ first preference w s ‘St r Plus’, foreign ch nnel. Howe

¡ ¡ ¡ ¡ ¡

ver, P ¡kist ni ch nnels Geo nd ARY come second nd third in the c tegory of mos

¡ ¡

t popul ¡r ch nnels but in comp rison of viewing hours, Geo got the highest perce

¡ ¡ ¡

nt ¡ge of the light viewers where s ARY got the highest percent ge of the moder t

¡ ¡ ¡ ¡ ¡

e viewers. Signific ¡ntly, these ch nnels present dr m s nd other entert inment

¡ ¡ ¡ ¡ ¡ progr ¡mmes. Moder te nd light viewers go for the western ch nnels th n the he v

y w ¡tchers.

¡ ¡ ¡ ¡

T ¡ble 5.13: Ch nnel Preferences nd Level of Viewing He vy Ch nnel Preferences f ¡ St ¡r Plus St r Movies HBO BBC ZEE TV Sony Geo ARY Indus Vision Ptv World 119 23 22 32 19 10 98 40 26 27 % 82.6 16.0 15.3 22.2 13.2 6.9 68.1 27.8 18.1 18.8 f 11 7 27 32 20 19 12 99 62 34 25 % 80.7 18.6 22.1 13.8 13.1 8.37 68.3 42.8 23.4 17.2 f 105 33 26 22 16 9.0 104 43 35 25 % 73.4 23.1 18.2 15.4 11.2 6.3 72.7 30.1 24.

5 17.5 f (%) 341 (78.9) 83 (19.2) 80 (18.5) 74 (17.1) 54 (12.5) 31 (7.2) 301 (69 ¡

.7) 145 (33.6) 95 (22.0) 77 (17.8) Moder ¡te Light Tot l

¡ ¡ ¡ ¡ ¡ B ¡semultiple responses were llowed so the sum m y dd up to more th n the ctu ¡l number. 97

5.9 Respondents Preferred Progr ¡mmes

¡ ¡

Figure 5.5 ¡nd T ble 5.14 (see Appendix I) show respondents’ preferred progr mmes

¡ ¡ ¡

on c ¡ble television. The most f vourite progr mme of the highest percent ge of r

¡ ¡ ¡ ¡ ¡

espondents w ¡s dr m followed by movies nd music. The le st interesting w s coo

¡ ¡

king. This shows th ¡t respondents re receiving foreign culture through entert i

¡ ¡ ¡

nment progr ¡mmes presented by the top f voured television ch nnels. This lso hi

¡ ¡ ¡ ¡

nts ¡t the possibilities of ccepting Indi n nd western culture nd role or lif

¡ ¡

estyle of women in those societies through these progr ¡mmes comprising dr m (so

¡ ¡ ¡p oper s), music nd movies.

9.5% 25.5% 76.2% 16.0% ¡ Dr ¡m s Movies Music Religious 26.9% 34.3%

Inform ¡tion Cooking

Figure 5.5: Respondents Preferred Progr ¡mmes. ¡

5.9.1 Preferred Progr ¡mmes nd Level of Viewing

¡ ¡ ¡ ¡ ¡ ¡

T ¡ble 5.15 indic tes th t dr m w s the first preference of ll types of viewers

¡ ¡ ¡

. Movies were the second choice of he ¡vy nd moder te viewers where s light view

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ers g ¡ve second priority to inform tion progr mmes. Dr m w s n cross the bo r ¡

d first choice bec ¡use of their short dur tion. Movies were the second choice of

¡ ¡ ¡

he ¡vy nd moder te viewers bec use of their willingness to sit before televisio

¡ ¡

n for ¡ longer period of time which the light viewers do not, m king inform tion

¡ ¡ ¡ rel ¡ted progr mmes s the l tter’s second option.

¡ ¡ ¡

98 T ¡ble 5.15: Respondents’ Preferred Progr mmes nd Level of Viewing He vy viewer

¡ ¡ ¡ s Preferred Progr ¡mmes f Dr m Movies Music Religious Inform tion Cooking 119 58 43 23 28 15 % 82.6 40.3 29.9 16.0 19.4 10.4 f 111 47 31 24 37 15 % 76.6 32.4 21 .4 16.6 25.5 10.3 f 99 43 42 22 45 11 % 69.2 30.1 29.4 15.4 31.5 7.7.8 f (%) 329 (76.2) 148 (34.3) 116 (26.9) 69 (16.0) 110 (25.5) 41 (9.5) Moder ¡te viewers Lig

ht viewers Tot ¡l

¡ ¡ ¡ ¡ ¡ B ¡semultiple responses were llowed so the sum m y dd up to more th n the ctu ¡l number.

5.10 Preference of W ¡tching Television

¡ ¡ ¡

Figure 5.6 ¡nd T ble 5.16 (see Appendix I) indic te th t 51 per cent of responde

¡ ¡ ¡ ¡

nts w ¡tch c ble television with their f milies where s the rem ining 48.6 per ce

¡ ¡ ¡ ¡

nt ¡lone. The difference is n rrow but it indic tes th t growing number of peo

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ple c ¡n sep r tely w tch ch nnels of their choice – th nks m inly to the v il bil

¡ ¡ ¡ ¡ ¡

ity of more television sets in ¡ house nd v riety of progr mmes or ch nnels t

¡ ¡ ¡ ¡

hrough c ¡ble television. This is m jor shift from the initi l pr ctice wherein

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡n entire f mily would w tch the only v il ble ch nnel in P kist n, Ptv; even ¡ if it h ¡d more th n one television set. ALONE 51.4% 48.6% WITH FAMILY

Figure 5.6: Preference of W ¡tching Television

99

¡ ¡

5.10.1 Preference of W ¡tching C ble Television nd Level of Viewing

¡ ¡ ¡ ¡ ¡ ¡ ¡

T ¡ble 5.17 st tes th t n equ l number of he vy viewers prefer to w tch c ble te

¡ ¡ ¡ ¡ ¡

levision with f ¡mily or lone. M jority moder te viewers prefer to w tch c ble t

¡ ¡

elevision ¡lone nd light viewers with f mily.

¡ ¡ ¡ ¡

T ¡ble 5.17: Preference of W tching C ble Television nd Level of Viewing Moder t

¡ ¡ ¡ e He ¡vy viewers You w tch f Alone With f mily Tot l 72 72 144 % 50 50 100.0 f 75 70 145 viewers % 51.7 48.3 100.0 f 63 80 143 % 44.1 55.9 100.0 f (%) 210 (48.6) 222 (51.4) 432 (100) Light viewers Tot ¡l

5.11 Remote Control

¡ ¡ ¡

Figure 5.7 ¡nd T ble 5.18 (see Appendix I) the show th t in most c ses televisio

¡ ¡ ¡ ¡

n’s remote w ¡s controlled by men (47 percent). This indic tes m le domin nce in P

¡ ¡

kist ¡ni society. Remote is less controlled by women bec use they need to ttend ¡ the f ¡mily when its members w tch television jointly. 19.7% 10.2% BY CHILDERN BY MEN 6.9% BY RESPONDENT BY OLD AGE 16.2% 47.0% BY YOUNGERS Figure 5.7: Remote Control 100

5.11.1 Remote Control ¡nd Level of Viewing

¡ ¡ ¡ ¡ ¡

T ¡ble 5.19 indic tes th t men control the remote in homes of he vy, moder te nd

¡ ¡

light viewing respondents (women) when the f ¡mily w tch c ble television jointl

¡ ¡ ¡

y. Respondents of he ¡vy nd light c tegories of viewing come second with reg rd

¡ ¡

to controlling the remote. This is so bec ¡use they m n ge to control the remote

¡ ¡ ¡ ¡ ¡

when men ¡re w y. In the moder te c tegory, youngsters control the remote fter

¡ ¡ ¡ ¡ ¡ men, ¡pp rently bec use women llow their young children to w tch progr mmes of

their choice. ¡

T ¡ble 5.19: Remote Control nd Level of Viewing Remote is controlled by f Childr ¡ en Men Respondent Old ¡ge Youngsters Tot l 11 69 30 9 25 144 % 7.6 47.9 20.8 6.3 17.4 100 f 17 67 14 13 34 145 % 11.7 46.2 9.7 9.0 23.4 100 f 16 67 26 8 26 143

% 11.2 46.9 18.2 5.6 18.2 100 f (%) 44 (10.2) 203 (47.0) 70 (16.2) 30 (6.9) 85 ( ¡ 19.7) 432 (100) He ¡vy viewers Moder te viewers Light viewers

Tot ¡l

¡ ¡

5.12 F ¡vourite Time of W tching C ble Television

¡ ¡ ¡ ¡

Figure 5.8 ¡nd T ble 5.20 (see Appendix I) reflect th t m jority of the respon

¡ ¡ ¡ ¡

dents w ¡tch c ble television fter 7:00 pm which lso justifies he vy viewing of

¡ ¡ ¡ ¡ ¡

St ¡r Plus ch nnels’ dr m seri ls presented between 7:00 pm to 11:00 pm. The f vo

¡ ¡ ¡

urite time of w ¡tching c ble television for both the working women s well s ho

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

use m ¡n gers w s g in fter 7:00 pm. This lso indic tes th t the free evening

¡ ¡ ¡ ¡ time, suit ¡ble for ttending f mily nd soci lizing, is being spent in front of television sets. 101 10.2% 12.0% BEFORE 2 PM 2 PM TO 7 PM AFTER 7 PM

77.8%

¡ ¡

Figure 5.8: F ¡vourite Time of W tching C ble Television

¡ ¡ ¡

5.12.1 F ¡vourite Time of W tching C ble Television nd Level of Viewing

¡ ¡ ¡ ¡ ¡ ¡

T ¡ble 5.21 indic tes th t m jority of he vy, moder te nd light viewers prefer t

¡ ¡ ¡ ¡

o w ¡tch c ble television progr mmes fter 7:00 pm. Only 14.6 per cent he vy view

¡ ¡

ers prefer to w ¡tch c ble television before 2:00 pm. 17.2 per cent of moder te v ¡

iewers’ second time preference is from 2:00 pm to 7:00 pm. The t ¡ble est blishes t

¡ ¡ ¡ ¡ h ¡t 7:00 pm to onw rd is the prime c ble television w tching time for ll sorts

of respondents.

¡ ¡ ¡ ¡

T ¡ble 5. 21: F vourite Time of W tching C ble Television nd Level of Viewing He

¡ ¡

¡vy viewers F vourite time of w tching Before 2:00 PM 2:00 PM To 7:00 PM After 7 ¡ :00 PM Moder ¡te viewers Light viewers Tot l f (%) 44 (10.2) f 21 % 14.8 f 13 % 9 f 10 % 7.0 16 11.1 25 17.2 11 7.7 52 (12.0) 107 74.3 107 73.8 122 85.3 336 (77.8)

Tot ¡l 144 100 145 100 143 100 432 (100)

102 ¡

5.13 Restriction of W ¡tching C ble Television

¡ ¡ ¡

T ¡ble 5.22 reve ls the responses of restrictions on women for w tching c ble tel

¡ ¡

evision progr ¡mmes. It lso indic tes the restricted time slots for women. It is

¡ ¡ ¡ ¡

cle ¡r from the t ble th t 296 women (68.5 per cent) do not h ve ny type of res

¡ ¡ ¡

trictions on w ¡tching c ble television where s 77 women (17.8 percent) h ve to f

¡ ¡ ¡ ¡ ¡

¡ce cert in restrictions. When they were sked bout the restricted progr mmes

¡ ¡

nd re ¡sons of restrictions imposed on them for w tching c ble television, the re

¡ ¡ ¡

sponse shows th ¡t m jority is being restricted to w tch movies followed by st ge

¡ ¡ ¡ ¡ ¡

dr ¡m s nd music progr mmes. The m in re sons of restriction pointed out by res

¡ ¡ ¡

pondents include vulg ¡rity in progr mmes, their work nd religion. Reg rding res

¡ ¡

tricted time, m ¡jority of the respondents expressed th t they were dis llowed to

¡ ¡ ¡ ¡ ¡ ¡

w ¡tch c ble television t night bec use of strict f mily tr ditions. Some void

¡ ¡ ¡ ¡ w ¡tching c ble television t night to stick to their re ding h bits.

¡ ¡

103 T ¡ble 5.22: Restriction of W tching C ble Television Restriction Restricted

¡ ¡ ¡ ¡

c ¡ble television time/progr mme for women Tot l Not pplic ble If yes then women

¡ ¡ ¡ ¡ ¡

restricted progr ¡mme St ge dr m s Movies Music Tot l Not Applic ble Working hou

¡ ¡ ¡ ¡ ¡

rs Re ¡sons Vulg rity Aw y from religion Tot l Not pplic ble Night Time Evening

¡ ¡ ¡ ¡ ¡

Morning Tot ¡l Not pplic ble L te night Time re sons Re ding books Restricted en ¡

vironment Tot ¡l 2 49 432 .5 11.3 100.0 16 4 432 354 27 3.7 .9 100.0 81.9 6.3 C t ¡ egory Yes Don’t know Not ¡t ll f 77 59 296 432 354 31 41 6 432 354 30 39 9 432 35 4 58 % 17.8 13.7 68.5 100.0 81.9 7.2 9.5 1.4 100.0 81.9 6.9 9.0 2.1 100.0 81.9 1 3.4

104

¡ ¡ ¡

5.13.1 Restricted C ¡ble Television Ch nnel, Progr mmes nd Time for Men

¡ ¡ ¡ ¡ ¡

T ¡ble 5.23 shows th t men do not h ve ny restriction in terms of w tching c ble

¡ ¡ ¡ ¡ ¡

television ¡s they re considered m ture nd independent s is the peculi rity

¡ ¡ ¡ ¡

of ¡ m ledomin ted society. In contr st, the percent ge of women being restricte

¡ ¡

d w ¡s 17.8 s discussed in T ble 9.

¡ ¡ ¡ ¡

T ¡ble 5.23: Restricted C ble Television Ch nnels, Progr mmes nd Time for Men Re

¡ ¡ ¡

striction Restricted c ¡ble television ch nnels, progr mmes nd time for men If n

¡ ¡ ¡ o restriction th ¡n why M ture nd independent 432 100.0 C tegory f % No restriction 432

100.0 ¡

5.14 Women’s Right to W ¡tch C ble Television ¡

Figure 5.9 ¡nd T ble 5.24 (see Appendix I) show the responses of women to their

¡ ¡ ¡ ¡

right to w ¡tch c ble television. It is evident from the t ble th t m jority of t

¡ ¡

he respondents (253 or 58.6 percent) h ¡ve less right to w tch c ble television t

¡ ¡ ¡ ¡ ¡ ¡

h ¡n men. This shows discrimin tion of hum n rights nd gender bi s to ppro ch t

¡ ¡ ¡ ¡

he communic ¡tion nd inform tion technology. This g in supports the concept of

¡ ¡ ¡ ¡ ¡ m ¡le domin nce nd uthority t home nd in the society. 0.2% NO 41.20% LESS THAN MEN 58.6%

EQUAL TO MEN ¡ Figure 5.9: Women’s Right to W ¡tch C ble Television 105

5.15 Recre ¡tion

¡ ¡ ¡

Figure 5.10 ¡nd T ble 5.25 (see Appendix I) indic te th t the first priority of

¡ ¡ ¡

m ¡jority of the respondents w s to enjoy c ble television progr mmes during thei

¡ ¡ ¡ ¡ ¡ ¡

r free time, m ¡king other he lthy ctivities such s outing, g mes nd bookre d

¡ ¡ ¡ ¡

ing second ¡nd third choices. This shows th t c ble television h s become n imp

¡ ¡ ¡ ¡ ort ¡nt p rt of women’s lives residing in L hore, P kist n. 31.0% TV 55.6% BOOK READING OUTING OR GAME 13.4% Figure 5.10: Recre ¡tion

5.16 Hurdle in Domestic ¡nd Other Activities

¡ ¡ ¡ ¡ ¡

Figure 5.11 ¡nd T ble 5.26 (see Appendix I) nd indic te th t for m jority of th

¡ ¡ ¡

e respondents c ¡ble television is hurdle in the w y of their domestic nd othe

¡ ¡ ¡ r ¡ctivities where s 10 percent were not cle r whether their ctivities were bei ng ¡ffected by it or not. 33% 57% DISAGREE UNDECIDED AGREE 10%

Figure 5.11: Hurdle in Domestic ¡nd other Activities 106

5.16.1 Domestic Activities ¡nd Level of Viewing

¡ ¡ ¡ ¡ ¡

Out of the tot ¡l 432 respondents, 243 h ve mentioned th t their ctivities re

¡ ¡ ¡

dversely ¡ffected due to c ble television viewing. It is cle r from the T ble 5.

¡ ¡ ¡ ¡ ¡

27 th ¡t m jority of he vy viewers (50 percent) were greed th t their domestic

¡ ¡ ¡ ¡ ¡ ¡

nd person ¡l ctivities re ffecting due to c ble television w tching where s on ¡

ly 10 percent of light viewers h ¡ve the s me opinion.

¡ ¡

T ¡ble 5.27: Hurdles in Domestic nd other Activities nd Level of Viewing Domest

¡ ¡ ¡ ¡ ic ¡ctivities effected Agree Undecided Dis gree Tot l He vy viewers Moder te vie wers Light viewers Tot ¡l f (%) 243 (56.3) 45 (10.4) 144 (33.3) 432 (100) f 121 5 18 144 % 50.0 11.1 12.5 24.5 f 96 26 23 145 % 40.0 57.1 16.0 37.7 f 26 14 103 143 % 10.0 31.1 72.0 37.7

5.17 Affected Activities of Respondents

¡ ¡ ¡ ¡ ¡ ¡ ¡

T ¡ble 5.29 el bor tes wh t types of ctivities re being ffected. It shows th t

¡ ¡ ¡

the c ¡ble television viewing h d ffected m jority of the respondents’ (95.5 perc

¡ ¡ ¡ ¡ ¡ ¡

ent) newsp ¡pers nd m g zines re ding h bit which is followed by movie w tching ¡

in cinem ¡ houses nd listening to the music. Further, 153 (63.0 percent) respond

¡ ¡ ¡ ¡

ents ¡ccepted th t their cooking nd food serving time h d been disturbed. T ble

¡ ¡ ¡ ¡

5.29 ¡nd Figure 5.12 shows strong rel tionship between the dur tion of w tchi

¡ ¡ ¡ ¡

ng c ¡ble television nd its imp ct on the domestic nd outside ctivities of the

¡ ¡ ¡ ¡

respondents. He ¡vy viewing he vily ffects ctivities of respondents f lling in

¡ ¡ ¡ ¡ ¡

this c ¡tegory. The ffects re moder te for moder te viewers nd light for ligh

¡ ¡ t viewers. The result confirms the hypothesis th ¡t the more one w tches c ble te levision, the more one is ¡ffected by it.

¡ ¡

107 T ¡ble 5.29: Domestic Activities nd Level of Viewing Effected domestic ctiv

¡ ¡ ¡ ¡ ¡

ities Cooking ¡nd serving time newsp pers nd m g zines re ding Listening to mus ¡

ic Going for outing Going to movies Going for shopping Re ¡ding books He vy viewe ¡ rs Moder ¡te viewers f 63 % 41.91 Light viewers Tot l f (%) 154 (100) f 79 % 51.3 f 12 % 7.79 116 50.0 93 40.09 23 9.91 232 (100) 102 48.34 85 40.28 24 11.37 211 (100) 27 56.25 15 31.25 6 12.5 48 (100) 111 49.33 88 39.11 26 11.56 225 (100) 36 51.43 27 38.57 7 10.0 70 (100) 88 45.13 77 39.49 30 15.38

195 (100)

¡ ¡ ¡

Pr ¡yers nd re ding 61 50.0 48 39.34 13 10.66 122 (100) religious books B semul

¡ ¡ ¡ ¡ ¡ tiple responses were ¡llowed so the sum m y dd up to more th n the ctu l numbe r. 108 Effected Activities for Vrious Levels of Viewers 51 .3 50 51 .3 49 Level of Effectivness .1 40 40 40 .5 39 30.00 91 12 11 11 .0 79 31 40.00 20.00 10.00 0.00 7 .3 .2 5 38 0 6 15 .5 .3 8 39 s bo .3 50.00 4 39 5.1 3 .4 9 1 9 48 8 50 60.00 56 0 .2 5 0 3 .3 .0 .4 3

.0 7 0 ok s in g bo ¡d in g re li g iou 4 .9 .0 .2 1 .5 7. ies ic e g in g e 10 9. ti m ti m us in on ut g m ro m g

¡d se r ing rs ho v in in to fo to pp Re in en in fo & go go kk in li s t

¡g co rs M go in g g re

¡d g

g ¡

Figure 5.12: Domestic ¡nd other Activities nd Level of Viewing. ¡

5.18 Inter ¡ction P tterns

¡ ¡ ¡

Figure 5.13 ¡nd T ble 5.30 (see Appendix I) show how the inter ction p tterns of

¡ ¡ ¡ ¡ ¡

the t ¡rget udience were ch nging. It indic tes th t m jority of the respondent

¡ ¡ ¡

s’ inter ¡ction time with their rel tives, friends nd neighbours w s declining bec

¡ ¡ ¡

¡use of w tching c ble television. H lf of the respondents do not like to welcom

¡ ¡ ¡

e guests ¡nd dislike interference by f mily members during w tching c ble televi

¡ ¡ ¡ sion. However, m ¡jority of the respondents s id th t did go out with f mily duri ng the prime time of Television w ¡tching. pr Effected Activities

He ¡vy Viewers Mod viewers Light Viewers pe

p ¡ ws ne ye r s & re ok s 10 .6 6 4 0 109 3 2.5 2 1.5 1 0.5 0 e tiv el ¡ R ur bo gh i Ne ds ien Fr sit Vi st ue eG ik tl No e lik ot N fe ter I n re e nc Le s in ut so g 2.23 2.04 2.28 2.21 2.16 2.09 1.6 m f ¡

ily ¡

Figure 5.13: Inter ¡ction P tterns

¡ ¡

5.18.1 Inter ¡ction with Husb nd nd Children

¡ ¡ ¡

T ¡ble 5.31 shows th t the husb ndwife inter ction time too is on the decline be

¡ ¡ ¡ ¡

c ¡use of c ble television w tching. Almost ½ of the tot l m rried respondents were

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡greed th t their inter ction time is decre sing. D t shows nother import nt

¡ ¡ ¡ ¡ ¡ ¡ ¡

f ¡ct th t m jority of mother w s dis greed with the st tement th t their inter c

¡ ¡ ¡ ¡

tion time with children is decre ¡sing. T ble 5.31: Inter ction with Husb nd nd

¡ ¡ ¡ ¡

Children Agree V ¡ri ble f Husb ndWife Inter ction Time Decre sed MotherChild Int

¡ ¡ ¡ ¡ er ¡ction Time Decre sed % f % f % Undecided Dis gree Me n V lid Respondents 138 47.1 44 15.0 111 37.9 1.5 293 96 36.4 33 12.5 135 51.1 1.3 264

110

¡ ¡

5.19 Appe ¡r nce nd Style

¡ ¡ ¡ ¡

In the Figure 5.14 me ¡n v lues of the responses re shown. Figure nd T ble 5.32

¡ ¡ ¡

(see Appendix I) indic ¡tes th t m jority of the respondents do t ke television

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ch ¡r cters s role model nd w nt to copy them in ppe r nce nd style. Interest

¡ ¡ ¡ ¡ ¡

ingly, m ¡jority of the respondents dis greed th t they did rel te the ch r cters

¡ ¡ ¡

to their own lives despite they do copy in more th ¡n one re . This shows th t ¡

the respondents just follow the outlook of the ch ¡r cters with respect to lifest

¡ ¡ ¡ ¡ ¡

yle ¡nd not themselves s whole. The re son for w tching c ble television is e

¡ ¡ ¡ ntert ¡inment but the influence s result of it is bro der lifestyle outlook.

3 2.5 2.06 2 1.5 1 0.5 0

¡ ¡ ¡ l ro ¡s em el od e lik TV c rs cte r h W jew r e 2.6 2.39 2.15 1.91 2.3 ry lle e Em TV

ch ¡ rs cte ¡ r

¡te ul ce ¡c

nt TV ¡ te ¡c r ch r m

e ¡k up ok Lo

th wi te el ¡ R

d ¡n ss e Dr

¡ ¡

Figure 5.14: Appe ¡r nce nd Style ¡ 5.20 Cultur ¡l Pr ctices

5.20.1 Food H ¡bits

¡ ¡ ¡ ¡

Figure 5.55 ¡nd T ble 5.33 (see Appendix I) nd show th t m jority of the respon

¡ ¡ ¡

dents h ¡ve st rted trying western dishes they le rnt from c ble television. The

¡ ¡ ¡ ¡ ¡ ¡ ¡

r ¡tio for Indi n dishes is zero m inly bec use of the re son th t Indi n ch nnel

¡ ¡ ¡ ¡

s do not concentr ¡te much on cooking s their m in thrust is on so p oper s. Nev

¡ ¡ ¡

ertheless, ¡n overwhelming m jority of respondents considered c ble television ¡ s ¡n effective source of le rning

111 cooking. Over threefifth of the respondents conceded th ¡t they dine in fron

¡ ¡

t of television ¡nd discuss television progr mmes more th n their own issues dur

¡ ¡ ¡ ¡ ¡ ¡ ing me ¡ls. It indic tes ch nge in their e ting style nd discussion p tterns d ue to c ¡ble television. 3 2.5 2 1.5 1 0.5 0 1.09 2.34 2.31 2.43 2.14 A dd o i ti n of we A er st ti n sh di o

es ¡n di

es is h d e in ¡g

ns ¡i V tT pr r og

¡m m es w . sh di . i dd on n fI D D u isc n sio s TV ive ct fe Ef u so rc e en

Figure 5.15: Culture Pr ¡ctices (Food)

5.20.2 Dress

¡ ¡ ¡

Figure 5.16 ¡nd T ble 5.34 (see Appendix I) indic tes th t oneforth of the resp

¡ ¡ ¡ ¡ ¡

ondents ¡greed th t they like to we r c su l western dress bec use it is comfort

¡ ¡ ¡ ¡

¡ble. But n overwhelming m jority of them replied in neg tive. Signific ntly en

¡ ¡ ¡ ¡ ¡

ough, ne ¡rly 98 percent of the respondents s id they did not we r c su l Indi n

¡ ¡ ¡ ¡ ¡ ¡

dress. 35 percent s ¡id they wore Indi n p rty dress m inly ‘S ri’. Simil rly, only

¡ ¡ ¡

fr ¡ction of the respondents s id they wore western p rty dress. This they m y b

¡ ¡ ¡ ¡

e doing bec ¡use of the soci l t boos bout western dress which they do not we r

¡ ¡ ¡ ¡ ¡ ¡

while ¡ttending p rties. Another re son could be the f ct th t orient l p rty we

¡ ¡ ¡

¡r is more colourful nd l vish which women ye rn for. 81.5 percent of the respo

¡ ¡ ¡ ¡

ndents conceded th ¡t c ble television is the best source of le rning bout f shi ¡

on trends. Interestingly, the respondents’ style of donning c ¡us l western dress i

¡ ¡ ¡ ¡ ¡ ¡

n their routine lives ¡nd we ring orient l pp rels for p rties m tch the dress

¡ ¡ ¡ trends shown in the most f ¡voured St r Plus so p oper s. 112 3 2.5 2 1.5 1 0.5 0 1.6 1.35 1.06 2.44 1.97 CA S L UA E DR SS W ES R TE d N c

ss re ¡ ¡l su ly S ES R IN A DI N S W ES N ER T of d In n i ¡ R PA TY D PA Y RT D S RE fe c e ss re d s .. . tiv es o ce ur

Ef ¡

Figure 5.16: Cultur ¡l Pr ctices (Dress) ¡

5.20.3 L ¡ngu ge

¡ ¡ ¡ ¡

Figure 5.17 ¡nd T ble 5.35 (see Appendix I) indic te th t c ble television is cr

¡ ¡ ¡ ¡ ¡ ¡ ¡

e ¡ting signific nt imp ct on the l ngu ge of the respondents. V st m jority (t

¡ ¡

hreefourth of the respondents) inclined to using foreign l ¡ngu ges (English nd ¡

Hindi) in their d ¡ily routine. They considered television s the best source of

¡ ¡ ¡

le ¡rning the other l ngu ges. Fourfifth of the respondents were le rning Engli

¡ ¡ ¡ sh where ¡s more then threefifth of the respondents were le rning other l ngu ge s through c ¡ble television. 2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.8 2.7 2.57 2.4 2.58 2.54 LI E K TO E US O ER TH ... h lis n si rd wo . c.. w di in

n si rd o s ¡s ¡ . u. c ¡ in rn e fl g

... l ¡ h lis ng E

n l ¡

¡g gu

e d in ¡ ge u ¡ g n il

¡g Us ng fE eo

¡g Us fH eo eo rc ou

r le ¡ ng ni

g in rn ¡ Le H

TV

¡ ¡ ¡ Figure 5.17: Cultur ¡l Pr ctices (L ngu ge) 113

5.20.4 Tr ¡ditions

¡ ¡ ¡ ¡ ¡

Figure 5.18 ¡nd T ble 5.36 (see Appendix I) nd indic te th t m jority of the re

¡ ¡ ¡ ¡

spondents (51.2 percent) were celebr ¡ting Indi n tr ditions in m rri ge ceremoni

¡ ¡ ¡

es where ¡s threefifth of the respondents were likely to celebr te V lentine’s D y

¡ ¡ ¡ ¡ . The result shows th ¡t doption level of some of the western nd Indi n tr diti ons is incre ¡sing in our society.

2.5 2 1.5 1 0.5 0

¡ ¡ ¡ ¡

i i e e n ¡y ol kh ee od . .. fi r eD et eH on R ow Ch t l g in B e l r nt t

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ri ¡ w te l leb r br r eH r t le K m Ce r leb n eV te Ce i t Ce leb r d br Ce In leb ele te Ce C ¡ br ele C 2.03 2.19 1.16 1.19 1.02 1.03

1

¡ ¡ Figure 5.18: Cultur ¡l Pr ctices (Tr ditions)

5.20.5 Religion

¡ ¡ ¡ ¡ ¡

Figure 5.19 ¡nd T ble 5.37 (see Appendix I) nd indic te th t m jority of the re

¡ ¡

spondents (threefourth) ¡re depend nt on television for the religious inform ti

¡ ¡ ¡ ¡ on where ¡s sm ll percent ge of respondents greed th t their religiosity level i s being effected by television. 3 2.5 2 1.5 1 0.5 0 nf fi ... or el le v 2.63 1.6 TV is s be o ce ur o ts cr de

s e ¡ ed Re li

ity os gi ¡ Figure 5.19: Cultur ¡l Pr ctices (Religion)

114 ¡

5.21 Person ¡l nd Household Expenditure

¡ ¡ ¡ ¡ ¡

Figure 5.20 ¡nd T ble 5.38 (see Appendix I) indic te th t c ble television is l ¡

so disturbing the budget of the f ¡milies. More th n threefifth of respondents w

¡ ¡ ¡

ere of the view th ¡t their expenditure h s incre sed where s twofifth of the re

¡ ¡ ¡ ¡ spondents ¡greed th t they h ve developed the tendency to incre se their e rning s to meet their high budget.

3 2.5 2 1.5 1 0.5 0 2.5 2.1 2 ¡ re ... itu ng nd ni y r pe elr e ¡ ex n ew ld ,j be ho th lo to se c y ou g( nc

H sin de n es Te Dr ,m ... ¡

Figure 5.20: Person ¡l nd Household Expenditure ¡

5.22 Role of P ¡kist ni Women

¡ ¡ ¡ ¡

Figure 5.21 ¡nd T ble 5.39 (see Appendix I) indic te th t viewing of c ble telev

¡ ¡ ¡

ision is ¡lso ch nging the ttitude of the respondents tow rds the perceived rol

¡ ¡ ¡ ¡

e of women in the society. For ¡ll the dependent v ri bles, degree of greemen

¡ ¡ ¡

t w ¡s evident. M jority of the respondents were of the view th t women nd men b

¡ ¡ ¡ ¡

oth should equ ¡lly sh re in household chores nd looking fter of children nd w

¡ ¡ ¡ ¡ ¡

omen should t ¡ke ctive p rt in decision m king. A v st m jority (70.8 percent)

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡greed th t girl should h ve right to love m rri ge nd working women nd hous ¡

ewife should h ¡ve equ l respect, which is purely western culture. This implies t

¡ ¡ ¡ ¡ h ¡t womenfolk in P kist n seem to be ch nging f ster. 115 3 2.5 2.1 2 1.5 1 0.5 0 1.97 1.91 1.96 2.29 2.32 2.48

.2.5

¡ ¡ ¡

¡ e fl ep us to h tiv ho u r h ld ht ri g c st eq hi nd ig ld d s ve R ke fc

¡ ¡

ou ul ei t ¡ en h sh m ro ho d d s te om ho en ul ul f en m ho or ho g gw f s ¡ s n n om wo n rl ki en ki W ¡r gi gle m oo or e l o n A W to Si W n re r l b to g ug le r ve

d ¡n ho us o eh p es ld i sib on y. l it ec ..

r ee ¡r m wo fo en e rh ig rr ig ht s ol i .. . ve i rt n t ht d i ec . si. sh ld ou

. .. ¡ m

i ¡ rr ge fe wi

e ov ¡ Figure 5.21: Role of P ¡kist ni Women 116

P ¡rt II BIVARIATE ANALYSIS ¡

5.23 Hypothesis Testing: Exposure ¡nd Effect Associ tion

¡ ¡ ¡ ¡ ¡ ¡

P ¡kist n experienced r pid nd unregul ted growth of c ble television network

¡ ¡ ¡

in the l ¡te 90s. This network w s regul ted by government in ye r 2000 through P

¡ ¡ ¡ ¡ ¡

¡kist n Telecommunic tion Authority (PTA). In 2002, PEMRA w s formed nd st rted

¡ ¡ ¡ ¡

working to regul ¡te c ble television oper tions in the country. P kist n witnes

¡ ¡ ¡ ¡

sed ¡ quick exp nsion of c ble television network nd viewers. Most of the ch nn

¡ ¡ ¡ ¡ ¡

els provided by the c ¡ble oper tors were Indi n nd western. These ch nnels f ce

¡ ¡ ¡ ¡ ¡ ¡

d criticism th ¡t they c n cultiv te foreign v lues p rticul rly the western nd

¡ ¡ ¡ ¡ ¡ Indi ¡n mong the viewers. This study t rgeted to ev lu te the effects of c ble t

elevision viewing on women’s life. Women selected for the study were between 18 – 40

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ye ¡rs of ge. S mple d t h s been n lyzed sep r tely to ex mine e ch hypothes

¡ ¡ ¡ ¡

is. As the study ev ¡lu ted the ssoci tion between the exposure to c ble televis

¡ ¡ ¡ ¡ ¡

ion ¡nd ch nge in lifestyles of women, therefore st tistic l tool ChiSqu re w s

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

used. E ¡ch depend nt v ri ble w s oper tion lized into set p r meters nd the

¡ ¡

nswers were obt ¡ined on Likert 3– point sc le s mentioned below: Opinion Agree Un ¡

decided Dis ¡gree V lue 3 2 1

¡ ¡ ¡ ¡ ¡

For e ¡ch respondent, me n response score on e ch question w s c lcul ted with re

¡ ¡

spect to the selected group or c ¡tegory. If the me n score w s close to 3 it ind

¡ ¡ ¡ ¡ ¡

ic ¡ted ch nge in life p tterns nd if it w s close to 1 it indic ted rejection t

¡ ¡ ¡ ¡ ¡

o ch ¡nge. In order to h ve criterion for cl ssific tion of respondents ccordi ¡

ng to their opinion following cut of v ¡lues re used: 1.01.5 1.62.

¡ ¡ 5 2.63.0 Rejection to ch ¡nge lifestyle Undecided Accept nce for ch nge in

lifestyle ¡

Since the response to e ¡ch question is likely to differ ccording to the level o

¡ ¡ ¡ ¡ ¡

f viewing the st ¡tistic l tool known s ChiSqu re is used to comp re the me n s

¡ ¡ cores of ¡ group of questions. The results of ChiSqu re re shown in subsequent t ¡bles. 117

5.24 Ch ¡nges in Lifestyle

Ch ¡nge in lifestyle

¡ ¡

Domestic ¡nd other ctivities (1 indic tor)

¡ ¡ ¡ ¡

F ¡mily nd other soci l inter ction (9 indic tors)

¡ ¡ ¡ ¡ ¡

Person ¡l ppe r nce nd style (6 indic tors)

¡ ¡

Cultur ¡l pr ctices (25 indic tors)

¡ ¡

Person ¡l nd domestics expenditure (3 1ndic tors)

¡ ¡ Role of P ¡kist ni women in society (8 Indic tors)

Figure 5.22: Ch ¡nges in Lifestyle

¡ ¡

For the purpose of this study, the ‘ch ¡nge in lifestyle of women’ h s been conceptu

¡ ¡ ¡ ¡ ¡ ¡ ¡

lized ¡s h ving six f ctors: domestic nd other ctivities, f mily nd soci l in

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ter ¡ction, person l ppe r nce nd style, cultur l pr ctices nd role of P kist

¡ ¡ ¡ ¡ ¡

ni women in society. E ¡ch of these f ctors w s oper tion lized into set of dep

¡ ¡ ¡ ¡ ¡ ¡

end ¡nt v ri bles. The dimension of domestic nd other ctivities h s 1 indic tor

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

, f ¡mily nd soci l inter ction h s 9 indic tors, person l ppe r nce nd style

¡ ¡ ¡ ¡ ¡ ¡ ¡

h ¡s 6 items, cultur l pr ctices h s 27 indic tors nd role of P kist ni women in ¡ society h ¡s 8 indic tors.

