EFFECTS OF CABLE TELEVISION ON WOMEN IN PAKISTAN: A COMPARATIVE STUDY OF HEAVY A

ND LIGHT VIEWERS IN LAHORE

A THESIS SUBMITTED TO LAHORE COLLEGE FOR WOMEN UNIVERSITY IN FULFILLMENT OF THE
REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN MASS COMMUNICATION
ANJUM ZIA DEPARTMENT OF MASS COMMUNICATION LAHORE COLLEGE FOR WOMEN UNIVERSITY,
LAHORE, PAKISTAN 2007
To My Beloved Father G. D. ZIA I’m here just because of his blissful love, always
showered on me and his continuous encouragement at every step of my life, he tau
ght me to pay respect to humanity and to love all.
DECLARATION
I, Anjum Zia, hereby declare that the matter printed in this thesis is my origin
al work and has been carried out under the supervision of Prof. Dr. Mughees-ud-D
in, Director Institute of Communication Studies, University of the Punjab, Lahor
e. To the best of my knowledge, this thesis does not contain any material that h
as been submitted for the award of any other degree in any other university, nei
ther does this thesis contain any material published or written previously by an
y other person, except in the text for which due references are given.
Anjum Zia
CERTIFICATE
It is hereby certified that the thesis entitled “Effects of Cable Television on Wo
men in Pakistan: A Comparative Study of Heavy and Light Viewers in Lahore” is base
d on original work carried out by Anjum Zia and that has not been previously pre
sented for the higher degree. Anjum Zia has done her work under my direct superv
ision. She has fulfilled all the requirements and is qualified to submit the acc
ompanying thesis according to the prescribed format for the degree of Doctor of
Philosophy in Mass Communication.
Professor Dr. Mughees-ud-Din Supervisor
EFFECTS OF CABLE TELEVISION ON WOMEN IN PAKISTAN: A COMPARATIVE STUDY OF HEAVY A
ND LIGHT VIEWERS IN LAHORE
DEPARTMENT OF MASS COMMUNICATION LAHORE COLLEGE FOR WOMEN UNIVERSITY LAHORE, PAK
ISTAN 2007
i
ACKNOWLEDGEMENTS
I thank Allah Almighty for giving me strength and the opportunity to complete th
is research despite my arduous office work, and continuous personal obligations.
Several times during the study my will to complete it broke. But every time I l
ost heart, something pushed me up from within. And this was nothing but the bles
sings of Allah. I was fortunate to have worthy Dr Mughees-ud-Din, Director, Inst
itute of Communication Studies, University of Punjab, Lahore, as my supervisor.
Dr Mughees is known the world over for his enriched knowledge of the subject tha
t had inculcated in me a constant, forbearing and perfect guidance. Simply speak
ing this study has only been completed owing to his guidance based on his global
exposure to the mass communication studies. Had he not been there, I may not ha
ve even a slightest idea of what a research for PhD is about. I am greatly indeb
ted to you sir for guiding me through. I profoundly thank Prof Dr Bushra Mateen,
Vice-chancellor, Lahore College for Women University, Lahore, the light under w
hich I dared to think of conducting the research, and struggled to complete it.
Her valuable help and gracious cooperation instilled in me the spirit to fight t
he odds that were numerous. I humbly thank you madam for affording an opportunit
y to aspire for the highest academic degree through this study. I am also extrem
ely grateful to Miss Shaista Vine, Registrar LCWU, for her patronage and affecti
on that always serve as a shelter for me. Prof. Dr Kousar J. Cheema, Director, R
esearch and Ph.D, LCWU extend an endless help, which I took as much as I could w
ithout fear of any reluctance. I am also grateful to Dr. Farhat Saleemi, Dean of
Management Sciences and Mrs. Riffat Saqlain, Dean of Social Sciences, LCWU, for
their support and encouragement. I acknowledge Dr Muhammad Anwer, former Chairm
an, Department of Sociology, University of the Punjab, Lahore for his advice, co
nstructive comments and support. His kind involvement gave me the knowledge that
will continue to benefit me all my life. I thank him for the kindness towards m
e. I am also obliged and deeply indebted to senior journalist Intikhab Hanif (My
MA. Fellow) for sparing much of his valuable time for me. His bright ideas base
d on his visits to media houses and schools of journalism in the USA and Japan,
and his rich experience proved an invaluable asset for shaping up my mind and co
mpleting this research. His biggest support came at the time of writing this the
sis, and the hours of editing are endless. I am grateful to him for his kindness
.
ii
Those who supported me are numerous and I cannot mention them here for constrain
ts of space. But it would be an injustice to miss Prof. Shahid Habib, renowned e
ditor and reviewer of books and films, Ahmed Nadeem, (a family friend), Dr. Syed
Abdul Siraj, Chairman, Department of Mass Communication, Allama Iqbal Open Univ
ersity, Islamabad, Idrees Mohammad, Naib Nazam, Lahore, Farooq Ahmed (My M. Phil
fellow), Sara Ali Khan, lecturer, IBIT, PU, the young girls who worked as inter
viewers (Fatima, Sharif, Dur e Ajum, Sonia Saleem, Mariam Pervaiz , Nadia and Ra
bia Khan), Waleed Saqib, Pakistan Poverty Alleviation Fund (PPAF), Mehnaz (Depar
tment of Statistics, LCWU), my colleagues at Department of Mass
Communication, LCWU, Manzar, Aftab and Shahid, LCWU, Mohammad Shafiq, daily ‘The N
ews’ Khuram and Ibrar from PEMRA etc. Lastly, I am also thankful to my mother in l
aw, Mazhar, my brother in law and Ayesha, sister in law for the love and support
at home which helped me to concentrate on my work. I warmly thank my mother, Sh
ams, my brother, Aisha, my sister, Hamza, my nephew, Sehrish, my niece, Shuja, m
y cousin. The words would be short in their meanings to explain the discomfort c
aused to my husband Munzir Elahi as well as the emotional pain which both my chi
ldren Zain and Zeerak went through during the course of this study. I deeply reg
ret however without their support this research would not be what it is now. My
extreme thanks for their unflinching support.
Anjum Zia
iii
ABSTRACT
This study investigates the “effects of cable television on the life patterns of w
omen in Lahore, Pakistan” through survey using interviews’ schedule as a tool of dat
a collection. It targeted 432 women aged 18-40 years and viewing cable televisio
n for a minimum two years. The study recorded the respondent’s consumption pattern
s, level of viewing, preferred channels and programs, favorite watching time, co
ntrol over remote and
restrictions on viewing. It crossed checked the above factors with the level of
viewing alongwith demographic characteristics of the respondents. The major hypo
thesis studied was “greater the exposure to cable television greater the impact on
the lives of women.” The sub-hypothesis included ‘heavy viewers have greater effect
on their activities, family and social interaction patterns, cultural practices
, domestic and personal expenditure, and they are more influenced by the televis
ion characters especially depicting western and urban Indian women than the mode
rate and light viewers. The data was analyzed through univariate and bivariate s
tatistical procedures and the results are presented in two categories: i.e. gene
ral and major findings of hypothesis testing. The general findings revealed that
the majority of respondents were aged 31 to 40 years, belonged to the middle an
d upper middle class, were graduates but unemployed, and were heavy viewers. Maj
ority respondents had cable connection for the last two years, indicating increa
sing popularity of cable television in Lahore, also making it the main source of
entertainment. There is no link between demographic characteristics and consump
tion patterns. However, the respondents complained that men had more rights to w
atch cable television than women. The statistical test chi-square was applied fo
r testing the hypothesis, confirming that ‘greater the exposure to cable televisio
n greater the effect on the lives of women’. It confirmed that heavy viewing affec
ted household and other activities of the women like newspaper reading, going to
cinema, the meals cooking and serving schedule, their domestic or personal expe
nditure and interaction with friends or and relatives. They were prone to accept
ing the role, culture and lifestyle of western and Indian women watched on the c
able channels. The study also identified a few areas for future researchers and
made recommendations towards their improvement.
iv
ACRONYMS / ABBREVIATIONS
AJK TV ABCTV CNN CATV CD Channels DD DTH LMDS LH Category MATV MMDS NICT NEC NWF
P Pakistan) PBC PTA PEMRA PTV STN SPSS UNESCO Pakistan Broadcasting Corporation
Pakistan Telecommunication Authority Pakistan Electronic Media Regulatory Author
ity. Pakistan Television Corporation Shalimar Television Network Statistical Pac
kage for the Social Science United Nation Educational, Scientific and Cultural O
rganization. VCTC VTR Viewer Controlled Cable Television Video Tape Recorder Aza
d Jammu Kashmir Television Australian Broadcasting Commission Television Cable N
ews Network Community Antenna Television). Compact Disk Channels Door Darshan (I
ndian Television) Direct To Home Local Multipoint Distribution Service Loop-Line
Holder Category Master Antenna Television Multi-Channel Multipoint Distribution
System New Information/Communication Technologies Nippon Electrical Company Nor
th Wrest Frontier Province (one of the province f
v
TABLE OF CONTENTS
Acknowledgement Abstract Abbreviations Table of Contents List of Tables List of
Figures List of Appendices i iii iv v viii xi xii 1 2 2 3 4 9 9 11 13 13 14 16 2
2 25 27 28 28 31 31 43 48 51 52 55
Chapter 1
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14 1.15 1.16
INTRODUCTION
Statement of Problem Objectives Hypothesis Rationale Brief History of Cable Tele
vision World History of Cable Television Development of Television in Pakistan I
nduction of Private Sector in Broadcast Media Cable Television Network in Pakist
an Cable Television licenses Formation of Pakistan Media Regulatory Authority Pr
ivate Sector in Broadcast Media Government and Private Television Channels in Pa
kistan International Channels Viewed in Pakistan MMDS and LMDS Situation Analysi
s
Chapter 2
2.1 2.2 2.3
LITERATURE REVIEW
International Studies on Television/Cable Television National Studies on Televis
ions/Cable Television Studies on Women
Chapter 3
3.1 3.2
THEORETICAL FRAMEWORK
Uses and Gratification Cultivation Theory
vi 3.3 Social Learning Theory 58
Chapter 4
RESEARCH METHODOLOGY (Part I) Hypothesis and Operationalisation of the Concepts
61 61 62 63 73 73 73 77 78 82
4.1. 4.2 4.3
Major Hypothesis Variables of the Study Conceptualization
Chapter 4
4.4 4.5 4.6 4.7 4.8
(Part II) Research Design
Survey Sampling Method Data Collection Data Processing Application of Statistica
l Test
Chapter 5
5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17
DATA ANALYSIS AND INTERPRETATION (Part-I) Data Analysis-General Findings
Cable Television Viewing Patterns of Women Demographic Characteristics of the Re
spondents Duration of Having Cable Television Connection Level of Viewing Durati
on of Cable Connection by Level of Viewing Demography and Level of Viewing Purpo
se of Watching Cable Television Preferences for Channels Respondents Preferred P
rogrammes Preference of Watching Television Remote Control Favourite Time of Wat
ching Cable Television Restriction of Watching Cable Television Women Rights to
watch Cable Television Recreation Hurdle in Domestic and other Activities Affect
ed Activities of Respondents 84 84 85 86 87 88 89 93 96 98 99 100 101 103 105 10
6 106 107
vii 5.18 5.19 5.20 5.21 5.22 Interaction Patterns Appearance and Style Cultural
Practices Personal and Household Expenditure Role of Pakistani Women 109 111 111
115 115 117 117 118 118 118 127 129
Chapter 5
5.23 5.24 5.25 5.26
(PART-II) BIVARIATE ANALYSIS
Hypothesis Testing: Exposure and Effect Association Changes in Lifestyle Hypothe
sis Testing – Results Major Hypothesis
Chapter 5
5.27 5.28
(PART III) DISCUSSION OF RESULTS
General Findings of the Study Major Findings of Hypothesis Testing Related to th
e Dependent Variables
141
Chapter 6
6.1 6.2
CONCLUSIONS AND RECOMMENDATIONS 158
Recommendations Recommendations for Future Research 169 171 173 xiii
References Appendices
viii
LIST OF TABLES
Table Title 1.1 1.2 1.3 1.4 1.5 1.6 4.2 4.3 4.4 4.5 5.A 5.1 5.2 5.3 Licenses Iss
ued to Cable Operators from June 2000 to Dec. 2001 by PTA Licenses Issued to Cab
le Operators till 2006 by PEMRA Number of Cable Television Subscribers in the Co
untry Technology and Connection Charges Television Viewership by Household Incom
e The PEMRA License Holder Private Channels Viewers Category by Hours of Viewing
Sampling Dynamics Towns and No. of Union Councils Opinion and Respective Values
Demographic Characteristics of the Respondents Distribution of Respondents Acco
rding to Duration of Having Cable Connection Distribution of Respondents by Leve
l of Viewing Distribution of Respondents According to Duration of Cable Connecti
on and Level of Viewing 5.4 5.5 5.6 5.7 Distribution of Respondents by their Age
and Level of Viewing Distribution of Respondents by their Education and Level o
f Viewing Distribution of Respondents by their Profession and Level of Viewing D
istribution of Respondents by their Residing Town and Level of Viewing 5.8 5.9 5
.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 5.18 Distribution of Respondents by their
Income and Level of Viewing Distribution of Respondents by Marital Status and L
evel of Viewing Purpose of Watching Cable Television Purpose of Watching Cable T
elevision Level of Viewing Preferences for Channels Channel Preferences and Leve
l of Viewing Respondents Preferred Programmes Respondents’ Preferred Programmes an
d Level of Viewing Preference of Watching Television Preference of Watching Cabl
e Television and Level of Viewing Remote Control 91 92 93 94 95 xiii 97 xiii 99
xiv 100 xiv 88 89 90 90 Page 15 18 19 20 20 24 64 76 76 78 86 xii xii
ix 5.19 5.20 5.21 5.22 5.23 5.24 5.25 5.26 5.27 5.28 5.29 5.30 5.31 5.32 5.33 5.
