TELEVISION WATCHING HABITS OF 15 TO 25 YEARS AGE GROUP VIEWERS: AN EMPIRICAL STUDY Dr. Artta Bandhu Jena* 1. Vihar, Balasore, Odisha, India.

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1 ISSN: IJMRR/ August 2014/ Volume 4/Issue 8/Article No-5/ Dr. Artta Bandhu Jena et. al./ International Journal of Management Research & Review TELEVISION WATCHING HABITS OF 15 TO 25 YEARS AGE GROUP VIEWERS: AN EMPIRICAL STUDY Dr. Artta Bandhu Jena* 1 1 Lecturer (Senior Scale), Dept. of Business Management, Fakir Mohan University, Vyasa ABSTRACT Vihar, Balasore, Odisha, India. Now, the TV industry in India becomes more specific. In this competitive market, channels are targeting to specific viewers. Every channel attracts more viewers beyond their target by producing interactive and interesting programmes. It needs to do an extensive research on different concepts and different themes to attract more viewers and in the same time more advertisers. After all, advertisements are the bread and butter for the channels. With increased consumer preference for news, comedy, music, films etc. as well as family drama programmes for age groups. These channels are grown very faster than other channels. So, these channels are booming just like sky as the limit. Those are not far away, when we will get satellite news channel for every corner in India. Staying abroad, we can update ourselves about all the happening of our home place. Advertising is an inseparable aspect of product promotion. This can be possible through various TV programmes. The effectiveness of a well-designed advertising message depends upon when, where and how it is released. Out of all promotional media, TV advertising is considered to have the most impact. TV advertising reaches a large audience. Thus, the present paper studies the viewers watching habits of different TV programmes and how ads influence the purchasing decision to viewers. Keywords: TV, Doordarson, MSOs, Cable TV, Star TV, DTH. PROLOGUE A huge industry by itself, the Indian silver screen has thousands of programmes in India. The small screen has produced numberus celebrities of their own kinds some even attaining national fame and entertainment. Television (TV) soaps are extremely popular among children, youth, housewives and other groups. Most of us are having with happy memories of watching television with our families when we were children and young. But what was the shared pastime; it has become an increasingly complex and sometimes problematic part of our modern family life. Instead of limited channels, there are hundreds channels with variety of taste and interest to different age groups. The increased channels mean, there are fewer opportunities for whole family to sit down and enjoy a show together. Watching TV programmes have become a more solitary activity and less shared time means, parents are less able to monitor what their kids and youths are watching various TV progremmes in various times everyday. *Corresponding Author 811

2 HISTORY OF INDIAN TELEVISION INDUSTRY The Indian beginning television first came as Doordarson (DD) on September 15, 1959 as the National Television Network of India. The first telecasting was started on September 15, 1959 in New Delhi. After a gap of about 13 years, second TV station was set up in Mumbai in 1972 and there were other five TV stations at Srinager, Amritsar, Kolkata, Chennai and Lunknow by For many years, the transmission was black and white. TV industry has got the necessary boost in eighties when DD introduced colour programmes during 1982 in Asian Games. The second phase of growth was witnessed in early nineties and during the Gulf War that foreign channels like CNN, Star TV and domestic channels such as Zee TV and Sun TV started broadcasting in satellite signal. These TV channels have changed the Indian scenario and Indians got the multiple opportunities to watch the regional and international programmes in their TV sets. The famous Ramayana and Mahabharat serials are the first major television series produced and telecasted. By the late 1980s, more and more telecasting companies started to telecast their own television channels. Henceforth, Government of India opened up another channel which was a part of national and another part was regional language. This channel is known as DD 2 (later DD Metro). Interestingly, the Government of India felt necessity for licensing to private TV owners to acquire as well as to spread various TV programmes. From two channels prior to 1991, Indian viewers were exposed to more than 50 channels by More and more people set networks until there was a time in when estimated 60,000 cable operators existed in India. These multisystem operators (MSOs) started buying up local networks and franchising cable TV feeds to the smaller operators for a nominal fee and charge. SCOPE OF THE STUDY The scope of the present study is outlined in terms of the following points. 1. The study has been confined the students and youth between 15 to 25 age groups in undivided Balasore district of Odisha. 2. The sample size of 230 respondents has been taken through a structure questionnaire from three segments i.e. 15 to 18 age group-70, 19 to 21 age group-70 and 22 to 25 age group-90 samples. 3. The study covers only 4 months i.e. March 2014 to June OBJECTIVES OF THE STUDY The main objective of the present study is to examine the watching habits of different TV programmes among students and youth. Apart from this, other objectives of the study are follows: 1. To find out how much hours viewers spend on watching various TV programmes. 2. The respondents prefer to watch TV programmes in which time. 3. To find out which language channels, viewers watch most of time. 4. To find out which particular channel, viewers prefer to watch most of the time. Copyright 2012 Published by IJMRR. All rights reserved 812