5.25 Hypothesis Testing Results

¡ ¡ ¡ The results of ChiSqu ¡re for e ch hypothesis re summ rized in the following se ction in sequence of the hypothesis being tested.

5.26 M ¡jor Hypothesis

¡ ¡

Gre ¡ter the exposure to c ble television gre ter the effect on the lives of wome

¡ ¡ n in L ¡hore, P kist n. 118

5.26.1 SubHypothesis 1

¡ ¡

He ¡vy viewers of c ble television experience gre ter degree of effect on their d

¡ ¡ ¡ ¡ ¡ ¡

omestic ¡nd other ctivities th n the moder te nd light viewers. ChiSqu re v l

¡ ¡

ue in the T ¡ble 5.40 shows th t null hypothesis is rejected t 5% level of signi

¡ ¡ ¡ ¡ ¡ ¡

fic ¡nce. Therefore, n ltern tive hypothesis of signific nt ssoci tion between

¡ ¡ ¡

the level of c ¡ble television viewing nd effect on domestic nd other ctiviti

¡ ¡ ¡ ¡

es of women is proved. The percent ¡ge v lues s seen in the T ble 5.41 lso indi

¡ ¡ ¡ ¡

c ¡te th t mong the he vy viewers there is high percent ge of those who experien

¡ ¡ ¡ ¡

ced disturb ¡nce in their domestic nd other ctivities. On the other h nd, mong

¡ ¡ ¡

the light c ¡ble television viewers there is high percent ge of those who h ve

¡ ¡ ¡ ¡ ¡

low disturb ¡nce level. It is concluded th t there is signific nt ssoci tion ¡

between the levels of c ¡ble television viewing nd levels of effect on domestic

¡ ¡ ¡ ¡

¡nd other ctivities. It implies th t high c ble television viewing is ffecting

¡ ¡ ¡

domestic ¡nd other ctivities of women in P kist n.

¡ ¡ ¡ ¡

T ¡ble 5.40:ChiSqu re Test for Associ tion: Exposure nd Disturb nce in Domestic

¡ ¡ ¡ ¡

¡nd other Activities V ri bles Chisqu re D.F Pv lue Conclusion ¡ Pe ¡rson ChiSqu re 169.992 432 4 .000

Signific ¡nt

Tot ¡l Respondents

¡ ¡

T ¡ble 5.41: Level of Disturb nce in Domestic nd other Activities by Level of Vi

¡ ¡ ewing Level of viewing Tot ¡l Level of effect He vy viewers Moder te viewers f Lo w Medium High Tot ¡l 18 5 121 144 % 12.5 3.5 84.0 100 f 23 26 96 145 % 15.9 17.9 66.2 100 Light viewers f 103 14 26 143 % 72.0 9.8 18.2 100 f (%) 144 (33.3) 45 ( 10.4) 243 (56.3) 432 (100.0) 119

5.26.2 SubHypothesis 2

¡ ¡ ¡ ¡

He ¡vy viewers of c ble television experience gre ter degree of ch nge on their

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

f ¡mily nd soci l inter ction p tterns th n the moder te nd light viewers. P t

¡ ¡ ¡

terns of inter ¡ctions were subdivided into two groups i.e. f mily nd soci l. Th

¡ ¡

e first one included inter ¡ction of the viewers with their f milies i.e. husb nd

¡ ¡ ¡

s ¡nd children nd the second group included rel tives, neighbours nd friends.

¡ ¡

Among the first group the null hypothesis w ¡s rejected t 5% level of signific n

¡ ¡ ¡ ¡ ¡

ce for inter ¡ctions with husb nds s indic ted in T ble 5.42. In the c se of chi

¡ ¡ ¡ ¡

ldren the null hypothesis w ¡s however ccepted indic ting th t the inter ction w

¡ ¡ ¡ ¡ ¡

ith children w ¡s not ffected (T ble 5.44). ChiSqu re v lue shows in the t ble

¡ ¡ ¡ ¡

5.46 th ¡t null hypothesis reg rding the second group of soci l inter ctions w s

¡ ¡ ¡ ¡ ¡

rejected ¡t 5% level of signific nce. An ltern te hypothesis of signific nt ss

¡ ¡ ¡ ¡

oci ¡tion between levels of c ble television viewing nd levels of soci l inter c

¡ ¡ ¡ ¡ ¡ ¡

tion is ¡ccepted. The percent ge v lues, s seen in the t ble 5.47, indic te th

¡ ¡ ¡ ¡

t ¡mong the he vy viewers there is high percent ge of women h ving reduced soci

¡ ¡ ¡

l inter ¡ctions. On the other h nd, mong the light c ble television viewers ther

¡ ¡ ¡ ¡

e is high percent ¡ge of those whose soci l inter ction h s not been ffected. Th

¡ ¡ ¡ ¡

erefore, it w ¡s concluded th t there is signific nt rel tionship between the l

¡ ¡ ¡

evels of c ¡ble television viewing nd levels of soci l inter ction. It proves th

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡t high c ble television viewing h s n imp ct on soci l inter ction p tterns. H

¡ ¡ ¡ ¡ ¡ ¡

owever f ¡mily inter ction p tterns of women in L hore, P kist n h ve not disturb

¡ ¡ ¡

ed much. T ¡ble 5.42:ChiSqu re Test for Associ tion: Exposure nd Effect on Husb

¡ ¡

¡nd nd Wife Inter ction ¡ V ¡ri bles

ChiSqu ¡re 31.124 293 D.F 6

Pv ¡lue .000

Conclusion Signific ¡nt

¡ ¡ Pe ¡rson ChiSqu re Tot l Respondents

¡ ¡ ¡

120 T ¡ble 5.43: Level of Inter ction of Husb nd nd Wife by Level of Viewing Lev

¡ ¡

el of viewing Tot ¡l Level of effect He vy viewers Moder te viewers f Low Medium ¡ High Not Applic ¡ble Tot l 7 26 66 45 144 % 4.9 18.1 45.8 31.1 100 f 23 48 28 46 145 % 15.9 33.1 19.3 31.7 100 Light viewers f 14 37 44 48 143 % 9.8 25.9 30.8 33

.6 100 f (%) 44 (10.2) 111 (31.9) 138 (31.9) 139 (32.2) 432 (100.0)

¡ ¡ ¡ ¡

T ¡ble 5.44:ChiSqu re Test for Associ tion: Exposure nd Effect on Mother nd Ch

¡ ¡ ¡ ¡ ild Inter ¡ction V ri bles ChiSqu re 3.122 264 D.F 6 Pv lue 0.538 Conclusion In

signific ¡nt

¡ ¡

Pe ¡rson ChiSqu re Tot l Respondents ¡

T ¡ble 5.45: Level of MotherChild Inter ction by Level of Viewing Level of viewi

¡ ¡

ng Tot ¡l Level of effect He vy viewers Moder te viewers f Low Medium High Not Ap ¡ plic ¡ble Tot l 38 10 45 51 144 % 26.6 6.9 31.1 35.4 100 f 24 18 44 59 145 % 16.6 12.4 30.3 40.7 100 Light viewers f 34 5 46 58 143 % 23.7 3.5 32.3 40.6 100 f (% ) 96 (22.3) 33 (7.6) 135 (31.3) 168 (38.8) 432 (100.0)

¡ ¡ ¡ ¡

121 T ¡ble 5.46:ChiSqu re Test for Associ tion: Exposure nd Effect on Soci l In

¡ ¡

ter ¡ction V ri bles ¡ Pe ¡rson ChiSqu re

Chisqu ¡re 88.731 432 D.F 4

Pv ¡lue .000 Conclusion Signific ¡nt

Tot ¡l Respondents

¡ ¡

T ¡ble 5.47: Level of Viewing by Level of Soci l Inter ction Level of viewing Tot

¡ ¡ ¡ ¡l Level of effect He vy viewers Moder te viewers f Low Medium High Tot l 11 38 95 144 % 7.6 26.4 66.0 100 f 29 63 53 145 % 20.0 43.4 36.6 100 Light viewers f 7 3 58 12 143 % 51.0 40.6 8.4 100 f (%) 113 (26.2) 159 (36.8) 160 (37.0) 432 (100. 0)

5.26.3 SubHypothesis 3

¡ ¡ ¡ ¡ ¡

He ¡vy viewers of c ble television tend to show gre ter degree of ccept nce of

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

television ch ¡r cters’ ppe r nce nd style th n the moder te nd light viewers.

¡ ¡ ¡ ¡ ¡

ChiSqu ¡re v lue in the T ble 5.48 indic tes th t null hypothesis is rejected t

¡ ¡ ¡ ¡ ¡ ¡

5% level of signific ¡nce. Therefore, n ltern te hypothesis of signific nt

¡ ¡ ¡ ¡

ssoci ¡tion between level of c ble television viewing nd level of ccept nce of

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

television ch ¡r cter’s ppe r nce nd style is cknowledged. Percent ge v lues s

¡ ¡ ¡ ¡ ¡ ¡

seen in the T ¡ble 5.49 indic te th t mong he vy viewers of c ble television, m

¡ ¡ ¡ ¡ ¡ ¡

jority of the respondents imit ¡te television ch r cters’ ppe r nce nd style. On

¡ ¡ ¡

the contr ¡ry, mong light c ble television viewers there is high percent ge of t

¡ ¡ ¡ ¡ ¡ ¡ ¡

hose who h ¡ve denied imit ting television ch r cters’ ppe r nce nd style. It con

¡ ¡ ¡ ¡ ¡

firms th ¡t there is signific nt ssoci tion between the levels of c ble televi

¡ ¡ ¡ ¡ ¡ ¡ ¡

sion viewing ¡nd levels of doption of television ch r cter’s ppe r nce nd style ¡ . It w ¡s therefore, concluded th t high television viewing

¡ ¡ ¡ ¡ ¡ ¡ ¡

122 h ¡s signific nt imp ct on ppe r nce nd style of women residing in L hore,

¡ ¡

P ¡kist n, th n light viewing.

¡ ¡ ¡ ¡ ¡ ¡

T ¡ble 5.48:ChiSqu re Test for Associ tion: Exposure nd Effect on Appe r nce n ¡ d Style V ¡ri bles

ChiSqu ¡re 152.499 432 D.F 4

Pv ¡lue .000

Conclusion Signific ¡nt

¡ ¡

Pe ¡rson ChiSqu re Tot l Respondents

¡ ¡ ¡ ¡

T ¡ble 5.49: Ch nge in Appe r nce nd Style by Level of Viewing Level of viewing

¡ ¡ ¡ Tot ¡l Level of effect He vy viewers Moder te viewers f Low Medium High Tot l 4 4 4 96 144 % 2.8 30.6 f66.7 100 f 12 63 70 145 % 8.3 43.4 48.3 100 Light viewers f 77 43 23 143 % 53.8 30.1 16.1 100 f (%) 93 (21.5) 150 (34.7) 189 (43.8) 432 (10 0.0)

5.26.4 SubHypothesis 4

¡ ¡

He ¡vy viewers of c ble television experience gre ter degree of effect on their c

¡ ¡ ¡ ¡ ¡ ¡

ultur ¡l pr ctices th n the moder te nd light viewers. ChiSqu re v lue in the T

¡ ¡ ¡ ¡

¡ble 5.50 indic tes th t null hypothesis is rejected t 5% level of signific nce

¡ ¡ ¡ ¡ ¡ ¡

. Hence, ¡n ltern te hypothesis of signific nt ssoci tion between level of c b

¡ ¡ ¡

le television viewing ¡nd level of effect on cultur l pr ctices st nds proved. P

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ercent ¡ge v lues s seen in the T ble 5.51 lso indic te th t mong he vy viewer

¡ ¡ ¡

s of c ¡ble television, m jority of the respondents h ve h d effect on their cult

¡ ¡ ¡ ¡ ¡ ¡ ¡

ur ¡l pr ctices s comp red to moder te nd light viewers. On the b sis of bove

¡ ¡ ¡ ¡ ¡

result it w ¡s concluded th t there is signific nt ssoci tion between the leve ¡ ls of c ¡ble television viewing nd

¡ ¡

123 levels of effect on cultur ¡l pr ctices. It is thus verified th t high televi

¡ ¡ ¡ ¡ ¡ ¡ ¡

sion viewing is imp ¡cting cultur l pr ctices in L hore, P kist n, nd women re

¡ ¡ ¡ ¡ ¡

¡ccepting western nd Indi n culture. T ble 5.50:ChiSqu re Test for Associ tion

¡ ¡ ¡ ¡ ¡

: Exposure ¡nd Effect on Cultur l Pr ctices V ri bles Chisqu re 332.246 432 D.F ¡

4 Pv ¡lue .000 Conclusion Signific nt

¡ ¡

Pe ¡rson ChiSqu re Tot l Respondents

¡ ¡

T ¡ble 5.51: Level of Cultur l Pr ctices by Level of Viewing Level of viewing Tot

¡ ¡ ¡ ¡l Level of effect He vy viewers Moder te viewers f Low Medium High Tot l 0 47 9 7 144 % 0.00 32.6 67.4 100 f 18 114 13 145 % 12.4 78.6 9.0 100 Light viewers f 9 7 45 1 143 % 67.8 31.5 0.7 100 f (%) 115 (26.6) 206 (47.7) 111 (25.7) 432 (100.0 )

5.26.5 SubHypothesis 5

¡ ¡ ¡ ¡

He ¡vy viewers of c ble television h ve experience gre ter degree of effect on

¡ ¡ ¡ ¡

their domestic ¡nd person l expenditures th n the moder te nd light viewers. Ch

¡ ¡ ¡ ¡ ¡

iSqu ¡re v lue in the T ble 5.52 shows th t null hypothesis of no ssoci tion be

¡ ¡ ¡ ¡ ¡

tween the depend ¡nt nd independent v ri bles h s been rejected t 5% level of s

¡ ¡ ¡ ¡ ¡

ignific ¡nce. An ltern te hypothesis of signific nt ssoci tion between levels o

¡ ¡ ¡

f c ¡ble television viewing nd levels of effect on their domestic nd person l e

¡ ¡ ¡ ¡ ¡ ¡

xpenditure is ¡ccepted. Percent ge v lues s seen in the T ble 5.53 indic te th

¡ ¡ ¡

t ¡mong he vy viewers there is high percent ge of those who h ve shown effect on

¡ ¡ ¡ ¡

their domestic ¡nd person l expenditures. On the other h nd, mong light c ble ¡

television viewers there is high percent ¡ge of those who h ve low effect on thei ¡ r domestic ¡nd person l expenditures.

¡ ¡ ¡ ¡

124 Therefore, it is proved th ¡t there is signific nt ssoci tion between the

¡ ¡

levels of c ¡ble television viewing nd levels of effect on their domestic nd pe

¡ ¡ ¡ ¡

rson ¡l expenditure. It w s concluded th t high c ble television viewing is imp c

¡ ¡ ¡ ¡

ting the domestic ¡nd person l expenditures of women in L hore, P kist n.

¡ ¡ ¡ ¡ ¡

T ¡ble 5.52:ChiSqu re Test for Associ tion: Exposure nd Effect on Person l nd

¡ ¡ ¡ ¡ ¡

Domestic Expenditure V ¡ri bles Chisqu re Pe rson ChiSqu re Tot l Respondents 1 ¡

74.543 432 D.F 4 Pv ¡lue .000 Conclusion Signific nt

¡ ¡

T ¡ble 5.53: Level of Person l nd Domestic Expenditure by Level of Viewing Level

¡ ¡ of viewing Tot ¡l Level of effect He vy viewers Moder te viewers f Low Medium Hi gh Tot ¡l 13 36 95 144 % 9.0 25.0 66.0 100 f 51 67 27 145 % 35.2 46.2 18.6 100 Li ght viewers f 100 31 12 143 % 69.9 21.7 8.4 100 f (%) 164 (38.0) 134 (31.0) 134 (31.0) 432 (100.0)

5.26.6 SubHypothesis 6

¡ ¡ ¡ ¡ ¡

He ¡vy viewers of c ble television tend to show gre ter degree of ccept nce of

¡ ¡ ¡ ¡ ¡ ¡

roles of women ¡s portr yed on Indi n nd western ch nnels s comp red to the m

¡ ¡ ¡ ¡ ¡

oder ¡te nd light viewers. ChiSqu re v lue in the T ble 5.54 shows th t null hy

¡ ¡ ¡ ¡

pothesis is rejected ¡t 5% level of signific nce. An ltern te hypothesis of ss

¡ ¡ ¡ ¡

oci ¡tion between level of c ble television viewing nd level of ccept nce of ro

¡ ¡ ¡ ¡ ¡ ¡

le of western ¡nd urb n Indi n women st nds proved. Percent ge v lues s seen in

¡ ¡ ¡ ¡ ¡ ¡

the T ¡ble 5.55 lso indic te th t mong he vy viewers there is high percent ge

¡ ¡ of those who h ¡ve shown ccept nce of role of western

¡ ¡ ¡ ¡ ¡

125 ¡nd urb n Indi n women. On the other h nd mong light c ble television viewe

¡ ¡ ¡

rs there is high percent ¡ge of those who h ve high ccept nce of role of western

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡nd urb n Indi n women. It is ccepted th t there is signific nt ssoci tion

¡ ¡ ¡

between the levels of c ¡ble television viewing nd levels of ccept nce of roles

¡ ¡ ¡ ¡ ¡ ¡

of women ¡s portr yed on Indi n nd western ch nnels. It w s concluded th t hig

¡ ¡ ¡ ¡

h c ¡ble television viewing is ffecting the soci l role of women in L hore, P ki

¡ ¡ ¡ ¡ ¡

st ¡n. T ble 5.54:ChiSqu re Test for Associ tion: Exposure nd Effect on Soci l

¡ ¡ ¡ ¡ ¡ ¡ ¡

Role of P ¡kist ni Women V ri bles Chisqu re Pe rson ChiSqu re Tot l Respondent ¡

s 111.659 432 D.F 4 Pv ¡lue .000 Conclusion Signific nt

¡ ¡ ¡ ¡

T ¡ble 5.55: Level of Ch nge in Soci l Role of P kist ni Women by Level of Viewin

¡ ¡ g Level of viewing Tot ¡l Level of effect He vy viewers Moder te viewers f Low Me dium High Tot ¡l 11 33 100 144 % 7.6 22.9 69.4 100 f 27 67 51 145 % 18.6 46.2 35. 2 100 Light viewers f 67 53 23 143 % 46.9 37.1 16.1 100 f (%) 105 (24.3) 153 (35 .4) 174 (40.3) 432 (100.0) 126

PART III – DISCUSSION OF RESULTS

¡ ¡ ¡ ¡ ¡

The government of P ¡kist n liber lized electronic medi policy in 2000 nd llow

¡ ¡ ¡ ¡

ed c ¡ble oper tors to work leg lly. Consequently, the c ble industry h s grown u

¡ ¡ ¡ ¡ ¡ ¡

p r ¡pidly nd st rted tr nsmitting s tellite foreign television ch nnels long w

¡ ¡

ith loc ¡l ch nnels through their network. The number of subscribers incre sed sw

¡ ¡ ¡ ¡ ¡

iftly ¡nd exposed viewers to the western nd Indi n v lues nd norms. This h s n

¡ ¡

ot only broken the monopoly of the st ¡teowned electronic medi in the country

¡ ¡ ¡ ¡ ¡ ¡

nd provided v ¡riety in ch nnels nd progr mmes but h s lso r ised concern over ¡

its effects on viewers. Hence, this study w ¡s c rried out to probe the effects o

¡ ¡ ¡ ¡ ¡

f c ¡ble television on women in P kist n. The b sic t rget of this study w s to f

¡ ¡ ¡ ¡ ¡

ind out, through the biv ¡ri te n lysis, whether ch nges in life p tterns of wom

¡ ¡ ¡ ¡ ¡

en in L ¡hore, P kist n, re linked to their exposure to the c ble television ch

¡ ¡ ¡ ¡

nnels or not. The b ¡sis of this study w s the confirm tion by e rlier rese rcher

¡ ¡ ¡ ¡

s throughout the world th ¡t television does le ve n imp ct on socioeconomic n

¡ ¡ ¡ ¡ ¡

d cultur ¡l spects of lives of its viewers i.e. J mi s (1993), Goon seker (1993

¡ ¡ ¡

), Sh ¡riff deen (1995), Ali (2001), T riq (2004), etc. To pursue the m in theme,

¡ ¡ ¡ ¡ ¡ ¡

the rese ¡rcher ssessed Indi n nd western ch nnels imp ct through c ble televi

¡ ¡ ¡ ¡ ¡

sion on different ¡spects of women’s lives e.i. f mily nd soci l inter ction p tt

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

erns, ¡ppe r nce nd style, cultur l pr ctices i.e. food, l ngu ge, dress, tr di

¡ ¡ ¡ ¡

tions ¡nd religion, domestic nd person l expenditure nd on their over ll role

¡ ¡

in society. The study t ¡rgeted women ged between 18 to 40 ye rs. This criterion

¡ ¡ ¡ ¡

w ¡s further divided into three c tegories he vy, moder te nd light viewers

¡ ¡ ¡ ¡ ¡

inste ¡d of two bec use the m in im of the study w s to comp re two extremes i.e

¡ ¡ ¡ ¡

. he ¡vy nd light viewers. In ll, 432 women of the st ted c tegories responded

¡ ¡ ¡

to the survey. L ¡hore w s selected s the field of study. It is the second l rge

¡ ¡ ¡ ¡ ¡

st city of P ¡kist n nd cosmopolit n in n ture. Being metropolis of the countr

¡ ¡ ¡ ¡

y’s l ¡rgest province Punj b, the popul tion of L hore is quite v ried, from poor t

¡ ¡ ¡ ¡

o rich, illiter ¡te to highly educ ted nd from slump dwellers to n ffluent liv

¡ ¡ ¡

ing in posh colonies. L ¡hore h s ret ined its link to its p st through its histo

¡ ¡ ¡ ¡ ¡

ric monuments ¡nd lso bo sts of modern buildings nd shopping m lls. L hore’s pop

¡ ¡

ul ¡tion is heterogeneous, comprising people from ll regions nd ethnic groups l

¡ ¡ ¡ ¡ ¡ ¡

ike Punj ¡bis, Ser ikis, P th n, B lochis, Sindhis, K shmiris, etc. Domin nt reli

¡ ¡

gion is Isl ¡m but people of other followings like Christi nity lso reside here.

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Above ¡ll, L hore is lso known s n tion’s hub of medi nd cultur l ctivities.

¡ ¡ ¡ ¡ ¡ ¡ All n ¡tion l d ilies, FM r dios nd television ch nnels h ve their offices in

¡ ¡ ¡ ¡ ¡ ¡ ¡

127 L ¡hore. As m ny s 68 he dend licensees re ctive nd 276 loopholders re

¡ ¡

successfully h ¡ndling the c ble proportion nd serving 3.5 million subscribers

¡ ¡ ¡ ¡

in L ¡hore. Every c ble oper tor/loopholder provides more th n 100 ch nnels to t

¡ ¡ ¡ ¡

he connection holder. Most of these ch ¡nnels re western nd Indi n, tr nsmittin

¡ ¡ ¡ ¡

g progr ¡mmes in English nd Hindi l ngu ges. The study w s conducted during Dece

¡ ¡ ¡ ¡

mber 200307 ¡nd the d t for this study w s collected through survey. Intervi

¡ ¡ ¡ ¡ ¡

ews’ schedule (verb ¡l interview b sed on questionn ire) w s selected s tool for

¡ ¡ ¡ ¡

d ¡t collection bec use some of the respondents were illiter te nd would not b

¡ ¡ ¡ ¡ ¡

e ¡ble to re d nd nswer the questionn ire. To test the reli bility of the inst

¡ ¡ ¡ ¡ ¡ ¡

rument, interitem correl ¡tion reli bility test ‘Cronb ch’s Alph ’ w s pplied. The v

¡ ¡ ¡ ¡ ¡ ¡

lue of the Cronb ¡ch’s Alph w s computed using the SPSS13 p ck ge nd the v lue o

¡ ¡ ¡ ¡

f reli ¡bility c me out to be 88 percent. The tot l s mple size w s 432. Governme

¡ ¡ ¡ ¡ ¡

nt ¡dministr tive division, which divided L hore into six towns, w s used nd n

¡ ¡ ¡

equ ¡l number of respondents (72) w s interviewed from e ch town of L hore. The

¡ ¡

findings of the study h ¡ve been presented in two c tegories. Gener l findings: D

¡ ¡ ¡ ¡

iscussion on gener ¡l findings pert ining to the dur tion of h ving c ble televis

¡ ¡ ¡ ¡ ¡

ion connection, wh ¡t ch nnels nd kinds of progr mme re preferred, re sons for

¡ ¡ ¡

w ¡tching, f vourite time of w tching, control over remote, women’s right to w tch

¡ ¡ ¡ ¡ ¡

c ¡ble television nd restriction on viewing c ble television. It lso n lyses t

¡ ¡ ¡ ¡

he rel ¡tionship between bove f ctors nd level of viewing besides demogr phic i

¡ ¡ ¡ ¡

nform ¡tion of respondents i.e. ge, educ tion, resident re , profession, income

¡ ¡ ¡ ¡

, m ¡rit l st tus, etc. Findings on hypothesis testing: The m jor hypothesis w s

¡ ¡ ¡ ¡ ¡ ¡ ¡

th ¡t gre ter exposure to c ble television le ves gre ter imp ct on the lives

¡ ¡

of women. The subhypothesis included he ¡vy viewers of c ble television h ve ex

¡ ¡ ¡

perienced ¡ gre ter degree of effect on their domestic nd other ctivities, on

¡ ¡ ¡ ¡ ¡ ¡ ¡

their f ¡mily nd soci l inter ction p tterns, cultur l pr ctices nd on their do

¡ ¡ ¡ ¡ ¡ ¡

mestic ¡nd person l expenditure th n the moder te nd light viewers. It w s lso

¡ ¡ ¡ ¡

hypothesized th ¡t he vy women viewers of c ble television tend to show gre te

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

r degree of ¡ccept nce of television ch r cter’s ppe r nce nd style nd of role

¡ ¡ ¡ ¡ ¡ of western ¡nd urb n Indi n women th n moder te nd light viewers. 128

5.27 Gener ¡l Findings of the Study

¡ ¡ ¡ ¡ ¡

When demogr ¡phic ch r cteristics of the respondents were n lyzed the rese rcher

¡ ¡ ¡ ¡ ¡

found th ¡t m jority of the respondents re ged 31 to 40 ye rs (60 percent).

¡ ¡ ¡ ¡ ¡ ¡

In P ¡kist n, women of this ge group gener lly re the ones who h ve st rted the

¡ ¡ ¡ ¡ ¡

ir m ¡rit l life nd re r ising their f milies. Motherhood defines women’s identit

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

y in P ¡kist n. M rit l life for P kist ni wom n is the time when she st rts di

¡ ¡ ¡

scovering her identity ¡nd selfconscious im ge of figure which is very clos

¡ ¡ ¡ ¡ ¡

ely ¡tt ched to her domestic nd f mily life. This group is of fund ment l impor

¡ ¡ ¡

t ¡nce for studying the imp ct of c ble television on their lives due to the f ct

¡ ¡ ¡ ¡ ¡ ¡

th ¡t they pl y n ctive role in sh ping lives of their children in p rticul r

¡ ¡ ¡ ¡

¡nd those of their f milies in gener l. More often th n not, they re the nucleu

¡ ¡

s of the f ¡mily nd responsible for household ctivities, nurturing of children,

¡ ¡ ¡ ¡ ¡ ¡

t ¡king c re of husb nd nd in some c ses elderly rel tions s well. Therefore,

¡ ¡

if this group gets ¡ffected by c ble television viewing, consequences re bound ¡

to impinge upon other f ¡mily members too. Although the s mple of the study consi

¡ ¡

sted of ¡ll income groups but the m jority belonged to middle nd upper middle c

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

l ¡ss nd h d monthly income of bove Rs. 20,000. Findings reve led th t gre

¡ ¡

ter portion of them were m ¡rried nd unemployed. Ne rly threefourth (73.1 perce

¡ ¡ ¡ ¡ ¡ ¡

nt) of them were housem ¡n gers th t indic tes th t they were ble to fford mor

¡ ¡

e time w ¡tching c ble television, therefore m jority of these women were found i

¡ ¡ ¡ ¡

n he ¡vy viewers c tegory. Referring to educ tion, minimum qu lific tion of more

¡ ¡ ¡

then threefifth of the respondents (63.2 percent) w ¡s gr du tion (T ble A). The

¡ ¡ ¡

results of demogr ¡phic ch r cteristics justified the suit bility of respondents

¡ ¡ ¡ ¡ ¡ ¡ ¡

with this rese ¡rch s m jority of them were educ ted nd h d the c p city to un

¡ ¡ ¡ ¡ ¡ ¡

derst ¡nd v riety of mess ges even in foreign l ngu ges like English nd Hindi.

¡ ¡

Ag ¡in, most of them were m rried. Therefore, by virtue of soci l settings they

¡ ¡ ¡ ¡ ¡

enjoyed ¡ key role in the lives of their f milies nd h d purch sing power of v

¡ ¡ ¡

rying extent ¡nd could directly or indirectly influence medi motiv ted ch nge i

¡ ¡ ¡

n their lifestyle or th ¡t of their f milies. Gener lly, it is believed th t incr

¡ ¡ ¡ ¡ ¡

e ¡se in dur tion of viewing c ble television m y incre se the imp ct on the view ¡

ers. Hence, the study ¡lso sought to find out respondents’ p st involvement with c

¡ ¡

¡ble television in gener l. Therefore, the rese rcher purposely selected such re

¡ ¡ ¡

spondents who were ¡ssoci ted with c ble television for minimum period of two

¡ ¡

ye ¡rs. They were further divided lmost evenly into four br ckets i.e. responden

¡ ¡ ¡ ¡ ts enjoying c ¡ble f cility for the l st two ye rs (29.4 percent), three ye rs (2 3

¡ ¡ ¡

129 percent), four ye ¡rs (23.6 percent) nd more th n four ye rs (23.6 percent).

¡ ¡ ¡ ¡ ¡ ¡

People h ¡ving the c ble f cility for less th n two ye rs were deliber tely voi

¡ ¡ ¡ ¡

ded ¡s shorter period of exposure to c ble television m y not h ve h d sufficien

¡ ¡ ¡

t imp ¡ct. The rese rcher found more respondents in the c tegory of people h ving

¡ ¡ ¡ ¡

c ¡ble connection for the l st two ye rs (T ble 5.1). This concludes th t the le

¡ ¡ ¡ ¡ ¡ ¡

vel of ¡ccept nce nd popul rity of c ble television mongst the people of L hor

¡ ¡ ¡ ¡ ¡

e h ¡s re dily incre sed in the recent times. The findings reve led th t the s mp

¡ ¡ ¡ ¡

le w ¡s f irly uniform in terms of percent ge of he vy (viewing c ble television

¡ ¡ ¡ ¡

for 4 ¡nd more th n 4 hours d ily), moder te (viewing more th n 2 hours but less

¡ ¡ ¡

then 4 hours d ¡ily) nd light viewers (1 to 2 hours d ily) i.e. lmost 33 perce

¡ ¡ ¡ ¡

nt (T ¡ble 5.2). The comp rison of dur tion of c ble connection nd the levels of

¡ ¡ ¡ ¡ ¡ ¡

viewing c ¡rried out indic ted th t there w s no signific nt ssoci tion between

¡ ¡

the two. However, the findings exposed th ¡t highest percent ge of he vy viewers

¡ ¡ ¡

¡nd light viewers belonged to the c tegory of respondents who h d c ble connect

¡ ¡ ¡ ¡

ions for the l ¡st two ye rs (T ble 5.3). It m y be concluded th t the level of v

¡ ¡ ¡ ¡ ¡

iewing c ¡nnot be determined by the dur tion of c ble f cility. The n lysis of t

¡ ¡ ¡ ¡

he ¡ssoci tion between respondents by their ge nd level of viewing exposed th

¡ ¡ ¡ ¡

t no consider ¡ble p ttern w s est blished mongst the two. However, twofifth of

¡ ¡

the he ¡vy viewers belonged to the ge group of 26 to 30 ye rs followed by 31 to

¡ ¡ ¡ ¡ ¡

35 ye ¡rs where s other ge groups h ve the s me percent ge which is 30 percent.

¡ ¡ ¡ ¡

This sums up th ¡t respondents of different ge groups h ve lmost the s me view

¡ ¡ ¡ ¡ ¡ ¡

ing p ¡tterns nd h ve spent lmost equ l time on c ble television. However, n i

¡ ¡ ¡

nteresting finding w ¡s portr yed in light viewer’s c tegory, the highest percent g ¡

e i.e. twofifth of the respondents ¡ged 18 to 25 come under light viewers (T bl

¡ ¡

e 5.4). Though, conversely, one would h ¡ve expected this ge group to f ll in th

¡ ¡ ¡ ¡ ¡

e c ¡tegory of he vy viewers. The n lysis of the ssoci tion between the respond

¡ ¡ ¡ ¡ ¡

ent’s educ ¡tion nd level of viewing reve led th t the percent ge of he vy viewers

¡ ¡ ¡ ¡ ¡ ¡

w ¡s less mong the gr du tes s comp red to the respondents with the second ry

¡ ¡ ¡ ¡ ¡

level of educ ¡tion. The n lysis of the ssoci tion between the respondent’s educ

¡ ¡ ¡ ¡ ¡

tion ¡nd level of viewing reve led th t the percent ge of he vy viewers w s less

¡ ¡ ¡ ¡ ¡ ¡

¡mong the gr du tes s comp red to respondents with second ry level of educ tio

¡ ¡ ¡

n. Women h ¡ving m sters or higher degree of le rning were the light viewers (T

¡ ¡ ¡ ¡ ¡

¡ble 5.5). This result est blishes n ssoci tion between the level of viewing

¡ ¡ ¡ ¡ ¡

nd respondent’s educ ¡tion. Simil rly, respondents’ professions lso pl yed m jor r ¡

ole in determining the level of viewing. As 80 percent of the house m ¡n gers wer

¡ ¡ ¡ ¡ e f ¡ll in the c tegory of he vy nd moder te

¡ ¡

130 viewers where ¡s lmost 70 percent working women were light viewers (T ble 5.

¡ ¡ ¡ ¡ ¡

6). This confirms th ¡t house m n gers c n spend lot more time in front of c bl

¡ ¡ ¡

e television th ¡n working women. Consequently, house m n gers re most likely to

¡ ¡ ¡ ¡

be ¡ffected by c ble television. Findings did not est blish ny rel tionship be

¡ ¡

tween the level of viewing ¡nd towns where the respondents live (T ble 5.7) s t

¡ ¡

he results of c ¡ble viewing in different towns were lmost identic l. Likewise,

¡ ¡ ¡ there w ¡s lso no rel tionship to be seen when comp ring the levels of income wi

th c ¡ble television viewing levels. Respondents belonging to different economic

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡nd soci l groups nd s l ry r nging from Rs 1,000 to more th n Rs. 25,000 h ve

¡ ¡ ¡ ¡ ¡

h ¡d simil r viewing p tterns (T ble 5. 8). This concludes th t income is not m

¡ ¡ ¡ ¡ ¡

¡jor f ctor when it comes to c ble television exposure. M rit l st tus does not

¡ ¡ ¡ ¡ ¡

m ¡tter when the level of c ble television viewing is studied s m rried nd unm

¡ ¡ ¡ ¡

rried women h ¡ve lmost the s me model (T ble 5.9). This conclusion is dr wn fro

¡ ¡ ¡ ¡

m the f ¡ct th t the respondents, whether m rried or not, were mostly home m n ge

¡ ¡ ¡ ¡

rs or st ¡ying t home. This m y give them extr time to sit in front of c ble te

¡ ¡

levision. Secondly, they might h ¡ve c ble television s the only source of enter

¡ ¡ ¡ ¡

t ¡inment. In turn, their exposure to v riety of progr mmes nd subsequently to

¡ ¡ ¡ ¡ ¡

the v ¡lues through c ble television ch nnels m y influence their beh viour nd

¡ ¡ ¡ ¡

lifestyle. As f ¡r s respondents’ intentions of w tching c ble television ch nnels

¡ ¡ ¡ ¡

¡re concerned they were sked to give multiple nswers. However, consider ble

¡ ¡ ¡

number of the respondents mentioned th ¡t entert inment is their m jor re son fo

¡ ¡

r viewing the c ¡ble television. Their responses indic te th t the highest number

¡ ¡ ¡ ¡ ¡

of respondents w ¡tch c ble television for entert inment nd rel x tion (37.5 pe

¡ ¡

rcent) ¡nd 7.9 percent respondents w tch c ble television to kill their time whi

¡ ¡ ¡ ¡ ¡ ¡ ¡

ch is b ¡sic lly nother w y of w tching c ble television for entert inment nd r

¡ ¡ ¡ ¡

el ¡x tion. On the other h nd, only onefourth of the respondents w tch c ble tel

¡ ¡ ¡ ¡ ¡ ¡ ¡

evision for inform ¡tion nd w reness (T ble 5.10). This shows th t gre ter p rt

¡ ¡

of respondents unwind in the evening while w ¡tching c ble television entert inm

¡ ¡ ¡ ¡

ent progr ¡mmes. Also, these respondents w tch c ble television progr mmes to le

¡ ¡ ¡

rn ¡bout other countries, foreign v lues nd cultures which consequently open v ¡

enues for their ¡doption of foreign v lues consciously or unconsciously. Therefo

¡ ¡ ¡ ¡

re, it c ¡n be concluded th t in the form of entert inment, women in L hore, P ki

¡ ¡ ¡ ¡ ¡

st ¡n, re receiving wide v riety of influencing mess ges bout foreign culture ¡ ¡nd v lues.

