Volume : 1, Issue : 2, July - 2012

Television Viewing Behaviour of Rural Women

Dr. Archna Katoch

Abstract :

Television, the mirror of a nation’s personality, is one of the mostpotential media to create awareness, entertain, educate and inform large number of people at lesser cost and time. The television viewing behaviour of rural women indicates that majority of rural women (70.00%) had cable connection followed by DTH and Doordarshan connection. Even some rural women (2.67%) had no access to TV. They had the habit of viewing TV daily for up to one hour. They were more interested in entertainment programmes like popular serials, reality shows, music and films. Sometimes, respondents were alsowatching films, news, religious,agriculture and sports programmes. The identification of the constraints in utilization of the television and the assessment of their viewing behaviour would help the policy makers to amend the components and strategies for television programming