3 5. To find out, the TV programmes are being increased the knowledge and productivitybased or not. 6. To find out also, the respondents like to watch TV programmes together with their family members or otherwise. 7. To suggest a few suggestions after analysis and interpretation of collected data. RESEARCH METHODOLOGY Methodology is a vital aspect of any research or investigation. It enables the investigator to look out the problems into a systematic, meaningful and orderly manner. The detailed methodologies adopted in this study are with regard to the followings aspects: samplings deign, period of study, sources of data, tools and techniques. 1. Sampling Design For the purpose of selecting the sample units, multi-stages cluster sampling method has been adopted. The sampling design includes three dimensions and they are: i) Sampling Unit The sampling unit includes the primary data collected from students and youths at Balasore district of Odisha. ii) Sampling size The sample size of this study is 230 respondents from three segments i.e. 15 to 18 age group- 70, 19 to 21 age group-70 and 22 to 25 age group-90 samples. 2. Period of the Study The existing study covers only 4 months i.e. March 2014 to June Sources of Data The data for the present study has been collected mainly in survey method through a structured questionnaire. The main sources of primary data are from students and youths. The data for secondary sources are collected mainly from magazines, journals and periodicals and web site. 4. Tools and Techniques of Study After collection the data, an in depth of analysis and interpretation of various aspects with all dimensions are made and arranged. The analysis is done with help of statistical tools like mean, chi-square test and f-test. The ranking method is also used at appropriate place to infer the findings and forward the suggestions. LIMITATION OF THE STUDY The researcher has his/her own limitations in each study and the present study is not free from the following limitations: 1. The primary data has been collected from primary sources. The limitation of primary data is found to be present in study due to not understanding properly the structured questionnaire. Copyright 2012 Published by IJMRR. All rights reserved 813

4 2. The data has been taken for a period of only 4 months i.e. March 2014 to June 2014 for analysis and interpretation. 3. The present study has been restricted only Balasore district of Odisha. Other districts of Odisha have been excluded. So, it is very difficult to generalize the findings of the study. 4. Mainly a few statistical techniques i.e. chi-square and f-test and mean have been used. These techniques have their own limitations. 5. The secondary data has been collected from secondary sources. The limitation of secondary data is found to be present in study. 6. Last but not the least, the time and resources are other limiting factors. Therefore, the users of study should take utmost care and keep these said limitations in mind while using the findings and suggestions judiciously. CABLE TELEVISION CHANNEL IN INDIA Cable television is a system of providing various TV programmes. FM Radio programming and other allied services to viewers and listeners via radio frequency signals are transmitted directly to TV through fixed optical fibers or coaxial cables as opposed to the over-the air method used in traditional television broadcasting (via radio waves) in which a TV Antenna is required. It should be noted that while acronym CATV is often mistaken for Cable TV or Community Access Television, it actually stands for Community Antenna Television. In 1948, when the first cable systems were started, TV signals could only be received by homes that were in line-of-sight of the originating broadcast antenna and people in mountainous areas could not receive the signal. After 1990, the Government of India has liberated its market to allow them in cable TV. Five new channels belonging to Hong Kong based STAR TV has given to Indian viewers a fresh breath of their life. MTV, Star Plus, Prime Sports and Star Chinese Channel are the 5 channels. ZEE TV is the first private owned Indian channel to telecast over cable. A few years latter, CNN, Discovery Channel, National Geographic Channels have made their foray into India. Star TV expanded its bouquet introducing Star World, Star Sport, ESPN and Star Gold. Regional Channels have flourished along with a multiple of Hindi channels and a few English channels. By 2001, HBO and History channels such as Nickelodeon, Cartoon Network, VHI, Disney and Toon Disney have into foray. In 2003, news channels have started to boom in the market. Some major channels available in India are like national channels, regional networks, state networks, documentary channels, general entertainment channel, movie/film channels both in Hindi and English, music channels, news channels both in Hindi and English, spiritual channels and sports channels. Apart from these, there are a few business news channels available in Hindi and English languages to the business viewers. ANALYSIS AND INTERPRETATION OF DATA In this section, an attempt has been made to analyze, interpret and draw the conclusions by taking respondents views with regards to different aspects of television programmes. The primary data has been collected from viewers/respondents. The following pages deal with the viewers /respondents views. Copyright 2012 Published by IJMRR. All rights reserved 814