¡ ¡

131 When respondents were c ¡tegorized ccording to the level of viewing nd the

¡ ¡ ¡ ¡ ¡ ¡

purpose of w ¡tching, it w s found out th t m jority of the he vy viewers w tch

¡ ¡ ¡ ¡ ¡

ed entert ¡inmentoriented progr mmes (50 percent) s comp red to inform tion nd

¡ ¡ ¡ ¡ ¡

news (2.3 percent) ¡nd their m in im of w tching c ble television is to rel x.

¡ ¡ ¡ ¡ ¡

Onefourth of the light viewers cited educ ¡tion l progr mmes s their m in re s

¡ ¡ ¡ ¡

on for w ¡tching c ble television followed by sitting nd w tching with their f m

¡ ¡ ¡ ¡ ¡ ¡

ilies. The d ¡t reve ls th t 70 percent of moder te nd he vy viewers’ first prior

¡ ¡ ¡ ¡ ¡

ity of w ¡tching c ble television is entert inment nd rel x tion. Also, twofift ¡

h of them were interested in knowing ¡bout other countries through c ble televis

¡ ¡ ¡ ¡

ion progr ¡mmes (T ble 5.11). To wr p it up, he vy viewers were not inform tion s

¡ ¡

eekers but solely entert ¡inment ddicts. On the contr ry, light viewers were mor

¡ ¡ ¡ ¡ ¡ ¡

e interested in seeking inform ¡tion nd educ tion nd showed gre ter f mily v lu

¡ ¡ ¡ ¡ ¡ ¡ ¡

es while w ¡tching c ble television r ther th n entert inment nd rel x tion. Thi

¡ ¡ ¡ ¡ ¡ ¡

s c ¡n be concluded th t there is strong ssoci tion between he vy viewing nd

¡ ¡ ¡ ¡ ¡ ¡ ¡

entert ¡inmentoriented progr mmes. The d t cle rly confirms th t he vy nd mode

¡ ¡ ¡ ¡ ¡

r ¡te viewers re w tching entert inment b sed progr mmes from 2 hours to more th

¡ ¡ ¡ ¡ ¡

¡n 4 hours th t might h ve much gre ter effect on their lifestyle th n the lig

¡ ¡

ht viewers. Respondents were ¡lso sked to prioritize their preferred ch nnels o

¡ ¡ ¡ ¡

f c ¡ble television (foreign or loc l). Their responses were ccumul ted. Ten ch

¡ ¡ ¡ ¡ ¡

nnels (six foreign ¡nd four P kist ni) emerged s popul r ones mong respondents ¡

. Foreign ch ¡nnels preferred by respondents included St r Plus, Zee TV, Sony Ent

¡ ¡ ¡ ¡ ¡ ¡

ert ¡inment TV, St r Movies, HBO nd BBC where s P kist ni ch nnels included Geo

¡ ¡ ¡ ¡

TV, ARY, Indus Vision ¡nd Ptv World. It h s been noted th t mong the f vourite

¡ ¡ ¡ ¡

ch ¡nnels, foreign ch nnels were gre ter in number (T ble 5.12). This shows gre t

¡ ¡ ¡

er interest of P ¡kist ni women in foreign ch nnels nd they were devoting most o

¡ ¡

f their viewing time to foreign ch ¡nnels. Thus the imp ct of these c ble televis

¡ ¡ ¡ ¡

ion ch ¡nnels would be evident. Findings lso reve led n interesting result th t

¡ ¡ ¡ ¡ ¡ ¡

the Indi ¡n ch nnel ‘St r Plus’ h d the highest following mong foreign nd loc l ch

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡nnels. St r Plus is Indi ’s most w tched Hindi l ngu ge gener l entert inment tel

¡ ¡ ¡ ¡ ¡

evision ch ¡nnel. This ch nnel is the p rt of the St r TV network’s f mily of ch nn

¡ ¡

els. It is ¡lso known for bringing in revolution in the Indi n television worl

¡ ¡ ¡

d with new shows in 2000. It h ¡s been Indi s No. 1 c ble television ch nnel for

¡ ¡ ¡

the l ¡st seven ye rs, re ching more th n 50 million viewers every week with 45

¡ ¡ ¡ ¡ out of top 50 shows on Indi ¡n c ble nd s tellite television (Wikipedi , Web, 20 07).

¡ ¡ ¡ ¡

132 The point to be noted reg ¡rding St r Plus is th t its progr mming prim rily

¡ ¡ ¡ ¡ ¡ ¡ ¡

consists of f ¡mily so p oper s which m inly portr y fem le prot gonists nd moth

¡ ¡ ¡ ¡ ¡

erinl ¡w nd d ughterinl w rel tionships in joint f milies system. In South A

¡ ¡ ¡ ¡ ¡

si ¡n f mily tr ditions, tension between these rel tionships is common topic n

¡ ¡

d hence the theme is very close to the he ¡rt of every m rried wom n. Other two I

¡ ¡ ¡ ¡ ¡ ¡

ndi ¡n ch nnels with re son ble following were Sony nd Zee TV lthough with lo

¡ ¡

w percent ¡ge i.e. 7.2 percent nd 12.5 percent respectively. Sony Entert inment

¡ ¡ ¡

Television is ¡ gener l entert inment ch nnel, owned or coowned by Sony Picture

¡ ¡ ¡ ¡ ¡

s Entert ¡inment where s Zee TV is the first Indi b sed s tellite television ch n

¡ ¡ ¡ ¡ ¡

nel in the Zee Network umbrell ¡, which bro dc sts in Hindi nd Urdu. They re l

¡ ¡ ¡ ¡ ¡ ¡

so f ¡mous for long seri ls on themes simil r to St r TV so p oper s. St r Plus i

¡ ¡ ¡ ¡ ¡

s the most popul ¡r ch nnel mong ll the c ble television ch nnels. According to

¡ ¡ ¡ ¡

the study findings, St ¡r TV’s so p oper s directly t rget emotions of women nd t

¡ ¡ ¡ ¡ ¡

hus le ¡ve gre ter effect on them. All these Indi n ch nnels re popul r for long

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

dr ¡wn out sens tion l so p oper s with g udy expensive dresses; he vy m keup ¡

nd uppermiddle cl ¡ss women living in big houses, etc. A culture of p rties, mix

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

g ¡therings, love ff irs both extr m rit l nd otherwise, extr v g nt wedding

¡ ¡ ¡

¡nd other Hindu ceremonies, st rk portr y l of Hindu religion, women locked in v

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ile household conspir ¡cies nd melodr m tic situ tions re ll the s lient fe tu

¡ ¡ ¡ ¡ ¡ ¡ ¡

res of these so ¡p oper s. Hindu festiv ls like Holi, Deew li, G np ti B b ’s festi

¡ ¡ ¡ ¡ ¡ ¡

v ¡l, K rw Cho th nd other such purely Hindu religious festiv ls re very promi

¡ ¡ ¡ ¡ ¡

nently portr ¡yed in these pl ys. But these pl ys essenti lly l ck ny coherent p

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

lot or storyline ¡nd re b sed m inly on sens tion l nd the tric l situ tions.

¡ ¡ ¡

As such they ¡re deliber tely constructed to ppe l to the emotions of women liv

¡ ¡ ¡ ¡

ing in joint f ¡milies. Women with desires to le d glittering soci l life nd w

¡ ¡ ¡ ¡

ith crushing desire to t ¡ke it ll out on their husb nds nd other inl ws find

¡ ¡ ¡ ¡ ¡

it ¡ll too e sy to gr tify their suppressed desires through these pl ys. Sh hb z

¡ ¡ ¡ ¡ ¡ ¡ ¡

(2002) ¡lso confirmed th t these dr m s re very popul r mong n overwhelming ¡

m ¡jority of c ble television viewers. Projection of blown up version of upper mi

¡ ¡ ¡

ddle cl ¡ss Indi n culture through St r Plus is not only considered disturbing

¡ ¡ ¡ ¡ ¡

sign in P ¡kist n but it is criticized in Indi lso. Anjlee, Loon , nd Towhid,

¡ ¡ ¡ ¡ ¡

(2006) st ¡ted th t the culture portr yed in St r Plus so p oper s, which is not

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Indi ¡n, nd is cre ting frustr tion mong Indi ns lso. Simil rly, nother study

¡ ¡

conducted by Butt in 2005 ¡n lyzed the projection of Hindu religion in St r Plu

¡ ¡ ¡ ¡ ¡ ¡

s so ¡p oper s. She employed content n lysis nd the fin l results found “so p ope

¡ ¡ ¡ ¡ ¡

r ¡s on st r Plus directly nd indirectly re giving m ximum cover ge to Hindu re ¡ ligion through the projection of n ¡mes of gods nd

133 goddesses, religious verses, religious words ¡nd history, different scenes i

¡ ¡ n religious b ¡ckground, sounds nd pr yers. Some of the religious scenes were th

e requirement of the story but most of the time their projection is unnecess ¡ry.

¡ ¡ ¡ ¡ ¡ ¡ ¡

This m ¡y ffect viewers t l rge sc le bec use the viewing of these so p oper

¡ ¡ ¡

¡s is not countrywide but worldwide.” Another survey rese rch w s c rried out on t

¡ ¡ ¡

he ‘imp ¡ct of c ble television tr nsmission on the residents of Mult n. The result

¡ ¡ ¡ ¡ ¡

s of the survey indic ¡ted “powerful cultur l tr ditions p rticul rly of Indi n cul

¡ ¡ ¡ ¡

ture ¡re getting popul r in the country due to c ble television tr nsmission (M

¡ ¡ ¡

lik, 2003). Although ¡ m jority of respondents mentioned th t entert inment is t ¡

he sole purpose of w ¡tching such ch nnels but imperceptibly they get influenced

¡ ¡ ¡ ¡ ¡ ¡

by these progr ¡mmes nd dopt simil r v lues nd norms. As such it c n be conclu

¡ ¡ ¡ ¡

ded th ¡t St r Plus dr m s under the cover of entert inment were resulting in dec

¡ ¡ ¡ ¡ ¡ ¡ ¡

ulturis ¡tion nd culturis tion of udience. HBO nd St r Movies (purely entert

¡ ¡

inment ¡nd movie ch nnels) were preferred by 18.5 percent nd 19.2 percent of th ¡

e respondents respectively. HBO is oper ¡ted by Home Box Office Group, p rt of Ti

¡ ¡ ¡ ¡ ¡

me W ¡rner. It is n Americ n premium c ble television network. HBO telec st fe t

¡ ¡ ¡

ure films, its own origin ¡l television movies nd v rious origin l series includ

¡ ¡ ¡ ¡ ¡

ing fl ¡gship progr mmes The Sopr , Six Feet Under nd Sex nd the City. St r

¡ ¡ ¡

Movies is the No.1 English movie ch ¡nnel b sed in Indi . It brings udiences the

¡ ¡ ¡ ¡

biggest blockbusters from the Hollywood. St ¡r Movies lso fe tures the Emmy w

¡ ¡ ¡ ¡ ¡

rdwinning ¡nd critic lly ccl imed series Lost nd the sciencefiction sm sh hi

¡ ¡ ¡ ¡

t trilogy, The Tri ¡ngle. Regul r viewers of these ch nnels re exposed to v riou

¡ ¡ ¡ ¡

s kinds of effects. Ap ¡rt from these ch nnels, British Bro dc sting Corpor tion

¡ ¡ ¡

(BBC) usu ¡lly known s the BBC, w s being w tched by 17.1 percent respondents. I

¡ ¡ ¡

t is the l ¡rgest bro dc sting corpor tion in the world in terms of the number of

¡ ¡ ¡ ¡

¡udience. It produces progr mmes nd inform tion services on television, r dio

¡ ¡ ¡ ¡

¡nd internet. The st ted mission of the BBC is "to inform, educ te nd entert in”.

¡ ¡ ¡

All of these ch ¡nnels project western view, v lues nd culture which m y influe

¡ ¡ ¡

nce viewers directly or indirectly bec ¡use regul r exposure to specific ction

¡ ¡ ¡ ¡ ¡ ¡ ¡

serves ¡s model for others to imit te. Geo TV ( P kist ni priv te ch nnel) w

¡ ¡ ¡ ¡ ¡ ¡s the second most popul r ch nnel mong respondents. It w s preferred by lmost

70 percent of the respondents followed by ARY (33.6 percent) ¡nd Indus Vision (

¡ ¡ ¡

22 percent) respectively. Geo TV is ¡n Urdu P kist ni television network th t of

¡ ¡ ¡ ¡

fici ¡lly beg n tr nsmission in October 2002. This ch nnel is owned by J ng Group

¡ ¡ ¡ of Public ¡tions. Geo TV is mix of news nd entert inment. Its

¡ ¡ ¡ ¡

134 progr ¡mming includes inter ctive infot inment progr mmes, children s progr m

¡ ¡ ¡ ¡ ¡ ¡

mes, topofthehour news bro ¡dc sts nd current ff irs/events progr mmes. It h

¡ ¡ ¡ ¡ ¡ ¡

s been r ¡ted by the G llup, P kist n nd quoted by Business Week s the most w t

¡ ¡ ¡ ¡ ¡ ¡

ched television ch ¡nnel in P kist n Indus Vision w s nother s tellite ch nnel o

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

per ¡ting in P kist n. It oper tes s 24hour entert inment ch nnel nd compris

¡ ¡ ¡ ¡ ¡

es ¡ strong lineup of Urdu progr mming th t includes dr m s, sitcoms, entert in

¡ ¡ ¡ ¡

ment ¡nd m g zine shows, cooking shows, f shion shows, t lk shows, television fi

¡ ¡ ¡ ¡ ¡

lms, c ¡rtoons, etc. Simil rly, ARY is nother popul r P kist ni television netwo

¡ ¡ ¡ ¡ ¡

rk in P ¡kist n, Middle E st nd Europe. Most progr mmes c ter to the needs of So

¡ ¡ ¡ ¡ ¡ ¡ ¡

uth Asi ¡ns, especi lly P kist ni community. It lso telec sts Urdu progr mmes n

¡ ¡ ¡ ¡ ¡ ¡

d songs. It is considered ¡s one of the pioneer in P kist ni medi nd bro dc st

¡ ¡ ¡ ¡ ¡

ing industry. It h ¡s network of ch nnels with e ch h ving n independent focus

¡ ¡ ¡

such ¡s ARY One World, ARY Digit l, The Musik, QTV nd The City Ch nnel. All of

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

these P ¡kist ni ch nnels re priv te nd telec st progr mmes for intern tion l

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡udience. For foreign pprov l, they show progr mmes with n intern tion l ppro

¡ ¡ ¡ ¡ ¡

¡ch. Therefore, these ch nnels, p rticul rly Geo TV, reflect potpourri of P ki

¡ ¡ ¡ ¡ ¡

st ¡ni, Indi n nd western cultures. This is strong re son for the popul rity o

¡ ¡ ¡ ¡ ¡

f Geo TV. It domin ¡tes P kist ni electronic medi scene bec use it is bolder th

¡ ¡ ¡ ¡

n the offici ¡l Ptv nd bro der th n other contesting networks in the priv te sec

¡ ¡ ¡

tor. It would be worthwhile to express th ¡t the imp ct of western nd Indi n soc

¡ ¡ ¡ ¡

ieties is obvious on respondents ¡s not only western nd Indi n ch nnels but P k

¡ ¡ ¡ ¡ ¡ ¡

ist ¡ni ch nnels re lso portr ying s me v lues to some extent. Therefore, respo

¡ ¡ ¡

ndents ¡re getting signific nt mount of exposure of foreign v lues, lifestyles

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡nd cultures through mix of Indi n nd P kist ni ch nnels. Ptv World w s r nke

¡ ¡ ¡ ¡ ¡ ¡ ¡

d the lowest ¡mong m jor P kist ni ch nnels s f r s the findings of the study

¡ ¡

¡re concerned. Only 17.8 percent respondents preferred to w tch Ptv World, ltho

¡ ¡ ¡ ¡ ¡ ¡

ugh it is considered ¡s P kist n s first f mily entert inment s tellite ch nnel.

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Ptv World is ¡imed t ttr cting domestic nd intern tion l udience nd compet

¡ ¡

ing with other television ch ¡nnels t rgeting viewers in the region nd the Subco

¡ ¡ ¡ ¡

ntinent. Though Ptv World h ¡s improved nd brought dr stic ch nges in its progr

¡ ¡ ¡ ¡ ¡

mming, but it h ¡s not been ble to compete the foreign nd P kist n’s priv te tele

¡ ¡ ¡ ¡

vision ch ¡nnels. M in c use of its low preference is its t g of the st teowned

¡ ¡ ¡ television. Ap ¡rt from the bovementioned ch nnels, there were some other ch nn

els which were w ¡tched by some of the respondents which included QTV, B4U, Hum T

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ V, Zoom ¡nd Style Duny s well s loc l ch nnels which pl y English nd Indi n movies ¡nd

¡ ¡ ¡ ¡

135 P ¡kist ni st ge pl ys round the clock. Respondents’ preference in w tching QTV

¡ ¡

cle ¡rly gives the impression of two extremes; either they h ve tendency tow rds

¡ ¡ ¡

religious ch ¡nnels or they w tch the offensive ch nnels which shows the contr s

¡ ¡ ¡

t of choices ¡t the s me level. The re son for preferring QTV is simply th t wom

¡ ¡ ¡

en of our society ¡re under the influence of m le f mily members nd they follow ¡

the p ¡ttern shown to them whether its verb lly or simply conveyed through gestu

¡ ¡ ¡

res. As such the re ¡son for w tching QTV is m inly the obedience f ctor. B4U is

¡ ¡ ¡ ¡ ¡

yet ¡nother Indi n movie ch nnel which w s m king inro ds into our society with

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ simil r imp ct on viewers, their soci l lives thus le ding to kind of r ce

¡ ¡ ¡ ¡ ¡

mong women to get l ¡test inform tion bout Indi n f shions, nd so ¡

on. Newlywed women ¡long with those living in joint f milies were more prone t

¡ ¡ ¡ ¡ ¡ ¡

o w ¡tching these ch nnels. HUM TV is n entert inment nd f shionoriented ch nn

¡ ¡ ¡ ¡ ¡

el ¡nd it w s mostly w tched by women of welltodo f milies nd those who w nt

¡ ¡ ¡ ¡ ¡ ¡

to h ¡ve style. Le st w tched ch nnels were Ten Sports, Music M x, St r Sports,

¡ ¡ ¡ ¡ ¡

The Music ¡nd H llm rk MGM. It w s confirmed th t St r Plus is the first priori ¡

ty of the respondents (T ¡ble, 5:12). When preferred ch nnels of the respondents

¡ ¡ ¡ ¡

were comp ¡red with the level of viewing, the result w s g in the s me i.e. resp

¡ ¡ ¡ ¡ ¡

ondents of ¡ll c tegories (he vy, moder te nd light viewers), were equ lly inte

¡ ¡

rested in ‘St ¡r Plus’ with percent ge of 82.6, 80.7 nd 73.4 respectively. However,

¡ ¡ ¡ ¡ ¡

P ¡kist ni ch nnels Geo nd ARY, which come second nd third in the c tegory of m

¡ ¡

ost popul ¡r ch nnels in comp rison with viewing hours, Geo TV got the highest pe

¡ ¡ ¡ ¡

rcent ¡ge of light viewers where s ARY h d the highest percent ge of moder te vie

¡ ¡

wers. Geo h ¡s two sections news nd infot inment. News section works for news

¡ ¡ ¡ ¡ ¡

¡nd current ff irs progr mmes where s the infot inment section is responsible f

¡ ¡ ¡

or entert ¡inment progr mmes b sed on inform tion. Therefore, viewers of Geo TV w

¡ ¡ ¡ ¡

ere not only w ¡tching inform tive progr mmes but getting entert inment s well.

¡ ¡ ¡ ¡ ¡ ¡

Signific ¡ntly, these ch nnels present dr m s nd other entert inment progr mmes ¡

which reinforce findings reg ¡rding the purpose of viewing. Findings lso show th

¡ ¡ ¡ ¡ ¡

¡t moder te nd light viewers go for western ch nnels more th n he vy viewers (T

¡ ¡ ¡ ¡ ¡

¡ble 5.13). Therefore, it m y be concluded th t entert inment ch nnels re prefe

¡ ¡ ¡

rred by he ¡vy nd moder te viewers th n light viewers. Lundberg (1958) in his st

¡ ¡ ¡

udy on the “Imp ¡ct of Television on F mily Life” lso confirms th t viewers prefer t

¡ ¡ ¡

elevision for entert ¡inment. The findings of survey by R him (1994) on “Imp ct o

¡ ¡ ¡ ¡ f C ¡ble on Television nd Video Viewing in Hyder b d” lso support the results of this study. He concludes; “Aver ¡ge

¡ ¡

136 time spent on w ¡tching television is 5.36 hours per d y in e ch household. M

¡ ¡ ¡

ore fem ¡les w tch entert inment progr mmes on television. Although there is no s

¡ ¡ ¡ ¡ ¡ ¡ ¡

ignific ¡nt v ri tion of choice reg rding news between Door D rsh n nd c ble tel

¡ ¡ ¡

evision but c ¡ble television is preferred for entert inment progr mmes nd movie

¡ ¡ ¡ ¡

s.” As f ¡r s respondents preferred progr mmes re concerned, they were sked to e

¡ ¡ ¡ ¡ ¡

nlist ¡ll of their f vourite progr mmes on c ble television ch nnels nd their r

¡ ¡ ¡ ¡

esponses were ¡ccumul ted nd found th t m jority of the respondents preferred t

¡ ¡ ¡ ¡

o w ¡tch purely entert inmentoriented progr mmes. Findings g in correspond to t

¡ ¡ ¡ ¡

he result of preferred ch ¡nnels nd purpose of their viewing. The d t indic ted

¡ ¡ ¡ ¡ ¡

th ¡t the most f vourite progr mme of the threeforth respondents w s dr m foll ¡

owed by movies (34.3 percent) where ¡s music w s preferred by oneforth of the to

¡ ¡ ¡

t ¡l respondents. On the contr ry, inform tion progr mmes were preferred by onef

¡ ¡ ¡ ¡

orth of the respondents ¡nd the le st interesting, s indic ted in the T ble 5.1

¡ ¡ ¡

4, were cooking progr ¡mmes with the percent ge of 9.5. M in re son of respondent

¡ ¡ ¡ ¡ ¡

s’ less interest in news ¡nd current ff irs is th t women, p rticul rly the house

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

m ¡n gers in P kist ni society re not much interested in n tion l nd intern ti

¡ ¡ ¡ ¡ ¡

on ¡l politics. Thus they do not like w tching news nd current ff irs progr mme

¡ ¡ ¡

s. Their interest in cooking progr ¡mmes is due to the re son th t they h ve to w

¡ ¡

ork in the kitchen so they develop ¡ liking tow rds cooking shows. Other progr m

¡ ¡ ¡ ¡

mes being w ¡tched by some of the respondents were f shion shows, P kist ni st ge

¡ ¡ ¡ ¡ ¡ ¡ ¡

dr ¡m s, kids nd comedy, he lth c re nd western music progr mmes. The bove me

¡ ¡ ¡ ¡ ¡

ntioned findings ¡re h rdly surprising. It h s lre dy been verified th t the mo

¡ ¡ ¡ ¡ ¡

st f ¡vourite ch nnel of the respondents is St r Plus which prim rily bro dc sts

¡ ¡ ¡ ¡ ¡

so ¡p oper s b sed m inly on never ending f mily nd business politics. Some of t

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

hese dr ¡m s bo st fem le prot gonists nd motherinl w nd d ughterinl w rel

¡ ¡ ¡ ¡

tionships in joint f ¡milies. Although most of the h ppenings re highly ex gger

¡ ¡ ¡ ¡ ¡

ted versions of re ¡l life situ tion presented in n ttr ctive nd interesting w

¡ ¡ ¡ ¡ ¡

¡y thus gr bbing the ttention of viewers. Middle ged women re portr yed in he

¡ ¡ ¡ ¡ ¡ ¡

¡vy m keup nd jewelry nd young girls s f shion models. Women re shown cunni

¡ ¡ ¡ ¡ ¡ ¡

ng ¡nd m nipul tor (Sh hb z, 2004: 258). Their power of decision m king nd thei

¡ ¡ ¡ ¡ ¡ ¡

r centr ¡l role in the f mily g in could be source of disturb nce mong women

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

in P ¡kist n. Viewers develop p r soci l rel tionships with these ch r cters nd

¡ ¡ ¡ ¡ ¡ ¡

t ¡ke them s role model. In such situ tion, there is n mple ch nce for view

¡ ¡ ¡ ¡ ¡

ers to get influenced by their roles, ¡ppe r nce nd style. As result, their

¡ ¡ ¡ ¡ ¡ ¡ ¡

ttitude ¡nd beh vior experience ch nge. These dr m s project extr ordin rily r

¡ ¡ ¡ ich high ¡nd posh cl ss of the society. Their l vish lifestyle nd luxuriously

¡ ¡

137 decor ¡ted huge home with expensive furniture could be source of frustr tio

¡ ¡ ¡

n ¡mong viewers Results of T ble 5.15 reinforce the bove mentioned concern nd

¡ ¡ ¡ ¡

confirm ¡ signific nt ssoci tion between the level of viewing nd preference fo

¡ ¡ ¡ ¡ ¡ ¡

r specific progr ¡mmes. It w s notice ble th t dr m is the first preference of

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ll types of viewers i.e. he ¡vy, moder te nd light. Re son m y be th t dr m s r

¡ ¡ ¡

e of short dur ¡tion nd fford ble by light viewers. Movies were the second choi

¡ ¡ ¡ ¡

ce of he ¡vy nd moder te viewers s they were glued to the television for much

¡ ¡ ¡

longer period of time. Ag ¡in, he vy viewers’ third choice w s music where s infor

¡ ¡ ¡ ¡

m ¡tion progr mmes were their forth option. On the contr ry, inform tion progr mm ¡

es were the second priority of light viewers ¡nd third choice of moder te viewer

¡ ¡

s. This confirmed th ¡t respondents re influenced by the foreign culture nd lif

¡ ¡ ¡ ¡

estyle, p ¡rticul rly the Indi n, through entert inment progr mmes presented by t

¡ ¡ ¡ ¡ ¡

he popul ¡r television ch nnels. This is lso n indic tion of possibilities of

¡ ¡ ¡ ¡ ¡ ¡ ¡

ccept ¡nce of Indi n nd western culture t the cost of P kist ni v lues nd cult

¡ ¡ ¡ ¡ ¡ ¡

ure. A few ye ¡rs b ck when Ptv w s the only choice v il ble to the people in P

¡ ¡ ¡ ¡ ¡ ¡ ¡

kist ¡n. It w s tr dition th t the whole f mily would sit together nd w tch pr

¡ ¡ ¡ ¡

ime time progr ¡mmes nd would h ve gre ter degree of inter ction. But with the i

¡ ¡ ¡ ¡

ntroduction ¡nd ccept nce of c ble television in our society, it h s been obser

¡ ¡ ¡ ¡ ¡ ¡ ¡

ved th ¡t people re developing h bit of w tching c ble television lone inste

¡ ¡ ¡ ¡ ¡ ¡

d of w ¡tching it long with their f milies. M in re son is the choice nd v riet

¡ ¡ ¡ ¡ ¡ ¡

y of ch ¡nnels but the rese rcher’s concern w s th t w tching c ble television lon

¡ ¡ ¡

e would reduce inter ¡ction mong f mily members, therefore, llowing them to con

¡ ¡ ¡

centr ¡te on progr mmes. Respondents were lso sked to mention how they prefer t

¡ ¡ ¡ ¡ ¡ ¡

o w ¡tch c ble television, lone or with their f milies. T ble 5.16 reve led th t

¡ ¡ m ¡jority of the respondents (51.4 percent) were interested in w tching c ble te

levision with someone or with their f ¡milies. However, 48.6 percent of the respo

¡ ¡ ¡

ndents preferred to w ¡tch c ble television lone, resulting in lesser inter ctio ¡

n with f ¡mily members. The difference between the two c tegories is not signific

¡ ¡ ¡ ¡

¡nt. It is expected th t people who prefer to w tch c ble television lone would

¡ ¡ ¡ ¡ ¡ ¡

gr ¡du lly incre se nd in turn their inter ction mongst their f milies would f

¡ ¡ ¡ ¡ ¡ ¡ ¡

urther decline, which h ¡s lre dy h d downf ll since the spre d of c ble telev

¡ ¡

ision in the country. This ¡ssumption could be confirmed through longitudin l

¡ ¡ ¡ ¡ ¡ study. T ¡ble 5.17 st tes th t ssoci tion exists between the preference of w tch ing c ¡ble television

¡ ¡ ¡ ¡

138 ¡lone/with f mily nd level of viewing. M jority of the he vy viewers (34.4

¡ ¡ ¡

percent) preferred to w ¡tch c ble television lone where s the highest number of

¡ ¡

light viewers (36.0 percent) w ¡s interested in w tching c ble television while

¡ ¡ ¡ ¡

sitting with their f ¡milies. It indic tes th t he vy viewers prefer to be isol t

¡ ¡ ¡ ¡ ¡ ¡

ed or w ¡tch such progr mmes which they c nnot w tch with their f milies. P kist

¡ ¡ ¡ ¡ ¡ ¡

ni society is ¡ m le domin ted one where m n is the bre d winner nd m jority of

¡ ¡ ¡

women ¡re domestic cre tures. Therefore, decisions re mostly t ken by the men.

¡ ¡ ¡

As f ¡r s the television’s remote control device is concerned, lmost h lf of the

¡ ¡

respondents told th ¡t m le members of the f mily controlled the remote of telev

¡ ¡ ¡ ¡ ¡ ¡

ision. In ¡ll the c ses i.e. he vy, moder te nd light viewers, simil r situ tio

¡ ¡ ¡

n prev ¡iled. This is bec use the respondents were ble to control the remote ll

¡ ¡ ¡ ¡ ¡ ¡

d ¡y nd were more concerned bout m n ging their f milies when they were w tchi

¡ ¡ ¡

ng c ¡ble television together r ther th n h ving control over the remote. In some ¡

f ¡milies (19.7 percent), the remote w s controlled by the younger viewers shows

¡ ¡ ¡

their freedom ¡nd strength. (T ble 5.18). In response to the f vourite w tching

¡ ¡

time, more th ¡n threefourth of the respondents preferred to w tch c ble televi

¡ ¡ ¡ ¡

sion ¡fter 7:00 pm (prime time). It h s lre dy been verified th t the responden

¡ ¡ ¡ ¡ ¡ ¡

ts’ first priority in progr ¡mmes w s dr m s, prefer bly w tched on St r Plus. This

¡ ¡ ¡ ¡ ¡

confirmed the ¡bovementioned point s the st rting time of dr m s on St r Plus ¡

is 7:00 pm to 11:00 pm. Another interesting finding w ¡s derived by comp ring th

¡ ¡ ¡

e T ¡ble 5.19 which indic ted men’s control over the remote nd T ble 5.20 which re

¡ ¡ ¡ ¡ ¡ ¡ ¡

ve ¡ls th t the f vourite w tching time for women w s 7:00 pm onw rds. It is f

¡ ¡ ¡ ¡ ¡ ¡

ct th ¡t men re equ lly interested in w tching St r Plus dr m s during prime tim

¡ ¡ ¡ ¡ ¡

e of c ¡ble television. It is g in confirmed th t ll types of respondents (he v

¡ ¡ ¡ ¡ ¡

y, moder ¡te nd light viewers) prefer bly w tch c ble television fter 7:00 pm.

¡ ¡

These viewing p ¡tterns of respondents indic ted th t their free evening time, wh

¡ ¡ ¡

ich w ¡s previously used for soci l nd f mily bonding, is now spent in front of

¡ ¡ ¡

the television. Although c ¡ble television is widely ccepted in P kist ni societ

¡ ¡

y, still cert ¡in restrictions were observed on women w tching these progr mmes. ¡

Hence, respondents were ¡sked to reve l whether such restrictions were imposed o

¡ ¡

n them or not. Only ¡ sm ll number (17.8 percent) of them responded th t some re

¡ ¡ ¡ ¡ ¡ strictions ¡re enforced i.e. time nd progr mming by their f milies, where s m j

ority of the respondents (68.5 percent) denied ¡ny such restrictions. This prove

¡ ¡ ¡ ¡ ¡ ¡ ¡

s the f ¡ct th t c ble television is w rmly ccepted nd used without ny hesit t

¡ ¡ ¡ ¡ ¡

ion. Where ¡s, few ye rs b ck people were of the view th t c ble television pro

¡ ¡ ¡ ¡ ¡ ¡ moted vulg ¡rity, thre tened our tr ditions nd v lues, drove us w y

¡ ¡ ¡ ¡

139 from our religion ¡nd w s sheer w st ge of time nd money. Respondents who w

¡ ¡ ¡ ¡ ¡

ere restricted cl ¡imed th t they were told not to w tch st ge dr m s, music prog

¡ ¡ ¡ ¡

r ¡mmes nd movies. Restrictions were imposed bec use of vulg rity in progr mmes

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡s this is g inst the religion, g inst their v lues nd culture nd viewing c

¡ ¡

ble television c ¡n ffect their working. Night time is the restricted one s the

¡ ¡

y would be un ¡ble to give time to their f milies nd secondly it would disturb t

¡ ¡ ¡

heir re ¡ding h bits. When respondents were sked to point out whether men lso f

¡ ¡ ¡ ¡

¡ce restriction on w tching c ble television, the result w s obvious th t men do

¡ ¡ ¡ ¡ ¡ ¡

not h ¡ve ny restriction of w tching c ble television s they re considered m

¡ ¡

ture, independent ¡nd m sters of their will (T ble 5.23). Although the findings

¡ ¡ ¡ ¡ ¡ ¡

¡bove m de it cle r th t few respondents (women) were restricted to w tch c bl

¡ ¡ ¡ ¡

e television’s cert ¡in progr mmes t times. However, they were lso sked whether

¡ ¡ ¡ ¡ ¡

the women ¡t their homes h ve equ l rights s men to w tch c ble television. Two

¡ ¡ ¡ ¡ ¡

fifth of respondents cl ¡imed th t they re tre ted equ lly s men in reference

¡ ¡ ¡ ¡ ¡

to w ¡tching c ble television. Where s lmost threefifth of them compl ined th t

¡ ¡ ¡

men h ¡d more rights to w tch c ble television. Only 0.2 percent of the tot l re

¡ ¡ ¡ ¡

sponded th ¡t they h d more rights th n men (T ble 5.24). This concludes th t dis

¡ ¡ ¡ ¡

crimin ¡tion in w tching c ble television lso exists in the use of communic tion

¡ ¡ ¡

technology, which further supports the f ¡ct th t our society is m le domin ted.

¡ ¡ ¡ ¡

Respondents were ¡lso sked wh t they prefer to do in their free time nd m jor

¡ ¡ ¡ ¡ ¡

ity of them cl ¡imed th t they enjoy w tching c ble television inste d of re ding

¡ ¡ ¡ ¡

books, pl ¡ying g mes nd going out for leisure. Although re ding books nd outi

¡ ¡ ¡ ¡ ¡ ¡

ng ¡re considered he lthy ctivities s comp red to c ble television w tching, s ¡

till c ¡ble television w s the first priority during the free hours of most of th

¡ ¡ ¡ ¡ ¡ ¡

e respondents’ (T ¡ble 5.25). Judging by the d t it c n be s id th t c ble televis

¡ ¡ ¡ ¡ ¡ ¡

ion h ¡s become n import nt household commodity nd n import nt p rt of women’s d

¡ ¡ ¡

¡ily life in L hore. In turn, if women keep on pursuing this unhe lthy ctivity

¡ ¡ ¡ ¡ ¡ (excessively w ¡tching c ble television), we c n s y th t young gener tion would cert ¡inly follow in their foot steps.