34 5.35 5.36 5.37 5.38 5.39 5.40 5.41 Remote Control and Level of Viewing Favour
ite Time of Watching Cable Television Favorite Time of Watching Cable Television
and Level of Viewing Restriction of Watching Cable Television Restricted Cable
Television Channels, Programmes and Time for Men Women’s Right to Watch Cable Tele
vision Recreation Hurdle in Domestic and Other Activities Hurdles in Domestic an
d Other Activities and Level of Viewing Affected Activities of Respondents Domes
tic Activities and Level of Viewing Interaction Pattern Interaction with Husband
and Children Appearance and Style Cultural Practices (Food) Cultural Practices
(Dress) Cultural Practices (Language) Cultural Practices (Traditions) Cultural P
ractices (Religion) Personal and Household Expenditure Role of Pakistani Women i
n Society Chi-Square Test for Association: Exposure and Disturbance in Domestic
and other Activities. Level of Disturbance in Domestic and Other Activities by L
evel of Viewing 5.42 Chi-Square Test for Association: Exposure and Effect on Hus
band and Wife Interaction 5.43 5.44 Level of Interaction of Husband and Wife by
Level of Viewing Chi-Square Test for Association: Exposure and Effect on Mother
and Child Interaction 5.45 5.46 5.47 5.48 Level of Mother-Child Interaction by L
evel of Viewing Chi-Square Test for Association: Exposure and Effect on Social I
nteraction Level of Viewing by Level of Social Interaction Chi-Square Test for A
ssociation: Exposure and Effect on Appearance and 121 121 122 122 123 120 121 10
1 xiv 102 104 105 xv xv xv 107 xvi 108 xvii 110 xviii xix xx xxi xxii xxii xxiii
xxiv 119
119
x Style 5.49 5.50 Change in Appearance and Style by Level of Viewing. Chi-Square
Test for Association: Exposure and Effect on Cultural Practices 5.51 5.52 Level
of Cultural Practices by Level of Viewing Chi-Square Test for Association: Expo
sure and Effect on Personal and Domestic Expenditure 5.53 5.54 Level of Personal
and Domestic Expenditure by Level of Viewing Chi Square Test for Exposure and E
ffect on Social Role of Pakistani Women. 5.55 Level of Change in Social Role of
Pakistani Women by Level of Viewing 126 126 125 125 124 124 123
xi
LIST OF FIGURES
Figure 3.1 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12A 5.13 5.14 5.15 5.
16 5.17 5.18 5.19 5.20 5.21 5.22 Title Model of Cultivation Theory Duration of H
aving Cable Connection Level of Viewing Purpose of Watching Cable Television Pre
ferences for Channels Respondents Preferred Programmes Preference of Watching Te
levision Remote Control Favorite Time of Watching Cable Television Women Right t
o Watch Cable Television Recreation Hurdle in Domestic and Other Activities Dome
stic and Other Activities and Level of Viewing Interaction Patterns Appearance a
nd Lifestyle Culture Practices (Food) Cultural Practices (Dress) Cultural Practi
ces (Language) Cultural Practices (Traditions) Cultural Practices (Religion) Per
sonal and Household Expenditure Role of Pakistani Women Changes in Lifestyle Pag
e 56 87 87 94 96 98 99 100 102 105 106 106 109 110 111 112 113 113 114 114 115 1
16 118
xii
LIST OF APPENDICES
Appendix I II III IV V VI Title Tables Profile of Lahore Map of City District La
hore The Kish Grid Details of Union Councils Questionnaire in English and Urdu P
age xiii xxvi xxxiii xxxiv xxxvi xlviii
1
CHAPTER 1 INTRODUCTION
The apprehensions of media communication, as well as evidence for its effects, a
re as old as the history of the subject itself. People have always wondered how
media messages are affecting them by bringing about an imperceptible change in t
heir culture, values and behavioural patterns. They have always been concerned f
or the negative influence of a particular message or message system and have bee
n curious about the potential prosocial effects of others. Wimmer (1993) has men
tioned that the concern over the social impact of mediated messages was evident
as far back as the 1920s when many critics charged that the motion pictures had
a negative influence on children. The study of the anti-social effects of viewin
g television and motion picture is one of the intensely researched areas of mass
media. The impact of pro-social content is a newer area and grew out of recogni
tion that the same principles underlining the learning of anti-social activities
ought to apply to more positive behaviour. Keeping in view the above-cited conc
ern, this study analyses the “Effects of cable television in Pakistan. It is a com
prehensive study of effects on women in Lahore, Pakistan and provides results by
comparing life patterns of heavy, moderate and light viewers.” In 2003, this rese
archer had conducted an M. Phil study on cable television titled “Cable Television
Network in Pakistan: Introduction, Development, Prospects and Dilemmas.” The outc
ome of the study (M. Phil) has now been used in this research, leading to the ef
fects of cable television. Zia (2003) quotes “In Pakistan, cable television networ
k was initiated in Karachi in early 1980s and by 1998 was introduced in almost a
ll the big cities of the country but functioned without rules and regulations. T
he year 2000 witnessed a mushroom growth of cable television network all over Pa
kistan after the government legalized cable television network”. According to Aziz
(2003) in 2002 almost four million households were enjoying its services in the
country. Cable television viewership is no more restricted to the upper-middle
class only; with the availability of low-priced television and cable connection,
it has become a common household facility for the lower class as well. Viewers
have access to a variety of channels from local to foreign, which provide them a
n opportunity to watch all types of programmes. Zia (2003) quotes, “The reasons fo
r this rapid growth of cable television
2
included easy access, low cost, access to satellite channels and a huge televisi
on viewership interested in entertainment only”. According to Pakistan Electronic
Media Regulatory Authority (PEMRA) regional office, Punjab, the subscription of
cable television in Lahore has increased from 0.2 million in 2003 to 0.35 millio
n in 2006. Cable television subscription to 0.35 million households in Lahore in
creases the chances of its effect/influence on the viewers as findings of a pilo
t study with 1200 sample size, conducted by the researcher showed that majority
of them (60 percent) are spending 2-3 hours daily to watch cable television.
1.1 Statement of Problem
Many research studies have been conducted to observe the impact of television on
viewers, particularly on their behaviour (Bukhari., 2002; Malik, M., 2001; Nase
em, A. 2001). Findings of previous research had made the researcher to conclude
that television does have some direct or indirect effects on viewers but no stud
y has been carried out in Lahore, Pakistan, regarding effects of cable televisio
n prior to this study. With the popularity of foreign television channels, fears
have been expressed that lifestyles of viewers may be affected. As Schiller (19
76) confirms ‘importing programmes is importing lifestyles and exposure to foreign
television programmes may transform the values of youth.’ Concerns over the impac
t/effects of media always reinforce whenever a new communication technology is i
ntroduced in the society because technology always has positive or negative impa
ct. The question arises that cable television, as a communication technology, is
quite affordable, available to majority for 24 hours, enhances the choice and p
rovides variety of channels and programmes that are foreign and local may have e
ffects. Schiller (1976) defines cultural imperialism as a process of imposition
of cultural institutions and values of less developed nations and dependant stat
es by developed countries. Therefore, this research probed the effects of cable
television on women in Lahore, Pakistan.
1.2 Objectives of the Study
By the year 2006, the number of households having access to cable television has
increased manifolds. The growth and usage of cable television was rapid in Paki
stan. According to the Pakistan Advertisers’ Society, the number of households tha
t have access to cable television has increased to 29 percent in 2004 from 5 per
cent in 2002 whereas according to Pakistan Electronic Media Regulatory Authority
(PEMRA), 45 percent of the households were enjoying the cable television facili
ty in 2006. Zia (2003)
3
reports that growth of cable television has resulted into a spill over of the In
dian and western channels to Pakistani audience. The primary beneficiaries were
the ZEE TV, Sony, Star Plus, HBO, sports channels etc. These western and Indian
channels have grabbed attention of viewers in Pakistan and exposed its audience
to programmes that were vividly different to the usual available programmes on l
ocal television channels. There was an apprehension among the public that these
Indian and western channels may adversely affecting viewers’ minds and activities.
Therefore, it was high time to conduct a study on cable television effects. So
this research has been conducted to find out the effects of cable television in
Pakistan. General aim of this study was to ascertain effects of cable television
on women in Lahore, Pakistan. This study tried to record the demographic charac
teristics of cable television subscribers (women only) and measured their level
of viewership. The study also tends to find out respondents’ preferred channels an
d programmes. It also tried to find out whether or not there existed any gender
difference in cable television viewing. Following were the specific objectives o
f the study to: · · · · · · · Explore how viewing of cable television was affecting their h
ehold chores and other activities; Gauge association between viewing of cable te
levision and change in family and social interaction patterns of women (18-40 ye
ars) in Lahore, Pakistan; Find out relationship between viewing of cable televis
ion and its effects on personal appearance and style of women; Determine relatio
nship between viewing of cable television and changes in cultural practices; Exa
mine association between viewing of cable television and its effect on house and
personal expenditure of women in Lahore, Pakistan; Assess association between v
iewing of foreign channels and role of Pakistani women in society; Propose recom
mendations for policy-makers, viewers and media practitioners.
