International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018 A STUDY ON AUDIENCE VIEWING PATTERN AND PROSPECTS TOWARDS PUDHIYA THALAIMURAI BROADCASTING MEDIA, CHENNAI Dr. P. Pugazhendhi Assistant Professor of Commerce, Sri Sankara Arts & Science College, Kanchipuram 631 561, TN, INDIA. Abstract Television as a form of mass media has tremendous impact towards the people of this generation. The role of media is occupying most of the time in personal life. This study has been chosen by the researcher to examine the audience viewing pattern and prospects towards Pudhiya Thalaimurai broadcasting media, and to identify the trustability, updated and unbiased information provided by the Pudhiya Thalaimurai channel, it also undertaken to ascertain the expectation, viewing pattern, outlooks and predilections of the audience towards this channel. Finally the findings, suggestion and conclusion are applicable only pudhiya thalaimurai broadcasting media, Chennai. Key Words: pudhya thalaimurai channel, audience, Broadcasting media, --------------------------------------------------------------------***---------------------------------------------------------------------- INTRODUCTION by breaking news ("news flashes") to provide Television (TV) is a telecommunication news updates on current events of great medium for transmitting and receiving moving importance or sudden events of great importance. images that can be monochrome (black-and- In Tamil Nadu there are many news channels that white) or colour, with or without accompanying provide updated, valuable and impartial NEWS to sound and it is commercially available since the the public. The Pudhiya Thalaimurai broadcasting late 1920s. Watching television is now the media is the latest NEWS channel that presents industrialized world's main pastime, taking up the information by adopting different strategies to more of our time than any other single activity discriminate it from other NEWS channels. The except work and sleep. It has become common abundant choices offered by Pudhiya Thalaimurai place in homes, businesses and institutions, broadcasting media polarize the public who even particularly as a vehicle for advertising, a source avoid the news. Much has been written about how of entertainment, and news. Television news audiences are becoming increasingly elusive in refers to disseminating current events via the the crowded television arena. The primary reasons medium of television. A "news bulletin" or a for the inability to capture audiences on the "newscast" are television programs lasting from medium are numerous. Key among these are: seconds to hours that provide updates on world, national, regional or local news events. Television Proliferation – as the number of channels news is very image-based, showing video of many increases, audiences are able to customize their of the events that are reported. Television viewing. Television, by definition, is a mass channels may provide news bulletins as part of a medium. However, in this new environment, it is regularly scheduled news program. Less often, increasingly tending to become niche. television shows may be interrupted or replaced 1 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018 Deregulation – as markets open up, the number of STATEMENT OF THE PROBLEM channels on offer increases, accelerating the Television as a form of mass media has growth in the number of channels. tremendous impact towards the people of this generation. Depends on an individual's Computerisation – as new interactive media forms perspective it may have positive and negative continue to grow, consumer’s dependence upon impact. Television has played an important role in traditional television decreases. While video-on- spreading awareness, educating and informing demand and other such options are still a little India with channels like history channel, way away in India, other entertainment forms like discovery, travel and living, news channel. It also streaming video, etc. reduces the amount of time gives us wholesome entertainment with cookery available for traditional television. shows, even talent hunt shows which helps people Commercialisation – as more advertisers begin to discover their hidden talents and explore use the medium, consumer fatigue is increasing. themselves to the best of their abilities. The only As a direct result, avoidance of advertising is problem with television is that some advertisers becoming the norm. make use of it as a platform to showcase false, illegal, indecent advertisements and ads leading to Fragmentation – with the number of channels on unsafe practices. Particularly the television NEWS offer, audiences are constantly flitting between a was mainly influenced by the government, clutch of favourite channels, particularly during politicians, advertisement and chiefly it became commercial breaks. the business in the society. People of all age This further reduces the ability of the groups and diverse backgrounds have been advertiser to effectively deliver a sales message watching the NEWS channel and have a trust through the medium. The study undertaken by the towards it and it is very much obliging for them in researcher entitled, “A study on Audience improving their intelligence and updating their Viewing Pattern and Prospects towards Pudhiya knowledge related to various fields. Such an Thalaimurai at Guindy, Chennai” to assesses news importance, sense of duty and responsibility is consumption patterns of the respondents towards having in by the NEWS channel towards the Pudhiya Thalaimurai channel. Subsequently, it audience. further investigates cross-platform use patterns and the strategies adopted by the Pudhiya Thalaimurai channel to create a centre of attention of the audience towards the channel. 2 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018 OBJECTIVE OF THE STUDY To supports to fix the important programmes PRIMARY OBJECTIVE: according to the suitable timings of the audience To study on Audience Viewing Pattern It also relieve the expectations of the audience and Prospects towards Pudhiya Thalaimurai towards Pudhiya Thalaimurai channel Broadcasting Media, Chennai SCOPE OF THE STUDY SECONDARY OBJECTIVES: The study is confined to the audience To Study the socio - demographic factors of the viewing pattern and prospects towards Pudhiya respondents Thalaimurai Broadcasting Media, Chennai. The To find out the type of program preferred by the questions are framed with the factors that cover audience the viewing pattern and prospects of audience To Study the role of advertisements in the viewing towards Pudhiya Thalaimurai channel. The pattern findings, suggestions and conclusions are applicable only Pudhiya Thalaimurai To Suggest the expectations of the viewers from the media. Broadcasting Media, Chennai LIMITATIONS OF THE STUDY: To identify the difference of viewing pattern during the week days and weekend days The study is limited to Pudhiya Thalaimurai Broadcasting Media at Guindy, Chennai. To compare the programs of the competitive media The number of respondents is limited to 300. To analyze the time management in viewing the program The study period is limited for Three months SIGNIFICANCE OF THE STUDY RESEARCH METHODOLOGY The study helps in identifying the differences Methodology is one of the main aspects of made by Pudhiya Thalaimurai channel from other every research. It explains how the researcher NEWS telecasting media conducted his project. It gives notes on It aids in make out the strategy of the audience in 1. Research design watching the programmes and make the channel 2. Sampling technique. to apply the same to enhance their viewing pattern 3. Data collection method. To assist in knowing the audience psychology in 4. Statistical tools. watching the programs 3 www.irjcfm.com International Research Journal of Commerce, Finance & Management (IRJCFM) ISSN: XXXX-XXXX Volume: 01 Issue: 01 Nov 2018 Received: 01-11-2018, Accepted: 03-11-2018, Published: 05-11-2018 TYPE OF RESEARCH: STUDY SETTING: Applied Research: It means finding Non - contrived field studies: The study is solutions for the current problem. Here the conducted in the natural environment i.e. in research is done with the intention of applying the Guindy, Chennai where audience are residing. results of the findings made by collecting data Field studies is nothing but studying the audience from the audience to solve specific problems residing in Guindy, Chennai (field) in all aspects related to viewing pattern and prospects of related to their viewing pattern and prospects. audience towards Pudhiya Thalaimurai channel. UNIT OF ANALYSIS: RESEARCH DESIGN: Individual: The researcher collected the Exploratory and diagnostic research design data related to viewing pattern and prospects of It is the research study where hypothesis is audience towards Pudhiya Thalaimurai channel formulated to have more definite investigation, if treating each one’s response as an individual data very little knowledge / no information are source. available to solve a problem related to viewing TIME HORIZON: pattern and prospects of audience towards