140

¡ ¡ ¡

5.28 M ¡jor Findings of Hypothesis Testing rel ted to Dependent V ri bles

¡ ¡ ¡ The m ¡jor findings of hypothesis testing rel ted to the dependent v ri bles used

¡re presented below. ¡

5.28.1 V ¡ri bles

¡ ¡ ¡ ¡ ¡

i. Domestic ¡nd Other Activities This f ctor of the rese rch w s oper tion lized

¡ ¡ ¡ ¡

in one dependent v ¡ri ble which de ls with ch nges in women’s d ily life routines

¡ ¡ ¡ ¡

. Thus, it ¡n lyses the c ble television’s effect on their domestic nd other cti

¡ ¡ ¡ ¡

vities i.e. household chores, newsp ¡per, m g zine nd book re ding, going out fo

¡ ¡ ¡ ¡

r shopping, outing ¡nd cinem , listening to music, pr yer nd religious book re

¡ ¡ ¡

ding, etc. The hypothesis for the dependent v ¡ri ble ‘domestic nd other ctivitie

¡ ¡ ¡

s’ w ¡s: He vy viewers of c ble television experience gre ter degree of effect on t

¡ ¡ ¡ ¡ ¡ ¡

heir domestic ¡nd other ctivities th n the moder te nd light viewers. The d t

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡n lyzed by Chisqu re produced st tistic lly signific nt ssoci tion between l

¡ ¡

evels of c ¡ble television viewing nd level of the effect on domestic nd other

¡ ¡ ¡ ¡

¡ctivities. As such it is concluded th t he vy television viewing h s more imp c

¡ ¡ ¡

t on domestic ¡nd other ctivities of women th n light viewing. Findings reve le

¡ ¡ ¡ ¡ ¡

d th ¡t m jority of the women (57 percent) cl imed th t c ble television is ffec

¡ ¡

ting their domestic ¡nd other ctivities where s only 33 percent of the responde

¡ ¡ ¡

nts dis ¡greed with the st tement. Fourfifth of the he vy viewers mentioned th t

¡ ¡ ¡ ¡ ¡ ¡

their ¡ctivities re dversely ffected by w tching c ble television nd more t

¡ ¡ ¡

h ¡n threefifth of the moder te viewers greed with he vy viewers. However, less

¡ ¡ ¡

th ¡n onefifth of light viewers greed to this st tement. When types of ctiviti

¡ ¡ ¡

es ¡ffected were sked, fourfifth of the respondents replied th t their h bit of

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

re ¡ding newsp pers nd m g zines nd going out for movies is b dly ffected (T

¡ ¡

ble 5.26). Simil ¡r results were lso presented by Willi m Belson (1961) when he

¡ ¡ ¡ ¡ ¡ ¡ ¡

st ¡ted th t television h s ffected re ding h bits nd ch nged routine of viewer

¡ ¡

s. His survey concluded: 1. There is, however, ¡ p ttern of ch nges where these

¡ ¡ ¡ ¡ ¡ ¡

¡re incre sed they tend to be mong the p per of popul r presswhere decre ses

¡ ¡ ¡ ¡

mong the more serious p ¡pers. 2. Television ppe rs to stimul te re ding items d ¡ e ¡ling with television progr mmes. ¡

141 The present study ¡lso found th t 70 percent of the respondents listening to

¡ ¡ ¡ ¡ ¡

¡udio music were ffected. M jority of them lso compl ined th t their cooking

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡nd serving time w s ffected nd lso more th n twofifth insisted th t w tchin

¡ ¡ ¡ ¡ ¡

g c ¡ble television ffected their pr yers nd re ding religious books. Where s l

¡ ¡ ¡ ¡ ¡

ight viewers cl ¡imed th t their ctivities h d negligible effect when comp red

¡ ¡

to he ¡vy viewers. Light viewers were mostly ffected in re ding books i.e. less

¡ ¡ ¡ ¡ ¡

th ¡n onefifth of the tot l respondents. The le st ffected c tegory of he vy v

¡ ¡

iewers (45.13 percent) w ¡s re ding books where s of light viewers (10.0 percent)

¡ ¡ ¡ ¡

w ¡s going out for movies (T ble 5.29). It c n be concluded th t s the time spe

¡ ¡

nt in front of c ¡ble television incre ses so does the effect on respondent’s d ily

¡ ¡ ¡ ¡ ¡

¡ctivities is incre sed. This supports the ide th t lives of women in L hore

¡ ¡

re ch ¡nging due to the c ble television w tching. Lundberg (1958) conducted the

¡ ¡ ¡ ¡ ¡

s ¡me kind of rese rch study on beh viour l ch nges entitled “The Imp ct of Televis

¡ ¡ ¡ ¡ ¡

ion on F ¡mily Life in the Boston Are ”. The rese rcher decl red “Ne rly ll owners h

¡ ¡ ¡ ¡

¡ve their television sets on t some time during the ftersupper hours e ch d y

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

. This me ¡ns th t re ding, pl ying nd convers tion re t minimum in the livi

¡ ¡

ng room of televisionhomes during evening.” Simil ¡rly, E shwer (1994) conducted

¡ ¡ ¡ ¡ ¡

rese ¡rch on the imp ct of c ble television on women t very b sic level in ter

¡ ¡ ¡ ¡ ¡ ¡

ms of ¡ctivities, time m n gement nd inter ction with f mily members nd outsid

¡ ¡ ¡

e world which presented ¡lmost the s me results. It reve led th t 16 out of 30 w

¡ ¡ ¡ ¡

omen spent over 4 hours ¡ d y w tching c ble television nd 10 of them spent 2 t

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

o 3 hours ¡ d y. M jor ctivities ffected re: Exposure to other medi nd re d

¡ ¡ ¡ ¡

ing h ¡bits Inter ction with children, husb nd, other f mily members, friends nd ¡

neighbours Cooking ¡nd other household work. Also through c ble television wome

¡ ¡ ¡ ¡ ¡

n see two Indi ¡n fe ture films d y, which pushes them in the world of f nt sy

¡ ¡ ¡ ¡ ¡

¡nd promotes violence. Bry n (1970) h d the simil r opinion when he wrote “ ver ge

¡ ¡ ¡ ¡ ¡ ¡

individu ¡l in Brit in tod y gives more time to m ss communic tion in p rticul r

¡ ¡ ¡ ¡ ¡ ¡

to television th ¡n he gives to gener l re ding, p rt time educ tion nd person

¡ ¡ ¡ ¡ ¡

l interests. Rel ¡tionships re thus fed up with wh t medi provides nd it is l

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

together ¡ccept ble th t ttitude of m ss medi should be t ken in with m teri l

¡ ¡ ¡ ¡ ¡

s”. A loc ¡l study by M lik (2003) c rried on the “Imp ct of C ble Television Tr nsmi

¡ ¡ ¡ ¡

ssion on the Residents of Mult ¡n” lso found the s me results nd it concluded th

¡ ¡ ¡

t viewers who spent time w ¡tching c ble television tr nsmission their routine n

¡ ¡ d ¡ctivities re ffected.

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

142 ii. Inter ¡ction P tterns P kist ni tr dition procl ims th t f mily nd soci

¡ ¡ ¡

l inter ¡ction should be given proper import nce. Guests re w rmly welcome by pe ¡

ople, f ¡mily comes first but with the introduction of c ble television the time

¡ ¡ ¡

spent in front of television re ¡dily incre sed which r ised cert in concerns. On

¡ ¡ ¡ ¡ ¡ ¡

e of these concerns w ¡s erosion of f mily ties s well s ch nged soci l inter c

¡ ¡ ¡ ¡ ¡

tion p ¡tterns. This study lso t rgeted to find out how our soci liz tion p tter

¡ ¡ ¡ ¡ ¡

ns ¡re ch nging. The study oper tion l zed this f ctor into ten items de ling br

¡ ¡ ¡ ¡ ¡ ¡

o ¡dly with: Soci l Inter ction: Ch nge in inter ction p tterns with rel tives, n

¡ ¡ ¡ ¡

eighbours ¡nd friends in terms of time nd visit F mily Inter ction: Ch nge in f

¡ ¡ ¡ ¡ ¡

¡mily inter ction p tterns i.e. with husb nd nd children in terms of time t ho

¡ ¡ ¡

me, outing ¡nd interruption during w tching c ble television. The hypothesis ss

¡ ¡ ¡ ¡ ¡

umed th ¡t He vy viewers of c ble television experience gre ter degree of ch ng

¡ ¡ ¡ ¡ ¡ ¡ ¡

e on their f ¡mily nd soci l inter ction p tterns th n the moder te nd light vi

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ewers. The st ¡tistic l n lysis Chisqu re w s pplied which shows th t signif

¡ ¡ ¡ ¡

ic ¡nt ssoci tion exists between levels of c ble television viewing nd levels o

¡ ¡ ¡ ¡

f soci ¡l inter ction. However, no ssoci tion exists between levels of c ble tel

¡ ¡ ¡ ¡ ¡

evision viewing ¡nd level of f mily inter ction p rticul rly inter ction between

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

mother ¡nd child. The d t n lysis cle rly st ted th t inter ction p tterns we

¡ ¡ ¡

re under the influence of c ¡ble television nd ch nging r pidly. There were eigh

¡ ¡

t indic ¡tors chosen for the confirm tion of this theory which included inter cti ¡

on with children, husb ¡nd, rel tives, neighbours, friends, visits to others, gue

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

sts ¡rriv l, f mily interference nd outing. When this d t w s n lyzed the mos

¡ ¡ ¡ ¡

t ¡ffected were friends (me n v lue 2.28) inter ctions with friends re dily decl

¡ ¡ ¡ ¡ ¡

ining. Where ¡s the second most ffected group w s of rel tives (me n v lue 2.23)

¡ ¡ ¡

. It w ¡s found out th t respondents disliked visiting others’ houses (me n v lue 2 ¡

.21) during primetime hours. Simil ¡rly, they were not re dy to welcome or entert

¡ ¡ ¡

¡in their guests during these hours. It m y be concluded th t c ble television w

¡ ¡ ¡ ¡ ¡ ¡

¡s seriously ffecting soci l inter ction p tterns s respondents would r ther e

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

njoy their c ¡ble television progr mmes th n soci liz tion which w s m jor p rt

¡ ¡ ¡ ¡ ¡

of P ¡kist ni culture. As f r s the respondents’ f mily inter ction is concerned,

¡ ¡ ¡ ¡

the null hypothesis for motherchildren inter ¡ction w s ccepted indic ting th ¡ t the inter ¡ction with children w s

¡ ¡ ¡ ¡

143 not ¡ffected. The motherchildren inter ction me n v lue of 1.3 lso confirm

¡ ¡ ¡ ¡ ¡ ¡

s this f ¡ct. In the c se of husb ndwife inter ction (me n v lue 1.5) w s being

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ffected little. It is cle r th t the husb ndwife inter ction m ybe ffected

¡ ¡ ¡ ¡ ¡

¡s the time for bonding w s decre sing when the wives s well s husb nds concen

¡ ¡

tr ¡te on c ble television. Lundberg (1958) expressed in her rese rch study title

¡ ¡ ¡ ¡

d “The Imp ¡ct of Television on F mily Life in Boston Are ” th t television brings f

¡ ¡

milies together in the sense th ¡t they spend more time in e ch other’s presence f

¡ ¡ ¡

ter they ¡cquire television set. However, there is very little inter ction mo

¡ ¡ ¡ ¡ ng f ¡mily members when they w tch television together nd the mount of time f m

ily members spend together without w ¡tching television is reduced. It is therefo

¡ ¡

re doubtful whether television brings the f ¡mily together in ny psychologic l s

¡ ¡ ¡

ense.” This study tried to get the ¡nswer of this query nd findings reve led th t

¡ ¡

m ¡jority of the respondents does not like ny type of f mily interference while

¡ ¡ ¡

w ¡tching c ble television especi lly during primetime. Sometimes they would ls

¡ ¡ ¡

o ¡void going out with their f milies in turn declining even more f mily inter c

¡ ¡ ¡

tion (T ¡ble 5.30). When level of viewing w s comp red with the effect on inter c

¡ ¡ ¡ ¡ ¡ ¡

tion ¡ signific nt ssoci tion c n be seen (T ble 5.47). All three c tegories i.

¡ ¡ ¡ ¡ ¡

e. he ¡vy, moder te nd light viewers h ve effects on soci l inter ction levels d

¡ ¡ ¡

ue to c ¡ble television. Twothird of the he vy viewers w s the most ffected whe

¡ ¡ ¡ ¡ ¡

re ¡s the le st ffected re the light viewers (8.4 percent). It w s found th t t

¡ ¡ ¡

he he ¡vy viewers’ viewing h s inversely proportion te rel tionship between the lev

¡ ¡ ¡ ¡

el of the he ¡vy viewers’ viewing nd level of soci l inter ction (T ble 5.47). It

¡ ¡ ¡ ¡ ¡ ¡ ¡

m ¡y be concluded th t viewing h s h d n imp ct when it comes to soci l inter ct

¡ ¡

ion. Since the most inter ¡ctivelyproductive time of the d y is consumed in w tc

¡ ¡ ¡ ¡

hing c ¡ble television by he vy viewers, it ffects their inter ction p tterns en

¡ ¡ ¡ ¡

ormously. Simil ¡r conclusion w s lso m de by M lik (2003) through her study on

¡ ¡ ¡

the ‘The Imp ¡ct of C ble Television Tr nsmission on the Residents of Mult n’. She st

¡ ¡ ¡ ¡ ¡ ¡ ¡ted th t interindividu l communic tion h s decre sed due to c ble television w

¡tching.

¡ ¡

iii. Appe ¡r nce nd Style

¡ ¡ ¡ ¡ ¡

This rese ¡rch tried to discover: ‘W s the t rget udience ssoci ting their person

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡l ppe r nce nd style with television ch r cters?’. The study described ppe r n

¡ ¡ ¡ ¡ ¡ ¡

ce ¡nd lifestyle s dress style, h irstyle, m keup, jewellery nd ccent dopte

¡ ¡ ¡ ¡ ¡

d by women. Thus this dimension w ¡s oper tion lzed into six depend nt v ri bles ¡ i.e. ¡ccept nce of

¡ ¡ ¡ ¡ ¡ ¡

144 resembl ¡nce with television ch r cters, imit ting television ch r cters’ h irs

¡ ¡ ¡

tyles, ¡ccent, m keup, jewellery, etc. The hypothesis developed w s ‘he vy viewer

¡ ¡ ¡ ¡

s of c ¡ble television tend to show gre ter degree of ccept nce of television

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ch ¡r cters’ ppe r nce nd style th n the moder te nd light viewers.’ Chisqu re v

¡ ¡ ¡ ¡ ¡

lue indic ¡ted signific nt ssoci tion between level of c ble television viewin

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

g ¡nd levels of ccept nce of television ch r cters’ ppe r nce nd style. Hence,

¡ ¡ ¡ ¡

the hypothesis w ¡s st tistic lly supported. It confirms th t he vy television vi

¡ ¡ ¡ ¡ ¡ ¡ ¡

ewing h ¡s signific nt imp ct on ppe r nce nd style of women residing in L hore

¡ ¡ ¡ ¡ ¡ ¡

, P ¡kist n, s comp red to light viewers. It w s est blished from the rese rch t

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

h ¡t f vourite progr mme of respondents is dr m nd their f vourite ch nnel re

¡ ¡ ¡ ¡

St ¡r Plus nd Geo TV. Although our society norms nd cultur l b ckground suggest

¡ ¡ ¡ ¡ ¡

th ¡t the ppe r nce of women h s to be stylish yet modest nd use of jewellery

¡ ¡ ¡ ¡ ¡

¡nd orn ments should conform to loc l culture but the ch r cters’ gl morous lifest

¡ ¡ ¡ ¡ ¡ ¡

yles especi ¡lly in dr m re f r from re lity. The effects of c ble television p

¡ ¡ ¡ ¡ ¡ ¡

rogr ¡mmes were me sured upon respondents nd it indic ted th t the gre test imp

¡ ¡ ¡ ¡ ¡ ¡

ct of w ¡tching c ble television is on jewellery nd orn ment l style (me n v lue

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

2.6) Jewellery worn by dr ¡m ch r cters h ve gre ter m rket ccept nce nd is

¡ ¡ ¡ ¡ ¡

immedi ¡tely copied by m nuf cturers. Jewellery designs nd styles were ssoci t

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ed with p ¡rticul r ch r cters nd it h s gre ter s tisf ction v lue mongst he v

¡ ¡ ¡ ¡ ¡ ¡

y viewers. The d ¡t n lysis suggests th t lmost h lf of the respondents consid

¡ ¡ ¡ ¡ ¡ ¡ ¡

ered television ch ¡r cters s their role model for ppe r nce nd style nd they

¡ ¡ ¡ ¡

w ¡nted to look like those ch r cters (me n v lue 2.15). Respondents copy these

¡ ¡ ¡ ¡ ¡ ¡ ¡

ch ¡r cters for decor tive jewellery nd try to emul te their ccent (me n v lue

¡ ¡ ¡

2.39). They follow the television ch ¡r cters compellingly for form l dressing n

¡ ¡ ¡ ¡

d m ¡keup (me n v lue 2.30). But only 34 percent of the respondents greed th t

¡ ¡ ¡ ¡ ¡

they rel ¡te themselves to television ch r cters. A m jority of he vy viewers w s

¡ ¡ ¡

being highly ¡ffected (T ble 5.49) nd light viewers were showing minim l effec

¡ ¡ ¡ ¡

ts in terms of ¡ppe r nce nd style. It pproves the hypothesis of the study. Pr

¡ ¡ ¡ ¡ ¡

ogr ¡mmes on c ble television re conceived nd produced with overwhelming ppro

¡ ¡ ¡ ¡ ¡

ch of profit m ¡ximiz tion for the television ch nnels. In order to ttr ct gre t

¡ ¡ ¡ ¡ ¡ ¡

er commerci ¡l v lue they h ve to gener te l rger viewership nd th t in turn pro

¡ ¡ ¡ ¡ ¡ ¡ ¡

vides in ro ¡ds for l rger th n life gl morous ch r cters nd st rtling lifestyle

¡ ¡ ¡ ¡

s. The style ¡nd gl mour projected through dr m is lthough out of line from ou

¡ ¡ ¡ ¡ ¡

r origin ¡l style but w s m king n imp ct on viewers ccording to their level of ¡ viewing. P ¡kist ni women were

¡ ¡ ¡

145 showing inclin ¡tion tow rds ch nge, for better or worse, by emul ting televi

¡ ¡ ¡ ¡ ¡ ¡ ¡

sion ch ¡r cters. This study lso confirms nd pproves the Soci l Le rning nd M

¡ ¡ ¡ ¡ ¡

odelling theories. L ¡tif nd Arif (1999) h ve lso presented simil r results in

¡ ¡ ¡ ¡

their study on ‘The Imp ¡ct of S tellite Ch nnels.’ They st te: ‘If we look round, we

¡ ¡ ¡ ¡ ¡

will see more f ¡ces we ring m keup, more girls we ring f shion ble clothes, mo

¡ ¡

re stylish h ¡ircuts nd more boys with long h ir fond of motorcycling, more tee

¡ ¡ ¡ ¡

n ¡gers fond of burgers, Coke nd hostelling’. Thus, we c n s y th t the effect of

¡ ¡ ¡

s ¡tellite television ch nnels on its udience is not simply to the extent th t i ¡

t h ¡s left very little time for f mily get together but is introducing new trend

¡ ¡ ¡ ¡ ¡ ¡ ¡

s, beh ¡viours, ttitudes nd st nd rds for modern life. So we c n conclude th

¡ ¡ ¡ ¡

t bec ¡use of its interestoriented progr mmes, s tellite television ch nnels h v

¡ ¡ ¡ ¡ ¡

e gre ¡tly ffected the society. iv. Cultur l Pr ctices Dependent v ri ble cultur

¡ ¡ ¡ ¡ ¡ ¡

¡l pr ctices were oper tion lized into 25 items which de l with five p r meters

¡ ¡ ¡ ¡

including l ¡ngu ge, food, dressing, religion nd some of the tr ditions s indic

¡ ¡ ¡

¡tors of culture pr ctices. Food: Accept nce of television s the best source of

¡ ¡ ¡ ¡ ¡ ¡

le ¡rning new dishes. Us ge of western nd Indi n dishes nd ch nged p ttern of

¡ ¡ ¡

dining Dressing: Accept ¡nce of television s the best source of f shion nd dres

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

s designs. Us ¡ge of western nd Indi n dresses s c su l nd p rty we r L ngu ge

¡ ¡ ¡ ¡ ¡

: Accept ¡nce of television s the best source of le rning l ngu ges. Us ge of In

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ di ¡n nd English l ngu ge Tr ditions: Accept nce nd pr ctice of Indi n nd west

ern tr ¡ditions

¡ ¡ ¡ Religion: Accept ¡nce of television s the best source of religious inform tion

nd

¡ ¡ ¡ ¡

ch ¡nging trends. The hypothesis st ted th t he vy viewers of c ble television ex

¡ ¡ ¡ ¡

perience gre ¡ter degree of effect on their cultur l pr ctices th n the moder te

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡nd light viewers. The st tistic l n lysis of the d t h s been done by chisqu

¡ ¡ ¡ ¡

¡re which signific ntly proves ssoci tion between the level of c ble television

¡ ¡ ¡

viewing ¡nd the level of the effect on cultur l pr ctices. It implies th t high

¡ ¡ ¡ ¡ ¡

television viewing is influencing cultur ¡l pr ctices in L hore, P kist n, nd w

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

omen ¡re ccepting western nd Indi n culture. P kist ni tr dition l culture dv

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

oc ¡tes th t ll the f mily members should h ve one m in me l d y together t h

¡ ¡ ¡ ome. This pr ¡ctice ensures f mily inter ction nd

¡ ¡ ¡ ¡ ¡ ¡

146 discussion on f ¡mily nd gener l m tters of interest. The tr dition l P kist

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ni cuisine h s gre t v lue nd t ste in our culture. Me t is the m in ingredi

¡ ¡ ¡

ent of most of the dishes. Therefore, food ¡nd dining h bits were selected s

¡ ¡ ¡ ¡

p ¡rt of the study to judge the imp ct of c ble television on the cultur l pr cti

¡ ¡ ¡ ¡ ¡ ¡

ces There h ¡s been n evident p ttern nd imp ct of c ble television ccording t

¡ ¡

o the study ¡s twothird of the respondents suggested th t they h ve introduced

¡ ¡

western food dishes in their homes (me ¡n v lue 2.34). However, the ddition of I

¡ ¡ ¡

ndi ¡n dishes w s negligible ccording to the respondents bec use the number of f

¡ ¡ ¡ ¡

ood progr ¡mmes is very few nd they re mostly focused on veget bles nd not on

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

me ¡t. The focus of viewers of Indi n ch nnels w s on dr m nd they re not e ge

¡ ¡ ¡

r to w ¡tch food progr mmes on television ch nnels like St r Plus. The finding co

¡ ¡ ¡ ¡

nfirms th ¡t there is more ccept nce of BBC Food ch nnel th t introduces the wes

¡ ¡

tern dishes in e ¡sy recipes nd with complete nutrition v lues. Also the mostvi

¡ ¡ ¡ ¡

ewed television ch ¡nnels of P kist n like GEO, ARY nd Indus Vision run progr mm

¡ ¡

es on food every d ¡y with celebrities s hosts. Another f ctor for this trend is

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

th ¡t ll the ingredients re now e sily v il ble in P kist ni m rkets. Since w

¡ ¡ ¡ ¡

omen h ¡ve the control over the kitchen, therefore, ch nge in food prep r tion n ¡

d selection of food ¡ffects the whole f mily. Exposure to more western food prog

¡ ¡ ¡ ¡ ¡

r ¡mmes w s introducing new recipes nd cour ge to try them t home. More th n tw ¡

othird of the respondents consider television progr ¡mmes to be n effective sou

¡ ¡ ¡ ¡

rce of le ¡rning cooking (me n v lue 2.43). Another ch nge in tr ditions witnesse ¡

d is th ¡t m jority of the respondents prefer to dine in front of the television

¡ ¡ ¡ ¡ ¡

(me ¡n v lue 2.31). Inste d of person l f mily m tters, discussion is on televisi

¡ ¡ ¡ ¡

on progr ¡mmes during me ls. Thus, f mily issues were going on the b ckburner n

¡ ¡ ¡ ¡ ¡ ¡

d television ch ¡r cters re becoming f mily members. D t (T ble 5.51) signifies

¡ ¡ ¡ ¡ ¡ ¡

th ¡t he vy viewers re highly ffected by such progr mmes nd simil rly light v

¡ ¡ ¡ ¡ ¡

iewers ¡re le st ffected by them. C su l western dressing h s inspired onefour

¡ ¡ ¡

th of the respondents ¡nd they like to we r western dresses. But m jority of t ¡

he respondents does not feel inclin ¡tion for western p rty dresses. On the other

¡ ¡ ¡ ¡

h ¡nd, lmost ll the respondents replied in neg tive in response to we ring Ind

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

i ¡n dresses (S ree) c su lly but onethird liked to we r it s p rty we r due

¡ ¡

to their colour ¡nd gr ce. Twothird of the respondents considered c ble televis

¡ ¡ ¡ ¡ ¡ ¡

ion ¡s n effective source of le rning bout f shion trends (me n v lue 2.44). T

¡ ¡ ¡

herefore, it is convincing th ¡t c ble television w s ffecting its viewers in th

¡ ¡ ¡ e dress trends ¡nd its effects re directly rel ted to the viewership, with he v y viewers being ¡ffected the most.

¡ ¡ ¡ ¡ ¡

147 Proud n ¡tions t ke pride in promoting their l ngu ge nd exp nding its use.

¡ ¡ ¡ ¡ ¡ ¡

The strength of culture ¡nd ch r cter of n tion c n be judged by the v stness

¡ ¡ ¡

of its l ¡ngu ge. Introduction of new words nd different w ys to use them provid

¡ ¡ ¡ ¡ ¡

e continuity ¡nd diversity in l ngu ge. Urdu l ngu ge h s its roots embedded in

¡ ¡ ¡ ¡ ¡

¡ rich cultur l herit ge nd history with superb liter ry work performed over

¡ ¡ ¡ ¡

the ¡ges. Urdu h s experienced nd survived h rd nd tough times while coexisti

¡ ¡ ¡ ¡ ¡ ¡

ng with Hindi l ¡ngu ge nd f cing the wr th of the Britishers. But Urdu l ngu ge

¡ ¡ ¡ ¡

w ¡s being influenced by Hindi l ngu ge nd the imp ct is evident from the study ¡

. Threefourth of the respondents ¡greed th t television is the best source of l

¡ ¡ ¡ ¡

e ¡rning l ngu ges. Introduction of foreign l ngu ges’ words in Urdu is on the rise

¡ ¡ ¡ ¡ ¡

¡nd threefourth of the respondents h ve greed to this (me n v lue 2.57). M jo

¡ ¡ ¡ rity of the respondents (83 percent) liked to use colloqui ¡l English nd re le

rning new English words from c ¡ble television. Threefourth of the respondents s

¡ ¡

ubmitted th ¡t they le rnt new Hindi words from television nd twothird of the r

¡ ¡ ¡

espondents ¡dmitted using Hindi words in their d ily routine. Urdu l ngu ge is g

¡ ¡ ¡

etting strong imp ¡ct due to inv sion of foreign words. The study reve led th t h

¡ ¡ ¡ ¡ ¡ ¡ ¡

igh imp ¡ct on l ngu ge of he vy viewers nd light imp ct on l ngu ge of light vi

¡ ¡

ewers supports the hypothesis. Since women ¡re centre to every household nd e r

¡ ¡ ¡ ¡

ly educ ¡tion, tr ining nd le rning of children is c rried out by them. Any effe ¡

ct on women shows up in the upbringing of the children ¡nd outlook of the f mily

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

in gener ¡l. Tr ditions pl y n import nt p rt in every culture nd they pl y

¡ ¡ ¡ ¡

key role in the form ¡tion of cultur l identific tion. Imp ct of foreign tr ditio

¡ ¡ ¡

ns th ¡t re being introduced through c ble television h s been studied in this s

¡ ¡ ¡

tudy. M ¡jority of the respondents (51 percent) dmitted th t they celebr te Hind

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

u m ¡rri ge tr ditions. Most st rtling revel tion h s been th t lthough very s

¡ ¡ ¡ ¡

m ¡ll number (1.6 percent) of the respondents re celebr ting Holi. This is st

¡ ¡ ¡ ¡ ¡ ¡ ¡

rt of ¡ccepting something tot lly g inst our tr ditions. V lentine’s D y is w rml

¡ ¡ ¡ ¡

y celebr ¡ted by m jority of respondents (59.5 percent) nd H lloween nd Bonfire

¡ ¡ ¡ ¡ ¡ ¡

¡re lso celebr ted by minority of respondents. The imp ct g in shows high i ¡

nfluence on he ¡vy viewers nd little on light viewers. These findings strongly s

¡ ¡ ¡ ¡ ¡

uggest th ¡t c ble television w s resulting in erosion of P kist ni culture nd i

¡ ¡ ¡ ¡

ntroducing Indi ¡n nd western culture in the country. Both Soci l Le rning nd C

¡ ¡ ¡ ¡ ¡

ultiv ¡tion theories c n be ptly pplied to the situ tion. Religion h s been the

¡ ¡ ¡ ¡

m ¡in driving force for the c mp ign for independence of P kist n. Religious sen

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

timents ¡re e sily infl med nd ll the ch nnels re p rticul rly c reful not to

¡ ¡ ¡ r ¡ise ny religion conflict. M jority of the respondents (75 percent) greed

¡ ¡

148 th ¡t television is the best source of religious inform tion. Moreover, min ¡

ority of the respondents (17 percent) think th ¡t their religious level is decre

¡ ¡ ¡ ¡

sing due to c ¡ble television. C ble television influenced our tr dition l nd cu

¡ ¡ ¡ ¡ ¡

ltur ¡l v lues nd its imp ct is cle rly visible on food, dining h bits, dressing

¡ ¡ ¡ ¡ ¡ ¡ ¡

, tr ¡dition l celebr tions nd religion. The imp ct is re lity nd it needs to ¡

be thoroughly rese ¡rched to check the positive or neg tive influence on our cul

¡ ¡ ¡ ¡

ture. The trend ¡ccording to this rese rch is showing p tterns th t should be

¡ ¡ ¡ ¡ ¡ ¡

c ¡use of concern s women re ccepting other cultur l influences. But P kist ni

¡ ¡ ¡ ¡ ¡ ¡ ¡

culture is f ¡iling to m ke n imp ct on other cultures. M ny intern tion l nd

¡ ¡ ¡ ¡ ¡

n ¡tion l rese rches supported the results of this f ctor of the study. A n tion

¡ ¡ ¡

l study by M ¡lik (2003) on “The imp ct of c ble television tr nsmission on the res ¡

idents of Mult ¡n” supports the results of this study by concluding th t powerful c

¡ ¡ ¡ ¡ ¡ ¡

ultur ¡l tr ditions, p rticul rly Indi n culture, re getting popul rity due to c

¡ ¡ ¡ ¡

¡ble television tr nsmission. Another study by S leem (1995) on “Cultur l Imperi l

¡ ¡ ¡ ¡ ¡

ism: A c ¡se study of the imp ct of dish ntenn on P kist ni society” concluded th

¡ ¡ ¡ ¡ ¡ ¡

¡t dish ntenn ’s progr mmes re successfully influencing the sociocultur l nd r

¡ ¡ ¡ ¡

eligious beliefs ¡nd v lues of P kist ni viewers. Another supporting st tement c

¡ ¡ ¡ ¡ ¡ ¡

omes from Willi ¡m Cr wky nd D vid P ge (Linter 2001: web) when they s id th t t

¡ ¡ ¡ ¡ ¡

he s ¡tellite television ch nnels re using (projecting) loc l l ngu ges in showi

¡ ¡ ¡ ¡

ng loc ¡l entert inment, news nd sports nd introducing even new kind of lingu

¡ ¡ ¡ ¡ ¡ ¡

¡ fr nc which h s become to be known s Hinglish, mixture of English nd Hind

¡ ¡ ¡

i th ¡t reflects in everyd y speech of m ny educ ted people in the Subcontinent

¡ ¡ ¡ ¡ ¡ ¡

(cited in Sh ¡hb z 2004 85). So is the c se with Urdu l ngu ge in P kist n. Ali (

¡ ¡ ¡ ¡

2001) ¡nd Sh hb z, Z. (2004) conducted studies on the “Imp ct of s tellite televis

¡ ¡ ¡ ¡ ¡ ¡

ion ch ¡nnels on the people living in L hore” nd the “Imp ct of St r Plus dr m s on

¡ ¡ ¡ ¡ ¡

youth in P ¡kist n” respectively lso emph sizes on the influence of St r Plus f mi

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ly dr ¡m s on soci l nd cultur l v lues nd norms of P kist ni youth of middle c

¡ ¡ ¡ ¡ ¡

l ¡ss. The survey rese rch concludes th t sociocultur l thinking of P kist ni yo

¡ ¡ ¡ ¡

uth is under the influence of foreign cultur ¡l v lues. They re lso ffecting l

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ngu ge, f shion, food nd rchitecture, soci l beh viour nd d ily lifestyle of

¡ ¡ ¡ ¡

P ¡kist ni society. The e stern nd western cultures re intermingled in these d

¡ ¡ ¡ ¡ ¡ ¡ ¡

r ¡m s, resulting in n ‘intern tion l culture’ nd promoting liber lism nd modernis

¡ ¡

m in P ¡kist ni society. According to the thesis report of Kh lid 84 percent peop

¡ ¡ le beg ¡n to e t foreign dishes of food in d ily life, 46 percent chose dresses o f foreign style ¡nd 50 percent of the

¡ ¡ ¡ 149 respondents felt ch ¡nge in their routine. The study lso reve led th t 64 pe

rcent of the respondents were using Hindi words, where ¡s 34 percent were using p

¡ ¡

hr ¡ses on different occ sions. In some w y, 11 percent of the respondents were f

¡ ¡ ¡ ¡ ¡ ¡

¡scin ted by foreign cultur l nd soci l norms through foreign ch nnels inv sion

¡ ¡ ¡ ¡ ¡ ¡

. This study m ¡de cle r th t “c ble television ch nnel St r Plus h d influenced so

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ci ¡l nd cultur l norms nd v lues of P kist ni youth”. F nt sy, which w s showed

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

in these ch ¡nnels, w s the m in re son to ttr ct students nd P kist n’s new gene

¡ ¡ ¡ ¡ ¡

r ¡tion. Simil rly, T riq (2004) conducted study on “Inv sion of Indi n culture t

¡ ¡ ¡ ¡

hrough movies”. This study ev ¡lu ted the influence of Indi n movies on m rri ge tr

¡ ¡ ¡ ¡ ¡

¡ditions/celebr tions in high cl ss of L hore, P kist n. Findings of the study r

¡ ¡ ¡ ¡ ¡

eve ¡led th t m jority of the respondents (87.9 percent) w tched Indi n nd Engli

¡ ¡

sh movies on c ¡ble television. 92.2 percent of the respondents were greed th t

¡ ¡ ¡ ¡ ¡ ¡ ¡

Indi ¡n movies showed ttr ctive m rri ge tr ditions, h irstyles, colours, m keup

¡ ¡ ¡

, dresses, jewellery ¡nd lifestyles. Four–fifth of the respondents greed th t m r

¡ ¡ ¡

ri ¡ge functions in high cl ss were following the p tterns shown in Indi n movies

¡ ¡ ¡

. Threefourth of the respondents ¡dmitted th t dress of bride nd bridegroom n

¡ ¡ ¡ ¡

d their p ¡rents were influenced by Indi n movies. Simil rly, jewellery m keup

¡ ¡ ¡ ¡ ¡ ¡ ¡

nd h ¡irstyle of bride nd st ge decor tion lso h d been ch nged by Indi n movie

¡ ¡ ¡ ¡ ¡ ¡ ¡

s. Indi ¡n d nces nd songs were pl yed during the m rri ge ceremonies. M rri ge

¡ ¡ ¡ ¡

expenditures ¡nd tr ditions in P kist n were influenced by Indi n movies. Sen (1

¡ ¡ ¡ ¡ ¡

993) Sh ¡riff deen (1995) h s lso worked on imp ct of television on culture nd ¡

concluded simil ¡r results. Butt (2005) pointed out in his rese rch the perspecti

¡ ¡ ¡ ¡

ve of ¡n lyzing the projection of Hindu religion in St r Plus so p oper s. Accor

¡ ¡ ¡ ¡ ¡ ¡

ding to fin ¡l results, the rese rcher found th t s mple so p oper s directly nd

¡ ¡

indirectly ¡re giving m ximum cover ge to Hindu religion through the projection

¡ ¡

of n ¡mes of gods d goddesses, religious verses, religious words nd history, d

¡ ¡ ifferent scenes in religious b ¡ckground, sounds nd pr yers. Some of the religio

us scenes ¡re the requirement of the story but most of the time their projection

¡ ¡ ¡

is unnecess ¡ry. The rese rcher expressed concern th t if they re projecting Hi

¡ ¡

ndu religion with such percent ¡ge then it will ffect their viewers bec use view ¡

ership of these so ¡p oper s is not only countrywide but it is worldwide. v. Dome

¡ ¡ ¡ ¡ ¡ ¡ ¡

stic ¡nd Person l Expenditures: Soci l setup in P kist n is m ledomin ted nd

¡ ¡ ¡

winning bre ¡d nd butter is the responsibility of m les. Norms suggest th t only

¡ ¡ ¡ ¡ ¡ ¡

f ¡mily he d works nd t kes c re of his entire f mily. The p ttern of expenditu

¡ ¡ ¡ ¡ ¡

re is considered ¡s very import nt f ctor in the household nd th t is why it

¡ ¡ ¡ w ¡s selected for this study. This f ctor is oper tion lzed into

¡ ¡ ¡

150 three items which de ¡l with the c ble television ffects on their domestic

¡ ¡ ¡

nd person ¡l expenditures. Hypothesis of the study w s designed s ‘he vy viewers o

¡ ¡ ¡

f c ¡ble television h ve experience gre ter degree of effect on their domestic

¡ ¡ ¡ ¡ ¡ ¡

¡nd person l expenditures th n the moder te nd light viewers.’ Chisqu re v lue c

¡ ¡ ¡ ¡ ¡

onfirms ¡ signific nt ssoci tion between level of c ble television viewing nd

¡ ¡

level of the effect on their domestic ¡nd person l expenditure. It proves th t h

¡ ¡ ¡

igh c ¡ble television viewing is imp cting the domestic nd person l expenditures

¡ ¡ ¡ ¡

of women in L ¡hore, P kist n. The bro d picture th t emerges from the results i

¡ ¡ ¡

s th ¡t m jority of the respondents (48.5 percent) dmitted th t their expenditur

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

e on person ¡l dressing nd ppe r nce h s got n imp ct from w tching c ble tele

¡ ¡

vision. More is being spent on person ¡l grooming nd clothing in comp rison to t

¡ ¡ ¡ ¡

he p ¡st dec des. Twothird of the respondents lso greed th t their household e

¡ ¡ ¡ ¡

xpenditure h ¡s incre sed s the exposure they re getting through c ble televisi

¡ ¡ ¡

on is ch ¡nging their lifestyle nd luxuries re being presumed s necessities. M ¡

oreover, there were ¡ growing number of women (43 percent) who re intending to

¡ ¡ ¡ ¡

become ¡n e rning h nd to meet nd provide for this growing expenditure s one m

¡ ¡ ¡ ¡

¡le e rning for whole f mily now could not provide for it lone. (T ble 5.53). T

¡ ¡ ¡ ¡

he trend of this imp ¡ct is g in directly rel ted to the mount of time spent fo

¡ ¡ ¡

r viewing c ¡ble television, where high imp ct is seen on he vy viewers nd light

¡ ¡

er imp ¡ct on light viewers. Mcqu il (1969) supports the finding of this study s

¡ ¡ ¡ ¡

“the tr ¡nce of entert inment through television ch nnels is so gre t th t no one

¡ ¡ ¡ ¡

irrespective of his ¡ge, sex nd educ tion c n cl im immunity from it. The entir

¡ ¡ ¡ ¡ ¡ ¡

e study of m ¡ss communic tion is b sed on the premises th t medi h s signific n

¡ ¡

t effect in every society, yet there is little ¡greement on the n ture nd exten

¡ ¡ ¡ ¡

t of these ¡ssumed effects. He rgues th t their effects t ke v rious forms. We

¡ ¡ ¡ ¡ ¡ ¡

choose wh ¡t movies re b sed on nd wh t we see in dvertisements or in newsp pe

¡ ¡ ¡ ¡ ¡ ¡ ¡ rs. We dress in ¡ccord nce with telec sts th t me ns our buying h bits re sh pe d” (p.8).

vi. Role of Wom ¡n in Society

¡ ¡ ¡ ¡ ¡

This me ¡ns ttitude of fem le viewers, cognition nd the w y of re soning. This ¡ concept extends to structuring ¡nd restructuring of soci l role of viewers. Thr

ough this concept, the rese ¡rcher intended to go up to the level of finding out

¡ ¡

whether or not the contents of the c ¡ble television h ve deformed nd reformed t ¡ he soci ¡l role of viewers nd how this

¡ ¡ ¡ ¡ ¡

151 reform ¡tion w s ffecting their person lity, p ttern of e rning, getting the

¡ ¡ ¡

ir rights ¡nd freedom, method of bringing up their children nd t king c re of t

¡ ¡ ¡ ¡

heir homes. This f ¡ctor w s oper tion lzed into eight items which de ls with fol

¡ ¡ ¡ ¡

lowing indic ¡tors: Accept nce of C reer Women: Accept nce of c reer for women eq

¡ ¡ ¡ ¡

uiv ¡lent to men Sh ring of F mily Responsibilities by Men nd Women: Accept nce

¡ ¡ ¡ ¡

of equ ¡lly sh ring f mily responsibilities by husb nd nd wife i.e. nurturing ch

¡ ¡ ¡

ildren, sh ¡ring of household chores nd income gener tion Equ l Rights, Respect

¡ ¡ ¡ ¡ ¡ ¡

¡nd Freedom of Women: Accept nce of the ide th t women nd men should h ve equ

¡ ¡ ¡

l rights, independence ¡nd respect in the society The hypothesis st ted th t ‘he v

¡ ¡ ¡ ¡

y viewers of c ¡ble television tend to show gre ter degree of ccept nce for ro

¡ ¡ ¡ ¡ ¡ ¡ ¡

les of women ¡s portr yed on Indi n nd western ch nnels nd s comp red to mode

¡ ¡ ¡ ¡ ¡ ¡

r ¡te nd light viewers’. Chisqu re v lue in the (T ble 5.54) shows signific nt

¡ ¡ ¡ ¡ ¡

¡ssoci tion between levels of c ble television viewing nd levels of ccept nce

¡ ¡ ¡ ¡ ¡

of role of western ¡nd urb n Indi n women. It est blished th t high c ble televi

¡ ¡ ¡ ¡

sion viewing is ¡ffecting the soci l role of women in L hore, P kist n. The role

¡ ¡ ¡ ¡

of P ¡kist ni men nd women in our soci l setup is very cle rly defined where t

¡ ¡ ¡

he extern ¡l responsibilities re linked to men nd most of the m tters within th ¡

e house ¡re responsibilities of women. Decisionm king rests with the men, being

¡ ¡ ¡ ¡ ¡ ¡ ¡

the bre ¡d winners for the f mily. Women re not w re of their leg l nd Isl mi

¡ ¡ ¡ ¡ ¡

c rights ¡nd re cting ccording to the tr dition l role enforced on them. The

¡ ¡ ¡ ¡

role of western women ¡nd urb n Indi n women is comp r tively opposite to the ro

¡ ¡ ¡ ¡ ¡

le of P ¡kist ni women. But the exposure to the foreign medi is m king n imp ct

¡ ¡ ¡ ¡ ¡ ¡

¡nd introducing ch nges in tr dition l nd stereotype role of P kist ni women.