1.3 Hypothesis
The hypothesis designed for the study was as follows:
1.3.1 (A) Major Hypothesis
Greater the exposure to cable television greater the effect on the lives of wome
n in Lahore, Pakistan
4
The core purpose of this study was to dig out the influence of foreign channels
and Pakistani channels with foreign contents on social life, values and behaviou
r patterns of female viewers through cable television. The researcher was intere
sted to examine if the cable television has any affects on women in Pakistan and
if ‘yes’, to what extent has it effected the women at basic level in terms of the f
ollowing factors: · · · · · · Domestic and other activities; Family and social interaction
atterns; Appearance and style; Cultural practices i.e. food, language, dress, tr
aditions and religion; Domestic and personal expenditure; and Role of Pakistani
women in society. Researcher had selected the above-mentioned factors based on t
he conclusion, after reviewing the relevant literature i.e., most of the researc
hers were of the view that television viewing generates socio-economic and cultu
ral changes. The following subhypotheses were formed on the basis of above-menti
oned factors.
1.3.2 (B) Sub-Hypotheses
1. Heavy viewers of cable television experience greater degree of effect on thei
r domestic and other activities than moderate and light viewers. 2. Heavy viewer
s of cable television experience a greater degree of change in their family and
social interaction patterns than moderate and light viewers. 3. Heavy viewers of
cable television tend to show a greater degree of acceptance of television char
acters’ appearance and style than moderate and light viewers. 4. Heavy viewers of
cable television experience greater degree of effect on their cultural practices
than moderate and light viewers. 5. Heavy viewers of cable television experienc
e a greater degree of effect on their domestic and personal expenditures than mo
derate and light viewers. 6. Heavy viewers of cable television tend to show a gr
eater degree of acceptance of roles of women as portrayed on Indian and western
channels than moderate and light viewers.
1.4 Rationale
This study was aimed at finding out effects of cable television on Pakistani wom
en with emphasis on measuring these effects on women belonging to Lahore and vie
wing cable television for a minimum of two years. The study was important as the
re was a general
5
concern in the society about cable television and their impact/effects on women
particularly if they were heavy viewers of cable television. But little or no at
tention had been paid in the past to the actual consumption of cable television
and its impact on audience, particularly on women of reproductive age in Lahore,
Pakistan.
1.4.1 Selection of Cable Television
With the advancement in technology, media studies need to be shifted towards tho
se new technological gadgets that seem to have become popular globally. Cable te
levision has been put under analysis as it is the most readily available form of
media and is gaining immense popularity among the masses in Pakistan. A former
study (sample size 2000) by the researcher regarding an opinion survey for cable
viewing habits in Pakistan showed that 90 percent of the population of Lahore h
ad access to cable television. It, therefore, presented a fairly good picture of
the availability and acceptability of cable television. The cable television ha
s become a requirement across Pakistan and is not considered a luxury any more.
Its rapid spread and acceptance within a short span of time, entitles for a prop
er study to gauge its effects. The government of Pakistan legalized cable televi
sion network in June 2000. The government explained that cable television had em
erged as one of the most inexpensive means of entertainment in the county. The a
uthorities wanted to support the cable television network and increase its popul
arity among viewers. Introduction of policies and proper rules and regulations b
y the government ensured transmission of good programmes through their channels.
The declared policy of cable television says that government in principles has
decided to promote and strengthen this modern network through regular rules, reg
ulations and code of conduct to encourage smooth flow of information, knowledge,
education, healthy and constructive entertainment programmes for general public
((Zia, 2003, p. 135). The concern of the researcher was carried on from here fo
rth because cable television as a mass media tool was undeniably popular in Paki
stan and has become a flourishing business. Its status changed from “a luxury” and h
as rather become a household commodity. According to a research report of sample
size of 2000 conducted in Lahore by the researcher, 90 percent of the household
s in Lahore own a personal cable connection (Zia, 2004, p.10). Thus, the researc
h intended to bring under examination effects, this household commodity has on i
ts consumers.
6
1.4.2 Research on Cable Television Effects
In 19th century, new technologies and the spread of literacy led to the developm
ent of a remarkable new form of communication: the mass communication. Since tha
t period, concern over powerful media effects has been expressed by society’s educ
ated elite, individuals and groups from all strata of population; from president
s to parents and from intelligentsia to beginning students. These historical ins
tances of concern about detrimental societal affects of media messages have been
strong and loud enough to influence lawmakers, public policy makers and attract
the interest of numerous scholars. Therefore, the researcher believes that pres
ent study could perform the same function. We live in a world where we receive a
multitude of mediated messages daily. Thompson and Bryant (2002) state that the
knowledge of effects from mediated communication assumed an increased importanc
e. We have become information-oriented and information-dependent and some have d
ubbed ours as an “Information Society”. Computers and mass media are vital cogs in o
ur societal infrastructure. With so much of what is perceived to be wrong, in to
day’s world, has been blamed on the media of communication of some sort or another
. The issue of mass media effects has become one of the paramount social relevan
ce. Media effect is an important and fascinating research domain. A fundamental
knowledge of media effects is a necessary criterion for excelling in the informa
tion age. James Current (1988) said “Empirically grounded audience research stress
ing audience power also raises difficulties”. Much of this work is directed toward
s the short term media influence, even through media influence is primarily long
term and cumulative. Concerns over impacts/effects of media always reinforce wh
enever a new communication technology is introduced in the society because techn
ology has never been neutral. It always has negative or positive impact. Thus to
judge the effects of cable television, a communication system recently gained p
opularity in Pakistan is the most relevant and important area of research for co
mmunication experts and researchers. Since the acceptability of cable television
has been termed as a household commodity, it was therefore necessary to check w
hether it has any impact on its consumers or not. More importantly, if it does h
ave an impact, the researcher intended to explore the nature of the impact. The
researcher observed that laws and rules have been devised but the cable operator
s are not abiding them.
7
A study conducted by Saleem (1994) on ‘Impact of Dish Antenna on Pakistani Society”
concluded that 44 percent of the respondents felt considerable impact upon their
social behaviour. Viewers of programmes through dish antenna felt a change in t
heir outlook towards life and became more broad-minded. The study further reveal
ed that satellite communication was introducing international culture and viewer
s were admiring the general living standards of social values of western and Ind
ian societies. Majority of the women respondents in this study were of the opini
on that dresses hairstyles and jewellery of Indian and western models grabbed th
eir attention the most. Therefore, new trends and fashions were making their way
in our society. Through this dissertation, the researcher intended to explore w
hether people are adopting these new trends and fashions or not. In light of the
findings of the study conducted by the researcher herself: “Cable Television Netw
ork in Pakistan Development, Usage, Prospects and Dilemmas” in 2003 the programmes
that were being projected on the satellite channels were pre-dominantly western
and Indian. On these cable television networks, a lot of undesirable programmes
and advertisements were also being screened without any fear of being checked a
s the government does not have any system of check and balance.
1.4.3 Study on Women
Women population under study has been further divided into three categories: lig
ht viewers (watching cable television from 1-2 hours daily), moderate viewers (w
atching cable television for more than 2 but less then 4 hours daily) and heavy
viewers (watching cable television 4 and more then 4 hours daily). They live in
contrasting social set-ups, have different levels of education, reside in differ
ent environments and have varying exposure to outer world and communication oppo
rtunities. All these factors have been taken into consideration because the rese
archer intended to examine varying affects on females according to their demogra
phic characteristics. With the reference to passive audience behaviour of the wo
men as stated by Bellour (1975), moving images on screen function simultaneously
for the imaginary and the symbolic. As the spectator enters into a filmic exper
ience, she first identifies with the cinematic apparatus; the projector function
s as the eye. Secondly, she has a narcissistic identification with the image and
then as she moves from imaginary to the symbolic, she desires the image. Laura
Mulvey further suggests that in order to derive visual pleasure, the female spec
tator must identify with the passive, fetish position of the female character
8
on screen. Hence, with such concern in the back of her mind, it was very necessa
ry to measure those implicit and explicit effects that (might) affect the behavi
our and attitudes of the female-audience. It is a general observation that femal
es in Pakistan are the housewives. A very small segment of the female population
professionally works. Hence their exposure to outside world is limited. Thus, t
heir perception falls back upon the mediated and glamorised reality via televisi
on. This also directed attention towards an important issue: the weak analytical
and expressive powers of female population in general. Even if the women posses
s communicative skills, they are not provided with a proper platform to get them
selves heard. Further, in Pakistan’s male-dominated society, women are not encoura
ged to come forward and speak-out their minds. Such observations developed the n
eed of this study. In Pakistan, a woman is supposed to perform an important resp
onsibility of bringing up their children. She is considered as the first institu
tion of the society from where the child learns. Moreover, woman is also the one
who is responsible for keeping intact the value system of the family unit and t
hus the women population holds the key to value system of the society in general
. Hence, this study had a strong rationale for analyzing the effects women are r
eceiving through the cable television. Zia (2003) mentioned that cable televisio
n channels have been immensely popular among viewers, particularly among women f
olk in Pakistan. Public concern over the ill effects of media violence and sexua
lity, explicit content, obscenity and vulgar language shown through cable televi
sion channels is evident and important. This caused many to criticize the channe
ls and express concern over the effects of such material on an innocent and expa
nding viewership. It was reported in the national dailies several times that ang
ry viewers physically attacked the cable operators. On the other hand, the PEMRA
does not have any proper system of check and balance and monitoring cable netwo
rks. Thus, this study was deemed significant for the public and the policy maker
s. A study by Zia (2004) concluded that entertainment was the primary purpose of
viewing cable television and 70 percent female cable viewers were interested in
watching only two kinds of programmes: films and dramas. Only 17.3 percent of t
he women used cable television for information and awareness purpose. Therefore,
this study focused on women only and analysed the affects of these programmes o
n them. The study has provided certain recommendations on the bases of these aff
ects.
9
Thompson and Bryant (2002) expressed that new media enabled users to become more
active in communication process and to be more selective with regard to message
s they receive. They were active agents rather than passive receivers of informa
tion. They may be called addressable users of micro multimedia television. Bello
ur (1975) considered women as passive audience but was converting them into an a
ctive audience. Hence, with all these aspects in mind, the study explored the ar
ea of cable watching and its effects with special reference to women residing in
Lahore, Pakistan.
1.5 Brief History of Cable Television
The traditional mass media had a confined sphere in countries where it initially
grew, functioning strictly in line with the values, norms, traditions and basic
requirements of the local populace. But, the invention of new technologies like
satellite communication, cable television and internet has helped it cross nati
onal boundaries and address the worldwide audience. These boosting inventions ha
ve, in fact, made the world a global village by transforming media into an inter
national entity. We are living in an era which has frequently been characterized
as ‘the age of communication revolution’ a cycle of profound and accelerating socia
l and cultural change often attributed to the impact of new media technologies.
This communication revolution is, in fact, a succession of three overlapping tec
hnological stages that have taken place during the last 150 years (Zia, 2003, p.
1). Encyclopedia Britannica (1986) describes cable television that generally, a
system that distributes television signals by means of coaxial or fibre optic ca
bles. The term also includes systems that distribute signals solely via satellit
e. Cable television system originated in United States in the early 1950s and wa
s designed to improve reception of commercial network broadcasts in remote and h
illy areas.
