Volume : 1, Issue : 5, October - 2012

A Critical Analysis of Urdu Speaking Viewers’ Responses on Language Comprehension, Coverage of Muslim Issues and Depiction of Composite Culture in Hindi Channels

Ehtesham Ahmad Khan

Abstract :

This paper presents result of a field research conducted in Hyderabad, Bhopal and Mumbai during April –May 2012.A total number of 300 respondents were administered the questionnaire i.e. 100 respondents from each city. The primary data includes survey research related to perceptions among Urdu speaking viewers regarding programmes on Hindi news channels and serials on Hindi entertainment channels. The author has attempted to analyze the viewers’ perception in terms of knowing their responses about language comprehension while watching Hindi channels programmes, coverage of Muslim issues in Hindi news channels, and depiction of composite culture in the fictional programmes on Hindi general entertainment channels. The result of the study suggests that the Urdu speaking viewers felt that Hindi general entertainment channels and news channels have failed to fulfill their needs as per their aspirations. A majority of Urdu viewers don’t have language comprehension while watching programmes on Hindi channels.