Audience Preferences and Popular Program Patterns on News Channels in Karachi

Abstract

This research aims to study the factors that influence the viewership of leading Television News Channels including ARY, Geo, Express, Samaa, and Dunya in Pakistan. It examines the impact of content, presentation style, channel positioning and anchors, alongside overall news viewing patterns, on the public image of the identif ied news channels and their viewership with focus on Express News. Following a qualitative research approach, a representative sample of 51 news viewers are identif ied and interviewed, with a proportionate weightage to geographical areas and socio-economic classif ication of audience, based on recent Census and People’s meter, an audience measurement tool. The respondents are investigated through a comprehensive questionnaire, comprised both close and open-ended questions. This study focuses on three categories of viewers including Express News Viewers, Express News Lapsers and Competitive Channels Viewers. One-on-one interviews reflect the mindset and viewing patterns of news channels’ audience. It is also instrumental to highlight the factors that hinder Express News ratings against its competing channels. Findings of the study indicate that the programme content, presentation style, and cable positioning of news channels signif icantly influence its viewership that result in the quantum of recall for Express News, and how its viewership and ratings are presumably affected by the very factors.