1.6 World History of Cable Television
John Walson, an appliance storeowner in a small town of Mahanoy, had difficulty
selling television sets to local residents because reception in the area was poo
r. The problem seemed to be the location of the town in a valley and nearly 90 a
ir miles from the Philadelphia television transmitters. Naturally, signals could
not pass through mountains and clear reception was virtually impossible except
on the ridges outside of town. It was frustrating for those who had just purchas
ed an expensive set but not receiving clear transmission. Reasons for poor recep
tion were well-understood. For one thing, the early transmitters were not very p
owerful. If one lived close to the station, there
10
were few limitations. But for those living some distance away, reception could b
e poor, the picture was often fuzzy, distorted or faint. Even a passing car coul
d create electrical interference and fill the screen with ‘snow’ or cause the pictur
e to roll. In addition, the fact that television signals travel in a straight li
ne reduced the quality of reception or even made it impossible behind large buil
dings on the back side of hills or mountains and in similar positions. To solve
his problem, Mr. Walson put an antenna on the top of a large utility pole and in
stalled it on the top of a nearby mountain. Television signals were received and
transported over twin lead antenna wire down to his store. Once people saw thes
e early results, television sales soared. It became his responsibility to improv
e the picture quality by using coaxial cable and self- manufactured ‘boosters’ (ampl
ifiers to bring cable television to the homes of customers who bought television
sets. And as such the cable television was born in June 1948. In the early 1950’s
, television was fairly new. Though it had not yet become popular, city departme
nt stores displayed many different models for sale. And, like an apartment house
where every resident had his/her own television, the rooftops of stores were be
ginning to resemble forests of television antennas. Milton Jerrold Shapp, who la
ter became governor of Pennsylvania, developed a system to consolidate the fores
t of antennas for city department stores and apartment buildings. Under this new
system, one master antenna (MATV) could be used for all television in the build
ing. His secret: the coaxial cable and signal boosters (amplifiers) capable of c
arrying multiple signals at once. At about the same time, in the nearby town of
Lansford, another appliance salesman named Robert (Bob) Tarlton experienced simi
lar problems as those faced by Mr. Walson. He read about Mr. Shapp’s new system an
d though it worked for apartment houses and department stores, it could work for
his own town as well. While the community was only 65 miles from Philadelphia,
it was behind a mountain that interfered with signals. Tarlton decided to try a
new approach. He put up a big antenna and for a monthly fee he provided a cable
hook-up to each subscriber’s home. He called his new business the “Panther Valley Te
levision Company”, and he was able to supply excellent signals to people who could
not otherwise operate a receiver. He did not originate any new programming. All
he did was to capture network broadcasts with his community antenna and relay t
hem to homes on his system.
11
1.6.1 Cable Develops in the World
Pay television was launched in November 1972 when Service Electric offered Home
Box Office or HBO over its cable system in Wilkes Barre, Pennsylvania. This repr
esented the first successful pay cable service to the nation. Despite the fact t
hat HBO was only viewed by a few hundred people that first night, it has gone on
to become the world’s largest pay cable service with over 11,500,000 viewers. So
HBO decided to deliver its signals by satellite. HBO was the first programming s
ervice to use a satellite to distribute its programming. The way it works is tha
t a signal is beamed from the earth to a satellite in a stationary orbit some 22
,300 miles over the equator and bounced back to receivers on the earth. By satel
lite distribution, HBO’s signals are available to cable operators throughout North
America. Because it is so widely available, it had an advantage over the earthb
ound, microwave distributed services such as WOR-TV- an independent station in N
ew York city. Cable is in many ways a bit different; however there is certainly
a greater variety of choice. For a monthly fee, one can receive the ‘basic’ service,
which is usually a mixed bag that includes network broadcasts plus special chan
nels that feature weather, sports, religious programmes, news, public service an
nouncements, rock music and various other kinds of content. For additional fees
one can add movie channels or other special services.
1.7 Development of Television in Pakistan
Authorities in Pakistan introduced television in 1964 with the aim to uplift the
nation socially and culturally. As Pakistan was a newly-born state and under-de
veloped, it was thought that television could help in achieving progress in the
country through dissemination of information, knowledge, education and awareness
. Before Pakistan television started in 1964, Pakistani public was a little bit
familiar with television through an exhibition where Philips Electrical Company
installed a few television sets and televised few foreign films. In October 1963
, a national publicity conference was held under the chairmanship of the Preside
nt Ayub Khan that decided to set up a television station in Pakistan. Hence Paki
stan entered into television broadcasting age with a small pilot television stat
ion at Lahore on November 26, 1964 from where transmission was beamed black and
white. This station telecast some live but amateur programmes and some of foreig
n films. Initially, television centre was set up with the help of UNESCO, Colomb
o plan and Japanese government. To meet the graving cost of television
12
broadcasting, commercial telecast was also permitted but no license fee was char
ged on television set at that time.
1.7.1 Pakistan Television Corporation Limited
Initially the Government of Pakistan established a private company in collaborat
ion with the Japanese Nippon Electrical Company (NEC) and Britain World known Th
omas Television International which initially started television programming in
1964. The shares of the government of Pakistan were greater then the private com
pany. On May 29, 1967 the company turned into a public limited company namely Pa
kistan Television Corporation and registered under Company’s Act 1913. The Managin
g Director, always nominated by the government, is the managing and executive he
ad of the corporation and implements rules formulated for the Corporation and it
s employees. A Board of Directors comprises 10 members and looks after policy ma
ters and important affairs of the Corporation. The central office of the corpora
tion consists of seven divisions accordingly.
1.7.2 Development of Pakistan Television Corporation Limited
Pakistan Television has now five centres throughout the country including Karach
i and Rawalpindi television centres, which were established in 1967 and Peshawar
and Quetta centres in 1975. Ptv-Karachi Centre along with four re-broadcast sta
tions at Thana Bola Khan, Shikarpur, Noorpur and Thando Allahyar, connected to o
ther centres in the country through microwave link, cover about 90 percent of th
e population. Until 1968, when the network procured the required VTR recording e
quipment, it was perforce transmitting only live from the studios, and then most
ly operating in rented buildings. And in 1976, it switched over to color transmi
ssion. It has established its own training academy as well. Now Ptv has been con
verted into a profitable organization with a leap of Rs. 287 million from Rs. 14
31 to Rs. 1718 million in advertising income; from Rs. 148 million net operating
losses to Rs. 38 million net operating profits.
1.7.3 Ptv World
A new satellite channel Ptv World was launched in 1991. With the opening of Ptv
World, Pakistani programmes are now being viewed in other parts of the world via
satellite. Mideast Time, an extension of Ptv World, targets Pakistani expatriat
es in the Middle East.
1.7.4 Ptv National
The objective of the Ptv National is providing different local news as well as e
ntertainment in all languages in different part of the country.
13
1.7.5 AJK TV
AJK television is a Kashmiri Channel providing different programmes for local vi
ewers and Kashmiri and Gojrati news.
1.8 Induction of Private Sector in Broadcast Media
In Pakistan the broadcast media has remained under the government control during
the last 40 years of the country’s history. However, the last decade witnessed a
great change in the media policy of the government and media gradually opened up
to the private sector. In line with the global trends it also introduced the ne
w media technologies in the country resulting in a rapid growth of broadcast med
ia in the country. The late 80’s and early 90’s marked a turning point on the electr
onic media landscape with the emergence of Shalimar Television Network (STN), al
though partially state-owned as an alternate channel to Ptv in 1989. In 1996, th
e government allowed private radio and television outlets namely FM-100 and Shah
een Pay TV, which assumed the shape of an industry.
1.9 Cable Television Network in Pakistan
In Pakistan, the cable television network was quietly introduced at a small scal
e in Karachi in the early 80’s in the absence of any regulatory law. It started fr
om the city’s apartment buildings and worked without any large-scale equipment bec
ause of the close proximity of the apartments. Main attraction for subscribers w
as Indian and English movies and Ptv dramas which the operators would obtain on
rent from nearby video centres. Operation rooms were usually set up in the basem
ents of the buildings, giving connections to each apartment from there. Each hou
sehold was paying a small monthly fee to the operator for the service. (Zia, 200
3) In 1982, according to Director Pakistan Telecommunication Authority (PTA), th
e availability of satellite channels in Pakistan brought about a major change in
the cable network operations. Cable operators who were relying on the video cas
settes until now felt the need for installing satellite-receiving dishes to prov
ide a variety of programmes to their subscribers through CNN, Star TV and variou
s Indian channels. Thus the large scale cable network emerged out of the already
established cable system. Cable system started to expand by a stringing of wire
s from one rooftop to another and so on. The system in Karachi gradually flouris
hed and many people entered in this business. During early 1990’s satellite televi
sion became an irresistible phenomenon in Pakistan, particularly in Punjab. But
in 1998, all major channels were transferred to
14
decoders, which were a lot more expensive and the annual subscription was also b
eyond the reach of a common man. A man once setup this satellite system for his
own personal use and then started providing this service to neighbouring areas a
gainst a small fee. Thus, this gave way to the business of cable television netw
orking which established and flourished in a short period. The government took n
otice of this illegal operation in the late 1998. The Nawaz Sharif headed govern
ment came to conclusion that cable operation be made legal in Pakistan. But befo
re any action could be taken, the Nawaz Sharif government was toppled and the ar
med forces took command of the nation’s destiny and started considering legalizati
on of the cable television. The army regime headed by General Musharraf legalize
d cable television operations in January 2000. The Pakistan Telecommunication Au
thority (PTA) started the procedure of issuing licenses to the cable operators i
n January 2000. The following is the data for the number of issued application f
orms and responses received till June 2000. PTA chairman Mian Muhammad Javed exp
lained that cable television had now emerged as one of the most inexpensive mean
s of entertainment in the country which government wanted to make more popular a
mong users and viewers by framing policies and proper rules and regulations to e
nsure transmission of good programmes through their channels. The legalization p
rocess of cable television networks started in November 1998 and completed in 20
00. Therefore, in June 2000, cable television networks started
functioning legally which initiated a new era of electronic media in Pakistan. T
his raised a number of new queries and gave an opportunity to people to discuss
this new system of communication in Pakistan.
1.10 Cable Television Licenses
There were eight categories of cable television licenses ranging from B-1 to B-8
based on the number of subscribers. Till December 2001, total number of legal c
able operators was 840 across the country. Out of these, a majority of operators
were based in Karachi, Lahore and in some other major cities of Punjab. For the
running of one small set-up at least 8-10 employees were required. About 8,000
people got employment through this system and were providing livelihood to about
50,000 persons. On the other hand illegal cable operators also continued to wor
k. They add up to about 3,000 and were providing employment opportunities to a l
arge number of people (Zia, 2003: 88).
15
PTA issued nationwide licenses to the cable operators and the issuance of the li
cense to an eligible firm(s)/company may take seven days on the receipt of the a
pplication.
Table 1.1: Licenses Issued to Cable Operators from June 2000 to Dec. 2001 by PTA
Category B-1 B-2 B-3 B-4 B-5 B-6 B-7 B-8 Total Islamabad/ NWFP 110 3 0 1 0 0 0
5 119 Punjab/ Lahore 328 7 2 1 0 0 0 0 338 Karachi 333 42 1 1 1 1 0 1 380 Total
771 52 3 3 1 1 0 6 837
Source: Pakistan Telecommunication Authority
It can be seen from the above table that maximum licenses were issued in Karachi
i.e. 380 and minimum were issued in Islamabad/NWFP i.e. 119 whereas Lahore issu
ed 338 licenses throughout Punjab. This shows that the growth of cable televisio
n network is at its peak in Karachi and in Punjab including that cable televisio
n was warmly welcomed in these areas and people accepted it with pleasure. Cable
television has been growing rapidly in major cities of the country since the go
vernment authorised PTA to issue licences to cable operators in early 2000. The
number of households using this service has crossed 2.5 million. In the densely
populated cities, like Karachi and Lahore, the growth of cable television is rap
id as the operators do not have to face high installation cost. Secondly, houses
are close to each other, making
16
supplying of connections easier than in cities like Islamabad where the houses a
re not so close. Therefore, in the federal capital, cable television system is f
ar from being a thriving trend as cable operators see dim business prospects in
the field. According to a study in which three thousand people were interviewed
in different areas of town, cable network has expanded 25 percent in just one ye
ar. (Zia, 2003: 89).
1.11 Formation of Pakistan Electronic Media Regulatory Authority
An independent cooperate body namely Pakistan Electronic Media Regulatory Author
ity (PEMRA) was established to regulate the process of awarding licenses to priv
ate and public sector, for smooth functioning of private media and to effectivel
y deal with the public complaints on March 1, 2002 after the lapse of the PEMRA
Ordinance in 1997. This body is functional since April 15, 2002. PEMRA consisted
of a Chairman and nine members appointed by President of Pakistan. PEMRA inheri
ted 848 licenses from PTA and issued around 1173 new licenses.
