Volume : 1, Issue : 4, September - 2012

An Analysis of Audience Choices and Preferences of Satellite Urdu Channels: A Case Study of Viewership in Hyderabad

Ehtesham Ahmad Khan

Abstract :

This paper is the result of a field research conducted in Hyderabad city during the period 2012.The primary data includes survey research related to programmes aired by Urdu channels. This paper attempts to answer some of the basic questions; the country which initially had no satellite Urdu channel till year 2001, has now access to over seven satellite channels including one from Pakistan through cable system along with DTH platform .The content of these channels in different genres caters for the needs of the Urdu specific viewers. In view of the growing numbers of Urdu channels ,the author has attempted to analyze the viewers response in terms of knowing the people’s choices and their preferences of Urdu channels programme; preferred viewing time slot , reasons of watching Urdu channels and age group of viewers who watch Urdu channels .Moreover, some of the Urdu channels have established their image as niche TV channels for fulfilling the cultural aspiration of the viewers. The result of the study suggests that the Urdu TV channels get positive response from the viewers as their presentation provide the viewer with something that constitutes their cultural identity.