5 Views on Possession of Television Sets TV set is a durable and luxurious product to people. The respondents have been asked to give views on possession of TV sets. The views so collected are presented in Table-1. Table 1: Respondents Views on Possession of Television Sets n=230 Yes No Total Table-1 shows respondents views on possession of TV sets. Out of 230 samples, 94.29, and % of three age groups viewers families have TV sets and remaining respondents families don t have TV sets. It is concluded that majority respondents are having with TV sets to watch different programmes. Views on Brands of TV Sets Choice of durable product like TV sets; it is an important aspect to customers. The respondents have responded regarding on brands of TV sets. Their views on brands are presented in Table-2. Table 2: Respondents Views on Brands of TV Sets n= 212 TV Sets Age % Age % Age % Brands Sony LG Samsung Videocon Others Table-2 exhibits, and % respondents families have Videocon and Samsung brands of TV sets of age groups. Silimiarly, and % of age groups respondents families have possessed brands of others and Videocon TV sets. Further, age group respondents families have more purchased and possessed the brands of others and Samsung TV sets for them. Views on Activity in Leisure Time Time is the invaluable aspects to human beings to spare in leisure time. Peoples have various hobbies to spare in their leisure time either watching TV or playing games, reading books, journals and newspaper, computing and internet, traveling, etc. The respondents have provided information their engagement in leisure time. The details of activities in leisure time by respondents are presented in Table-3. Copyright 2012 Published by IJMRR. All rights reserved 815

6 Table 3: Respondents Views on Activity in Leisure Time n= 230 Activity Age % Age % Age % Watching TV Playing Games Reading Books, Journals and Newspapers Computing &Internet Total The is significant at 0.05 level The null hypothesis is set that most of respondents prefer to watch TV programmes in their leisure time. The calculated value of (1.07) is less than table value (12.59). Thus, set null hypothesis is accepted and significant. Therefore, it is concluded that most of respondents from three age groups prefer to watch various TV programmes in their leisure time rather than playing games, reading books and other activities. Further, it is closely observed from the above table that 44.29, and % respondents from three segments watch TV programmes during their leisure time than other activities. Views on Cable Connection At present in Indian television environment, there are so many channels available to viewers to watch and to enjoy different programmes. It is viewed by many viewers that DD age has gone. The respondents are appealed to view regarding cable connection. On the basis of collected information, they have been calculated and presented in Table-4. Table 4: Respondents Views on Cable Connection n=212 Views Age % Age % Age % Yes No Total Table-4 shows that 90.91, and % respondents from three segments families have cable connections whereas remaining respondents families do not have cable connection and having DTH. It can be concluded that maximum respondents have cable connections and interested to watch the various channels according to their preference. Views on Hours Watching TV Programmes To know how many hours watching various TV programmes in everyday, the respondents have expressed their views and are presented in the Table-5. Copyright 2012 Published by IJMRR. All rights reserved 816