1.11.1 PEMRA Vision
· To promote the electronic media in Pakistan so as: 1. To reflect the aspirations
of people at national and international level 2. To serve as a catalyst for soc
io-economic development · · Exploit indigenous human and financial resources in the
broadcasting field to gain competitive advantage and become a leading player in
the region Introduce state of the art technologies
1.11.2 Mandate of PEMRA
· · To improve the standards of information, education and entertainment To expand c
hoices available to people of Pakistan in media for news, current affairs, relig
ious knowledge, art, culture, science, technology, economic development, social
sector concerns, music, sports, drama and other subjects of public and national
interest · · To improve people’s access to mass media at local and community level To
ensure accountability, transparency and good governance by optimizing free flow
of information
1.11.3 Functions of the Authority
PTA is responsible for facilitating and regulating the establishment and operati
on of all the broadcast media and distribution services in Pakistan established
for international, national, provincial, district and local or special target au
diences.
17
1.11.4 Aims and Objectives
PTA thus underscored following key objectives: · · · · · To streamline cable television op
erations in Pakistan by identifying actual and potential cable television homes
in Pakistan To mutually resolve issues/grievances between cable television opera
tors and service providers by determining reasonable tariff structure To ensure
positive contribution to the economy by attracting and encouraging potential inv
estors in the field of electronic media To enhance the existing revenue base of
PEMRA To avoid massive larceny of government revenue in the form of taxes and ta
riffs caused due to concealing of facts about actual income by cable television
operators · To evade anomalies and piracy issues in electronic media For obvious r
easons, cable television still remains the fastest growing sector in the domain
of electronic media in the country. PTA has evolved a comprehensive policy to gr
ant licenses for establishing cable television networks, identifying for them ba
skets of television channels and introducing them to new media technologies. PEM
RA has issued cable television regulations, developed a code of ethics for opera
tors selected 54 eligible television channels for distribution detected over 2,0
00 illegal cable television operators/loop line holders and regularized rural ar
eas cable television operators. Till February 2004, there were 1,105 licensed ca
ble television operators in the country, whereas many more are being licensed an
d almost double the number are under process for regularization. As per Sedat an
d Murshad Associates survey and study, an estimated investment in this segment i
s over Rs. 7.28 billion with annual growth rate of 132 percent for the last thre
e years. It covers over 5-6 million households with approximately 30,000 personn
el working on self-employment basis. Other surveys have revealed that cable and
satellite penetration has grown from 5 percent in 1998 to approximately 45 perce
nt in 2006 in the country (Report 2003- 06: PEMRA). During the years 2003 - 2006
, PEMRA has issued 788 licenses in various categories for launching cable televi
sion networks in various parts of the country that is in addition to the license
s inherited by the PEMRA from PTA. Province-wise number of licenses issued is as
follows: · Sindh -------------------- 313
18
· · · ·
Punjab -------------------235 NWFP------------------- 52 Islamabad -------------
- 118 Balochistan ------------- 70
Table 1.2: Licenses Issued to Cable Operators till 2006 by PEMRA License categor
y B(LH) B-1 B-2 B-3 B-4 B-5 B-6 B-7 B-8 B-9 B-10 Rural (R) Hotel (H) Total Islam
abad Region 09 90 18 02 00 00 00 00 00 00 00 63 00 182 Punjab region 99 236 07 0
1 01 01 00 00 00 00 00 60 03 408 NWFP Region 12 50 03 00 00 00 00 00 00 00 00 17
00 82 Sindh Region 00 219 71 24 03 03 00 00 02 00 01 217 04 544 Balochistan Reg
ion 08 28 03 01 00 01 00 00 00 00 00 43 01 85 Total 125 622 94 25 05 04 00 00 02
00 01 365 08 1301
Source: Pakistan Electronic Media Regulatory Authority.
19
The authority retains the approved list of satellite television channels under c
onstant review, periodically revising it to cater to public taste, needs and dem
ands. Its current list has on it 49 satellite television channels excluding the
Pakistani ones. The list is enclosed at: · · · · · · Religious Channels -------------------
--------02 News Channels ----------------------------11
Educational and Informational Channels----09 Entertainment Channels-------------
----------06 Sports Channels --------------------------06
Entertainment Channels-----------------------15 The list is widely circulated am
ong cable television operators for their information
and compliance. The number of connections has been increased from 2.9 million in
2003 to more 4 million homes in 2006 in Pakistan. However, cable operators do n
ot have any device to censor whatever the channels are broadcasting. In addition
to this PEMRA does not have any system to monitor the channels which are being
transferred to the connection holders by the cable operators.
Table 1.3: Number of Cable Television Subscribers in the Country Areas / Region
Islamabad Sindh Punjab NWFP Balochistan Grand total
Source: Pakistan Electronic Media Regulatory Authority
Declared subscribers by cable television operators 40,244 88,332 22,356 17,037 8
,434 176,392
Implemented subscribers through enforcement so far 223,000 1,497,905 1,011,000 4
99,017 40,000 3,270,922
20
1.11.5 Cost Effectiveness for End-Users
According to 2003-2006 report, published by PEMRA, the cable television operator
s at present in different parts of country were charging competitive rates from
subscribers. The one time connection fee ranges from Rs.500 to Rs. 2,000.
Table 1.4: Technology and Connection Charges Technology Connection charges/insta
llation(Rs) Cable Television MMDS DTH 500 – 2000 1500 – 2000 10,000 – 12000 Monthly su
bscription (in Rs) 225 – 350 200- 350 250 – 350
Source: Pakistan Electronic Media Regulatory Authority
The growth in subscription of above technologies is correlated with the cost eff
ectiveness that is offered to end-users. Table 1.5 portrays a survey of the tele
vision viewership in the country by household income group.
Table 1.5: Television Viewership by Household Income Monthly household income (R
s.) Up to 4,000 4001-7000 7001-15000 15000+
Source: Gallup Survey of Pakistan
Viewers percentage 35 51 72 81
Estimated numbers 14,843,000 17,107,000 11,845,000 7,843,000
Cable television operators all over the country have been relaying programmes an
d advertisements on self-generated CD channels in explicit violation of the prov
isions
21
of PEMRA regulations. By doing so they were causing damage to the satellite tele
vision channel operators by fetching advertisements at a very cheaper cost. More
over, content and quantity of such private channels was also devoid of PEMRA rul
es. On the other hand, cable television operators of the country have persistent
ly demanded PEMRA for granting permission for in-house channels and advertising
on cable television networks. PEMRA has therefore devised a policy for registrat
ion of inhouse channels for cable television operators. The very purpose of this
policy is to ensure the level playing field for stakeholders by regulating ille
gal transpiration of in-house channels. The number of such channels is now restr
icted to five (maximum) according to categories of cable television licenses. Wh
ereas, in past they were showing 15 to 20 such channels by flouting all the regu
lations and norms. No operator is allowed to transmit their local channels or to
insert ads without prior permission/license of the Authority. The license for i
n-house channel and its fee is in addition to the license for cable television o
peration. Moreover, the sector had over the time come to be lighted massively by
the courage of loopline connections. Instead of going for rather impracticable
punitive actions, the Authority thought it more prudent and practicable to bring
the operators of these illegal connections in its net by offering them concessi
ons. To this end, it introduced for operators running their cable operations on
loopline from any licensed cable television head-end operators, a category marke
d as cable television license of loop-line holders (LH Category). It provides tw
o options to such loop holders. They can either obtain an independent license in
LH Category maintaining their independent status or they may become an agent to
the licensed cable television operator. Both options were evolved in consultati
on with various representatives of cable television operators associations and s
takeholders (PEMRA: Annual Report 2002-2003). As such, some good results were ob
tained and PEMRA issued 640 head-end licenses till 2006 in Punjab. In Lahore, PE
MRA has issued 83 head-end licensees till 2006, out of which 68 are active and 2
76 loop holders are successfully handling cable perorations and serving 0.35 mil
lion subscribers. Every cable operator/loop holder provides more than 100 channe
ls to connection holder.
22
1.12 Private Sector in Broadcast Media
In Pakistan the broadcast media has remained under the government control. Howev
er, the last decade witnessed a great change in media policy of government and m
edia gradually opened up to private sector. In line with global trends it also i
ntroduced new media technologies in the country and the resultantly a rapid grow
th of broadcast media in the country was witnessed. In 1989 Shalimar Television
Network (STN) although partially state-owned, emerged as an alternate channel to
Ptv. The government in 1996 allowed private radio and television outlets, namel
y FM-100 and Shaheen Pay TV, which assumed the shape of an industry. In practica
l terms, it meant competition and resultantly the creation of a broad spectrum e
nvironment for access to information, education and entertainment. Until August
1990, Pakistan Television Corporation (Ptv) was the only state owned television
channel. At that time, however, another television channel, People s Television
Network, was established which brought Cable News Network (CNN) to Pakistan. Thi
s channel was also partially government controlled. Presently, more than 20 sate
llite television channels having Pakistani contents are being broadcast with dif
ferent names including foreign band channels including: · · · · · · · · · · · · · · · · · ·
AJK Geo TV Indus Plus Ptv 1 QTV UNI Plus
ARY Digital Pakistan Indus Music Indus Vision Ptv Channel 3 The City Channel Geo
News
ARY One World Indus News KTN Ptv National The Music Apna Channel
The present situation in Pakistan shows dominance both by public sector and priv
ate/commercial media, with PTV having an extensive reach because of its extensiv
e network of stations and boosters. It has a greater acceptability and credibili
ty of people in areas where it can be watched through cable network and satellit
e dish antennas. Currently, in Pakistan we can differentiate three kinds of tele
vision channels: 1. State-owned television channels
23
2. Privately-owned commercial television channels that are not PEMRA licensee bu
t telecast from abroad 3. Privately-owned commercial television channels that ar
e PEMRA licensee
1.12.1 State-Owned Television Channels
State-owned television channels are those whose 100 percent shares are with the
government of Pakistan. These are Ptv, Ptv National, and Ptv World. Ptv has sold
STN time to a private company that is running the channel with another name, At
v.
1.12.2 Non-PEMRA Licensee
Several satellite television channels are freely telecasting their transmissions
from outside Pakistan but originating virtually their entire content from withi
n the country without facing major obstructions. They include Geo, ARY Asia, The
Music, Drama Plus, Iqra, QTV, UNI PLUS, Al-Irfan, Al-Noor, Sun TV, TV-ONE, Indu
s News, Style Duniya, Business Plus, Aaj TV and Apna channel.
1.12.3 PEMRA Licensee
PEMRA has issued 16 licenses in private sector till 2005 which are allowed to up
link from Pakistan. These are enlisted in Table 1.6. Those in bold type are on a
ir and the remaining are about to become functional for public in a short period
of time. All of these are commercial channels.
24
Table 1.6: The PEMRA Licence Holder Private Channels Sr. No. 1 Name/Title of lic
ensee Virtual University, Lahore [Two Channels] Name of channel License issued f
or “VTV 1” “VTV 2” “VTV 3” “VTV 4” 2 Indus TV Network (Pvt.) Ltd., Karachi [Two Channels] L
e issued for “Indus Music” “Indus Vision” 3 AVT Prime Pvt. Ltd., Islamabad. Licence Issu
ed for “Khyber TV” 4 ARY Communications Pvt. Ltd. Karachi [Two Channels] Licence iss
ued for “ARY ONE World” “ARY Digital” 5 Mashriq Television Pvt. Ltd,, Lahore Licence Iss
ued for “Mashriq TV” 6 7 8 9 10 11 International Marketing and Trading Company (Pvt.