¡ ¡

The bro ¡d picture th t emerged from the findings of the study confirms th t wome

¡ ¡ ¡ ¡

n respondents ¡ccept nontr dition l roles. H lf of the respondents greed with

¡ ¡ ¡ ¡

the st ¡tement th t looking fter of children nd household is equ l responsibili

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ty of m ¡n nd wom n purely western ppro ch. Simil rly, it w s cl imed by tw

¡ ¡ ¡

ofifth of the respondents th ¡t e rning is not only the responsibility of m n l

¡ ¡

one but should be sh ¡red by husb nd nd wife. According to 40 percent of the res

¡ ¡ ¡ ¡ ¡ ¡ pondents, P ¡kist ni wom n should pursue c reer like the western wom n nd shou ld put in efforts to get her due

152 rights from the society. M ¡jority of the respondents (55 percent) submitted

¡ ¡ ¡ ¡ ¡ ¡

th ¡t single wom n should h ve the right to live respect ble life nd if m rrie

¡ ¡ ¡ ¡

d should h ¡ve the right to t ke decisions on n equit ble b sis. Twothird of th

¡ ¡ ¡

e respondents suggested th ¡t there should be n equ l respect for working wom n

¡ ¡ ¡ ¡ ¡

¡s well s for the housewife. There should not be ny discrimin tion or ch r cte

¡ ¡ ¡ ¡ ¡ ¡

r ¡ss ssin tion of the working wom n nd should be tre ted with respect nd hono

¡ ¡ ¡ ¡

ur. Cle ¡r m jority of respondents (70 percent) submitted th t wom n should lso

¡ ¡ ¡ ¡ ¡ ¡ ¡

h ¡ve the right nd s y in their m rri ge. The imp ct w s directly rel ted to the

¡ ¡ ¡ ¡

¡mount of time spent in viewing nd high imp ct is visible in he vy viewers nd

¡ ¡

lighter imp ¡ct in light viewers. Since the most preferred ch nnels by women re

¡ ¡ ¡ ¡

St ¡r Plus nd Geo TV. dr m s on these ch nnels show women in very powerful role

¡ ¡ ¡

s ¡nd show them involved in intrigues to run nd control l rge, rich nd powerfu ¡

l f ¡milies. These feelings re creeping in the minds of viewers in their respons

¡ ¡ ¡ ¡ ¡

es ¡nd this cle rly confirms the hypothesis th t c ble television is h ving gr

¡ ¡ ¡ ¡ ¡

e ¡t imp ct on its viewers. Wilson lso grees with the view th t television c n

¡ ¡ ¡ ¡

ch ¡nge viewers’ ttitudes nd orient tion. In his book “Youth culture nd universiti

¡ ¡ ¡

es” which w ¡s written in the b ckground of youth disturb nces worldwide, he emph s ¡ ized the influence of television on moulding ¡nd restructuring their of ttitude .

5.28.1 M ¡jor Hypothesis

¡ ¡

Gre ¡ter the exposure to c ble television the gre ter the effect on the lives of

¡ ¡ ¡ ¡ ¡ ¡

women in L ¡hore, P kist n. The m jor hypothesis is sust ined by ll the f ctors

¡ ¡ ¡ ¡ ¡ ¡

under the study th ¡t included domestic nd other ctivities, ppe r nce nd styl

¡ ¡ ¡ ¡ ¡ ¡ ¡

es, soci ¡l nd f mily inter ction p tterns, cultur l pr ctices, expenditure nd

¡ ¡

role of women in P ¡kist ni society. The findings of the study confirmed th t gre

¡ ¡

¡ter the exposure to c ble television the gre ter the effect on the lives of wom

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

en in L ¡hore, P kist n. The st tistic l n lysis nd percent ge of responses pro

¡ ¡ ¡

ves ¡ll the subhypothesis of the study except inter ction p tterns which is p r

¡ ¡ ¡ ¡ ¡

ti ¡lly ccepted. Mcqu il (1969) lso expressed the signific nce of medi with re

¡ ¡ ¡ ¡ ¡

ference to its effects. He st ¡ted th t “medi h s occupied prominent pl ce in ou ¡

r d ¡ily lives, providing stuff from which we form our identities, construct me n

¡ ¡ ¡

ing ¡nd org nize our very existence. Tod y, medi service is the nervous system ¡

of modern society. Electronic medi ¡ is the most import nt invention in the commu

¡ ¡ nic ¡tion technology. Te chers te ch,

¡ ¡ ¡ ¡ ¡

153 governments govern ¡nd religious le ders pre ch but medi tot lly ch nges th ¡

e lifestyle of people.” This study strengthens the concept of Blumler ¡nd K tz’s Use

¡ ¡ ¡ ¡ ¡ ¡ ¡

s ¡nd Gr tific tion Theory, which suggests th t medi users pl y n ctive role

¡ ¡ ¡ ¡ ¡ ¡

in choosing ¡nd using the medi . Users t ke n ctive p rt in the communic tion

¡ ¡ ¡ ¡ ¡ ¡ ¡

process ¡nd re go loriented in medi us ge. The ‘Uses nd Gr tific tion Theory’ lo

¡ ¡ ¡ ¡ ¡

oks ¡t the w ys individu ls use medi to gr tify their needs. Thus the communic

¡ ¡ ¡ ¡ ¡

tion beh ¡viour of udience is go loriented nd motiv ted. They m ke viewing sele

¡ ¡ ¡ ¡ ¡ ¡

ctions on person ¡l motiv tions, go ls nd needs nd these f ctors influence wh t

¡ ¡ ¡ ¡

they ¡ctu lly see nd he r (Hockney, 1988: 130). This theory explores individu

¡ ¡ ¡ ¡ ¡

ls’ f ¡nt sy seeking nd looking for n esc pe from their everyd y lives. Are they

¡ ¡ ¡ ¡ ¡ ¡

re ¡lly seeking re lity nd using medi s le rning instrument? As this study w

¡ ¡ ¡ ¡ ¡ ¡

¡s b sed on the imp ct of c ble television which provides v riety of ch nnels n

¡ ¡ ¡

d freedom of choice to viewers. Therefore, it investig ¡ted wh t re the re sons

¡ ¡ ¡ ¡ ¡ ¡

of w ¡tching c ble television nd wh t ch nnels nd progr mmes the respondents pr

¡ ¡ ¡ ¡

eferred to w ¡tch. The t rgeted popul tion of the present study w s women of L ho

¡ ¡ ¡ ¡ ¡ ¡

re, P ¡kist n, only nd m jority of respondents were house m n gers. As for s th

¡ ¡ ¡ ¡

e re ¡sons of their w tching were concerned, the findings reve led th t entert in

¡ ¡ ¡ ¡

ment w ¡s the first priority of m jority of the respondents. This w s g in confi

¡ ¡ ¡ ¡

rmed through their preferred ch ¡nnels nd progr mmes. According to Uses nd Gr t

¡ ¡ ¡

ific ¡tions Theory, medi consumers h ve free will to decide how they will use

¡ ¡ ¡ ¡ ¡ ¡

medi ¡ nd how it will ffect them. Although v riety of ch nnels (news, inform

¡ ¡ ¡ ¡ ¡ ¡ ¡

tive, educ ¡tion l, cooking, entert inment, etc.) re v il ble to women nd they

¡ ¡ ¡ ¡ ¡

c ¡n ppro ch them with the click of button, but m jority of the respondents

¡ ¡ ¡ ¡ ¡

were used to w ¡tch entert inment ch nnels only nd their most f vorite progr mm

¡ ¡ ¡ ¡ ¡ ¡ e w ¡s dr m followed by movies nd music. This indic tes th t television m y be

the best or the only source of entert ¡inment for them. Thus, the study confirmed

¡ ¡ ¡

th ¡t the utility of television for them to seek entert inment nd timep ssing

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡s comp red to le rning nd getting inform tion. Rese rch h s shown th t depende

¡ ¡ ¡

ncy on ¡ medium is the result of two m jor f ctors: Viewer motives for obt ining

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

gr ¡tific tions nd the v il bility of viewing ltern tives. E ch of these f ct

¡ ¡ ¡ ¡ ¡ ¡ ors m ¡y be ffected by ny number of soci l or psychologic l ch r cteristics. A

person with limited mobility would be more likely to become dependent on ¡ mediu

¡ ¡ ¡ ¡

m such ¡s television if he/she did not h ve ccess to other medi options such

¡ ¡ s person ¡l computer, VCR, computer g mes etc., t home. If the

¡ ¡ ¡ ¡ ¡

154 situ ¡tion of women in P kist n is n lysed with this reference, it c n be co

¡ ¡ ¡ ¡

ncluded th ¡t most of the time women don’t h ve ltern tives for entert inment. To

¡ ¡ ¡ s ¡tisfy their recre tion needs like sports f cilities, outing, p rties, etc., th

ey ¡re dependent on television for this purpose. Thus, the best possible option

¡ ¡ ¡ ¡ ¡ ¡

for gr ¡tific tions for most of women in P kist n is television nd p rticul rly

¡ ¡ ¡ ¡ ¡ ¡ ¡

entert ¡inment ch nnels nd progr mmes. It is e sy to ssume th t television h s

¡ ¡ ¡ ¡

become ¡ d ily ctivity in our society so it is not surprising th t in some c se

¡ ¡ ¡ ¡ ¡

s people m ¡y go beyond the ctu l ct of just w tching for entert inment. The th

¡ ¡ ¡ ¡ ¡

eory t ¡kes out the possibility th t medi c n h ve n unconscious influence over

¡ ¡ ¡ ¡ ¡

our lives ¡nd the glob l perspective. The ide th t we simply use medi to s ti

¡ ¡

sfy ¡ given need does not seem to fully recognize the power of medi in tod y’s wo

¡ ¡ ¡ ¡

rld. Dependency upon medi ¡ m y le d to effect in itself. For ex mple, ttitude c

¡ ¡ ¡

h ¡nge might occur nd thus ffect other elements in the Model. The gre ter the d

¡ ¡

ependency upon ¡ medium, the more likely th t medium will h ve effects upon the

¡ ¡ ¡ ¡ ¡

viewer. Therefore, through these dr ¡m s (so p oper s) nd movies they get f scin

¡ ¡ ¡ ¡ ¡

¡ted nd m n ged to esc pe from the bitter re lities of their lives for some tim

¡ ¡ ¡ ¡

e. The re ¡son for w tching c ble television w s entert inment but the unconsciou

¡ ¡ ¡ ¡ ¡ ¡

s influence ¡s result of it is ch nge in the ttitude nd getting w y from re

¡ ¡ ¡ ¡ ¡ ¡

¡l nd person l v lues. To investig te the effects of c ble television w tching

¡ ¡

on women, the present study ¡lso holds up cultiv tion rese rch by George Gerbner

¡ ¡ ¡ ¡ ¡ ¡ ¡

, which st ¡tes th t he vy exposure to m ss medi , n mely television, cre tes nd

¡ ¡ ¡ ¡

cultiv ¡tes ttitudes more consistent with medi conjured version of re lity t

¡ ¡ ¡ ¡ ¡ ¡ ¡

h ¡n with wh t ctu l re lity is. Cultiv tion Theory st tes th t television is de

¡ ¡ ¡ ¡

veloping thinking of hum ¡n being slowly nd ste dily which ffects soci l, cultu

¡ ¡ ¡ ¡

r ¡l nd tr dition l v lues of the societies. According to this theory, those who

¡ ¡ ¡

¡re he vy viewers re ffected more. The result of the study supports the theor

¡ ¡ ¡ ¡ ¡

y ¡s he vy viewers were ffected more th n light viewers t ll levels domesti

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

c ¡nd other ctivities, ppe r nce nd styles, soci l nd f mily inter ction p t

¡ ¡ ¡ ¡

terns, cultur ¡l pr ctices , expenditure nd role of women in P kist ni society.

¡ ¡ ¡ ¡ ¡ ¡ ¡

Gerbner ¡nd his colle gues contend th t television dr m h s sm ll but signifi

¡ ¡

c ¡nt influence on ttitudes, beliefs nd judgments of viewers concerning the soc

¡ ¡ ¡ ¡

i ¡l world. Thus, the focus of study w s on he vy viewers. People who w tch lot ¡

of television ¡re likely to be more influenced by the w ys in which the world i

¡ ¡ ¡ ¡ ¡ ¡ s fr ¡med by television progr mmes th n re individu ls who w tch less reg rding topics of which the

¡ ¡ ¡

155 viewer h ¡s little firsth nd experience. Light viewers m y h ve more sources

¡ ¡ ¡

of inform ¡tion th n he vy viewers. The results of the present rese rch strength

¡ ¡ ¡

en the concept of cultiv ¡tion through medi . A m jority of the respondents h ve

¡ ¡ ¡ ¡ ¡

¡ccepted nd pr cticing the Indi n nd western v lues systems consciously or unc

¡ ¡ ¡

onsciously. The Cultiv ¡tion Theory suggests th t peoples’ v lues nd their outlook

¡ ¡ ¡ ¡ ¡ ¡

s on life c ¡n become distorted nd gre tly ffected by so p oper s which re con

¡ ¡ ¡ ¡

firmed by this study. The Cultiv ¡tion Theory sserts th t he vy viewers ttitud

¡ ¡ ¡ ¡ ¡ ¡

es ¡re cultiv ted prim rily by wh t they w tch on television. It looks t m ss m

¡ ¡ ¡ ¡ ¡ ¡

edi ¡ s soci lizing gent nd investig tes whether television viewers come to ¡

believe television version of re ¡lity, the more they w tch it. This study witnes

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

sed ¡ cle r ch nge in food nd e ting h bits. Western nd Indi n tr ditions cele

¡ ¡ ¡

br ¡tions were followed more by he vy viewers s comp red to light viewers. Their

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

l ¡ngu ge h s been ffected. Their soci liz tion p tterns were gr du lly ch ngin

¡ ¡ ¡ ¡ ¡

g ¡s he vy viewers’ soci l inter ction time is reducing p rticul rly with friends.

¡ ¡

The Cultiv ¡tion Theory in its b sic form suggests th t television is responsibl

¡ ¡ ¡

e for sh ¡ping or ‘cultiv ting’ viewers’ conceptions of soci l re lity which is being c ¡

onfirmed through this study. The results of this rese ¡rch lso support Gerbner w

¡ ¡

hen he s ¡ys th t combined effect of m ssive television exposure by viewers over

¡ ¡ ¡ ¡ ¡

time subtly sh ¡pes the perception of soci l re lity for individu ls nd, ultim t

¡ ¡ ¡ ¡ ¡

ely, for culture ¡s whole. Cultiv tion Theory suggests th t peoples’ v lues nd

¡ ¡ ¡ ¡ ¡

their outlook tow ¡rds life c n become distorted nd gre tly ffected by so p ope

¡ ¡ ¡ ¡ ¡

r ¡s. The present study lso pplied the Soci l Le rning Theory which expl ins ho

¡ ¡ ¡ ¡

w environment influences the beh ¡viour of n individu l. Despite gener l in n tu

¡ ¡ ¡ ¡ ¡ ¡

re, “Soci ¡l Le rning Theory is p rticul rly relev nt to study, the imp ct of m ss

¡ ¡ ¡ ¡ ¡ ¡

communic ¡tion bec use the description nd portr y l of soci l life is frequent

¡ ¡ ¡ ¡ ¡ ¡

subject in medi ¡ contents” (DeFleur nd S ndr 1989). Liter ture h s shown th t v

¡ ¡ ¡

iewers ¡cquire ttitudes, emotion l responses nd new styles of conduct from med

¡ ¡ ¡ ¡ ¡ ¡

i ¡, especi lly from films nd television (B ndr , 1973 nd Liebert et l.1973).

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

The theory cle ¡rly est blishes th t medi c n serve s gents in the soci liz ti

¡ ¡

on process. The finding of the study ¡lso corresponds to the observ tion m de by

¡ ¡ ¡ ¡

Albert B ¡ndur while discussing Soci l Le rning Theory. According to him, le rn ¡

ing occurs when the observer perceives events or beh ¡viour in television nd he/

¡ ¡

she feels competent in performing them. Actions of the ch ¡r cters in c ble telev

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ision dr ¡m s h ve served s model for respondents to imit te. They h ve lso

¡ ¡ ¡ ¡ ¡ ¡ ¡

cquired beh ¡viours by people from medi portr y ls. B ndur lso suggested th t ¡ beh ¡viour is likely to be imit ted when it is

¡ ¡ ¡ ¡

156 soci ¡lly rew rded. The result indic tes th t m jority of the respondents do

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

t ¡ke television ch r cters s their role models nd w nt to copy them in ppe r

¡ ¡ ¡

nce ¡nd style. Interestingly, m jority of the respondents dis greed th t they di

¡ ¡ ¡ ¡ ¡

d rel ¡te ch r cters to their lives despite they do copy in more th n one re . T

¡ ¡

his shows th ¡t the respondents just follow the outlook of ch r cters with respec

¡ ¡ ¡ ¡ ¡ ¡ ¡

t to lifestyle ¡nd not themselves s whole. Re son m y be th t ch r cters show

¡ ¡ ¡ ¡ ¡ ¡ ¡

n in c ¡ble television dr m s re not ccept ble or m y not be rew rded in our so

¡ ¡ ¡ ¡ ¡ ¡

ciety. He ¡vy viewers were imit ting c ble television dr m ch r cters jewellery,

¡ ¡ ¡ ¡ ¡

dresses, m ¡keup nd h ir style. They love to t lk in their ccent, think nd b

¡ ¡ ¡

eh ¡ve like them. Any person’s soci liz tion process is influenced by innumer ble f

¡ ¡ ¡ ¡ ¡

¡ctors such s f mily, school, environment l etc. Direct experience nd p rticip

¡ ¡ ¡ ¡ ¡

¡tion re import nt p r meters which sh pe his/her impressions of the perceived ¡

structure of their environment. However, these forms of experience ¡re usu lly l

¡ ¡ ¡ ¡ ¡

imited to the immedi ¡te environment. M ss medi , p rticul rly television, pl ys

¡ ¡ ¡ ¡ ¡

¡ cruci l role in bringing the outside world into homes. M ss medi s n import

¡ ¡ ¡ ¡

¡nt institution enters the soci liz tion process of n individu l. This study pr

¡ ¡

oves the hypothesis ‘gre ¡ter the exposure to c ble television gre ter the effect o

¡ ¡ ¡ ¡ ¡ ¡ ¡

n the lives of women in L ¡hore, P kist n nd implies n ssoci tion between c bl

¡ ¡ ¡

e television viewing ¡nd ffects on viewers. M jority of the respondents h ve in

¡ ¡ ¡

clined tow ¡rds nd re dy to ccept the role of western women exposed to them thr

¡ ¡ ¡ ¡ ¡ ¡

ough c ¡ble television ch nnels. The study h s cl imed th t this rel tionship c n

¡ ¡ ¡

in some c ¡ses be lifech nging nd person lity moulding, but definitely life im

¡ ¡ ¡ ¡ ¡ ¡ ¡

p ¡cting. More import ntly, it ppe rs th t they c n occur nd one m y not even r

¡ ¡ ¡ ¡

e ¡lize it. Ultim tely, it becomes cle r th t television is one of the tod y s mo

¡ ¡ ¡ st dyn ¡mic medi vehicles touching more people th n other communic tion vehicles . 157

CHAPTER 6 CONCLUSIONS AND RECOMMENDATIONS ¡

This study explored the “effects of c ¡ble television on life p tterns of women in

¡ ¡ ¡ ¡ ¡

L ¡hore, P kist n.” The study provided results by comp ring life p tterns of he vy,

¡ ¡ ¡

moder ¡te nd light viewers. C ble television technology h s been introduced in

¡ ¡ ¡ ¡ ¡

P ¡kist n during the l st dec de. The ye r 2000 witnessed mushrooming of the c bl

¡ ¡ ¡ ¡ ¡

e television network ¡ll over the country fter getting leg l pprov l from th

¡ ¡ ¡ ¡

e government. This r ¡ised the question th t the c ble television m y h ve effect

¡ ¡ ¡ ¡ ¡ ¡

s on viewers bec ¡use it is quite fford ble, v il ble round the clock, enh nces

¡ ¡ ¡ ¡ ¡ ¡

the choice ¡nd provides v riety of ch nnels nd progr mmes, both foreign nd

¡ ¡ ¡ ¡ ¡

loc ¡l. Findings of previous rel ted rese rch h ve m de the rese rcher conclude t ¡

h ¡t television does h ve some direct or indirect effects on viewers but no study

¡ ¡ ¡ ¡ ¡ ¡

h ¡s been c rried out to g uge it in L hore, P kist n. Therefore, this rese rch

¡ ¡

probed into whether or not ¡nd how much effect c ble television h s on women in

¡ ¡ ¡

L ¡hore, P kist n. The core purpose of this study w s to dig out the influence of

¡ ¡ ¡ ¡

foreign ch ¡nnels or loc l ch nnels with foreign contents on the soci l life nd

¡ ¡

¡ttitudes of fem le viewers. Therefore, t one level the study records the cons

¡ ¡ ¡ ¡

umption p ¡tterns nd me sures their level of viewing i.e. dur tion of h ving con

¡ ¡ ¡ ¡ ¡ ¡

nection, ch ¡nnels nd kinds of progr ms re preferred, re sons nd f vorite time

¡ ¡

of w ¡tching, control over remote, women’s right nd restriction on viewing. It l

¡ ¡ ¡ ¡ ¡

so ¡n lyses the rel tionship between bove f ctors nd level of viewing besides

¡ ¡ ¡ ¡ ¡

demogr ¡phic inform tion of respondents i.e. ge, educ tion, resident re , profe

¡ ¡ ¡ ¡ ¡

ssion, income, m ¡rit l st tus, etc. The m jor hypothesis studied w s “gre ter the

¡ ¡

exposure to c ¡ble television gre ter the imp ct on the lives of women.” The subhy

¡ ¡ ¡

potheses included he ¡vy viewers of c ble television experience gre ter degree

¡ ¡ ¡ ¡

of effect on their domestic ¡nd other ctivities, on their f mily nd soci l int

¡ ¡ ¡ ¡ ¡ ¡

er ¡ction p tterns, cultur l pr ctices nd on their domestic nd person l expendi

¡ ¡ ¡ ¡ ¡ ¡

ture th ¡n the moder te nd light viewers. It w s lso hypothesized th t he vy vi

¡ ¡ ¡ ¡

ewers (women) of c ¡ble television tend to show gre ter degree of ccept nce of

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

television ch ¡r cters ppe r nce nd style nd of role of western nd urb n Ind

¡ ¡ ¡ ¡ ¡

i ¡n women th n the moder te nd light viewers. These f ctors were b sed on the c

¡ ¡ ¡ ¡

onclusion dr ¡wn fter reviewing the relev nt liter ture s most of the studies w

¡ ¡ ¡ ere of the view th ¡t television viewing gener tes socioeconomic nd cultur l ch ¡nges.

¡ ¡ ¡ ¡ ¡ ¡ ¡

158 The rese ¡rcher h s formul ted n m lg m of three theories. In order to sse

¡ ¡ ¡ ¡

ss wh ¡t is the m in re son of the respondents’ w tching c ble television, their pr

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

eferred ch ¡nnels nd progr mmes ‘Uses nd Gr tific tions Theory’ w s pplied. M in p

¡ ¡ ¡

¡rt of the present rese rch comes under the effect tr dition. It dem nded discus

¡ ¡ ¡ ¡ ¡

sion on theories b ¡sed on observ tion l le rning nd inform tion processing to e

¡ ¡ ¡ ¡

mph ¡size l sting effects of exposure to medi contents. Thus, the study lso pp

¡ ¡ ¡ ¡

lied Cultiv ¡tion Theory in terms of effect (which c n be sm ll, gr du l, indirec

¡ ¡ ¡ ¡

t but cumul ¡tive nd signific nt) through exposure (depending upon he vy nd lig

¡ ¡ ¡ ¡ ¡

ht viewership of c ¡ble television) nd Soci l Le rning Theory which s ys th t vi

¡ ¡ ¡ ¡ ¡ ¡ ¡

ewers ¡ttend nd le rn from models which re ttr ctive, powerful, rew rding nd

¡ ¡ ¡ ¡

simil ¡r to themselves. Hence, the fr mework of this rese rch w s b sed on the s

¡ ¡ ¡ ¡

et of three theories i.e. Uses ¡nd Gr tific tion Theory, Cultiv tion Theory nd

¡ ¡ ¡ ¡

Soci ¡l Le rning Theory. In this study, survey method h s been pplied to obt in

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

d ¡t th t w s qu ntit tive in n ture from l rge represent tive but diverse nd w

¡ ¡ ¡ ¡ ¡

idely sc ¡ttered popul tion. Due to the time nd budget ry limit tions, the tot l

¡ ¡ ¡ ¡ ¡

¡re covered by the study w s L hore only. The tot l popul tion of this study w

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡s ll fem le c ble television viewers, ged 18 to 40 ye rs, reside in L hore n

¡ ¡ ¡ ¡

d viewing c ¡ble television for t le st two ye rs. According to PEMRA the estim

¡ ¡ ¡

ted number of c ¡ble television subscribers in L hore w s 350,000 nd the expecte

¡ ¡

d number of women t ¡rgeted in this study w s one fourth of the tot l viewership,

¡ ¡ ¡ ¡ ¡

i.e. 500,000. It w ¡s not fe sible for the rese rcher to ppro ch the tot l popu

¡ ¡ ¡ ¡ ¡

l ¡tion therefore s mpling technique w s pplied. The government dministr tive d

¡ ¡ ¡

ivision (which divides L ¡hore into six towns) w s used nd equ l respondents fro

¡ ¡ ¡ ¡

m e ¡ch town were selected by pplying nonprob bility quot s mpling. The respon

¡ ¡ ¡ ¡ ¡

dents selected for d ¡t collection were ged 1840 ye rs nd viewing c ble telev

¡ ¡

ision for ¡ minimum period of two ye rs. The rese rcher preferred this period of

¡ ¡ ¡ ¡ ¡ ¡

life of ¡ wom n for the study bec use it is the most vibr nt, ctive nd dyn mi

¡ ¡

c p ¡rt of her life. This criterion w s further divided into three c tegories

¡ ¡ ¡ ¡ ¡

he ¡vy viewers (viewing c ble television for 4 nd more th n 4 hours d y), mode

¡ ¡ ¡ ¡

r ¡te viewers (viewing c ble television for more th n 2 but less th n 4 hours d

¡ ¡ ¡ ¡

¡y) nd light viewers (viewing c ble television for 1 to 2 hours d y) inste

¡ ¡ ¡ ¡ ¡

¡d of two s the rese rcher intended to h ve two extremes i.e. light nd he vy v

¡ ¡ ¡

iewers. Working women ¡nd house m n gers both were interviewed where s students

¡ ¡ ¡ ¡ ¡

were deliber ¡tely excluded from the s mple. The tot l s mple size w s 432 nd in

¡ ¡ ¡ ¡ ¡ terviews’ schedule (verb ¡l interview b sed on questionn ire) w s preferred s to ol for

¡ ¡ ¡ ¡

159 d ¡t collection bec use some of the respondents were illiter te nd were not

¡ ¡ ¡ ¡ ¡ ¡

¡ble to re d nd nswer the questionn ire. The study w s c rried out during 200

¡ ¡ ¡ ¡ ¡ ¡ ¡

407 ¡nd the d t w s collected in 2005. The rese rcher h s used the St tistic l

¡ ¡ ¡ ¡ ¡ ¡ ¡

P ¡ck ge for the Soci l Science (SPSS Version 13.0) for n lyzing the d t . S mp

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

le d ¡t h s been n lyzed sep r tely to ex mine e ch hypothesis. As the study ev

¡ ¡ ¡ ¡ ¡ ¡

¡lu ted the ssoci tion between exposure to c ble television nd ch nge in the l

¡ ¡ ¡ ¡ ¡

ife p ¡tterns of women, therefore, st tistic l tool ChiSqu re h s been used. E ch

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

of depend ¡nt v ri bles w s oper tion lised into set of p r meters nd nswers

¡ ¡ ¡

were obt ¡ined on Likert–point sc le. The next step in me sure w s construction of

¡ ¡ ¡ ¡ ¡

sc ¡le. The rese rcher m de threepoint sc le, comprising three points s high

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

, medium ¡nd low for dependent v ri bles. The d t w s n lyzed through univ ri

¡ ¡ ¡ ¡ ¡ ¡

te ¡nd biv ri te st tistic l procedures nd the results h ve been presented in t

¡ ¡ ¡ ¡

wo c ¡tegories: i.e. gener l nd m jor findings of hypothesis testing. The gener

¡ ¡ ¡

l findings concluded th ¡t m jority of respondents h ve c ble connection for the

¡ ¡ ¡ ¡ ¡ ¡ ¡

l ¡st two ye rs, nd they re enjoying w tching c ble television inste d of re di

¡ ¡ ¡

ng books, pl ¡ying g mes nd going out for leisure. This proves th t the level of

¡ ¡ ¡ ¡ ¡ ¡

¡ccept nce nd popul rity of c ble television mongst the people of L hore is i

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ncre ¡sing d y by d y. It h s become m in source of entert inment in P kist n w

¡ ¡ ¡

hich like other developing countries h ¡s limited recre tion f cilities. But lso

¡ ¡ ¡ ¡

indic ¡tes th t the respondents re sticking to television t the cost of he lth

¡ ¡ ¡ ¡ ¡

y ment ¡l nd physic l ctivities. M jority of the respondents were ged 31 to 40

¡ ¡ ¡ ¡ ¡ ¡

ye ¡rs (60 per cent). In P kist n, women of this ge group re gener lly m rried

¡ ¡ ¡

. More th ¡n often they re the nucleus of the f mily nd responsible for househo

¡ ¡ ¡ ¡ ¡

ld ¡ctivities, re ring of children, t king c re of husb nd etc. M jority of the

¡ ¡ ¡ ¡

respondents belonged to middle ¡nd upper middle cl ss with gr du tion, s minimu

¡ ¡ ¡ ¡ ¡ ¡

m qu ¡lific tion but unemployed or house m n gers. And it is est blished th t m j

¡ ¡ ¡ ¡ ¡ ¡

ority of them were he ¡vy viewers bec use they h d e sy ccess to c ble network

¡ ¡ ¡

nd ¡mple time to w tch it. The conclusion is th t he vy viewers belonged to this

¡ ¡ ¡ ¡ ¡ ¡

¡ge nd income group re prob bly neglecting their b sic f mily role. The rese

¡ ¡ ¡ ¡ ¡

rch ¡lso probed whether there w s ny ssoci tion between level of viewing nd d

¡ ¡ ¡ ¡

emogr ¡phic ch r cteristics of respondents i.e. ge, educ tion, income, professio

¡ ¡ ¡

n etc. The conclusion is th ¡t there w s no ssoci tion between the level of view

¡ ¡ ¡ ¡

ing ¡nd ge of respondents. However, highest percent ge of he vy nd light viewe

¡ ¡ ¡ rs fell in the ¡ge group 2630 nd 1825 ye rs respectively. This w s interestin g to note th ¡t

¡ ¡

160 the lowest percent ¡ge of he vy viewers belonged to the ge group of 1825 ye

¡ ¡ ¡ ¡ ¡ ¡

¡rs s it is in contr st to the gener l belief th t this ge group f lls in the

¡ ¡ ¡ ¡ ¡

he ¡vy viewers’ c tegory. As for s the ssoci tion between the level of viewing n

¡ ¡

d qu ¡lific tion of respondents is concerned the study concludes th t higher the

¡ ¡ ¡ ¡

level of qu ¡lific tion lower the level of viewing c ble television. Simil rly n

¡ ¡

¡ssoci tion exists between the level of viewing nd profession of respondents.