7 Table 5: Respondents Views on Hours in Watching TV Programmes n= 212 Hours Age % Age % Age % Below to to Above The f-test (variance) is significant at 5 % level. The null hypothesis is set that there is the difference means to spare their watching hours on TV programmes. The calculated value of f-test (0.23) is too less than the table value (4.26). Thus, the set hypothesis is accepted and significant. Hence, there is significant difference in sample means. Therefore, it is concluded that respondents have different watching hours. A close observation into the table further reveals that most of respondents watch various TV programmes between 1 to 3 hours daily and followed by 3 to 5 hours daily. Views on Timing of Watching TV Programmes There is a saying; time is the hero above all. The cable operators and broadcasters are telecasting various programmes in different timings to viewers. Normally, the viewers watch their favourite programmes according to their convenience time except a few live cast programmes. Some particular programmes are repeated in nature in everyday or alternative day. The respondents have been asked on their timing preferences on TV programmes. The same are presented in the Table-6. Table 6: Respondents Views on Timing in Watching TV Programmes n= 212 Timing Age % Age % Age % Morning Afternoon Evening Night The f-test (variance) is significant at 5 % level. The null hypothesis is set that respondents of irrespective segments have the different timings to watch various TV programmes. The calculated value of f-test (0.15) is too less than the table value (4.26). The set hypothesis is accepted and significant. Hence, it is concluded that viewers from three age groups have the preferences to watch different TV programmes in different timings i.e. morning, afternoon, evening and night. Further, above table shows, 45.45, and % respondents prefer to watch various progremmes at afternoon and evening times. Hence, it is concluded that a sizable respondents spend more time at evening to watch TV programmes Copyright 2012 Published by IJMRR. All rights reserved 817

8 due to good programmes, live telecast programmes, college and office in morning and afternoon timing, preparation of home work by students, playing games, etc. Views on Watching TV Programmes with Parents The respondents have been asked to offer their views with regard to watching TV programmes with their parents or otherwise. Their views are presented in Table-7. Table 7: Respondents Views on Watching TV Programmes with Parents n= 212 Always Sometimes Not at all The is significant at 0.05 level The null hypothesis is set that viewers watch TV programmes with their parents. The calculated value of (3.43) is less than table value (9.49). Thus, set null hypothesis is accepted and establishes true. Therefore, it is concluded that most of respondents from three categories watch together various TV programmes with their parents. Further, it is closely observed, 51.52, and % respondents from three segments always watch TV programmes with their parents and other family members. Only, 13.64, and % respondents from three segments do not prefer to watch TV programmes with their families. It may safely be suggested, respondents should watch TV programmes with their parents and family members. Views on Preference of TV Programmes So many English and Hindi channels are available in India. The respondents have been appealed to offer their views regarding their preferences on TV programmes. The Table-8 shows their views and presents in detail on preference of group-wise. Table 8: Respondents Preference on TV Channels n= 212 Channels Total Score Mean Score Rank Documentary th Sports rd Music th News and st Current Affairs Feature Films th Reality Show th Family Drama th Religious th Comedy nd Fashion th *Rating Scale:5:most preferable, 1:least preferable Copyright 2012 Published by IJMRR. All rights reserved 818

9 In general, there are 11 types of channels are available from cable operators and broadcasters. The respondents irrespective of age groups have been appealed to state their views on a preferential manner on a five point rating scale. It is concluded that news and current affairs events/discussions are indicated as the most preferred TV channel to respondents. It may be due to carrier building up to get the jobs/employments. As observed from the views of the respondents of mentioned in the table, a sizeable respondents prefer to watch comedy, sport events, music, feature films and family programmes respectively next preferential manner. Documentary, fashion, reality shows and religious programmes are the other preferential channels to respondents. It may be concluded that current news and events/discussion channels in both version i.e. Hindi and English are mostly preferred by respondents to build up their carriers. Views on National Channels In order to know the preference to national channels, the respondents have offered their views. Their views co collected on national channels are presented in Table-9. Table 9: Respondents Views on National Channel n= 212 Channel Age % Age % Age % DD Star Zee Sony Sahara Others The f-test (variance) is significant at 5 % level. The null hypothesis is set; there is significant difference in watching national channels of three categories of viewers. The calculated value of f-test (3.54) is less than the table value (4.68). The set hypothesis is accepted and holds true. It is, therefore, concluded that there is significant difference in watching various national channels i.e. DD, Star, Zee, Sony, etc. Further, it is closely observed from the above table that a sizeable respondent from three segments prefer to watch Star channels. Views on Compromising in Good Programme Another typical question has been put to respondents to know compromising of works while telecasting a good programme. Their views are presented in Table-10. Copyright 2012 Published by IJMRR. All rights reserved 819