) Ltd. Lahore. Top End Network (Pvt.) Ltd., Lahore. Eye TV Ltd, Karachi Vision N
etwork TV Ltd, Karachi 24-Seven Media Network (pvt) Ltd, Karachi Southern Networ
ks Limited, Islamabad Licence Issued Licence Issued "Hum TV" Licence Issued Lice
nce Issued Licence Issued
Source: Pakistan Electronic Media Regulatory Authority
Number of Licenses 16
Gone ‘on-air’ 10
25
1.13 Government and Private Television Channels in Pakistan
The cable operators are offering following local channels: AAG TV - 24 Hour Paki
stani Music Channel · · · · · · · · · · · · · · · · · · · · · · AAJ TV - Entertainment Tele
nt Television ARYONE World - 24 Hour Urdu/English News Channel ARY Digital Pakis
tan ARY Digital USA ARY Digital Europe ATV - Aik Duniya Nayee AJK TV - National
Kashmiri Television AVT Khyber - National Pushto Channel BUSINESS Plus TV - 24 H
our Business News Channel Cartoon Network Pakistan - 24 Hour Children Programmin
g CNBC Pakistan - Profit From It Channel G-24 Hour Music Channel DM Digital Paki
stan-UK Based Channel FILMAZIA - Lollywood Film Channel GEO TV - Har Pal Geo! GE
O News - 24 Hour News Service HBO Pakistan - 24 Hour Hollywood Flims HUM TV - Hu
m Sub Kay Liay INDUS Music - 24 Hour Pakistani Music Channel (Affiliated with MT
V) INDUS Vision - Your Drama Channel INDUS Plus - Hur Lamha Aap Ke Saath!
26
· · · · · · · · · · · · · · · · · · · · · · · · ·
INDUS News - 24 Hours Round The Clock News INDUS USA - For North American Viewer
s INDUS Europe - For European Viewers KTN - National Sindhi Channel Mashriq TV -
National Urdu Channel Ptv National - Official Domestic State Television Ptv Wor
ld - Official International State Television Ptv Bolan - National Balochi Channe
l Ptv Channel 1 Ptv Channel 3 Ptv Prime Europe Ptv Prime USA QTV - 24 Hour Islam
ic Religious Channel Rung TV Sindh TV - Sindhi Language Television The Musik - 2
4 Hour Pakistani Music Channel TVOne - The ONE To Watch City Channel Karachi - K
arachi Metro Channel UNI Plus - Pakistani Urdu Channel Virtual TV1 - Online Educ
ational Channel Virtual TV2 - Online Educational Channel VIBE - Pakistan s Newes
t 24 Hour Music Channel Vectone - UK Based Urdu Channel Sun Biz TV Ravi TV
27
·
Urdu Music Videos from IM of Pakistan
1.14 International Channels Viewed in Pakistan
Following are the foreign channels offered by cable television operators: · · · · · · · · ·
orld · · · · · · · · · · · · · · Star Plus · · · · · · · · · · · · · · Star Gold
Star Movies
Star Sports
Sahara One
Sur Sangeet
Super Sports
Ten sports
Zee Movies
Zee Tv
Zee Smile
ZOOM
HBO
HallMark
AXN
Balle Balle
BBC Prime
Bloom Berg
Cartoon Network
ESPN
VOX
Fashion TV
ESPN
FOX
Reality TV
MTV
Channel V
CNN
Discovery channel
National Geographic
History
SONY
Saharay samay
Saudi Tv
LBC
B4u music
B4u movies
S Max
Sky sports
South Aisa World
Zee cinema
28
· · ·
Star one
· · ·
CNBC
· · ·
MTV HITS
MTV UK
Nickelodeon
Sky Movies
Sky News
The Hits
Animal Planet
1.15 MMDS and LMDS
Electronic Media Review (2004) reports that the technology of wireless cable (MM
DS) strengthened its roots in Pakistan in the year 1996. Shaheen TV, a subsidiar
y of Shaheen Foundation, obtained license from the government of Pakistan to est
ablish analogue Multi-channel Multipoint Distribution System (MMDS). Initially,
Shaheen Pay TV used to broadcast 10 channels but later increased the number to t
welve. A majority of stakeholders now is the Southern Group. Presently, Shaheen
Pay TV is operating in three cities: Karachi, Lahore and Islamabad. PEMRA has is
sued two MMDS licenses for two cities to a company whereas 12 companies are bein
g issued MMDS licenses in other 19 cities. It will provide a wide choice, compar
atively better television services to subscribers. LMDS system is not operative
at the moment in Pakistan. PEMRA plans to issue licenses in this technology in n
ear future (PEMRA website, 2006).
1.16 Situation Analysis
The cable industry and satellite channels played a mutual complimentary role in
the country and giving a sound impetus to the private television network. An ama
zing rise of cable television is evident if one examines the growth rate of cabl
e television operators over the years. In 2002, the number of cable operators wa
s 837 which increased to 1301 till 2006. Some of them have subscriber basis as l
ow as 1,000 to as high as in hundreds and thousands. Subscription fee varies fro
m Rs. 225 to Rs. 350 per month. Most of the networks are providing minimum of 30
to 40 and maximum of 120-150 channels to subscribers. Cable television network
is gradually spreading out in a number of small towns extending to the rural are
as providing the masses access to foreign and local satellite channels. The popu
larity of cable television in the country is owing to the availability of both l
ocal and foreign channels as well as access to round the clock availability of p
rogrammes of a wide variety. People started enjoying this new freedom of choice
and
29
came out of the stagnant state of Ptv which monopolised the electronic media fie
ld for a long time. Viewers may have the cable connection by paying nominal amou
nt and can watch a variety of channels which provide them unlimited number of fi
lms, drama, music, international programmes, sports programmes etc. With the int
roduction of cable television, viewers of different age groups and different inc
ome groups can now approach different kinds of local and foreign channels. Anoth
er reason for its acceptability and popularity among the viewers is the leisure
and entertainment at their doorstep. For instance, if a family visits a cinema h
all, they have to spend on their travelling, food stuff and tickets, obviously b
eing expensive to a middle class family. Now, with the ultimate number of channe
ls on cable television, inexpensive and round the clock entertainment is availab
le at their home for the entire family. At the same time they may avoid the prog
rammes on Ptv which lack variety, are unattractive and with a lot of coverage to
the govt activities. As a result these programmes are quite often monotonous an
d uninteresting. In contrast, foreign channels provide a variety of programmes,
non-stop entertainment and a choice to all the members of the family. Moreover,
their uncensored presentation is found to be bold and attractive for them. One o
f the reasons for the attraction of cable television channels is the live covera
ge of international audience hitherto ignored by Ptv in the past. The Ptv news a
nd current affairs programmes gave more coverage to government activities and mo
st of the time full of statements and speeches of the VIPs, political leaders an
d ministers were telecast. It lacked coverage to social and other issue of commo
n man’s interests. Therefore, viewers were glad when they received news of events
of their interests and interviews with personalities on BBC, CNN and other priva
te channels rather than statements by the government officials and celebrities.
They were also amazed by visiting foreign lands by watching programmes on cable
television foreign channels and were also exposed to the behaviour and lifestyle
of other nations. Apart from live coverage of major happenings, interviews with
personalities on news channels, music channels, dramas on Geo, Star Plus, ARY a
nd Sports channels attracted both viewers and advertisers which posed a serious
threat to Ptv. The soap operas, talk shows, chat shows and other programmes have
become quite popular among viewers of all income status groups, though these pr
ogrammes promote a very different values system from that of Pakistanis. As a re
sult, rapid growth of cable television in Pakistan has not only broken the monop
oly of Ptv in the country but also possessed a challenge to the behaviour and va
lues system of our nation. Further, with the advent of
30
satellite transmission and growth of cable television has enhanced the element o
f competition among the television channels. Consequently, local and state-owned
television channels are following the production patterns of foreign channels,
particularly Star Plus owned by Star TV Network. Star plus is projecting and pro
moting the Indian traditions, values and culture in Hindi language. In Pakistan,
no other technology has been accepted and ever made a so sudden impact on minds
of peoples as the cable television network has made. With emergence of private
satellite channels, the whole broadcasting industry has been commercialized. The
expansion of commercial broadcasting has created a consumer-oriented market whi
ch further expanded the marketing and advertising infrastructure of Pakistan’s eco
nomy. This was required for the success of the government’s liberal media policy.
One of the important and clear trends observed in Pakistani broadcasting industr
y is the shifting of senior, famous and creative directors, producers and broadc
asters from Ptv to the new private television channels. There might be the follo
wing reasons for this act: · · Private television channels are paying heavily to the
media professionals i.e. producers, directors, editors, etc. Media professional
s are enjoying more freedom to work in private channels as compared to state-own
ed media i.e. Ptv and PBC Another important result of the media expansion is the
fragmentation of audience. These channels provide diversity in content and them
e targeting a specific group. There are separate dedicated channels for sports,
movies, music, drama, news, religion etc. Similarly, there are separate channels
for different languages i.e. national, international and regional. Many indigen
ous programmes are just replicas of the western and Indian programmes. Most of t
he channels show clichés of similar programmes having a few innovative ideas. This
shows that a variety of programmes are available but the content is almost the
same.
31
CHAPTER 2 LITERATURE REVIEW
Literature review is considered to be the most important stage of the research p
rocess as it allows to earn from (and eventually add to) previous researches and
also saves time, efforts and money. Therefore, the researcher reviewed all the
relevant literature available on internet and in major libraries across Pakistan
. A logical and systematic review of the literature made the completion of this
study possible. The focal point of this study was to evaluate the effects of cab
le television on women’s life patterns in Pakistan. Literature review revealed tha
t one of the major concerns amongst the researchers all over the world was the a
mount of exposure to foreign channels on cable television and its impact on the
society. The impact of television’s incessant presentation of social roles is some
times a problem for cultures that differ in their values from the place where th
ese programmes originate. Ideas about family, interaction, marriage and roles ar
e not the same as projected in foreign programmes as they are within the native
country. The following section presents a review of the results of relevant stud
ies conducted in various countries and exposes that there has not been any simil
ar research conducted in Pakistan.
2.1 International Studies on Television / Cable Television
Latin American communication researchers began to analyze the nature and perceiv
ed effects of the rapid spread of mass media, particularly commercial television
as the foreign cultural influence in their region. Before 1970s, a good deal of
attention in Latin American communication writing was focused on critical analy
sis of media but with relatively little attention to audience. Later, emphasis w
as laid on media and audience by exploring what popular culture meant for Latin
Amercian audience (Mcanany and Antonio, 1994). The importance of audience and me
dia relationship has been recognized in the western countries thus the researche
r felt the need of addressing the impact of cable television on the audience (wo
men) in Pakistan also. A review of the knowledge on new communication technologi
es pertaining to cultural identity by Jamias (1993) summarizes that fear burns r
ife over the negative impact potential of new communication technologies on cult
ural identity in rural Asia. Yet technology is not neutral. Technology is good o
r bad depending on the use to which it is put. Research results have shown both
positive and negative aspects of media
32 technology. In contrast, the ambivalent nature of new communication technolog
y and research, in short, should inform media policy. It should inform the choic
es that people make in their media usage. The appropriate research approach buil
ds on the primacy of social needs, not merely at the whims of market forces. And
, individual citizens should be intellectually prepared to be discerning if not
critical users of communication media and products. Yoshii (2001) finally consid
ers how society and culture could change as a whole with increased dissemination
of new media, changes in communication and states. As a result of new media as
a whole speeding up the flow of information, the world will undergo radical chan
ges such as it has never before experienced. These changes will, like it or not,
transform social organizations, bringing about what business administrators cal
l ‘temporariness’. And the world will shift to a value system that applauds changes.