¡ ¡ ¡ ¡ ¡

House m ¡n gers, who were nonprofession ls, sp re more time for w tching c ble t

¡ ¡ ¡ ¡

elevision ¡s comp red to the working women. Thus est blishes those house m n ger

¡ ¡ ¡ ¡ ¡

s ¡re more vulner ble to effects from c ble television s comp re to working cl

¡ ¡ ¡ ¡ ¡

ss. There w ¡s no ssoci tion between the level of viewing nd residing re of r

¡ ¡ ¡ ¡ espondents. Simil ¡rly, no signific nt ssoci tion between the level of viewing

nd income of respondents w ¡s seen. However, those belonging to monthly income gr ¡

oup of over Rs. 25,000 were the highest he ¡vy viewers nd Rs 15,00120,000 the l

¡ ¡ ¡

owest he ¡vy viewers. Likewise there w s no ssoci tion between the level of view

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ing ¡nd m rit l st tus of respondents. M rit l st tus does not m tter s e ch c

¡ ¡ ¡ ¡ ¡ ¡

tegory h ¡s shown equ l interest in w tching c ble television. The study lso n

¡ ¡ ¡

lyzed the respondents’ ¡im of w tching c ble television ch nnels. The most frequen

¡ ¡ ¡ ¡ ¡

tly mentioned re ¡son w s entert inment nd rel x tion followed by the urge to kn

¡ ¡ ¡ ¡

ow ¡bout foreign countries, educ tion nd guid nce. The second enlisted re son c

¡ ¡ ¡

onfirms the curiosity ¡bout foreign l nds but it m kes respondents vulner ble to

¡ ¡

outl ¡ndish influences including culture. When respondents were c tegorized cco

¡ ¡ ¡

rding to the level of viewing ¡nd the purpose of w tching, it w s found out th t

¡ ¡ ¡ ¡ ¡ ¡

¡ m jority of the he vy viewers w tch entert inmentoriented progr mmes s comp

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡red to inform tion nd news nd their m in im of w tching c ble television is

¡ ¡

to rel ¡x. Foreign ch nnels preferred by respondents included St r Plus, Zee TV,

¡ ¡ ¡ ¡ ¡ ¡

Sony Entert ¡inment TV, St r Movies, HBO nd BBC nd P kist ni ch nnels included

¡ ¡ ¡

Geo TV, ARY, Indus Vision ¡nd Ptv World. It h s been noted th t foreign ch nnels

¡ ¡ ¡ ¡ ¡

¡re the most popul r mong the respondents. Findings lso reve l n interesting

¡ ¡ ¡ ¡ ¡

result th ¡t the Indi n ch nnel ‘St r Plus’ h s the highest following mong foreign

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡nd loc l ch nnels m inly bec use of it so p oper s. As f r s respondents prefe

¡ ¡ ¡ ¡

rred progr ¡mmes re concerned, they were sked to enlist ll of their f vourite

¡ ¡ ¡ ¡ ¡ ¡

progr ¡mmes on c ble television ch nnels nd their responses were ccumul ted nd

¡ ¡ found th ¡t m jority of the respondents preferred to w tch purely

¡ ¡ ¡ ¡ ¡ ¡

161 entert ¡inmentoriented progr mmes. The d t indic ted th t the most f vourit

¡ ¡ ¡

e progr ¡mme of the threeforth respondents w s dr m followed by movies. On the

¡ ¡

contr ¡ry, inform tion progr mmes were preferred by oneforth of the respondents.

¡ ¡ ¡

A signific ¡nt ssoci tion between the level of viewing nd preference for speci

¡ ¡ ¡ ¡ ¡ ¡

fic progr ¡mmes w s found. It w s notice ble th t dr m is the first preference o

¡ ¡ ¡ ¡ ¡

f ¡ll types of viewers i.e. he vy, moder te nd light. As f r s the television’s

¡ ¡ ¡

remote control device is concerned, ¡lmost h lf of the respondents told th t m l

¡ ¡

e members of the f ¡mily control the remote of television. In ll the c ses i.e.

¡ ¡ ¡ ¡ ¡

he ¡vy, moder te nd light viewers, simil r situ tion prev iled. The respondents

¡ ¡ ¡ ¡ ¡ ¡

¡lso compl ined th t men h ve more rights to w tch c ble television th n women.

¡ ¡ ¡ ¡ ¡

This confirms the notion th ¡t m les domin te society in P kist n, nd women do n

¡ ¡ ¡ ¡

ot h ¡ve full freedom even in m tters like selecting television ch nnel. M jori

¡ ¡ ¡ ¡

ty of the he ¡vy viewers prefer to w tch c ble television lone where s the highe

¡ ¡

st number of light viewers w ¡s interested in w tching c ble television while sit

¡ ¡ ¡ ¡

ting with their f ¡milies. It indic tes th t he vy viewers prefer to be isol ted

¡ ¡ ¡ ¡

or w ¡tch such progr mmes which they c nnot w tch with their f milies. In respons

¡ ¡

e to the f ¡vourite w tching time, more th n threefourth of the respondents pref

¡ ¡ ¡ ¡ ¡

erred to w ¡tch c ble television fter 7:00 pm (prime time). It h s lre dy been

¡ ¡ ¡ ¡ ¡

verified th ¡t the respondents’ first priority in progr mmes w s dr m s, prefer bly

¡ ¡ ¡

w ¡tched on St r Plus. With reference to the restrictions on w tching c ble tele

¡ ¡ ¡

vision only ¡ sm ll number (17.8 percent) of the respondent dmitted th t restri

¡ ¡ ¡ ¡ ¡

ctions reg ¡rding cert in time nd progr mmes re enforced on them by their f mil

¡ ¡

ies, where ¡s m jority of the respondents (68.5 percent) denied ny such restrict

¡ ¡ ¡ ¡ ¡

ions. This proves the f ¡ct th t c ble television is w rmly ccepted nd used wit

¡ ¡ ¡

hout ¡ny hesit tion. Respondents who were restricted cl imed th t they were told

¡ ¡ ¡ ¡ ¡

not to w ¡tch st ge dr m s, music progr mmes nd movies. Restrictions were impos

¡ ¡ ¡ ¡ ¡ ¡ ¡

ed bec ¡use of vulg rity in progr mmes s this is g inst the religion, g inst t

¡ ¡ ¡ ¡ ¡

heir v ¡lues nd culture nd viewing c ble television c n ffect their working. N

¡ ¡

ight time is the restricted one ¡s they would be un ble to give time to their f

¡ ¡ ¡

milies ¡nd secondly it would disturb their re ding h bits lso. When respondents

¡ ¡ ¡ ¡

were ¡sked to point out whether men lso f ce restriction on w tching c ble tel

¡ ¡ ¡ ¡

evision, the result indic ¡ted th t men do not h ve ny restriction of w tching c

¡ ¡ ¡ ¡ ¡ ¡ble television s they re considered m ture, independent nd m sters of their will.

¡ ¡ ¡ ¡

162 Although the findings ¡bove m de it cle r th t few respondents (women) wer

¡ ¡ ¡ ¡

e restricted to w ¡tch c ble television’s cert in progr mmes t times. However, the

¡ ¡ ¡ ¡ ¡

y were ¡lso sked whether the women t their homes h ve equ l rights s men to w

¡ ¡ ¡ ¡ ¡ ¡

¡tch c ble television. M jority of respondents cl imed th t they re tre ted equ

¡ ¡ ¡

¡lly s men in reference to w tching c ble television. Almost threefifth of the

¡ ¡ ¡ ¡ ¡ ¡

m compl ¡ined th t men h d more rights to w tch c ble television nd negligible

¡ ¡ ¡ ¡

percent (0.2%) ¡dmitted th t they h d more rights th n men. This concludes th t

¡ ¡ ¡

discrimin ¡tion ( t limited level) in the use of communic tion technology lso e

¡ ¡ ¡ ¡

xists, which further supports the f ¡ct th t our society is m le domin ted. M jor

¡ ¡ ¡ ¡

ity of the respondents ¡lso cl imed th t they enjoy w tching c ble television in

¡ ¡ ¡ ¡

ste ¡d of re ding books, pl ying g mes nd going out for leisure during their fre

¡ ¡ ¡ ¡ ¡

e time. Judging by the d ¡t it c n be concluded th t c ble television h s become

¡ ¡ ¡ ¡ ¡ ¡

¡n import nt household commodity nd n import nt p rt of women’s d ily life in L

¡ ¡ ¡

¡hore. The conclusions of hypothesis testing rel ted to the dependent v ri bles.

¡ ¡ ¡

The first subhypothesis w ¡s he vy viewers of c ble television experience gre t

¡ ¡ ¡ ¡

er degree of effect on their domestic ¡nd other ctivities th n the moder te nd

¡ ¡ ¡ ¡ ¡ ¡ ¡

light viewers. The d ¡t n lyzed by Chisqu re produced st tistic lly signific

¡ ¡ ¡

nt ¡ssoci tion between level of c ble television viewing nd level of the effect

¡ ¡ ¡ ¡

on household ¡nd other ctivities. Types of ctivities ffected were newsp per

¡ ¡ ¡ ¡ ¡

¡nd m g zines re ding nd going out for movies. The second hypothesis he vy view

¡ ¡ ¡ ¡ ¡

ers of c ¡ble television experience gre ter degree of ch nge on their f mily n

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

d soci ¡l inter ction p tterns th n the moder te nd light viewers w s lso st ti

¡ ¡ ¡ ¡ ¡

stic ¡lly proved. It confirmed th t our soci l inter ction p tterns re under the

¡ ¡ ¡ ¡ ¡

influence of c ¡ble television nd ch nging r pidly. The most ffected c tegorie

¡ ¡ ¡

s were friends ¡nd rel tives inter ctions. Respondents dislike visiting others ¡

nd do not welcome open he ¡rtedly or entert in their guests during primetime hour

¡ ¡ ¡ ¡ ¡

s. It is concluded th ¡t c ble television is ffecting soci l inter ction p ttern

¡ ¡ ¡ ¡ ¡

s ¡s respondents re r ther enjoying their c ble television progr mmes th n soci

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡lizing which is m jor p rt of P kist ni culture. As f r s the respondents’ f m

¡ ¡ ¡ ¡

ily inter ¡ction w s concerned, husb nd wife inter ction is being ffected but n

¡ ¡ ¡ ¡ ¡

ot ¡s much s soci l inter ction. Decline in Motherchild inter ction w s not pr

¡ ¡ ¡ ¡ ¡

oved by the st ¡tistic l n lysis. This confirms th t Motherchild inter ction is ¡

not disturbing due to the viewing of c ¡ble television. But still the situ tion

¡ ¡ ¡ ¡ ¡ ¡ is ¡l rming s m jority does not like f mily interference nd void going out wi th their

¡ ¡ ¡ ¡

163 f ¡milies while w tching c ble television. Therefore f mily inter ction time

¡ ¡ ¡ ¡ ¡ ¡

is decre ¡sing bec use husb nd, wife nd mother s well s children re glued to

¡ ¡ ¡ ¡ ¡

c ¡ble television. The ffection nd bond mong the f mily members is the be uty

¡ ¡ ¡ ¡

of our culture which m ¡y be ffected b dly bec use of c ble television viewing.

¡ ¡ ¡ ¡ ¡ ¡

This rese ¡rch lso tried to discover: “W s the t rget udience ssoci ting their p

¡ ¡ ¡ ¡ ¡ ¡ ¡

erson ¡l ppe r nce nd style with television ch r cters”? The study describes ppe

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡r nce nd lifestyle s dress style, h irstyle, m keup, jewellery nd ccent d

¡ ¡

opted by women. The hypothesis developed w ¡s ‘he vy viewers of c ble television te

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

nd to show ¡ gre ter degree of ccept nce of television ch r cters’ ppe r nce nd

¡ ¡ ¡ ¡ ¡ ¡

style th ¡n the moder te nd light viewers.’ Chisqu re v lue indic ted signific

¡ ¡ ¡ ¡ ¡ ¡

¡nt ssoci tion between level of c ble television viewing nd level of ccept nc

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

e of television ch ¡r cters’ ppe r nce nd style. A m jority of he vy viewers w s

¡ ¡

being highly ¡ffected nd light viewers were showing minim l effects in terms of

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ppe r nce nd style. The d t showed th t gre test imp ct of w tching c ble te

¡ ¡ ¡

levision is on jewellery ¡nd orn ment l style. H lf of the respondents considere

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

d television ch ¡r cters s their role model for ppe r nce nd style nd they w

¡ ¡ ¡ ¡

nted to imit ¡te those ch r cters. Respondents copy these ch r cters for dressing

¡ ¡ ¡ ¡

, m ¡keup, decor tive jewellery nd try to copy their ccent. But m jority of re

¡ ¡ ¡ ¡

spondents does not ¡gree th t they rel te themselves to television ch r cters. T

¡ ¡ ¡ ¡

he style ¡nd gl mour projected through dr m is lthough out of line from our or

¡ ¡ ¡ ¡

igin ¡l style but is m king n imp ct on viewers ccording to their level of thei

¡ ¡

r viewing. Our women ¡re inclining tow rds ch nge, for better or worse, by follo

¡ ¡ ¡ ¡ ¡ ¡

wing television ch ¡r cters. This study lso confirms nd pproves the Soci l Le

¡ ¡ ¡

rning ¡nd Modelling theories. Another investig ted f ctor through this rese rch

¡ ¡ ¡ ¡ ¡ ¡ ¡

w ¡s culture pr ctices. This f ctor w s de ling with five p r meters including l

¡ ¡ ¡ ¡

ngu ¡ge, food, dressing, religion nd some of the tr ditions. It w s hypothized

¡ ¡

s he ¡vy viewers of c ble television experience gre ter degree of effect on their

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

cultur ¡l pr ctices th n the moder te nd light viewers. The st tistic l n lysi

¡ ¡ ¡

s signific ¡ntly proves ssoci tion between the level of c ble television viewing

¡ ¡ ¡

¡nd the level of the effect on cultur l pr ctices. It implies th t high televis

¡ ¡ ¡ ¡ ¡ ¡

ion viewing is influencing cultur ¡l pr ctices in L hore, P kist n, nd women re

¡ ¡ ¡ ¡ ¡ ¡

¡ccepting western nd Indi n culture. There h s been n evident imp ct of c ble

¡ ¡ ¡

television on food h ¡bits s m jority h s introduced western food dishes in the

¡ ¡ ¡

ir homes. Where ¡s, the ddition of Indi n dishes is negligible ccording to the

¡ ¡ ¡ respondents bec ¡use the Indi n food progr mmes re few

¡ ¡ ¡ ¡

164 ¡nd they re mostly focused on veget bles nd not on me t dishes. The focus

¡ ¡ ¡ ¡ ¡ ¡ ¡

of viewers of Indi ¡n ch nnels is on dr m nd they re not e ger to w tch food p

¡ ¡

rogr ¡mmes on television ch nnels like St r Plus. Most of the respondents preferr

¡ ¡ ¡ ¡

ed to dine in front of television ¡nd discuss television ch r cters th n f mily

¡ ¡ ¡ ¡

issues. This hints ¡t m jor ch nge in our society, robbing people of the tr di

¡ ¡ ¡

tion of e ¡ting together nd m king the routine n opportunity of discussing thei ¡

r issues. Those who still dine together m ¡inly discuss television progr mmes the ¡

y w ¡tch. This proves th t now the television is connecting people to the world u

¡ ¡ ¡ ¡ ¡ ¡

nknown while cre ¡ting communic tion g p in their own f milies. C su l western

¡ ¡

dressing h ¡s inspired onefourth of the respondents nd they like to we r wester ¡

n dresses. But ¡ m jority of the respondents does not feel inclined to western d

¡ ¡ ¡

resses. On the other h ¡nd, lmost ll respondents replied in neg tive in respons

¡ ¡ ¡ ¡ ¡ ¡ ¡

e to we ¡ring Indi n dresses (S ree) c su lly but onethird liked to we r it s

¡ ¡ ¡

p ¡rty dress due to their colour nd gr ce. Twothird respondents consider c ble

¡ ¡ ¡ ¡

television ¡s n effective source of le rning bout f shion trends. Therefore,

¡ ¡

it is convincing th ¡t c ble television is ffecting its viewers in dress trends

¡ ¡ ¡

¡nd its effects re directly rel ted to the viewership, with he vy viewers being

¡ ¡ ¡ ¡ ¡

¡ffected the most. Urdu l ngu ge is getting unw nted dditions due to inv sion

¡ ¡ ¡

of foreign words (Hindi ¡nd English). The study concluded th t high imp ct on l

¡ ¡ ¡ ¡ ¡

ngu ¡ge of he vy viewers nd light imp ct on l ngu ge of light viewers supports t

¡ ¡ ¡

he hypothesis. A new l ¡ngu ge which is mix of Urdu, English nd Hindi words is

¡ ¡ ¡ ¡

emerging. Since women ¡re centre to every household nd e rly educ tion, tr ini

¡ ¡ ¡ ¡

ng ¡nd le rning of children is c rried out by them. Any effect on women’s l ngu ge

¡ ¡

is tr ¡nsferred to their children nd other members of their f milies. Mother to

¡ ¡ ¡ ¡

ngue is the l ¡ngu ge which child le rns from his or her mother. And defectiv

¡ ¡ ¡ ¡ ¡

e mother tongue me ¡ns dulter tion in the very beginning. Tr ditions pl y key

¡ ¡ ¡

role in the form ¡tion of cultur l identific tion therefore effect of foreign tr

¡ ¡ ¡ ¡

ditions th ¡t re being introduced through c ble television h s lso been studied

¡ ¡ ¡

in this study. M ¡jority of the respondents dmitted th t they celebr te Hindu m

¡ ¡ ¡ ¡ ¡

¡rri ge tr ditions nd very sm ll number (1.6 percent) of the respondents were

¡ ¡ ¡ ¡ ¡ ¡

celebr ¡ting Holi. This is st rt of ccepting something tot lly g inst our tr

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ditions. V lentine’s D y is w rmly celebr ted by m jority of respondents nd H ll

¡ ¡ ¡ ¡ ¡ ¡

oween ¡nd Bonfire re lso celebr ted by some of the respondents. The imp ct g ¡ in shows high influence on he ¡vy viewers nd little on light viewers. These find ings strongly suggest

¡ ¡ ¡ ¡

165 th ¡t c ble television is resulting in erosion of P kist ni culture nd is in

¡ ¡ ¡

troducing Indi ¡n nd western culture. Religion h s been the m in driving forces

¡ ¡ ¡ ¡ ¡

for the c ¡mp ign for independence of P kist n. Religious sentiments re e sily i

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

nfl ¡med nd ll the ch nnels re p rticul rly c reful not to r ise ny religion

¡ ¡

conflict. M ¡jority of the respondents greed th t television is the best source

¡ ¡ ¡ ¡

of religious inform ¡tion. C ble television is influencing tr dition l nd cultur

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡l v lues in P kist n nd respondents re ccepting it. The effects re cle rly

¡ ¡ ¡ ¡ ¡ ¡

visible on food, dining h ¡bits, dressing, l ngu ge, tr dition l celebr tions nd

¡ ¡ ¡

religion. The influence is ¡ re lity nd it needs to be thoroughly rese rched t

¡ ¡ ¡ ¡

o check the positive or neg ¡tive imp ct on P kist ni culture. The trend ccordin

¡ ¡ ¡ ¡ ¡ ¡

g to this rese ¡rch is showing p tterns th t should be c use of concern s f r

¡ ¡ ¡ ¡ ¡

¡s cultur l v lues re concerned in P kist n. Another Subhypothesis of the stud

¡ ¡ ¡ ¡ ¡

y w ¡s designed s ‘he vy viewers of c ble television experience gre ter degree o

¡ ¡ ¡ ¡

f effect on their domestic ¡nd person l expenditures th n the moder te nd light

¡ ¡ ¡ ¡ ¡

viewers.’ Chisqu ¡re v lue confirmed signific nt ssoci tion between level of c

¡ ¡ ¡

¡ble television viewing nd level of the effect on their domestic nd person l e

¡ ¡ ¡

xpenditure. The bro ¡d picture th t emerges from the results is th t m jority of

¡ ¡ ¡ ¡ ¡ ¡

the respondents ¡dmitted th t their expenditure on person l dressing nd ppe r

¡ ¡ ¡ ¡

nce h ¡s got n imp ct from w tching c ble television. More is being spent on per

¡ ¡ ¡ ¡ ¡

son ¡l grooming nd clothing s comp red to the p st dec des. Household expenditu

¡ ¡ ¡ ¡

re h ¡s incre sed s the exposure they re getting through c ble television is ch

¡ ¡ ¡

¡nging their lifestyle nd luxuries re being presumed s necessities. Moreover,

¡ ¡ ¡ ¡

¡ growing number of women re intending to become n e rning h nd to meet their

¡ ¡ ¡

f ¡milies’ incre sing expenditure nd to sh re the burden of their men. The study

¡ ¡ ¡ ¡ ¡

¡lso hypnotized th t ‘he vy viewers of c ble television tend to show gre ter deg

¡ ¡ ¡ ¡ ¡ ¡

ree of ¡ccept nce of roles of women s portr yed on Indi n nd western ch nnels

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡s comp red to moder te nd light viewers’. Chisqu re v lue showed signific nt

¡ ¡ ¡ ¡ ¡

¡ssoci tion between level of c ble television viewing nd level of ccept nce of

¡ ¡ ¡ ¡ ¡

role of western ¡nd urb n Indi n women. It est blishes th t high c ble televisi

¡ ¡ ¡ ¡ ¡

on viewing is ¡ffecting the soci l role of women in L hore, P kist n. The soci l

¡ ¡ ¡ ¡

role of P ¡kist ni men nd women is cle rly defined where the extern l responsib

¡ ¡ ¡

ilities ¡re linked to men nd most of the house m tters re responsibilities of

¡ ¡

women. Decisionm ¡king rests with the men, being the bre d winners for the f mil

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ y. Women ¡re not w re of their leg l nd Isl mic rights nd re cting ccordin g to the

¡ ¡ ¡ ¡

166 tr ¡dition l role enforced on them. The role of western women nd urb n Indi

¡ ¡ ¡ ¡

n women is comp ¡r tively contr ry to the role of P kist ni women. But the exposu

¡ ¡ ¡ ¡ ¡ ¡

re to the foreign medi ¡ is m king n imp ct nd introducing ch nges in tr dition

¡ ¡ ¡ ¡ ¡

¡l nd stereotype role of P kist ni women. The bro d picture th t emerged from t

¡ ¡ ¡

he findings of the study confirms th ¡t women respondents re ccepting nontr di

¡ ¡ ¡ ¡ ¡ ¡

tion ¡l roles. H lf of the respondents greed with western ppro ch th t e rning

¡ ¡ ¡ ¡ ¡

should be sh ¡red by husb nd nd wife nd looking fter of children nd household

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

is equ ¡l responsibility of m n nd wom n. Simil rly, it cl imed th t wom n sh

¡ ¡ ¡ ¡ ¡ ¡ ¡

ould h ¡ve equ l rights in decision m king, pursuing c reer nd should h ve s y

¡ ¡ ¡ ¡

in their m ¡rri ge like the western wom n. The study lso concluded th t society ¡

should give respect to working women ¡s well s to housewives, single women sho

¡ ¡ ¡

uld h ¡ve the right to live respect ble life, nd they should strive to get the

¡ ¡

ir due rights. The imp ¡ct is directly rel ted to the mount of time spent in vie

¡ ¡ ¡ ¡

wing ¡nd high imp ct is visible in he vy viewers nd lighter imp ct in light vie

¡ ¡ ¡

wers. The m ¡jor hypothesis is sust ined by ll the f ctors under the study inclu

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ded household ¡nd other ctivities, ppe r nce nd styles, soci l nd f mily int

¡ ¡ ¡ ¡ ¡ ¡

er ¡ction p tterns, cultur l pr ctices, expenditure nd role of women in P kist n

¡ ¡ ¡ ¡ ¡ ¡

i society. The st ¡tistic l n lysis nd percent ge of responses proves ll the s ¡

ubhypotheses of the study except mother child inter ¡ction. Thus proves the m jo

¡ ¡

r hypothesis ‘gre ¡ter the exposure to c ble television gre ter the effect on the l

¡ ¡ ¡ ¡ ¡ ¡

ives of women in L ¡hore, P kist n. It implies n ssoci tion between c ble telev

¡ ¡ ¡

ision viewing ¡nd ffects on viewers. M jority of the respondents re inclined t

¡ ¡ ¡ ¡ ¡ ¡ ¡

o foreign culture ¡nd re re dy to ccept the ppe r nce nd role of western wom

¡ ¡ ¡ ¡

en exposed to them through c ¡ble television ch nnels. The study h s cl imed th t

¡ ¡ ¡ ¡ ¡

this rel ¡tionship c n in some c ses be lifech nging nd person lity moulding,

¡ ¡ ¡ ¡ ¡ ¡

but definitely life imp ¡cting. More import ntly, it ppe rs th t it c n occur n

¡ ¡

d one m ¡y not even re lize it. This study strengthens the concept of Blumler nd

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

K ¡tz’s Uses nd Gr tific tion Theory, which suggests th t medi users pl y n ct

¡ ¡ ¡ ¡ ¡

ive role in choosing ¡nd using the medi . As f r s the consumption p tterns nd

¡ ¡ ¡

re ¡sons of their w tching were concerned the study concluded th t women use c b

¡ ¡ ¡ ¡

le television prim ¡rily for f nt sy nd to esc pe their routine lives. It is not

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ source of seeking re lity nd using medi s le rning instrument for the m

¡ ¡ ¡ ¡

jority. The study supports the Uses ¡nd Gr tific tions Theory bec use medi cons

¡ ¡ ¡

umers (women in this study) h ¡ve free will to decide how they will use medi

¡ ¡ ¡ ¡ nd how it will ¡ffect them. Although v riety of ch nnels (news, inform tive,

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

167 educ ¡tion l, cooking, entert inment, etc.) re v il ble to women but m jo

¡ ¡ ¡

rity of the respondents were used to w ¡tch entert inment ch nnels only nd their

¡ ¡ ¡ ¡ ¡

most f ¡vorite progr mme w s dr m followed by movies nd music. Respondents wit ¡

h limited mobility (house m ¡n gers) would be more likely to become dependent on

¡ ¡ ¡ ¡

¡ medium such s television if she does not h ve ccess to other medi options s

¡ ¡ ¡ ¡

uch ¡s person l computer, VCR, computer g mes etc., t home. Thus the study co

¡ ¡ ¡

ncludes th ¡t television is the best or the only source v il ble to women for en

¡ ¡ ¡

tert ¡inment. To s tisfy their recre tion needs like sports f cilities, outing, p ¡

¡rties, etc., they re dependent on television for this purpose. Thus, the best

¡ ¡ ¡ ¡

possible option for gr ¡tific tions for most of women in P kist n is television

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

nd p ¡rticul rly entert inment ch nnels nd progr mmes. It is e sy to ssume th t

¡ ¡ ¡

television h ¡s become d ily ctivity in our society so it is not surprising t

¡ ¡ ¡ ¡ ¡ ¡

h ¡t in some c ses women m y go beyond the ctu l ct of just w tching for entert

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡inment. Through dr m s (so p oper s) nd movies the respondents get f scin ted

¡ ¡ ¡ ¡

¡nd m n ged to esc pe from the bitter re lities of their lives for some time but

¡ ¡ ¡ ¡

these le ¡d to effects. App rently the re son for w tching c ble television is e

¡ ¡ ¡ ¡

ntert ¡inment but the unconscious influence s result of it is ch nge in the t

¡ ¡ ¡ ¡ ¡ ¡ ¡

titude ¡nd getting w y from re l nd person l v lues. To investig te the effect

¡ ¡ ¡ ¡

s of c ¡ble television w tching on women, the present study lso pplied cultiv t

¡ ¡ ¡ ¡ ¡

ion rese ¡rch by George Gerbner, which st tes th t he vy exposure to m ss medi ,

¡ ¡ ¡ ¡ ¡ ¡

n ¡mely television, cre tes nd cultiv tes ttitudes more consistent with medi

¡ ¡ ¡ ¡ ¡ ¡

conjured version of re ¡lity th n with wh t ctu l re lity is. It s ys televisio

¡ ¡ ¡ ¡

n is developing thinking of hum ¡n being slowly nd ste dily which ffects soci l

¡ ¡ ¡ ¡

, cultur ¡l nd tr dition l v lues of the societies. According to this theory, th

¡ ¡ ¡

ose who ¡re he vy viewers re ffected more. The result of the study supports th

¡ ¡ ¡ ¡ ¡ ¡

e theory ¡s he vy viewers re ffected more th n light viewers t ll levels – hou

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

sehold ¡nd other ctivities, ppe r nce nd styles, soci l nd f mily inter ctio

¡ ¡ ¡ ¡ ¡

n p ¡tterns, cultur l pr ctices , expenditure nd role of women in P kist ni soci

¡ ¡ ¡ ¡ ¡ ¡ ¡

ety. A m ¡jority of the respondents h ve ccepted nd re pr cticing the Indi n

¡ ¡

nd western v ¡lues systems consciously or unconsciously. The he vy viewers ttit

¡ ¡ ¡ ¡ ¡ ¡

udes ¡re cultiv ted prim rily by wh t they w tch on television. It seems th t m

¡ ¡ ¡ ¡ ¡ ¡

ss medi ¡ h s worked s soci lizing gent. Therefore, the study witnessed cle

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡r ch nge in food nd e ting h bits. Western nd Indi n tr ditions celebr tions

¡ ¡ ¡ ¡ ¡

¡re followed more by he vy viewers s comp red to light viewers. Their l ngu ge

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

h ¡s been ffected. Their soci liz tion p tterns re gr du lly ch nging s he vy

¡ ¡ viewers’ f ¡mily nd soci l

¡ ¡ ¡ ¡

168 inter ¡ction time is reducing p rticul rly with friends nd rel tives. The Cu

¡ ¡

ltiv ¡tion Theory in its b sic form suggests th t television is responsible for s

¡ ¡ ¡

h ¡ping or ‘cultiv ting’ viewers’ conceptions of soci l re lity which is being confirme

¡ ¡

d through this study. It m ¡y be concluded th t combined effect of m ssive televi

¡ ¡

sion exposure by viewers over time subtly sh ¡pes the perception of soci l re lit

¡ ¡ ¡ ¡

y for individu ¡ls nd, ultim tely, for culture s whole. The conclusion of the

¡ ¡ ¡ ¡

study ¡lso corresponds to the observ tion m de by Albert B ndur while discussi

¡ ¡

ng Soci ¡l Le rning Theory. According to him, le rning occurs when the observer p ¡

erceives events or beh ¡viour in television nd he/she feels competent in perform

¡ ¡ ¡ ¡ ¡ ¡ ¡

ing them. Actions of the ch ¡r cters in c ble television dr m s h ve served s

¡ ¡ ¡ ¡

model for respondents to imit ¡te. They h ve lso cquired beh viours by people f

¡ ¡ ¡ ¡ ¡ ¡ ¡

rom medi ¡ portr y ls. Soci l Le rning Theory lso suggested th t beh viour is li

¡ ¡ ¡ ¡ ¡

kely to be imit ¡ted when it is soci lly rew rded. The result indic tes th t m jo

¡ ¡ ¡ ¡

rity of the respondents do t ¡ke television ch r cters s their role models nd w

¡ ¡ ¡ ¡ ¡ ¡

¡nt to copy them in ppe r nce nd style. Interestingly, m jority of the respo

¡ ¡ ¡ ¡ ¡

ndents h ¡ve dis greed th t they rel te ch r cters to their lives despite copying

¡ ¡ ¡

them in more th ¡n one re . This shows th t the respondents just follow the out

¡ ¡ ¡ ¡ ¡

look of ch ¡r cters with respect to lifestyle nd not themselves s whole. Re s

¡ ¡ ¡ ¡ ¡ ¡ ¡

on m ¡y be th t viewers h ve the fe r th t ch r cters shown in c ble television p

¡ ¡ ¡ ¡ ¡ rogr ¡mmes re not ccept ble or m y not be rew rded in the society. 169

6.1 Recommend ¡tions

¡ ¡

This study proved the hypothesis ‘gre ¡ter the exposure to c ble television gre ter

¡ ¡ ¡ ¡ ¡

the effect on the lives of women in L ¡hore, P kist n’ nd implied th t there is

¡ ¡ ¡

n ¡ssoci tion between c ble television viewing nd effects on viewers. The study

¡ ¡ ¡ ¡ ¡ ¡

cl ¡imed th t this rel tionship in some c ses c n ch nge life p tterns or mould

¡ ¡ ¡ ¡ ¡ ¡ ¡

person ¡lities. More import ntly, it ppe rs th t these ch nges c n occur nd one

¡ ¡ ¡

m ¡y not even re lize them. Television is one of the most dyn mic medi vehicles ¡

influencing more people th ¡n most other communic tion vehicles. Therefore, view

¡ ¡ ¡ ¡

ers ¡re required to be lert nd use it sensibly. Policym kers should t ke extr

¡ ¡ ¡ ¡ ¡

eme c ¡re while formul ting rules nd regul tions. This rese rch lso supports th

¡ ¡ ¡ ¡

e Cultiv ¡tion Theory by George Gerbner th t st tes th t “more you w tch television

¡ ¡ ¡

the more you ¡re likely to obt in distorted views on life”. Simil r conclusion w

¡ ¡ ¡ ¡

s m ¡de in the study by Altm n nd T ylor (1973), which hypothesized th t the mor

¡ ¡ ¡

e time people spend w ¡tching television nd involving themselves with the ch r c

¡ ¡ ¡

ters, the more they become intim ¡te with medi person . They m y unconsciously l

¡ ¡ ¡ ¡ ¡

ive more closely with ch ¡r cters of c ble television progr mmes s comp red to p

¡ ¡ ¡ ¡ ¡ ¡

eople in their re ¡l life. These progr mmes c n ch nge their ttitude nd m ke th

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

em emotion ¡l. People m y t ke more dr m tic ppro ch to their person l situ tion

¡ ¡ ¡ ¡ ¡

. This study gives the s ¡me indic tion. This kind of situ tion m y rise bec use

¡ ¡ ¡ ¡ ¡ ¡

P ¡kist ni society is not medi liter te. M jority of popul tion is not tr ined

¡ ¡ ¡ ¡

how to ¡n lyze/utilize different forms of medi like news p pers, r dio, televis

¡ ¡

ion ¡nd internet. It is therefore recommended th t efforts should be m de for th

¡ ¡ ¡ ¡ ¡ ¡

e enh ¡ncement of medi liter cy t m ss level. This study reve ls th t televisio

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

n h ¡s grown enough to become n import nt nd n integr l p rt of d ily ctiviti

¡ ¡ ¡

es in tod ¡y’s world. It is not surprising th t in some c ses people m y go beyond

¡ ¡ ¡ ¡ ¡ ¡

the ¡ctu l ct of w tching it for entert inment. This study exposes th t so p op

¡ ¡ ¡ ¡

er ¡s nd movies were mong the most w tched by women on c ble television. The so

¡ ¡ ¡ ¡

¡p oper s re unique form of entert inment, different from other television dr

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡m nd re especi lly signific nt bec use the t rget udience ppe rs to be pre

¡ ¡ ¡ ¡

domin ¡ntly women. It is interesting to note th t h rdly ny indepth study h s b

¡ ¡ ¡

een conducted on this type of m ¡ss communic tion in P kist n. Therefore, it is r

¡ ¡ ¡ ¡

ecommended th ¡t effects of these so p oper s must be t rgeted for rese rch studi

¡ ¡ ¡

es in future. Especi ¡lly the spect of sexu l beh vior should be stressed upon b ¡ ec ¡use the Cultiv tion Theory

¡ ¡ ¡

170 suggests th ¡t peoples’ v lues nd their outlooks on life c n become distorted

¡ ¡ ¡ ¡ ¡

¡nd gre tly ffected by so p oper s. The results of the study h ve confirmed the

¡ ¡ ¡ ¡ ¡ ¡

imp ¡ct on women c ble television imp cting women in P kist n nd they h ve been

¡ ¡ ¡

influenced by western ¡nd Indi n v lues. It is evident th t television influenc

¡ ¡ ¡ ¡

es m ¡ny lives cross the bo rd. People who produce progr mmes for television h v

¡ ¡ ¡ ¡ ¡

e gre ¡t responsibility in tod y’s world. As medi schol r, the rese rcher feels

¡ ¡ ¡

th ¡t this issue should be t ken seriously nd best effort should be m de to sens

¡ ¡ ¡ ¡ ¡

itize producers ¡nd bro dc sters for improving the qu lity of wh tever they re

¡ ¡

bringing to gener ¡l public. To minimize nd resist the effects of western nd In

¡ ¡ ¡ ¡ ¡

di ¡n ch nnels, it is suggested th t loc l ch nnels should be strengthened nd pr

¡ ¡ ¡ ¡ ¡

ogr ¡mmes should h ve better content. These ch nnels should produce nd bro dc st

¡ ¡ ¡ ¡ ¡ ¡ ¡

qu ¡lity progr mmes th t could help in the promotion of P kist ni v lues nd tr

¡ ¡ ¡ ¡ ¡ ¡ ditions ¡nd improve the im ge of P kist n t intern tion l level.

171 ¡

6.2 Recommend ¡tions for Future Rese rch

¡ ¡

This section presents some recommend ¡tions for future rese rch reg rding the eff

¡ ¡ ¡ ¡

ects of c ¡ble television ch nnels. This study h s provided b seline study on t

¡ ¡ ¡

he effects of c ¡ble television technology p rticul rly on women. It h s explored

¡ ¡ ¡ ¡

only some f ¡ctors nd n lyzed the effects on women in gener l. However, the re

¡ ¡ ¡ ¡ ¡ ¡

se ¡rcher h s pl nned to work in future on more specific spects nd ev lu te eff

¡ ¡ ¡

ect on women with different demogr ¡phic b ckground. There is need to g uge the

¡ ¡ ¡ ¡

imp ¡ct on popul tion belonging to different soci l cl sses, income levels, qu l

¡ ¡ ¡ ¡

ific ¡tions nd mong different ge groups. Simil rly, some other dimensions like

¡ ¡ ¡

f ¡mily norms, music preferences, etc. c n lso be investig ted. The present res

¡ ¡

e ¡rch did not study the imp ct of specific progr mmes of foreign television on t

¡ ¡ ¡ ¡ ¡ ¡ ¡

he viewers. So ¡ combin tion of content n lysis nd survey in study m y be

¡ ¡ ¡

more interesting ¡nd v lu ble. Therefore, the rese rcher is interested in conduc

¡ ¡ ¡ ¡

ting such ¡ study in future for public tion in rese rch journ ls. Rese rch in th

¡ ¡ ¡ ¡ ¡ ¡

is ¡re (effects of c ble television) requires interdisciplin ry ppro ches s

¡ ¡ ¡ ¡

its effects m ¡y be soci l, psychologic l, economic, etc. C ble television h s sp

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

re ¡d ll over the country due to its leg liz tion, e sy ccess, low cost, v il

¡ ¡ ¡ ¡

bility of s ¡tellite ch nnels nd l rge number of television viewers. The c ble t

¡ ¡ ¡ ¡

elevision requires system ¡tic studies b sed on v riety of methods nd diverse

¡ ¡ ¡ ¡ ¡ ¡

popul ¡tions. The v lidity nd reli bility me sures of this rese rch c nnot be ge

¡ ¡ ¡ ¡ ¡

ner ¡lized to ll of the popul tion s it only t rgeted women. There is need to

¡ ¡ ¡ ¡ ¡ ¡

begin with sm ¡llsc le studies nd move to l rger field nd longitudin l studi

¡ ¡ ¡ ¡ ¡ ¡

es. Sm ¡llsc le studies (l bor tory, survey, observ tion l) c n permit refinemen

¡ ¡ ¡ ¡ ¡

t of questions, me ¡sures nd methods in rel tively lowcost nd efficient w y.