10 Table 10: Respondents Views on Compromising in Good Programme n=212 Not at all Some times Always The is significant at 0.05 level The null hypothesis is set that three groups don t compromise their work while telecasting a good programme. The calculated value of (0.75) is less than table value (9.49). Thus, set null hypothesis is accepted and significant. Therefore, it is concluded that most of viewers from three segments don t compromise their work while telecasting a good programme. Further, it is closely observed, 07.85, and % respondent from three segments compromise their works/studies while telecasting a good programme. Similarly, 27.27, and % viewers compromise some times in their activities during good programme. The remaining viewers don t compromise their activities. It may be suggested that respondents should not compromise their works even coming good programme for the greater interest of their carriers. Views on Enhancement of Knowledge Knowledge is the power and greatest resource to us. The knowledge can be enhanced through various means. TV is one of the mean which enhances the knowledge of students/youths and people as whole. Regarding enhancement of knowledge or otherwise, respondents have offered their views and same is presented in Table-11. Table-11 Respondents Views on Enhancement of Knowledge n=212 Yes No The is significant at 0.05 level The null hypothesis is set that the knowledge of viewers is enhanced after watching various TV programmes. The calculated value of (2.44) is less than table value (5.99). Thus, set null hypothesis is accepted and holds true. Therefore, it is concluded that the knowledge of viewers is enhanced after watching various TV programmes. It is closely observed that 87.88, and % viewers from three segments feel the enhancement of knowledge after watching TV programmes and the rest viewers are against it. It may be suggested to respondents that they should be tuned up good and better knowledge-based programmes. Copyright 2012 Published by IJMRR. All rights reserved 820

11 Views on Wasting Time The respondents have opined their opinions with regard to wasting time or otherwise on watching TV programmes. Their opinions are shown in Table-12. Table 12: Respondents Views on Wasting Time n= 212 Yes No The is significant at 0.05 level The null hypothesis is set that watching TV programmes is not wasteful to viewers. The calculated value of (0.42) is less than table value (5.99). Thus, set null hypothesis is true and accepted. Therefore, it is concluded that watching the various TV programmes is not wasteful to viewers. It is also closely observed from the above table that 66.67, and % viewers from three segments don t feel the wasting time and the rest viewers are favour of it. Views on Changing Channels during Ads An advertisement is the bread and butter to marketers. Now, we are frequently getting ads during our favourite programmes while watching. For instance, in live cricket match, we get commercial and non-commercial ads frequently at end of every over and falling of wickets on TV screen. Sometime, we feel boring and are compled to change TV channels. The respondents have given their views to know changing the channels or not during ads during their favourite programmes. Their views are presented in Table-13. Table 13: Respondents Views on Changing Channels during Ads n= 212 Not at all Some times Always The Table-13 examines the respondent s views regarding changing the channels during ads or not. It is observed that majority of respondents of three segments change always/frequently their channels during ads. The remaining respondents don t change. It may be suggested that advertisements should be informative, educative and attractive to viewers rather than boring and commercial motive. Views on Impact of Ads Now-a-days, TV is a commercial parking place for marketers. They are taking the better trading leverage from it as compared to other means of promotional strategies. After Copyright 2012 Published by IJMRR. All rights reserved 821