The new media, if used improperly, may not only bring about serious social prob
lems but also give rise to a new rich-poor gap in information between those who
know to use the media and those who do not. We need to firmly establish media li
teracy and media ethics if we are to prevent these problems from arising. Keepin
g in view the concerns of the above mentioned researches the present research wa
s the first in Pakistan on similar grounds. The results of this study could prov
ide a guideline to the audience how to critically analyze the content of media a
nd keep watch of negative impacts. Goonasekera (1993) relates the relationship b
etween media and social imperatives. It is possible for a third world country to
adopt communication policies to bypass early stages of industrialization and le
apfrog the modern technology. He says that Palapa was an experiment in rural dev
elopment through the use of advanced communication technologies by using a satel
lite based system of broadcasting and telecommunication to link vastly scattered
villages with the centre. It was considered the most cost-efficient and quickes
t way of linking the 150 million people of Indonesia. The satellite system was u
sed to launch a development communication programme aimed at teaching basic skil
ls in production and marketing of rural areas-based goods to teach family planni
ng, improved health and hygiene to show how to protest the natural environment a
nd to provide general information about the world outside. Rahim (1994) conducte
d a survey on the impact of cable network on television and video viewing in Hyd
erabad. According to him: “Cable network introduced in India in 1984 are new pheno
menon in media as compared to video. There were about 3,460
33 cable television networks in May 1990 and over 3.3 million households in four
metros namely Bombay, Delhi, Calcutta and Madras had been cable television, wit
h an audience of 1.6 million. Though it does not present as wide and personal se
lection of programme’s content as video but offers similar entertainment at less c
ost and also over come the problem of zapping of advertisements. Hence, it is mo
re useful for the advertiser.” He concludes that cable subscribers are mostly from
upper and middle income groups. The average time spent on watching television i
s 5.36 hours per day in each household. Out of this, 60 percent of time is spent
in watching programmes on cable and 40 percent on watching Door Darshan. More f
emales watch entertainment programmes on television. Although there is no signif
icant variation of choice regarding news on DD and cable television but it is pr
eferred for entertainment programmes and movies.” A research on the impact of cabl
e television on women at a very basic level in terms of activities, time managem
ent and interaction with family members and the outside world revealed that 16 o
ut of 30 women spent over 4 hours a day watching cable television and 10 of them
spent 2 to 3 hours a day (Eashwer, 1994). The researcher reported that the majo
r activities affected are: · · · Exposure to other media and reading habits Interactio
n with children, husband, other family members, friends and neighbours Cooking a
nd other household work Women see two Indian feature films a day on cable televi
sion which pushes them to the world of fantasy and promotes violence. The above
mentioned studies performed in South East Asia have not been conducted in Pakist
an. This study ascertains if the similar effects and viewer-ship patterns are pr
esent in Pakistan or if there is a deviation. Sen (1993) narrates that in today’s
world with fibre optics and satellites, it is hard to isolate one self from soun
ds and images from the west but no established and traditional and cultural enti
ty wants to be overwhelmed and dominated by the accoutrements of another alien c
ulture. If the global culture means domination of one over the other or replacin
g one by the other, then there is less scope of development of a truly global cu
lture which could include interaction, assimilation, exchange of ideas, artistic
and scientific cross fertilization. He concludes that there is no clear evidenc
e of a global culture at present. On the contrary, evidence suggests that the th
ird world people are changing more to their own
34 music, art, language and customers. Prevalence of the American pop culture is
more apparent in urban areas and among the elite of the third world countries b
ut still the majority is in rural areas. The consumption of American products wi
ll more likely continue to expand the gap between the rich and the poor urban an
d the rural cultures. Shariffadeen (1995) looks at some of the major economic, c
ultural and social issues faced by developing countries arising from new technol
ogy in his study. He concludes that the new communication era should not be perc
eived as a purely technological phenomenon. Its ultimate impact is social and cu
ltural, although technological advancement is the key enabler. This new era invi
tes a change in social and cultural patterns. At individual level, it raises the
importance of mental and intellectual ability. For society at large, it engende
rs new forms of social organizations. Economic restriction will result from info
rmation intensification in production and delivery of goods and services. A stra
tegic approach involving full mobilization of critical resources is suggested as
being the key to a higher level of achievements. Finally, it is suggested that
developing nations promote a learning culture among their people in order to gai
n foothold in the emerging information based economy. The above mentioned studie
s target the scope and impact of cable television on education and information b
ased economy. In this study the researcher measured the impact of cable televisi
on on family and social interaction, social role, domestic and other activities
of women in Pakistan. This study gave a new scope and dimension to researchers i
n other countries. The role of new information/communication technologies (NICT)
in the field of education is examined by Karnik (1995). Her study revealed that
NICT facilitate the extension and outreach of education. She says that increasi
ng privatisation and commercialisation of education is an evident trend worldwid
e. To this, technology has added a new dimension: globalization through trans-na
tional satellite broadcast of distance education programmes. Though this is just
the beginning but this trend is likely to continue. The implications and effect
s of this trend, especially for developing countries, need to be carefully exami
ned. There are also numerous issues about cultural diversity versus homogeneity
that need consideration but still NICT throw open a vast field of opportunities
in the education sector. As recommended by Karnik the need to address impacts on
cultural issues caused by media was felt by researcher and this study aspired t
o fill that gap in this field with in
35 Pakistan. Furthermore, new issues identified regarding cultural diversity and
national identity would provide thought provoking direction to the future resea
rches. Skinner (1984) found that those who watch more US programmes had a more p
ositive image of the US and a less favourable image of Trinidad. Tsai (1970) in
a study among Taiwanese children who watch television found that they favoured e
lements of American culture and have a less favourable attitude towards their ow
n culture than their non-viewing counterparts. Similarly, Babi (1990) in Cameroo
n concluded that youth would have a favourable attitude towards elements of fore
ign culture and a strong preference for locally produced programmes. Youth exper
ienced the influence of television on the way they dress up. His study reports t
he theory that television’s impact would be pervasive in some aspects as well as s
timulate changes in others. There has been a slight influx of state-run Soviet t
elevision appearing on American cable television. Three experiments were conduct
ed on US viewers to see the change in the image of the Soviet Union (Lavin, 1991
). The results of all the studies indicated that those who watch two sessions of
indigenous Soviet television formulated a significantly more positive opinion o
f Soviet Union than those who did not see the programmes. The intrusting finding
here is that viewers incorporate effective qualities from televised images and
generalize these evaluations to the nation that those images depict. Mohammad (1
993) the prime minister of Malaysia is of the view that we live in information t
echnology age. There has been and there will continue to be an unending explosio
n in the field of information technology. Today we can sit in our homes and watc
h and hear whatever happens in the world. But what we see, hear and witness is d
ecided by media. Clearly the people, who decide what we should see and hear, hol
d terrible power. As the people who control the media control our minds and prob
ably control the world. And who control the powerful world media are not the nat
ional governments of developing or developed nations but a very few people. They
have an effective weapon in the form of a worldwide television network. Today t
hey broadcast slanted news, tomorrow they will broadcast raw pornography to corr
upt our children and destroy our culture. They are already doing that in Europe.
We can control the reception today but not afterwards. He further says that Mal
aysia believes in press freedom but with responsibility.
36 The above mentioned study concluded that impact of television is pervasive an
d stimulates the changes in viewer’s lifestyle. Television is an effective tool to
arouse change in a society. The present study evaluated the type of changes occ
urring in viewers (women) in Lahore - Pakistan due to the cable television. The
author of “Studying the media: An introduction” has included a chapter on the changi
ng media worlds in his book. Talking about the latest developments in the fields
of cable television, the author has mentioned about VCTC (viewer controlled cab
le television) in US, which allows viewers to create their own schedules. Some c
able viewers in Britain were offered sports programmes where they could chose ch
annels with different camera angles, replays or computer-generated information a
s accompaniments to their viewing of the live coverage. Viewers, listeners and r
eaders may now exercise choice across new, increasingly specialized narrow cat c
hannels and services in case of sports, movies, home lifestyle or children’s chann
els etc. About half a million homes now receive cable services in Britain. The m
ain source of income for most channels is on a pay per view basis, advertising a
nd sponsorship in some cases (Tim, 1994). Some of the cable services available t
o viewers in Europe who are connected are Asia Vision, The Box, Identity Televis
ion, The Landscape Channel, The Learning Channel, The Parliamentary Channel, Sup
er Channel, Vision Broadcasting, Performance, The Arts Channel, Euro News etc. A
lso available are local channels, foreign language channels and minority languag
e channels etc. Research findings of Atkin and LaRose, (1991) suggest that acces
s viewers do not fit the upscale information seekers profile typical of other pu
blic affairs consumers. While better educated and heavy access viewers are never
theless likely to be older, tired and have lower incomes. Such research indicate
s, for instance, that general viewership is higher among larger, younger and non
-white families. This is clearly not the case with access. According to the stud
y of Umphrey, (1991) cost was a factor in determining whether subscribers would
upgrade and maintain their level of cable service. Further, higher monthly bills
may lead to greater expectations which have an effect on a subscribers’ ongoing e
valuation of the medium along with other factors such as degree of satisfaction
with local cable operators. As Lin and Jeffers, (1998) stated that the result se
emed to meet the expectation of the research assumptions which ascribe little de
mographic difference between cable
37 television adaptors and non-adaptors, as more innovative individuals tend to
have stronger need for ( and be earlier adaptors of) technology products in gene
ral. Perse and Ferguson, (1993) pointed out that cable television was unrelated
to the benefits of television viewing. Moreover, though cable television offers
greater programme variety, other aspects of cable may be dissatisfying with mana
gement and customer service and the repetition of programme offering especially
on more expensive pay channels. The present study evaluated the subscription rat
io of cable television among different income earning groups and determined subs
cribers channel preferences in Pakistan. Since cable is primarily a subscription
medium, its effects should be felt more on the consumer spending side conducted
by Glascock (1993). Indeed that is the case. While overall consumer spending on
mass media has increased, spending on traditional media has decreased. The addi
tion of cable subscription revenues change the trend for consumer’s spending from
negative to positive. It appears from this that consumer spending has increased
for cable during the 1978-1990 at the expense of spending on traditional media.
It also appears that cable has attracted further consumer spending not previousl
y devoted to traditional mass media. The same kind of research study on behaviou
ral changes entitled “The impact of television on family life in Boston area” was co
nducted by Lundberg (1958). The researcher concluded that there was no marked te
ndency for families to cut down on their viewing as they became accustomed to th
e set. Television brings families closer in the sense that they spend more time
in each other’s presence after they acquire a television set. However, there is ve
ry little interaction among family members when they watch television together a
nd the amount of time family members spend together exclusive of television is r
educed. It is, therefore, doubtful whether television brings the family together
in any psychological sense. As compared to other activities in the same room wh
en a programme is on, most of the sets are located in living room, which is kept
in semi-darkness when the set is on and nearly all owners have their sets on at
some time during the after-supper hours each day. This means that reading, play
ing and conversing are at a minimum in the living room of television -homes duri
ng the evening. Many parents have difficulty in getting the children to leave th
e television set to come for their meals and some have solved this problem by se
rving meals to the children
38 in front of the set. One-sixth of the families interviewed reported doing thi
s every night and half do it on occasion. Bedtime is a fairly serious problem fo
r parents and children living in homes that are in possession of a television se
t. Such children go to bed later than children of the same age in homes without
a television set. Television interferes very little with homework. Parents gener
ally insist on their children’s finishing their homework before they watch televis
ion and virtually none of the children attempts to do their studying in the same
room with the television set when some one is watching a programme. The number
of children who do home work on Sunday is somewhat smaller in television than no
n- television homes, but on weekdays, television children seem to spend approxim
ately the same amount of time in study as non- television children of similar ag
es and family background. Children are substituting television for radio, cinema
and reading to a significant extent. Children who have television spend more ti
me watching it than they formerly spent with the other mass media so their total
exposure to mass media has doubled. While some television time involves a shift
from other mass media to television much of it is taken from playtime and some
from helping around the house, practicing musical instruments and other forms of
activity which might be called “creative” or “productive”. Parents who have a televisio
n set do not feel it so rather they believe it has many advantages. First of all
, they enjoy television for the entertainment value. They also find many of the
programmes educational both for themselves and for their children. But beyond th
is, they find it helpful in taking care of the children. They say it keeps them
quiet, keeps them off the streets and generally keeps them from harassing their
parents. Parents very commonly use television as a “Pacifier”. The family and social
interaction patterns were studied in this research to tackle the question of “Lun
dberg” that “television is bringing the families together but is it bringing them to
gether only physically or is the closeness psychological as well?” Sinebare (1997)
analyses the programmes advertised by Australian Broadcasting Commission Televi
sion (ABCTV) to see which culture was being promoted for each and every individu
al programme and how relevant these programmes were to Papua New Guinea. He conc
ludes that majority who lives in urban area are virtually in undated with inform
ation, which is culturally irrelevant to Papua New Guinea audience. The expectat
ions promoted on television are beyond their economic means and the values and
39 lifestyles portrayed contradict and conflict with those of their own culture.