¡ ¡ ¡ ¡ ¡

C ¡ble television provides v riety of ch nnels including loc l nd foreign. One

¡ ¡ ¡ ¡ ¡

c ¡n find sexu l medi content e sily in the foreign progr mmes which enh ncing

¡ ¡ ¡ ¡ ¡

the import ¡nce of rese rch on effects of sexu l medi contents in P kist n. Furt

¡ ¡ ¡ ¡ ¡

her rese ¡rch must t ke into ccount gender difference in gener l nd lso in dif

¡ ¡ ¡ ¡

ferent environments. Functions ¡nd effects of medi contents m y v ry for boys

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

nd girls or for m ¡les nd fem les subst nti lly. P kist ni society is m le dom

¡ ¡ ¡ ¡

in ¡ted nd gender discrimin tion h s been verified through some of rese rches in

¡ ¡ soci ¡l science. This study lso slightly de lt with this issue

¡ ¡ ¡ ¡ ¡ ¡ ¡

172 ¡nd concluded th t in P kist n men s comp red to women do not h ve ny rest

¡ ¡

riction in c ¡ble television viewing. It is suggested th t this issue should be

¡ ¡ ¡ ¡ ¡

ddressed sep ¡r tely in n indepth study nd men should lso be interviewed to ¡ ccur ¡tely determine the gender discrimin tion. 173

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¡ ¡

. An overview of the Cultiv ¡tion Theory. M rch 4, 2007 from http://uts.cc.utex s

¡ ¡ ¡ ¡ ¡

.edu/~teri/index Qur ¡tulAin (1998). Cultur l inv sion: n n lysis of PTV’s ente

¡ ¡ ¡ ¡ ¡

rt ¡inment progr mmes nd its effects on youth. Unpublished m ster’s thesis, B h ud

¡ ¡ ¡ ¡ ¡ ¡

din Z ¡k riy University, Mult n. R him, A. (1994). Imp ct of c ble TV on televis

¡ ¡ ¡ ¡ ¡ ¡ ¡

ion ¡nd video viewing in Hyder b d: A survey. Medi Asi : n Asi n m ss communic

¡ ¡ ¡ ¡ ¡

¡tion qu rterly, 21 (1), 1520. Rehm n, B. A. (2001). Theoretic l fr mework. Ch

¡ ¡ ¡ ¡ ¡

llenges f ¡ced by P kist n nd role of religious m g zines. Unpublished M. Phil t

¡ ¡ ¡ hesis, dep ¡rtment of M ss Communic tion. University of the Punj b. (pp. 55 – 58). L ¡hore.

¡ ¡ ¡ ¡

181 Rosengren, K. E., & Wind ¡hl, S. (1972). M ss medi consumption s function

¡ ¡ ¡ ¡ ¡ ¡l ltern tive. In D. McQu il (Ed.), Sociology of m ss communic tions. (pp.16619

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¡ ¡ ¡ ¡

¡nd dolescents. Hum n Communic tion Rese rch, 5 (1), 109 – 120. Rubin, A. M., Pe

¡ ¡ ¡ ¡ ¡

rse, E. M., & Powell, R.A. (1985). Loneliness, p ¡r soci l inter ction, nd loc

¡ ¡

l television news viewing. Hum ¡n Communic tion Rese rch, 12 (1), 155180. Rubin, ¡

A. M., Perse, E. M., & Powell, R. A. (1987). Audience ¡ctivity nd television ne

¡ ¡ ¡ ¡

ws gr ¡tific tion. Communic tion Rese rch, 14 (1), 58 – 84. Rubin, A. M., & Wind hl

¡ ¡ ¡

, S. (1986). The uses ¡nd dependency model of m ss communic tion. Critic l Studi

¡ ¡

es in M ¡ss Communic tion, 3 (1), 184 – 199. Rubin, A. M. (1994). Medi effects: A

¡ ¡ ¡ ¡ ¡

uses ¡nd gr tific tion perspective. In J. Bry nt & D. Zillm nn (Eds.), Medi e

¡ ¡ ¡ ¡

ffects: Adv ¡nces in theory nd rese rch. (pp. 417436). Hillsd le, NJ: Erlb um. S

¡ ¡ ¡

¡if, L., & Syed, J. I. (1999). Society nd cultureconcepts: P kist ni society

¡ ¡ ¡ ¡ ¡ ¡

¡n culture, 1 (PS 535), (pp.1, 297302). Isl m d d: All m Iqb l Open Universi

¡ ¡ ¡ ¡ ¡

ty. S ¡leem, M., (2004). Portr y l of women in PTV dr m s, (A c se study of drug

¡ ¡ ¡ ¡ ¡

¡ddiction). Unpublished m ster’s thesis, dep rtment of M ss Communic tion, L hore

¡ ¡ ¡ ¡

College for Women University, L ¡hore. P kist n. S leem, N. (1994). Imp ct of dis

¡ ¡ ¡ ¡ ¡ ¡

h ¡ntenn on P kist ni society: c se study of L hore. (pp. 5253). Unpublished

¡ ¡ ¡ ¡ ¡ m ¡ster’s thesis, dep rtment of M ss Communic tion, University of the Punj b. P ki st ¡n.

¡ ¡ ¡ ¡

182 S ¡r nt kos, S. (1998). Soci l rese rch, (2nd edition). (pp 145, 469). Hong K ¡

ong: M ¡cmill n Press LTD.

¡ ¡ ¡

Schiller, H. I. (1976). Communic ¡tions nd cultur l domin tion, New York: M.E.

¡ ¡

Sh ¡rpe. Sen, A. (1993). The imp ct of Americ n pop culture in the third world. M

¡ ¡ ¡ ¡ ¡ ¡ ¡

edi ¡ Asi : n Asi n M ss communic tion qu rterly, 20 (4), 208217. Sh fiq, N. (1

¡ ¡ ¡ ¡ ¡

995). The effect of dish ¡ntenn on PTV dr m s. Unpublished m ster’s thesis, dep r

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

tment of M ¡ss Communic tion, B h uddin Z k riy University, Mult n. P kist n. Sh

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡hb z, Z. (2004). Imp ct of c ble TV ch nnels St r Plus so p oper s on soci l n

¡ ¡ ¡ ¡ ¡

d cultur ¡l norms nd v lues of P kist ni youth. (P.123) Unpublished m ster’s thesi

¡ ¡ ¡ ¡

s, dep ¡rtment of M ss Communic tion, L hore College for Women University, L hore

¡ ¡ ¡ ¡ ¡ ¡

. Sheikh, M. A. (2007). S ¡tellite television nd soci l ch nge in P kist n: A c

¡ ¡ ¡ ¡

se study of rur ¡l Sindh. K r chi: Orient Books Publishing House. Sh riff deen, T

¡ ¡ ¡ ¡

. M. A. (1995). New communic ¡tion er : Economic, soci l nd cultur l consequence

¡ ¡ ¡ ¡ ¡

s for development n ¡tions. Medi Asi : n Asi n M ss

¡ ¡ ¡ ¡ communic ¡tion qu rterly, 22 (2), 7884. Signiorelli, N. (1994). Role portr y l

nd stereotype on television. London: Green Wood Press. Sulem ¡n, S. (1990). Repre

¡ ¡

sent ¡tion of gender in prime time television. Unpublished m ster’s thesis, dep rtm

¡ ¡ ¡ ¡ ¡ ent of M ¡ss Communic tion, University of the Punj b, L hore. P kist n.

¡ ¡ ¡ ¡

183 T ¡riq, H. (2004). Inv sion of Indi n culture through movies on high cl ss m

¡ ¡ ¡ ¡

rri ¡ge culture in L hore. Unpublished m ster’s thesis, dep rtment of M ss

¡ ¡ ¡

Communic ¡tion, L hore College for Women University L hore. Thompson., & Bry nt.

¡ ¡

(2002). Fund ¡ment ls of medi effects. (pp.1819, 134, 227, 379380). New York, P

¡ ¡

ublished by McGr ¡wHill. Tim, O. S., & Br in, D. (1994). Studying the medi : An ¡

introduction. London: Edw ¡rd Arnold. Umphrey, D. (1991). Consumer costs: deter

¡ ¡ ¡ ¡ ¡

min ¡nt in upgr ding or downgr ding of c ble services. Journ lism Qu rterly, Colo

¡ ¡ ¡ ¡ ¡

mbi ¡, 68 (4), 698708. V ji l kshmi, P. (2005). Foreign television nd Indi n yo

¡ ¡

uth ch ¡nging ttitudes. (pp. 40, 47 48). New Delhi: Concept Publishing Comp ny

¡ ¡

. West, R., & Turner, L. H. (2000). Introducing communic ¡tion theory: An lysis

¡ ¡

nd ¡pplic tion. Spring 2001 theory workbook. M yfield. Whetmore, E. J. (1988). M

¡ ¡ ¡ ¡

edi ¡meric . C liforni : Wordsworth publishing Co. Willi ms, R. (1997) Quoted by

¡ ¡ ¡ ¡ ¡

Rich ¡rd Collins, et. l. (eds.). (1986). Medi , culture nd society – critic l re

¡ ¡ ¡

der, London: S ¡ge public tion. Wimmer, R. D., & Dominick, J. R. (1993). Qu lit t

¡ ¡ ¡ ¡

ive Rese ¡rch Methods. M ss Medi Rese rch. (pp. 6364, 139161, 342, 512). C lif

¡ ¡ ¡ ¡

orni ¡: W dsworth Publishing Comp ny. Wood, Juli T. (2000) Communic tion theorie

¡ ¡ ¡ ¡

s in ¡ction: An introduction. The University of North C rolin t Ch pel Hill. (

¡ ¡ ¡ ¡ ¡

p. 252). C ¡liforni : W dsworth Publishing Comp ny. Y smin, R. (1987). Imp ct of ¡

television on style of living, Unpublished m ¡ster’s thesis, dep rtment of Sociolog

¡ ¡ y, University of the Punj ¡b. L hore. (pp. 28, 37) (pp. 332). Mount in View, CA:

¡ ¡ ¡ ¡

184 Yoshii, H. (2001, July, 22). Tr ¡nsform tion in medi nd society: l ying the

¡ ¡

ground work for cultur ¡l ecology. Retrieved J nu ry 16, 2007 from

¡ ¡ ¡

[email protected]. Zi ¡, A. (2003). C ble television network in P kist n: ¡

Introduction, development, prospects ¡nd dilemm s. (pp. 1, 3, 10, 137, 135, 160)

¡ ¡

. Unpublished M. Phil thesis, dep ¡rtment of M ss Communic tion. University of th

¡ ¡ ¡ ¡ ¡

e Punj ¡b. L hore, P kist n. Zi , A. (2003) Consumption of c ble television, A re ¡

se ¡rch report published in: c ble television, A vision of the future. (pp. 5661

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ). P ¡kist n Electronic Medi Regul tory Authority. Isl m b d, P kist n. xiii

APPENDICES APPENDIX – I

¡ ¡ ¡ T ¡ble 5.1: Distribution of Respondents According to Dur tion of h ving C ble Con

nection Dur ¡tion f 127 100 102 103 432 % 29.4 23.1 23.6 23.8 100.0 ¡

24 months 25 – 36 months 37 48 months More th ¡n 48 months Tot l ¡

T ¡ble 5. 2: Distribution of Respondents by Level of Viewing Level of viewing He ¡ vy viewers Moder ¡te viewers Light viewers Tot l f 144 145 143 432 % 33.3 33.6 33 .1 100.0

¡ ¡ ¡ ¡ ¡

xiv T ¡ble 5. 12: Preferences for Ch nnels Ch nnels Identity Foreign P kist ni P

¡ ¡ ¡ ¡ kist ¡ni P kist ni Foreign Foreign P kist ni Foreign Foreign Foreign f 341 301 14

5 95 83 80 77 74 54 31 % 78.9 69.7 33.6 22.0 19.2 18.5 17.8 17.1 12.5 7.2

¡ ¡ Preferred Ch ¡nnels St r Plus GEO ARY Indus Vision St r Movies HBO Ptv World BBC

ZEE TV Sony

¡ ¡ ¡ ¡ ¡

B ¡se multiple responses were llowed so the sum m y ddup to more th n the ct

¡ ¡ ¡ ¡ ¡ u ¡l number. T ble 5.14 : Respondents Preferred Progr mmes Progr mmes Dr m Movie s Music Religious Inform ¡tion Cooking f 329 148 116 69 110 41 % 76.2 34.3 26.9 1

6.0 25.5 9.5

¡ ¡ ¡ ¡ ¡ B ¡se multiple responses were llowed so the sum m y ddup to more th n the ct u ¡l number.

¡ ¡

xv T ¡ble 5. 16: Preference of W tching Television W tching television Alone 222 ¡

With F ¡mily 432 Tot l 100.0 51.4 f 210 % 48.6

¡ ¡ ¡

T ¡ble 5. 18: Remote Control F mily Members Children Men (f mily he d) Respondent ¡ (women) Old ¡ge Youngsters Tot l f 44 203 70 30 85 432 % 10.2 47.0 16.2 6.9 19.

7 100.0

¡ ¡ ¡ T ¡ble 5. 20: F vourite Time of w tching C ble Television Time Before 2 pm 2 pm T o 7 pm After 7 pm Tot ¡l f 44 52 336 432 % 10.2 12.0 77.8 100.0

¡ ¡ ¡ ¡ ¡

xvi T ¡ble 5. 24: Women’s right to w tch C ble Television Right to w tch Not t ll

¡ ¡

Less th ¡n men Equ l to men Tot l f 1 253 178 432 % 0.2 58.6 41.2 100.0

¡ ¡ T ¡ble 5. 25: Recre tion Source of Recre tion Television f 240 % 55.6

Book re ¡ding 58 13.4

Outing or g ¡me 134 31.0

Tot ¡l 432

100.0 ¡ T ¡ble 5. 26: Hurdle in Domestic nd other Activities Hrdles Agree (high) Undecid ed (moder ¡te) f 243 45 % 56.3 10.4

Dis ¡gree( low) 144 432 33.3 100.0

Tot ¡l

xvii T ¡ble 5. 28: Affected Activities of Respondents

¡ ¡ ¡ ¡ ¡

Activity Cooking ¡nd serving time Re ding newsp per nd m g zines Listening of m

¡ ¡ usic Going for outing Going to movies going for shopping Re ¡ding books Pr yer n d re ¡ding religious books f 154 232 211 48 225 70 195 122

% 63.0 95.5 86.8 19.8 92.6 28.8 80.2 50.2

¡ ¡ ¡ ¡ ¡ B ¡se multiple responses were llowed so the sum m y ddup to more th n the ct u ¡l number

¡ ¡ ¡ ¡ ¡ ¡

xviii T ¡ble 5. 30: Inter ction P ttern V ri ble f Rel tive inter ction reduced N

¡ ¡ ¡

eighbor inter ¡ction decre sed Friends inter ction decre sed 240 199 Agree % 55,6 ¡ 46.1 Undecided f 50 50 % 11.6 11.6 Dis ¡gree f 142 183 % 32.9 42.4 2.23 2.04 Me n 258 59.7 38 8.8 136 31.5 2.28

Do not visit others Does not like to welcome guest Does not like interference of ¡ f ¡mily Less time for outing with f mily 233 53.9 58 13.4 141 32.6 2.21 212 49.1 76 17.6 144 33.3 2.16 201 46.5 67 15.5 164 38.0 2.09 97 22.5 65 15.0 270 62.5

1.60

¡ ¡

Husb ¡ndWife 138 47.1 44 15.0 111 Inter ction Time Decre sed MotherChild 135 51 ¡

.1 33 12.5 96 Inter ¡ction Time Decre sed Note Number of respondents is differ

¡ ¡ ent for e ¡ch v ri ble. 37.9 1.50 36.4 1.30

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

xix T ¡ble 5.32: Appe r nce nd Style V ri ble f Television ch r cters s role mo

¡ ¡ ¡ del Look like television ch ¡r cters Agree % Undecided f % Dis gree f % Me n 206 47.4 46 10.6 180 41.7 2.06 206 47.4 83 19.2 143 33.1

2.15

¡ ¡ ¡ ¡ ¡ We ¡r jewellery resembling Television ch r cters Emul te ccent of television ch r ¡cters 319 73.8 52 12.0 61 14.1 2.60 275 63.7 50 11.6 107 24.8

2.39

¡ ¡ ¡ ¡ ¡ Rel ¡te with television ch r cter Form l dressing nd m ke up 147 34.0 100 23.1 185 42.8 1.91 254 58.8 53 12.3 125 28.9

2.30

¡ ¡ ¡ ¡ B ¡seTot l Respondents for e ch v ri ble= 432

¡ ¡ ¡ ¡

xx T ¡ble 5. 33: Cultur l Pr ctices (Food) V ri ble f Addition of western dishes ¡ 288 Agree % 66.7 Undecided f 1 % .2 Dis ¡gree f 143 % 33.1 2.34 Me n

Addition of Indi ¡n dishes Dine in front of television Discussion on television p

¡ ¡ ¡ rogr ¡mmes during me ls Television n effective source of le rning cooking 7 1.6 24 5.6 401 92.8 1.09 267 61.8 32 7.4 133 30.8 2.31 233 53.9 28 6.5 171 39.6 2.14 291 69.2 18 4.2 115 26.6

2.43

¡ ¡ ¡ ¡ B ¡seTot l Respondents for e ch v ri ble= 432

¡ ¡ ¡ ¡ ¡ ¡ ¡

xxi T ¡ble 5.34: Cultur l Pr ctices (Dress) Agree V ri ble f We r c su l western

¡ ¡ ¡ ¡ ¡ ¡ ¡

dress We ¡r c su l Indi n dress We r Indi n p rty dress Western p rty dress An ef

¡ ¡

fective source of le ¡rning bout f shion trends 130 % 30.1 f 0 % 0 f 302 % 69.9 ¡ 1.60 Undecided Dis ¡gree Me n 12 2.8 0 0 420 97.2 1.06 205 47.5 9 2.1 218 50.5 1.97 36 8.3 79 18.3 317 73.4 1.35 393 67.8 37 8.6 102 23.6 2.44

¡ ¡ ¡ ¡ B ¡seTot l respondents for e ch v ri ble= 432

¡ ¡ ¡ ¡ ¡ ¡

xxii T ¡ble 5.35: Cultur l Pr ctices (L ngu ge) Agree V ri ble f Like to use othe

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

r l ¡ngu ges Us ge of english words in c su l l ngu ge Us ge of Hindi words in c

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

su ¡l l ngu ge Television s source of le rning l ngu ges Le rned english l ngu g ¡ e 319 % 73.8 f 41 % 9.5 f 72 % 16.7 2.57 Undecided Dis ¡gree Me n 360 83.3 15 3.5 57 13.2 2.7 291 67.4 23 5.3 118 27.3 2.40 327 75.7 27 6.3 78 18.1 2.58 372 86.1 33 7.6 27 6.3 2.80

¡ ¡ ¡ ¡ ¡ ¡ ¡ 325 75.2 16 Le ¡rned Hindi l ngu ge B seTot l Respondents for e ch v ri ble= 4 32 3.7 91 21.1 2.54

¡ ¡ ¡ ¡ ¡ ¡ ¡

xxiii T ¡ble 5.36: Cultur l Pr ctices (Tr ditions) V ri ble f Celebr te Hindu m r

¡ ¡ ri ¡ge tr ditions 221 Agree % 51.2 Undecided f 2 % 0.5 Dis gree f 209 % 48.4 2.03

Me ¡n

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

4 Celebr ¡te R khi 7 Celebr te Holi Celebr te K rw Chode Celebr te V l ntine D y ¡ Celebr ¡te H lloween 0 .9 0 0 428 99.1 1.02 1.6 0 0 425 98.4 1.03 0 0 0 432 100 1.00 257 59.5 0 0 175 40.5 2.19 35 8.1 0 0 397 91.9 1.16 42 9.7 0 0 390 90.3

1.19

¡ ¡ ¡ ¡ ¡

Celebr ¡te Bonfire B seTot l Respondents for e ch v ri ble= 432

¡ ¡ ¡ ¡

T ¡ble 5.37: Cultur l Pr ctices (Religion) V ri ble f Television is best source o ¡

f religious inform ¡tion Religiosity level decre sed 325 Agree % 75.2 Undecided f ¡ 56 % 13.0 Dis ¡gree f 51 % 11.8 2.63 Me n 74 17.1 110 25.5 248 57.4

1.6

¡ ¡ ¡ ¡ B ¡seTot l Respondents for e ch v ri ble= 432

¡ ¡ ¡ ¡

xxiv T ¡ble 5.38: Person l nd Household Expenditure V ri ble f Dressing (cloth,

¡ ¡ ¡

jewellery, m ¡ke up, etc.) House hold Expenditure Tendency to be n e rning h nd ¡ 209 Agree % 48.4 Undecided f 58 % 13.4 Dis ¡gree f 165 % 38.2 2.10 Me n 283 65.5 81 18.8 68 15.7 2.50 186 43.1 60 13.9 186 43.1

2.00

¡ ¡ ¡ ¡ B ¡seTot l Respondents for e ch v ri ble= 432

¡ ¡ ¡ ¡ ¡

xxv T ¡ble 5.39: Role of P kist ni Women in Society V ri ble f Looking fter of c

¡ ¡ ¡ ¡

hildren ¡nd house hold E rning is equ l responsibility of husb nd nd wife Right ¡

to be c ¡reer women Women should struggle for her rights Single women should h v

¡ ¡ ¡ ¡

e right to live respect ¡ble life Women should t ke ctive p rt in decision m kin

¡ ¡ ¡

g Working women ¡nd housewife should h ve equ l respect. A girl should h ve righ

¡ ¡ t of love m ¡rri ge 222 Agree % 51.4 Undecided f 31 % 7.2 Dis gree f 179 % 41.4 2 .1 Me ¡n 180 41.7 58 13.4 194 44.9 1.97 173 40.0 47 10.0 212 49.1 1.91 189 43.8 38 8.8 205 47.5 1.96 237 54.9 83 19.2 112 25.9 2.29 251 58.1 69 16.0 112 25.9 2.32 270 62.5 101 23.4 61 14.1 2.48 306 70.8 36 8.3 90 20.8

2.5

¡ ¡ ¡ ¡ B ¡seTot l Respondents for e ch v ri ble= 432 xxvi xxvii APPENDIX – II The Profile of L ¡hore

History

¡ ¡

The people of L ¡hore, when they w nt to emph size the uniqueness of their town s

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡y "L hore is L hore". The tr dition l c pit l of Punj b for thous nd ye rs, i

¡ ¡ ¡ ¡

t h ¡d been the cultur l center of Northern Indi extending from Pesh w r to New

¡ ¡ ¡

Delhi. This preeminent position it holds in P ¡kist n s well. L hore is the city

¡ ¡ ¡

of poets, ¡rtists nd the center of film industry. It h s the l rgest number of

¡ ¡ ¡

educ ¡tion l institutions in the country nd some of the finest g rdens in the c

¡ ¡ ¡

ontinent. The city ¡s we know it tod y, re ched its pe k of glory during the Mog

¡ ¡ ¡ ¡ ¡

hul rulers, especi ¡lly in the reign of Akb r the Gre t, who m de it his c pit l.

¡ ¡

His son, Jeh ¡ngir, is buried in its outskirts nd his m usoleum is one of the p

¡ ¡ ¡ ¡

l ¡ces frequented by tourists nd L horites like. Close by is the m usoleum of t

¡ ¡

he f ¡mous Moghul Empress, Nur Jeh n, who is known for introducing the rose pl nt

¡ ¡ ¡ ¡

¡nd for initi ting sever l cultur l movements in the SubContinent. Akb r the G

¡ ¡ ¡ ¡

re ¡t held his Court In L hore for 14 ye rs from 1584 to 1598, nd built the L ho

¡ ¡ ¡ ¡ re Fort, ¡s well s the city w lls which h d 12 g tes. Some of these still

xxviii

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

survive. Jeh ¡ngir nd Sh h Jeh n, the builders of the T j M h l in Agr nd the

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Sh ¡l m r G rdens in Srin g r nd L hore, built p l ces nd tombs. The l st gre t

¡ ¡

Moghul Emperor, Aur ¡ngzeb (1838 1707) built L hore s most f mous monument, th

¡ ¡ ¡ ¡ ¡

e gre ¡t B dsh hi Mosque. At th t time the river R vi, which now lies few miles

¡ ¡ ¡ ¡ ¡ ¡

¡w y from L hore, touched the r mp rts of the Fort nd the Mosque. A stre m sti

¡ ¡ ¡

ll fl ¡ws there nd is known s the"Old River". The Sikhs ruled it in the 18th n

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

d 19th centuries, ¡nd though it w s their c pit l, they h d h bit of d m ging

¡ ¡ ¡

the Muslim monuments ¡nd took little interest in g rdens. It is s id th t they t ¡

ook enough m ¡rble from the Moghul monuments of L hore to build the Golden Temple

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡t Amr ts r twice over. Most of the gems th t decor ted the p l ces nd the for ¡ ts were ¡lso t ken out.

British

¡ ¡ ¡

British were responsible for the desecr ¡tion of m ny of L hore s tombs nd monum

¡ ¡ ¡ ¡ ¡ ¡ ¡

ents. At one st ¡ge the Attorney Gener l m int ined n office t the Sh h Chir gh

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Mosque, d ¡k bung lows were built for the weekends t Sh l m r G rdens. An rk li

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

s tomb w ¡s used s n office nd l ter consecr ted s pl ce of worship c lled

¡ ¡ ¡ ¡ ¡ ¡

St. Adrew s Church. It c ¡n lso be conjectured th t L hore w s n industri l ce ¡

nter in the Moghul period. The f ¡mous guns which lie in front of the Centr l Mus

¡ ¡

eum ¡nd other pl ces were molded in the foundries of L hore. Their perfection sh

¡ ¡ ¡ ¡ ¡ ¡

ows th ¡t the industry w s quite dv nced. Within the w lled city you m y come c

¡ ¡

ross old H ¡velis or the sp cious houses of the rich, which give you n inkling o

¡ ¡ ¡

f the style of the rich ¡nd not bles in the Moghul reign. Efforts re being m de

¡ ¡

to preserve some of the buildings, ¡long with their environments, but gre t d

¡ ¡

e ¡l needs to be done to m int in them for posterity. The British during their re

¡ ¡ ¡ ¡

ign (1849 1947) compens ¡ted L hore, by h rmoniously combining Mugh l, Gothic n

¡ ¡ ¡ ¡

d Victori ¡n styles of rchitecture. Victori n herit ge is only next to Mugh l mo ¡

numents. The GPO ¡nd YMCA buildings built to commemor te the golden jubilee of Q

¡ ¡ ¡

ueen Victori ¡ n event m rked by the construction of clock towers nd monument

¡ ¡

s ¡ll over Indi . They built some import nt buildings, like the High Court. the

¡ ¡

Government College, the Museums, the N ¡tion l College of Arts, Montgomery H ll,

¡ ¡ ¡ ¡

Tollinton M ¡rket, the Punj b University (Old C mpus) nd the Provinci l Assembly

¡ ¡ ¡

. At one end of The M ¡ll st nds the University perh ps the l rgest center of c

¡ ¡ ¡ ¡ ¡

oeduc ¡tion in Asi . It lso h s the prestigious nd l rgest University of women

¡ ¡ ¡ (L ¡hore College Women University) t J il Ro d.

xxix

¡ ¡ ¡ ¡

Moti M ¡sjid or Pe rl Mosque beyond the udience h ll w s for the exclusive use o

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

f roy ¡l l dies c rved from m rble h ving the luster of pe rls. Ne rby "N ul kh "

¡ ¡ ¡ ¡ ¡ ¡ ¡

, ¡ m rble p vilion is inl id with flor l motifs nd precious gems. Sheesh M h l

¡ ¡

(P ¡l ce of Mirrors) built in 1631 is the most richly decor ted building inside

¡ ¡ ¡ ¡

L ¡hore Fort, it is n med for the el bor te mos ic of convex mirrors set in Stucc

¡ ¡ ¡

o work tr ¡cery nd the gilded interior. Built by emperor Sh h Jeh n, for his emp

¡ ¡ ¡

ress ¡nd his h rem, fretted m rble work screens hiding the occup nts from view.

¡ ¡ ¡

L ¡hore offers some delightful picnic spots. Tourists c n find sh dy groves nd g

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

reen c ¡rpets t Sh l m r G rdens, Jeh ngir s Tomb nd the Jinn h G rdens, the J

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

llo P ¡rk the newly built lqb l P rk nd Ch ng M ng Forests. Bo ts c n be hired

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡t the river R vi, or t B r d ri, nother of the riverside ple surehouses bu

¡ ¡ ¡ ¡ ¡ ¡

ilt by the Mugh ¡ls nd n ide l pl ce for rel x tion ¡

Old N ¡mes of L hore

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ L ¡h w r L h noor Lohpur M hmoodpur L bokl S m ndp l N giri Loh rpur

Geogr ¡phy

¡ ¡ ¡ ¡ ¡

L ¡hore occupies centr l position in the province nd is gener lly c lled The

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

He ¡rt of P kist n . L hore is loc ted ne r the river R vi nd the Indi n border

¡ ¡ ¡ ¡

, ¡t 31°34′N 74°20′E (31.560000 North, 74.35000 E st). It h s popul tion of 6.5 millio

¡ ¡ ¡ ¡ ¡

n ¡nd the second l rgest city in P kist n nd considered to be the 24th l rgest

¡ ¡ ¡ ¡ ¡ ¡ ¡

city of the world. The D ¡t Durb r of H zr t Syed Abul H ss n Bin Usm n Bin Ali

¡ ¡ ¡ ¡ ¡

AlH ¡jweri is the most widely visited nd vener ted pl ce for the n tives nd re

¡ ¡ ¡ ¡ ¡

presents preMugh ¡l times’ rchitecture. Mugh l rchitecture c n be seen in the B

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ dsh ¡hi Mosque, L hore Fort nd Sh lim r G rdens. While the L hore Museum nd L h ore High Court’s buildings represent British ¡rchitecture.

xxx

¡ ¡ ¡ ¡ ¡ ¡ ¡

L ¡hore covers tot l l nd re of 404 km.² L hore witnesses extremes clim tes dur

¡ ¡ ¡ ¡

ing the months of M ¡y, June, nd July, while temper tures so r to 45–50 Celsius n ¡

d it is the hottest time of the ye ¡r. The summer le ds into the monsoon which br

¡ ¡ ¡ ¡ ¡

ings he ¡vy r inf ll throughout the city nd province s well, while December, J

¡ ¡ ¡ ¡ nu ¡ry nd Febru ry re the coldest months when temper tures drop to 0 −1 degree Ce lsius. The Walled City of Lahore, also known as the Old City or Anderoon Shehr i s the section of Lahore which was fortified by a city wall during the Mughal era . Much of the wall remains intact today. Akbari Gate,Bhati Gate, Delhi Gate, Kas

hmiri Gate, Lohari Gate (also known as 'Lahori Gate', Masti Gate, Mochi Gate, Mo

¡ ¡

ri Gate, Roshnai Gate, Shahalmi Gate, Shairanwala Gate (the lion’s g ¡te), T x li G

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡te nd Y kki G te. The L horites re gener lly known in P kist n s the Zind D

¡ ¡ ¡ ¡ ¡

il ¡n L hore owing to their liveliness nd fl re for celebr tion. Here re some c

¡ ¡ ¡ ¡ ¡ ¡ ¡

elebr ¡tions nd festiv ls celebr ted in L hore. EidulFitr nd EidulAdh , B s

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡nt, Independence D y, L hore m r thon, Mel Chir gh n nd N tion l Horse nd C

¡ ¡ ¡ ¡ ¡

ttle Show. Some of the m ¡in town of L hore includes: R vi Town, Sh l m r Town, A

¡ ¡ ¡ ¡ ¡ ¡ ziz Bh ¡tti Town, D t Gunj B ksh Town, Iqb l Town nd Nisht r Town.

Demogr ¡phy

¡ ¡

In 1998 the popul ¡tion of L hore w s recorded to be 5,063,000.of which 2,661,000

¡ ¡

were m ¡les nd 2,402,000 were fem les. According to the 1998 census 86.2%, or 6

¡ ¡ ¡ ¡ ¡

,896,000 of the popul ¡tion re Punj bis, 10.2% or 816,000 re Muh jirs. There r

¡ ¡ ¡ ¡ ¡

e known to be more th ¡n million P shtun in L hore prob bly bout 15% of the po

¡ ¡ ¡ ¡ pul ¡tion. Fin lly, the Ser ikis t 0.4% number bout 32,000. xxxi

Culture

¡ ¡ ¡

M ¡rri ges nd Betroth l

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Betroth ¡l lw ys precedes m rri ge. The propos l is initi ted by the ne r rel

¡ ¡ ¡

tives of the boy or girl ¡nd the women of both the sides t ke le ding p rt in fi

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

n ¡lizing the propos l. The wedding m y t ke pl ce t ny time fter the betroth

¡ ¡ ¡ ¡

l. M ¡rri ge between the s me sections of tribe or c ste is custom ry. But inter

¡ ¡ ¡ ¡

m ¡rri ge between people of different tribes nd c stes in cities nd towns is be

¡ ¡ ¡ ¡ ¡

coming more frequent. The usu ¡l ge of m rri ge for boys is 20 to 30 ye rs nd t

¡ ¡ ¡ ¡

h ¡t for girls is from 18 to 25 ye rs. On the wedding d y the rel tives nd frien

¡ ¡ ¡

ds of the boy ¡ssemble nd proceed in procession to the girl s house. The m rri

¡ ¡ ¡ ¡ ¡ ¡ ¡

ge procession is gener ¡lly he ded by music l b nd. A m rri ge p rty is receive

¡ ¡ ¡

d by the rel ¡tives nd friends of the p rents of the girl. The p rty is then ent

¡ ¡ ¡ ¡ ¡

ert ¡ined. There fter the Nik h ceremony is performed by the Nik h registr r nd

¡ ¡ ¡ ¡ ¡ ¡

¡ fe st is given to the p rty. Alms re distributed to begg rs nd Vill ge Mueen ¡

s ¡re fed. Then the p rty returns to the house of the bride groom with the bride

¡ ¡ ¡ ¡ ¡ ¡

but in ¡ doli or in c r. She st ys for couple of d ys nd then returns to h

¡ ¡ ¡ ¡

er f ¡ther s house. The fin l bringing home of the bride is c lled Mukl w . The d

¡ ¡ owry in the sh ¡pe of orn ments, clothing nd furniture etc. is given to the girl from her p ¡rents.

Houses

¡ ¡ ¡ ¡

Houses ¡re mixture of old nd modern style of rchitecture. House re mostly b

¡ ¡ ¡

uilt of bricks ¡nd Concrete. Since independence m ny new residenti l colonies h

¡ ¡ ve been built in ¡nd round L hore city.

Food

¡ ¡ ¡

The st ¡ple food of the city people is whe t, rice nd pulses. Me t is frequently

¡ ¡ ¡ ¡

t ¡ken speci lly in cities. Pulses nd veget bles re quite common items of diet

¡ ¡ ¡ ¡

. The chief me ¡ls re t ken just before mid d y nd in the evening soon before s

¡ ¡ ¡

unset. But the city folk gener ¡lly h ve three me ls, one e rly in the morning th

¡ ¡ ¡ ¡ ¡

e other ¡t mid d y nd the third fter sunset. The ordin ry food of vill gers, r

¡ ¡ ¡ ¡ ¡ ¡ ¡

oti m ¡de from flour of whe t, gr ms, b rley, m ize, or j w r. In vill ges mornin

¡ ¡ ¡ ¡ ¡

g me ¡l is usu lly t ken with skimmed yogurt or curd mixed with w ter known s L

¡ ¡ ¡ ¡ ¡ ¡ ¡

ssi. The speci ¡l dishes for guests in rur l re s consist of h lw , sew iy n, ch

¡ ¡ ¡ ¡ ¡ icken, mutton, or sometimes beef. While in urb ¡n re s, Pul o, Z rd ,

xxxii

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Buriy ¡ni nd qorm re served. Te is lmost univers l popul r in cities nd reg

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ul ¡ry t ken t bre kf st nd in the evening. Vill gers lso t ke te especi lly ¡

¡fter me l. ¡

Dress ¡nd Orn ments

¡ ¡ ¡

In urb ¡n re s semiwestern dress is worn by educ ted people while indigenous dr

¡ ¡ ¡ ¡ ¡ ¡ ¡

ess is worn ¡t home. The loc l dress consists of the kurt nd sh lw r. Achk n

¡ ¡ ¡ ¡ ¡

nd sherw ¡ni re worn on form l occ sions. The women s cloths re gener lly more

¡ ¡ ¡ ¡ ¡ ¡

colorful. The import ¡nt items of the women clothing re sh lw r k miz nd dop tt

¡ ¡ ¡ ¡ ¡ ¡

¡ or ch dd r to cover their he ds nd upper p rts of their body. S ri is only wo

¡ ¡ ¡

rn by women of the upper cl ¡sses in cities on form l occ sion. Shoes re worn by

¡ ¡ ¡ ¡ those living in city while women folk we ¡r s nd ls nd slippers, purd h is not gener ¡lly observed by city women.