12 watching ads during TV programmes, the respondents are intended to purchase as well as to consume various products. The respondents have offered their views to know the impact of ads and are presented in Table-14. Table 14: Respondents Views on Impact of Ads n= 212 Yes No The is significant at 0.05 level The null hypothesis is set, the TV ads influences to viewers while watching it. The calculated value of (2.04) is less than table value (5.99). Hence, set null hypothesis is accepted and holds true. It is, therefore, concluded that various commercial and noncommercial advertisements influences to viewers while watching various ads. Further, it is closely noticed from the above table that 48.48, and % viewers from three segments are influenced and the rest viewers are not influenced on various TV ads. So, it is concluded that ads in TV programmes influence to viewers. Views on Purchasing Product after Ads Generally, TV ads is one of a better promotional strategy to puss various products into markets by marketers. It is shown these days, most of customers are influenced and intended to purchase the products. So far as students and youth are concerned, they are highly influenced of commercial TV ads. To know this vital aspect, respondents have given their views. The views so collected from them are presented in Table-15. Table 15: Respondents Views on Purchasing Product after Ads n= 212 Always Sometimes Not at all The is significant at 0.05 level The null hypothesis is set, viewers purchase products after watching TV ads. The calculated value of (2.20) is much less than table value (9.49). Hence, set null hypothesis is accepted and establishes true. It is, therefore, concluded that most of the respondents are motivated to purchase products through TV ads. It is closely observed from the above table that 27.27, and % viewers from three segments are not influenced at all and the rest viewers are interested and influenced to purchase products always and sometimes through TV commercial ads. It is concluded that most of respondents like to purchase those products which they are watching on TV ads. Copyright 2012 Published by IJMRR. All rights reserved 822

13 FINDINGS AND SUGGESTIONS The present study deals with the empirical analysis TV programmes watching habits of students and youths. After analysis and interpretation of data, the major findings are the following: 1. Majority respondents families are having with TV sets to watch different programmes and % respondents families have Videocon and Samsung brands followed by others and Videocon brands of TV sets. 3. Most of respondents from three age groups prefer to watch TV programmes rather than playing games, reading books and other activities in leisure time. 4. Maximum respondents families have cable connections to watch the various programmes. 5. Most of respondents watch various TV programmes between 1 to 3 hours and followed by 3 to 5 hours daily. 6. A sizable respondent spend more time to watch TV programmes at evening time due to good programmes, live telecast programmes, college and office at morning and afternoon timings, preparation of home work by students, playing games, etc. 7. Most of respondents from three categories watch TV programmes with their parents and family members. Whereas 13.64, and % respondents from three segments do not prefer to watch TV programmes with them. 8. Current news and events/discussions channels in both version i.e. Hindi and English are mostly preferred by respondents to build up their carriers. 9. A sizeable respondent from three segments prefer to watch Star channels. 10. Most of viewers from three segments don t compromise their works during telecasting a good programme , and % viewers from three segments feel the enhancement of knowledge by watching various TV programmes and rest viewers are against it. 12. Watching various types of TV programmes is not wasteful to viewers. 13. Majority of respondents of three segments change always/frequently their channels during ads. 14. Ads in TV programmes influence to viewers. 15. Most of respondents like to purchase those products which they are watching on TV ads. Suggestion During the course of analysis and interpretation of data, a number of short comings with regard to viewing habits of respondents have been noticed. In order to overcome these short comings, it is felt that appropriate remedial measures may be recommended in form of suggestions. The suggestions are presented below: 1. Respondents should watch TV programmes with their parents and family members which would not affect their carriers. 2. The respondents should not compromise their works even coming good programmes. 3. Respondents should be tuned up with good and better knowledge-based programmes. 4. Advertisements should be informative, educative and attractive to viewers rather than boring and commercial motive. Copyright 2012 Published by IJMRR. All rights reserved 823

14 5. Segmentation is the key of success of any programme/channel. So, any producer of TV programme, s/he should segment their audience according to their preferences and taste. REFERENCES [1] Gupta SP. Statistical Methods, Sultan Chand &Sons, New Delhi, [2] Kotler P, Keller KL. Marketing Management, Pearson Education, South Asia, New Delhi, [3] Kothair CR. Research Methodology, New age international pvt. Limited, New Delhi, [4] Kubey, Csikszentmihaly. Television use in everyday life: Coping with unstructured time. Journal of Communication 1990; 36. [5] Loudon DL, Bitta AJD. Consumer Behaviour (4 th Edition), Tata McGraw Hill, New Delhi, [6] Patri D, Patri DN. Marketing Management, Kalyani Publishers, New Delhi, Copyright 2012 Published by IJMRR. All rights reserved 824