Births

¡ ¡ ¡ ¡ ¡

Birth of ¡ m le child is considered n occ sion of gre t rejoicing nd is follow ¡

ed by the distribution of sweets to friends ¡nd rel tives who come to offer cong

¡ ¡ ¡ ¡ ¡ ¡

r ¡tul tions to the p rents. Soon fter the birth of child, the Mull h or n el

¡ ¡ ¡ ¡

derly m ¡le member of the f mily recites Az n (c ll for Muslim pr yer) into the e

¡ ¡ ¡ ¡

¡rs of the child. Money is lso given to the Mueens (vill ge rtis ns) on the bi

¡ ¡

rth of ¡ m le child t the time of circumcision ceremony which is either perform

¡ ¡ ¡ ¡

ed soon ¡fter the birth or less commonly fter few ye rs. Aqiq ceremony is pe

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

rformed both for ¡ m le nd fem le child. One go t is s crificed in c se of

¡ ¡ girl ¡nd two in c se of boy.

De ¡ths

¡ ¡ ¡ ¡ ¡

On the de ¡th of person, neighbourers, rel tives nd friends ssemble t the ho

¡ ¡ ¡ ¡ ¡

use of the dece ¡sed to console the bere ved f mily. Just fter the de th, the f

¡ ¡ ¡ ¡ ¡ ¡ ¡

ce of the dece ¡sed is turned tow rds the K b nd the de dbody is kept in p

¡ ¡ ¡

roper posture. The corpse is b ¡thed, nd wr pped in coffin of new cotton sheet

¡ ¡ ¡ ¡ ¡ ¡

. Comphor ¡nd rose w ter re sprinkled over the body which is pl ced on ch rp

¡ ¡ ¡ ¡ ¡ ¡

i ¡nd those present h ve l st look. The de d body ccomp nied by the mourners

¡ ¡ ¡ ¡ ¡ ¡ ¡

is then c ¡rried to the gr vey rd where N m zeJ n z is offered before it is l

¡ ¡

owered into the gr ¡ve. The de th is mourned for three d ys, when Qul ceremony is

¡ ¡

performed. The womenfolk mourn with gre ¡t vehemence. On the 40th d y, c lled C

¡ ¡ ¡ ¡ ¡ ¡ ¡

h ¡lisw n, me ls re served to friends, rel tives nd the poor. Christi ns lso b

¡ ¡ ¡ ¡ ¡ ¡

ury their de ¡d. Immedi tely fter de th, the loc l Church uthorities re inform ¡ ed of the occurrence ¡nd bells st rt tolling in the Church.

xxxiii ¡

The service for the de ¡d is held in the Church where verses from the Bible re r

¡ ¡ ¡ ¡ ¡

ecited ¡nd brief sermon delivered. The body is then t ken to the gr vey rd nd

¡ ¡ ¡

interred. Hindues, Budhists ¡nd J in burn their de d. Funer l processions often

¡ ¡ ¡ ¡

dep ¡rts from the house of the de d with musici ns in the v ngu rd. The body is

¡ ¡ ¡ ¡ ¡ ¡ ¡

shifted to ¡ ne rby temple, if v il ble in the vicinity, where m ntr ch nting

¡ ¡ ¡ ¡ ¡

priests le ¡d the pr yer. The body is then t ken to Gh t where it is pl ced un

¡ ¡ ¡ ¡

der ¡ pile of dried wood nd burnt. Rich Hindus still use Ghee nd S nd l wood t

¡ ¡

o burn their de ¡d. After the body is completely burnt nd reduced to shes the s

¡ ¡ ¡me re collected nd thrown in river or tossed to the winds. xxxiii APPENDIX III xxxiv APPENDIX IV

The Kish Grid

¡ ¡ ¡ ¡ ¡

This is ¡ t ble of numbers n med fter the st tistici n who invented it. The num

¡ ¡

ber of people in the household is discovered, ¡nd r ndom number is chosen to s

¡ ¡ ¡ ¡ ¡ ¡

elect ¡ p rticul r person. My rese rch in Austr li found th t the Kish method c

¡ ¡ ¡ ¡ ¡ ¡ ¡

¡n c use high refus l r te: elderly women, in p rticul r, re often suspicious ¡

when the first question in ¡ survey is “How m ny people live in your household?” P

¡ ¡ ¡

¡rticul rly if they lone. In developing countries, where few old people live l

¡ ¡ ¡ ¡ one, this m ¡y not be problem. Here’s n ex mple of Kish Grid with instructions . This is b ¡sed on 8 households per cluster, interviewing 1 person per household .

Instructions ¡ 1. Find out how m ¡ny people living in the household re eligible to be interview ed. Include people who sleep there, but ¡re not there when you visit. Ignore chi

ldren ¡ged under 15 2. The youngest (excluding children under 15) is number 1, t ¡ he second youngest is number 2 ¡nd so on. 3. The first household where you do n

interview is household 1, the second is household 2 , ¡nd so on, up to househol ¡ d 8 – the l ¡st household. 4. Look up the columns for the household number nd the

row for the number for the number of eligible person. The number in cell where t ¡

he column ¡nd row meet is the person to interview. For ex mple, if household 2 h

¡ ¡

¡s 3 dults, interview the 2nd youngest (shown in bold). If th t person is not t

¡ ¡ ¡ ¡ here when you c ¡ll, rr nge to come b ck l ter. xxxv Eligible Person 1 2 3 4 5 6 7 8 9 10 or more 1 1 1 1 1 1 1 1 1 1 1 2 1 2 3 1 1 3 3 3 3 3 3 3 3 Household 4 1 2 1 4 4 4 4 4 4 4 5 1 1 2 1 5 5 5 5 5 5 6 1 2 3 2 3 6 6 6 6 6 7 1 1 1 3 4 3 7 7 7 7 8 1 2 2 4 5 6 4 8 8 8 2

2 2 2 2 2 2 2

¡ ¡

The re ¡son for numbering the household members from the youngest upw rds (inste ¡

d of the seemingly more obvious oldest downw ¡rds) is the younger person re more

¡ ¡ difficult to find ¡t home, so the bove grid gives young people slightly high

er ch ¡nce of being interviewed. ¡

Quot ¡ selection within household

¡ ¡ ¡

When selecting ¡ respondent within household, the most pr ctic l method is oft

¡ ¡ ¡ ¡ ¡ ¡

en ¡ type of quot s mpling. Though quot s mpling w s criticised e rlier in thi

¡ ¡ ¡

s ch ¡pter, most of its problems do not pply when selecting member of househ

¡ ¡ ¡ ¡ ¡ ¡ ¡

old. A common ¡ppro ch is to interview wom n in h lf of ll respondents nd

¡ ¡ ¡ ¡

m ¡n in the other h lf in most p rts of the world, where the sex b l nce is clos

¡ ¡ ¡ ¡ ¡ ¡

e to 50/50. To ensure ¡ good b l nce of old nd young people, geb sed quot s c

¡ ¡ ¡ ¡

¡n lso be pplied. One of the simplest quot systems is to sk to interview the ¡

oldest person in the household (in h ¡lf the households) nd the youngest person

¡ ¡ ¡ ¡

(in the other h ¡lf of house holds). Household quot s c n be b sed on other f ct

¡ ¡ ¡ ¡ ¡

ors ¡p rt from sex or ge group. It c n be useful in r dio nd television survey

¡ ¡ ¡ ¡ s to h ¡ve sep r te quot s for the people who st y home most of the time. xxxvi

APPENDIXV

¡ ¡ ¡ ¡ Addresses ¡nd No’s of N zmeen UC s nd Distric Members Zil Council, L h

ore R ¡vi Town

¡ ¡ ¡ ¡ ¡ ¡ ¡

S No 01 N ¡me of UC Kot Beg m N me of N zim Kh lid Mehmood S/o Sh uk t Ali M.Afz

¡ ¡ ¡ ¡ ¡ ¡ ¡

l S/o Abdul M ¡jeed N eem Ahmed S/o R sheed B ig R heem Gulsh d S/o Ahm d Kh n M.

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Iqb ¡l Kh n S/o Ghul m R sool Ch. Iftikh r Yous f S/o H ji M.Yous f S jj d S/o Sh

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡h din H mid Huss in Kh n S/o Ahm d Huss in Kh n Soh il Mehmood M lik S/o Muh mm

¡ ¡¡ ¡ ¡ ¡ ¡ ¡

¡d Mehmood M lik Alh j Mukht r Ahm d Butt S/o H ji Abdul Rehm n Butt H ji M.Il

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

y ¡s Usm n S/o H ji M.S dique M.Musht q Mugh l S/o Abdul Gh ni M.N w z S/o Addres

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

s H No245 St No7Beg ¡m Kot Sh hd r Jinn h P rk Kot Sh h b Ud Din Sh hd r HNo8

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

0 L ¡jp t N g r Sh hdr L hore Isl m Pur Sh hd r H No8 Adn n St, Gh zi P rk Sh

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡hd r Sh hd r Town L hore M qb r Morr Sh hd r Town B r D ri Ro d Sh hd r U C No 7915402 Cell 03334358183 Residence 7929659

02

¡ ¡ ¡ ¡ Kott Mohibbu Aziz Colony F ¡is l P rk Q iser Town Dh ir 7932210 7933396 7928217 7932864 7910382 03009488229 03334274647 03204613837 03334274318 03004260108 03008454637 03334317 211 7921339 7228369 5837240 03 04 05 06 7914489 7932608 7911706 7228480 7918480 7918480 7228480 7913242

07 ¡ Sh ¡hdr

08 ¡ Ji ¡ Mus

09

¡ ¡

Qil ¡ l chm n Singh

¡ ¡ ¡ ¡ 155R ¡vi P rk,R vi Ro d L hore 7707799 03004249516 7723444 10

Fruit M ¡ndi

¡ ¡ ¡ ¡ ¡ ¡ ¡ H No01, A St No 17 N ¡bi P rk Ahmed Ali Ro d L hoe Siddique Pur B d mi B gh H0

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ 2,St21 D ¡t N g r B d miB gh L hore Khokh r Pind 7706414 03004307570 7727319 7700702

11

¡ ¡ ¡ Siddique Pur ¡ B ng li B gh 6260073 7601585 7669244 7601585 0300841940 03036404658 12

13 ¡ S ¡ddiqi 7287170 0300 Shop

xxxvii

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Colony 14 Bh ¡mm n B gh t Pur Gujj r Pur Rehmet Pur M.Y qoob Ch. Ghul m N bi

¡ ¡ ¡

S/o H ¡ji M. Siddique B shir Ahmed Butt S/o All h din Butt M. Asgh r S/o M.Ashiq

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

M ¡hboob Arsh d S/o M.Arsh d P.O.Ch h Mir n L hore 149 Az m St, Y sr b Colony Bh

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

g ¡t Pur H No63,St No 3 Sh dB gh M Din P rk Kot Kh w j S eed L hore 121 A, Sh

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

er Sh ¡h Ro d, J h ngir P rk, B ghb nPur L hore H. No 33, Ahmed M rket Gujj r Pu

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

r ¡ Gor y Sh h L hore H. No. 31 A, St09,M kh n Pur L hore H. No. 17, Kot Kh w j

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ S ¡eed L hore H No17,St No19, H ji Sh h Moh ll h Ch hmir h L hore 6275931 76095 54 42041554 03334212611 6261747 7220318 6833360 6856008 6862973 03334313946 7286 835, 6277664, 15 16 17 18

Begum Pur ¡ ¡ H ¡ji M.Ahmed S/o M.Anw r 6843831 03334243603

19

¡ ¡ ¡ ¡ ¡ ¡

Ch ¡h Mir n Bil l P rk M kh n Pur

¡ ¡ ¡ ¡ ¡ ¡ ¡

Asif Iqb ¡l S/o Abdul H meed M.Asgh r Kh n S/o In y t Kh n Mi n M. Attique S/o Mi ¡ ¡n M.R fiq 7285978 03334213252 03004512512 6844111 20 21 6263815 03009441385 7606178 22

23

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ Kot Kh ¡w j S eed Sh d b gh W ss n Pur

6860914

¡ ¡ ¡ ¡ ¡ ¡

M. Bil ¡l S/o Ch.M.R fi Mi n Abdul Gh foor S/o Dil Muh mm d M. Asgh r butt S/o M.

¡ ¡ ¡ ¡ Ashf ¡q Butt M. Sh hid Huss in S/o Ch. M. Huss in M. T riq S/o M. Siddique 24

25 ¡ F ¡iz B gh 26

F ¡rooq Gung 27

Androon Dehli G ¡te

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

22 F ¡z l P rk, No 1 Sh db gh L hore H No05,St No48, K shmiri Moh ll h W s n pur

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ L hore 38 A Akr m Ro d Ne r P.S Misri Sh h K hore H No15, St No21, Sh ms b d

¡ ¡ ¡ ¡ ¡ ¡ Misri Sh ¡h L hore H No24, Kooch Loh r n Androon Mochi G te, L hore 7280840 6262866 7280451 7612991 7601708 03204423556 5852976 7653438 7282882 03334228847 7671659 766283233 7414991

xxxviii

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

28 R ¡ng Meh l Sh hid Bil l S/o Akht r Ali Sheikh 3186 D Kooch Ak li n Moh ll h

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ Molin Androon Loh ¡ri G te, L hore H No1102,Kooch Sh h An y t Androon Bh tti G t e L ¡hore 7673623 030094663667 7639830

29 ¡

Androon Bh ¡tti G te

¡ ¡ ¡ ¡ ¡ Mi ¡n M. Sh hz d S/o M in M. Z f r 7634036 7663562 7231466 03004824915

30

¡ ¡

Androon T ¡x li G te ¡ Sh ¡hid M qsood Butt 7632014 7656835

03334249955 ¡

Sh ¡lim r Town

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

S No 31 N ¡me of UC R ilw y colony D r s B rey Mi n Crown P rk N me of N zim T hi

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

r Asl ¡m S/o Abdul Isl m T sneem Sh fi S/o M.Sh fi Sh fq tUnNis W/o Ikhl q Ahme

¡ ¡ ¡ ¡

d Ch. J ¡bb r S/o Abdul Q d r Address H # 02, 45G.T Ro d Wireless Colony 171Met

¡ ¡ ¡ ¡ ¡ ¡ ¡

II Mugh ¡lpur 315G.T R od Ne r Girls College Stop B hghb npur H #08,St81,Muh

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

ll ¡h K l Burj B ghb npur K rm W l Street Ghosi Colony College Ro d, B ghb n

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

pur ¡ Sh hb z P rk M din Colony B ghb npur Sult n Mehmood Ro d Sh lim r Town L

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

hore St15 Sult ¡n Mehmood Ro d Sh lim r Town L hore Bund Ro d Sh di Pur L hore

¡ ¡ ¡ Mom ¡npur G.T Ro d L hore UC No 6823313 6816017 6821818 6852381 6547019 6542369 6810272 6814342 6847575 Cell 0300421590994 03008450682 03008441633 Residenc e 32 33 Off: 6870272

34

¡ ¡ ¡ ¡ M ¡dhu L l Hus in Muh mm d Colony 03009425875 6814991

35

¡ ¡ M. W ¡seem S/o Gul m Y seen 6820239 03009469953 6833697

36

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ B ¡ghb n pur Muslim b d Sult n MEhmoo d Sh dipur S l m t Pur 37

38

¡ ¡ ¡ ¡ ¡ Asif Iftikh ¡r S/o Iftikhir Ahmed Syed Z hid Ali Sh h S/o As d Ali Sh h B lqees B eg ¡m 03004115172 6861238 03334313526 03004234705 6862130 6548680 6554407 39 40

41 ¡

H ¡rb ns

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ Sh ¡hid S/o Imti z Kh liq H ji Gul m Must f S/o H ji Abdul R heem M .Iftkh r S/o 6545424 6547102 6544447 6854575 6545703 6558238

03008455231 03009452577 ¡ Shum ¡li Ab di 0333

xxxix

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Pur ¡ 42 D rogh W l H ji M. S ddique Sh hid Mehmood S/o MehmoodUlH ss n M.N de

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

em S/o G ¡hr gh Din Mi n F yy z Ahmed S/o Mi n Ghul m N bi Kh lid Aziz S/o Aziz U

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

r Rehm ¡n H rb ns Pur L hore H # 21,St#12, Bil l Colony D rogh w l S .A Rehm n

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Nisht ¡r Town D rogh W l H # 12, St #01, Ne r T ki Mugh l Pur H # 03, St # 0

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

1/A, M ¡din Colony S ddique –EAkb r Ro d L l Pul Mugh l Pur New Sh hid P rk Behin

¡ ¡ ¡ ¡ ¡

d P ¡kist n Mint Kotli Peer Abdul Rehm n L hore H # 12, St # 19 Ghosi Colony S h

¡ ¡ ¡ ¡ ¡ oo W ¡ri L hore H # 513, St # 40, Muj hid Ab d Mugh l Pur 6540282 4257199 030084 44485 6542044

43

¡ ¡ ¡ R ¡shid Pur F teh G rh 44 6544952 6541293 5 6549136 03334216834 6826790

45 ¡ N ¡bi Pur 6555138 6553182 03334221840 03004130199 03009454673 46

Angoori B ¡gh

¡ ¡ ¡ ¡ ¡ M. Ij ¡z R n S/o R n M. Tuf il 6850111 6547602

47 ¡

Muj ¡hid Ab d

¡ ¡ ¡ M.N ¡w z S/o S l hUdDin 6817915 03009424938

48 ¡ Mugh ¡l Pur 49

L ¡kho Dher 50

Bh ¡seen 51

¡ ¡ ¡ ¡ ¡ Dogri ¡ K l n M n w n 52

53 ¡

Minh ¡l

¡ ¡ ¡ ¡ ¡ ¡

Musht ¡q Ahmed Khokh r S/O M . Sh rif Khokh r Ch. M nzoor Hus in S/o H ji M. Huss

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡in M nzoor Ahmed S/o In y t Ali Aw n Gul m H bib S/o Sh h Muh mm d Ch. M. S rf

¡ ¡ ¡ ¡ ¡ z S/o Ch. Alt ¡f Muh mm d T hir M jeed S/o Abdul M jeed

03204209109

¡ ¡ ¡ W ¡rr Gujr n L hore 6558681 6540119

03004105594

¡ ¡ ¡ ¡ Dew ¡n W l B t Pur 6581655 6583627 03334239437

6581411 03004244152 Off:6580 760

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ Vill ¡ge Attok Aw n M n w n B tt Pur L hore Noor Pur J llo Pind L hore 6582546 5874862 6582595 03334251322 03009462467 03008123781 6582326 6580653 ¡

xl Azi ¡ Bh tti Town

¡ ¡ ¡ ¡ ¡ ¡

S No 54 N ¡me of UC Mi n Meer N me of N zim Munir Aft b S/o Khlik Muh mm d Arif S

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡rw r S/o Gul m S rw r N eem Ull h Kh n S/o M. Ibr him Sh uk t Ali S/o H ji Im m

¡ ¡ ¡¡ ¡ ¡

Din Ch. M Afz ¡l S/o Ch. M. Sh rif Address H # 5A, St # 06, Must f b d L hore

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

H # 750A, St # 22, Gulist ¡n Colony L hore S ri l Mi n Es M in Ro d Gh zzi Ab d

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

L ¡hore St # 06, Moh ll h T j Pur L hore Itteh d Colony Gh zi Ab d T j Pur Ro

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

d L ¡hore AlF is l Town B h r Ro d L hore M in Ro d Chungi Guj r Pur L hore Der

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ PO Herb ns Pur Tehsill C ntt L hore M uiz Lidh r B di n Tehsil C ntt, L hore

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Der ¡ Ch. Akht r li Sh heed M uz Km h n Tehsil C ntt H ir Kh s B di n Ro d C n

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ tt Moh ¡ll h Ar iy n H di r Tehsil C ntt M uz S r ich Tehsil C ntt L hore UC No 6827148 Cell 03334238428 Residenc e

55

¡ ¡ ¡ ¡ Must ¡f Ab d Gh zi Ab d 6833155 03334253154 03334239354 56 6834280

57 ¡ T ¡j B gh 6863011 6552772 03334254477 03004212845

58 ¡ T ¡j Pur

59

¡ ¡ ¡ ¡

Al F ¡is l Town Gulg sht Colony Bh ng li

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ Ch. T ¡lib Huss in Choh n Zulfiq r Ali M nj S/o Al m Kh n M lik M.S eed S/o. B d r Din 6684866 03004359634 03009468892 6675772 6667137 60 6630719 61 6560619 6550279 6560895 6561262 0300 8434462 03334237081 5722972 62

B ¡rki

¡ ¡ ¡ ¡ ¡ Arif Ali S/o S ¡rd r Ali N sir Mehmood S/o H ji Jum Kh n

63

¡ ¡¡ K ¡m h n 5800379 64

H ¡ir

65

¡ ¡

H ¡di r

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Muh ¡mm d Afz l S/o M lik T lib Huss in Mi n M hboob Al m S/o Mi n Aziz Din Arsh

¡ ¡ d Huss ¡in S/o Muh mmm d Ali 5600344 66

Dh ¡lloki 6561265 6560386 6360350 6560368 7353677 03334265322 03009412154 03009499453 9442570 ¡

xli D ¡t Gunj Buksh Town

¡ ¡ ¡ ¡ ¡ ¡ ¡

S No 67 N ¡me of UC K sur Pur Ameen P rk N me of N zim Abdul W heed T riq S/o Mi

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡n Abdul R sheed Zufiq r Mehmood S/o Ghul m R sool M. N w z S/o M. M li Mi n M j

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

id Huss ¡in S/o Mi n Muz ff r Huss in M zher Iqb l Bh lli S/o H ji M. Tuf il Butt

¡ ¡ ¡ ¡ ¡ ¡ ¡

W ¡heed Al m kh n S/O M.Sh rif Arjum n Mehmood S/o Abdul W heed Usm n S leem S/o

¡ ¡ ¡ ¡ ¡

F ¡z l Din F yy z Virkk S/o Abdul Aziz Virk Address T # 02, Infront of M li Pur

¡ ¡ ¡ ¡ ¡ ¡ ¡

Stop, L ¡hore H # 151, Block # 02, K rim P rk R vi Ro d L hore Sh fiq Ab d Bund

¡ ¡ ¡ ¡ ¡

Ro ¡d L hore H # 24, St # 18, Ibr him Ro d Isl m Gunj L hore H # 01, St # 08, She

¡ ¡ ¡ ¡ ¡ ¡ ¡

esh Meh ¡l Ro d L hore H # 1 An rk li L hore H.No. 06, St. No. 99, Nisb t Ro d, L

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

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h ¡mm d Asl m Zi Ahmed N gir S/o H keem Address H # 01, St # 22 Noor Muh ll h I

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colony 124 Mehr ¡n Block All m iqb l Town B175 M deen Block Aw n Town Muh ll

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Subh ¡n Kh n S/o Ch nd Kh n

¡ ¡ ¡ ¡ Vill ¡ge Budhukey P.O Kh n N u, L hore 03008490149 03334252644 5271313 xlviii APPENDIXVI Questionn ¡ire Used by the Interviewer

(Screener)

¡ ¡

A) Do you h ¡ve Television t your home? If NOT then termin te the interview. B)

¡ ¡ ¡

If YES. Do you h ¡ve c ble TV connection t home? If NOT then termin te the inter

¡ ¡ ¡ ¡

view. C) If YES. Do you h ¡ve wom n ged 18 40 ye rs t your home? Yes____ No___ ¡

_ If NOT, then termin ¡te the interview. If YES, get nswers of the following que

¡ ¡ ¡

stions from the t ¡rgeted women: 1. Since when do you h ve c ble connection t ho

¡ ¡ ¡ ¡ ¡ ¡

me? i) 2 ye ¡rs ii) 3 ye rs iii) 4 ye rs iv) More th n 4 ye rs If less th n 2 ye

¡ ¡ ¡ ¡

rs then termin ¡te the interview. 2. How m ny hours d ily you w tch c ble televis ¡

ion? i) 1 to 2 hours ii) More th ¡n 2 hours but less th n 4 hours iii) 4 or more

¡ ¡ ¡ ¡

th ¡n 4 hours 3. Why do you w tch c ble television? St rt from the most import nt

¡ ¡ ¡ ¡ re ¡son nd finish with the le st import nt re son. i) ______ii) _____

______iii) ______iv) ______4. Which c ¡ble television ch

¡ ¡ ¡ ¡nnels do you usu lly w tch? St rt from your most preferred ones. i) ______ii) ______iii) ______iv) ______Yes____ No____ Yes____ No____

¡ ¡ ¡ ¡ xlix 5. Which c ¡ble television progr ms do you usu lly w tch? St rt from your mo

st preferred ones. i) ______ii) ______iii) ______i ¡

v) ______6. You like to w ¡tch c ble television i) Alone ii) Along with

¡ ¡ ¡ ¡ someone 7. Who h ¡s the remote when ll your f mily w tches c ble television tog

ether? i) Children ii) Men iii) Yourself iv) Elders v) Youngsters 8. Wh ¡t time d ¡

o you like to w ¡tch c ble television? i) From morning till 2 P.M. ii) From 2 P.M ¡

. to 7 P.M. iii) After 7 P.M. 9. Is it considered in ¡ppropri te for women of you

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ r home to w ¡tch ny p rticul r CTV progr mme t ny p rticul r time? i) Yes ii)

Don’t Know iii) No 9A. If ‘YES’, then which progr ¡mme? i) ______ii) ______¡ ______iii) ______iv) ______9B. For wh ¡t re sons? i) ______ii) ______iii) ______iv) ______¡

l 9C. If ‘YES’, then ¡t wh t time? i) ______ii)______iii)__ ¡ ______iv)______9D. For wh ¡t re sons? i) ______ii)______iii)______iv)______9E. If ‘No’, then

why? i) ______ii)______iii)______iv)______

¡ ¡ ¡

______10. Is it considered in ¡ppropri te for men of your home to w tch ny p

¡ ¡ ¡ ¡ ¡ ¡ ¡rticul r CTV progr mme t ny p rticul r time? i) Yes ii) Don’t Know iii) No 10A

. If ‘YES’, then which progr ¡ms? i) ______ii)______iii)_____ ¡ ______iv)______10B. For wh ¡t re sons? i) ______i

i)______iii)______iv)______10C. If ‘YES’, then ¡ ¡t wh t time? i) ______ii)______iii)______¡ li iv)______10D. For wh ¡t re sons? i) ______ii)______iii)______iv)______10E. If ‘No’, then why? i) ___

______ii)______iii)______iv)______1

¡ ¡ ¡ ¡ ¡

1. Is it considered in ¡ppropri te for boys of your home to w tch ny p rticul r

¡ ¡ ¡ ¡ CTV progr ¡mme t ny p rticul r time? iv) Yes v) Don’t Know vi) No 11A. If ‘YES’, the

n which progr ¡ms? i) ______ii)______iii)______¡

_ iv)______11B. For wh ¡t re sons? i) ______ii)______¡ ______iii)______iv)______11C. If ‘YES’, then ¡t wh t tim

e? i) ______ii)______iii)______iv)______¡ ______11D. For wh ¡t re sons? i) ______ii)______lii iii)______iv)______11E. If ‘No’, then why? i) ______

______ii)______iii)______iv)______12. Do

¡ ¡ ¡ ¡

women / girls h ¡ve right to w tch c ble television in your home? . More th n me

¡ ¡ ¡ ¡ n b. Equ ¡l to men c. Less th n men d. Not t ll 13. Wh t do you like to do for entert ¡inment in your free time? e. ______f. ______g. ______h. ______

Activities

¡ ¡ ¡ ¡

13. C ¡ble television c uses hurdles in my domestic nd person l ctivities. i) A ¡ gree ii) Undecided iii) Dis ¡gree 14A. If ‘YES’, then which ctivities? i) ______ii) ______iii)______iv) ______

Inter ¡ction

¡ ¡ ¡ 14. Inter ¡ction with my rel tives is decre sing these d ys. i) Agree ii) Undecid ed iii) Dis ¡gree

¡ ¡

liii 15A. Inter ¡ction with my neighbors is decre sing these d ys. i) Agree ii)

¡ ¡ ¡

Undecided iii) Dis ¡gree 15B. Inter ction with my friends is decre sing these d

¡ ¡

ys. i) Agree ii) Undecided iii) Dis ¡gree 15C. I don’t like to visit nyone t my

¡ ¡

time of w ¡tching c ble television. i) Agree ii) Undecided iii) Dis gree 15D. I

¡ ¡ ¡

don’t like ¡nyone visiting us t the time of my w tching c ble television. i) Agre ¡

e ii) Undecided iii) Dis ¡gree 15E. I don’t like to be disturbed by my f mily whil

¡ ¡

e w ¡tching c ble television. i) Agree ii) Undecided iii) Dis gree 15F. My outin

¡ ¡ ¡

g with f ¡mily is decre sing these d ys. i) Agree ii) Undecided iii) Dis gree

¡ ¡

Note: Only M ¡rried Wom n should fill this p rt:

¡ ¡ 15G. The time I spend with my husb ¡nd is decre sing these d ys. i) Agree ii) Un decided iii) Dis ¡gree

Note: Only mothers should response to this p ¡rt: ¡ 15H. The time I spend with my children is decre ¡sing these d ys. i) Agree ii) U ndecided

liv iii) Dis ¡gree

¡ ¡

Appe ¡r nce nd Style

¡ ¡ ¡

16. These d ¡ys, I like to be form lly dressed up t ll times. i) Agree ii) Unde

¡ ¡ ¡

cided iii) Dis ¡gree 16A. I consider television ch r cters s my role models i) ¡

Agree ii) Undecided iii) Dis ¡gree 16B. I like to form lly dressed up like diffe

¡ ¡ ¡

rent ch ¡r cters of CTV i) Agree ii) Undecided iii) Dis gree 16C. I like to we r ¡

jewelry resembling jewelry worn by different ch ¡r cters of CTV. i) Agree ii) Un

¡ ¡ ¡ ¡

decided iii) Dis ¡gree 16D. I like to t lk in style resembling ch r cters of c b ¡

le television. i) Agree ii) Undecided iii) Dis ¡gree 16E. I like to tr ck resemb

¡ ¡ ¡ l ¡nces between television ch r cters nd myself. i) Agree ii) Undecided iii) Dis

¡gree

¡ ¡

Cultur ¡l Pr ctices Culture Food H bits

¡ ¡ 17. food. i) Agree ii) Undecided iii) Dis ¡gree There is n evident inclusion / ddition of western dishes in our everyd ¡y

lv

¡ ¡ ¡ 171A. There is ¡n evident inclusion / ddition of Indi n dishes in our everyd

y food. i) Agree ii) Undecided iii) Dis ¡gree 171B. Television is the best sour ¡ ce for le ¡rning new food recipes. i) Agree ii) Undecided iii) Dis gree 171C. M

y f ¡mily prefers to dine in front of television. i) Agree ii) Undecided iii) Dis

¡ ¡ ¡ ¡

¡gree 171D. Television progr ms re under discussion inste d of f mily topics

¡ ¡ ¡t the dinning t ble. i) Agree ii) Undecided ii) Dis gree

Culture Dress

¡ ¡ ¡

171. I prefer to we ¡r western dress (je ns, shirts) c su lly. i) Agree ii) Unde

¡ ¡ ¡ ¡ ¡

cided iii) Dis ¡gree 172A . I prefer to we r Indi n dress (S rree) c su lly. i) ¡

Agree ii) Undecided iii) Dis ¡gree 172B. I consider c ble television to be the

¡ ¡

best source of inform ¡tion for new designs nd f shion trends. i) Agree ii) Und

¡ ¡ ¡ ecided iii) Dis ¡gree 172C. I like to we r Indi n dress form lly. ¡

lvi i) Agree ii) Undecided iii) Dis ¡gree 172D. I prefer to we r western dress ¡

form ¡lly. i) Agree ii) Undecided iii) Dis gree ¡

Culture L ¡ngu ge

¡ ¡ ¡

172. I like to spe ¡k foreign l ngu ges. i) Agree ii) Undecided iii) Dis gree 17

¡ ¡

3A. I like to spe ¡k English words during my convers tion with others, usu lly. ¡

i) Agree ii) Undecided iii) Dis ¡gree 173B. I like to spe k Hindi words during

¡ ¡

my convers ¡tion with other, usu lly. i) Agree ii) Undecided iii) Dis gree 173

¡ ¡ ¡

C. C ¡ble television is the best source to le rn other l ngu ges. i) Agree ii) Un

¡ ¡ ¡

decided iii) Dis ¡gree 173D. I h ve le rned English words evidently from c ble

¡ ¡

television. i) Agree ii) Undecided iii) Dis ¡gree 173E. I h ve le rned Hindi wo ¡ rds evidently from c ¡ble television. i) Agree ii) Undecided iii) Dis gree

lvii

¡ ¡

Culture Tr ¡ditions nd Celebr tions

¡ ¡ ¡ ¡

174 At the event of M ¡rri ge the tendency to perform Indi n ritu ls in dditio

¡ ¡ ¡ ¡

n to P ¡kist n tr ditions, is incre sing. i) Agree ii) Undecided iii) Dis gree 17

¡ ¡ ¡ ¡¡ ¡

4A. Our f ¡mily h s st rted celebr ting “R khi”. i) Agree ii) Undecided iii) Dis g

¡ ¡ ¡

ree 174B. Our f ¡mily h s st rted celebr ting “Holli”. i) Agree ii) Undecided iii)

¡ ¡ ¡ ¡ ¡ ¡

Dis ¡gree 174C. Our f mily h s st rted celebr ting “K rw Chodh”. i) Agree ii) Unde

¡ ¡ ¡ ¡ ¡ ¡

cided iii) Dis ¡gree 174D. Our f mily h s st rted celebr ting “V lentine’s D y”. i) A

¡ ¡ ¡ ¡ ¡

gree ii) Undecided iii) Dis ¡gree 174E. Our f mily h s st rted celebr ting “H low

¡ ¡ ¡ ¡ een”. i) Agree ii) Undecided iii) Dis ¡gree 174F. Our f mily h s st rted celebr t ing “Bon Fire”. i) Agree ii) Undecided iii) Dis ¡gree

Culture Religion ¡ 173. C ¡ble television is the best source for religious inform tion. i) Agree

lviii ii) Undecided iii) Dis ¡gree 175A . My religious tendency is declining th ¡

ese d ¡ys. i) Agree ii) Undecided iii) Dis gree ¡

Person ¡l nd Domestic Expenditure

¡ ¡ ¡ 18. My expenditure on Jewelry, m ¡keup nd clothes is incre sing these d ys. i)

Agree ii) Undecided iii) Dis ¡gree 18A. Our monthly domestic budged is getting d

¡ ¡

isturbed by purch ¡se of things introduced by c ble television these d ys. i) Agr

¡ ¡ ¡ ¡ ee ii) Undecided iii) Dis ¡gree 18B. I w nt to be compulsory e rning h nd to i

mprove my household income. i) Agree ii) Undecided iii) Dis ¡gree ¡

Role of P ¡kist ni Women in Society

¡ ¡ ¡

19. Household chores ¡nd t king c re of children should be equ l responsibility

¡ ¡ ¡ ¡

of m ¡n nd wom n. i) Agree ii) Undecided iii) Dis gree 19A. It should be equ l

¡ ¡ ¡ ¡

responsibility for m ¡n nd wom n to e rn. i) Agree ii) Undecided iii) Dis gree 1

¡ ¡ ¡ ¡ ¡ ¡ 9B. Wom ¡n should h ve the equ l right to pursue c reer like m n. i) Agree i i) Undecided ¡

lix iii) Dis ¡gree 19C. Wom n should strive / struggle for her rights. i) Agree

¡ ¡ ¡ ¡

ii) Undecided iii) Dis ¡gree 19D. Single wom n should h ve right to le d her l

¡ ¡ ¡

ife honor ¡bly. i) Agree ii) Undecided iii) Dis gree 19E. Wom n should h ve the

¡ ¡

right to decide like ¡ m n. i) Agree ii) Undecided iii) Dis gree 19F. Working w

¡ ¡ ¡ ¡ ¡ ¡

om ¡n nd housewife should h ve s me st tus nd respect. i) Agree ii) Undecided

¡ ¡ iii) Dis ¡gree 19G. A girl should h ve the right to choose her life p rtner. i) Agree ii) Undecided iii) Dis ¡gree

lx ¡ B ¡sic Inform tion N ¡me:

Age: i) ii) iii) iv) Educ ¡tion: i) ii) iii) iv) v) vi) vii) Ill

¡ ¡ ¡

iter ¡te Prim ry Middle M tricul tion F.A / F.Sc B.A / B.Sc M.A / M.Sc 18 to 25 y

¡ ¡ ¡ e ¡rs 26 to 30 ye rs 31 to 35 ye rs 36 to 40 ye rs Address / Town

Profession: ¡

Monthly Income: i) ii) iii) iv) v) vi) M ¡rit l

¡ ¡ St ¡tus: i) ii) iii) M rried Unm rried Other 1000 – 5000 5001 – 10000 10001 – 15000 150 01 – 20000 20001 – 25000 More th ¡n 25000