He does suggest that there is a new class of people gradually being homogenized
in Papua New Guinea who are mentally Anglo-American or Australian and ethnicall
y Papua New Guinean (cited in Vijayalakshmi, 2005). William Crawky and David Pag
e (Linter 2001, web) stated that the satellite television channels are using/pro
jecting local languages in showing local network beam entertainment, news and sp
orts and introducing even a new kind of lingua franca which has become to be kno
wn as Hinglish, a mixture of English and Hindi that reflects everyday speech of
many educated people in the Subcontinent (cited in Shahbaz, 2004: 85). In curren
t study the researcher wanted to assess the impact foreign languages on local la
nguage in Pakistan due to cable television. Likewise Erick (1972) is also of thi
s view that the information that the modern man receives pass through “Social Filt
er” creation moral values and facts pass through that filter. They are imposed in
the individual in an exaggerated form changing the behaviour with this propagand
a machine. People act as obedient servants. Wilson also agrees with the view tha
t television can change the viewer’s attitudes and orientation. In his book “Youth c
ulture and universities” which was written in the background of youth disturbances
worldwide, he emphasized the influence of television on moulding and restructur
ing their attitude (cited in Vijayalakshmi, 2005: 41). Bryanc (1970) found that
average individual in Britain today gives more time to mass communication in par
ticular to television than to general reading or part time education. Personal i
nterests and relationships are thus fed up with what media provides and it is al
together acceptable that the attitude of mass media should be taken in with mate
rials. Understanding the effects of television on the human behaviour is one of
the most different but also one of the most important problems faced by the soci
al science community today Levy (1982). Many scholars and commentators have view
s about the “tube’s” impact. Comparatively few have been able to demonstrate its effec
ts in scientifically acceptable fashion. In a chapter titled “Living with televisi
on” the author presented a quick but thorough discussion of the place when they wa
tch television, the place of television viewing in the total leisure time and th
e way it displaces other activities. It also considered in another chapter, tele
vision as a learning experience, television as an agent
40 of socialization and television’s pro-social impact. In short, television and h
uman communication is targeted by him. Belson. W. (1961) stated that television
has affected the reading habits and changed the routine of viewers. In his surve
y he concluded: · · There is, however, a pattern of changes where these are increase
d they tend to be among the paper of popular press where decreases among the mor
e serious papers. Television appears to stimulate the reading items that deal wi
th television programmes. In his book “Four arguments for the elimination of telev
ision”, Mender, J. (1965) wrote that if you could somehow drop all preconceptions
of television and read this list. Then people were describing some instruments y
ou had never seen yourself. I think the picture you would obtain is of machines
that control the people who view it. It is not unlike alien operated influencing
machine of the psychopathic fantasy. · · · · · · · · · · I feel hypnotized when I watch te
Television soaks energy I feel it like a vegetable when I am stuck at the tube T
elevision spaces me out Television is an addiction and I am an addict My kids lo
ok like zombies when they are watching television Television is destroying my mi
nd It is making people stupid Television is turning my mind to a different arena
My children walk around when they are in a dream because of it It may give exag
geration but the author collected opinion through the research survey and opinio
ns have supported the scholars who firmly believe in the effect of television. S
imilarly Choukas (1965) in his thesis describes the propaganda spread by media h
ave a wide effect over a society and its result can be seen easily. “Propaganda is
an art of making people what they would not do if they were in possession of al
l the facts in situation”. A meta analysis on the impact of foreign television on
domestic audience conducted by Elasmar and John (1997). The study includes 27 st
udies from 21 different countries. The meta- analysis revealed weak positive cor
relation between exposure to
41 foreign television and viewer’s knowledge, attitude, beliefs, values and behavi
ours. Exposure to foreign television increases the purchase of foreign products,
especially clothing and other consumer products. Though the size of increase is
small because foreign television accounts for only 5 percent of variation in fo
reign products purchasing but exposure to foreign television increases audience’s
knowledge about the country originating the messages. Hagiwara (1999) attempted
to ascertain whether the values, attitudes and the styles of behaviour imparted
by global television were at variance with the values and outlook of the countri
es receiving such programmes. The thesis of medical/cultural imperialism stipula
tes that the values portrayed in global television have deleterious effect on lo
cal cultures. The audience of the higher societies were therefore asked if they
believe that global television had a negative impact on themselves or their cult
ures. However, when they ere asked if western programmes corrupted their culture
s, just about one-third or less than one-third of respondents in India (22 perce
nt), Malaysia (37 percent) and the Philippines (34 percent) said ‘yes’. The majority
of the respondents answered ‘no’ or ‘neutral’. When the respondents were further asked
whether western programmes adversely affecting their way of living, even less co
nfirmation was found. The above findings show that only a minority of Asian audi
ences perceived any negative impact on their culture, way of living, children an
d local television production. On the other hand, more Asian audience valued the
benefits of global television. One-third (34 percent) of Indian, 41 percent of
Malaysian and 72 percent of Hong Kong respondents considered that global televis
ion could enrich their culture. Across all the five societies, more than two-thi
rd of respondents agreed that global television can help them understand other c
ultures and over 80 percent agreed that it could enrich their knowledge. Kenny (
1983) in its edited book: “Cable for Information Delivery”, talked about using cable
for information delivery. It deals with the non-entertainment uses of the cable
television only. The book takes an optimistic view of cable it has come of age
at last and its many early promises seems about to be fulfilled. Similarly Camel
la (2007) studied Para-social relationships in female college student soap opera
viewers today. This study is based on media impact data was collected through a
questionnaire which was given to 20 females in Pinney Hall at Western Connectic
ut State University and was then compared to each other depending upon the numbe
r of episodes watched. This study concentrated on two main questions regarding t
his type of communication; what is para-social interaction and is it affected by
the
42 amount of time spent watching? For this study Camella applied the cultivation
theory which developed largely by George Gerbner and states that the more telev
ision watched the more you are likely to obtain distorted views of life (Wood, 2
000, p. 252) and Altman and Taylor (1973) who hypothesized that the more time pe
ople spend watching and involving themselves the more they become more intimate
with the media personnel. Therefore, viewers who have watched a personality cons
istently over time may perceive a sense of intimacy evolving from their expectat
ions of increased intimacy in the past interpersonal experiences (Rubin, Perse,
Powell, 1985, p.156). The answers and results found agreements with recent studi
es that have been done on these types of relationships. The final outcome was th
e more as a student watched the higher degree of involvement occurred in this ty
pe of relationship. Theorists have claimed that these relationships can in some
cases be life changing and personality moulding, but definitely life impacting.
More importantly, it appears that they can occur and one may not even realize it
. Ultimately, it becomes clear that television is one of today s most dynamic me
dia vehicles touching more people than most other communication vehicles. Eastma
n (1984) devotes a separate part to cable television, holding chapters on the pr
ogramming of cable systems, basic cable networks, premium services and local ori
gination in the book “Broadcast / Cable Programming”. It includes a chapter on progr
ammes and audience research covering the procedures and vocabulary of ratings or
analysis for broadcasting and cable. It also presents the group ownership chapt
er into radio and cable to show the rule that multiple system owners are now hav
ing on cable programming. The trance of entertainment through television channel
s is so great that no common man irrespective of his age, sex and education can
claim immunity from it. The entire study of mass communication is based on the p
remises that the media has significant effect in every society. Yet there is lit
tle agreement on the nature and extent of these assumed effects. He argues that
heir affects take various forms. We choose what movies are based on what we see
in advertisement or in newspaper. We dress in accordance to the weather broadcas
ts that means our buying habits are shaped through media (Mcquail, 2002, p. 8).
Media has occupied a prominent place in our daily lives, providing stuff from wh
ich we form our identities, construct meaning and organize our very existence. T
oday, media service is the nervous system of modern society. Electronic media, p
articularly television, is the most important invention in the communication tec
hnology. Teachers
43 teach, government governs and religious leaders preach but media totally chan
ges the lifestyle of people. Whetmore (1988) discusses cable television in a cha
pter titled “New technologies and the future of mass communication” of his book “Media
merica”. It briefly introduces cable television highlights its channels. It gives
an account of the need and choices of the subscribers. This book also talks abou
t impact of cable network. Similarly Lebow (1995) talks about cable television i
n the chapter titled ‘Communication via space’ in the book “Information highways and b
yways”. It gives brief history of cable television or CATV (Community Antenna Tele
vision). The writer discusses the relationship between satellite and cable telev
ision. He also describes the advantages and uses of cable television. The writer
explains that further advancement in the cable network system is expected in ne
ar future. James (1988) covers a chapter on ‘The information society: video, cable
and satellite’ in his book, “Power without responsibility”. The writer asks whether w
e should side firmly with the cultural pessimist against the neophiliacs. The an
swer is that much depends on the behaviour of broadcasters and programme makers
and, more particularly, governments in the face of technological advance. Both n
eophiliacs and cultural pessimists emphasize the power of new technologies. Mach
ines and inventions are not inherently powerful. Now is the use to which they ar
e put inevitable. While the new technology brings with it many dangers and some
opportunities, its impact will depend crucially and especially in the early year
s on how it is managed. Herman (1997) traces the emergence of global media syste
m and chronicles the political, economic and technological factors in his book “Th
e Global Media”. It also reviews some of the local and national responses to the s
pread of a global media system. Its purpose is to contribute to an understanding
of the economic and political dynamics on growth and the effects of the globali
zation of media while pointing up alternatively and arguably more democratic med
ia structures and policies.
2.2 National Studies on Television/Cable Television
Cable television is relatively a new medium in Pakistan but people (although not
in majority) were already exposed to satellite channels since 1980s through dis
h antenna. Therefore, the research on satellite channels was started in 1990s in
various universities which have been thoroughly reviewed by the researcher befo
re working on this study. These studies were unpublished and master’s level resear
ch but reviewed and referred
44 because the researcher could hardly find any published work on cable televisi
on in Pakistan. Fatima (2000) in her thesis “Effects of satellite channels (Zee TV
) on Lahore middle class” concluded that Zee TV is gaining popularity over Ptv and
other channels among middle class and our social values are changing slowly and
steadily. She said that her research proved that it might be difficult to invad
e a new concept or diffuse new traditions in a society, but a systemic and regul
ar propaganda can bring change in thoughts and beliefs of the public. Ali (2001)
conducted a study on “Impact of satellite television channels on the people livin
g in Lahore”. The emphasis of the said research was to see whether the lives of pe
ople living in Lahore were under the influence of satellite television channels.
The researcher made the following conclusions: · · · · · The socio-cultural and religious
thinking of the people was under the influence of foreign cultural values Satel
lite channels were influencing the language, fashion, food, architect and social
behaviour of the viewers There was an impact of the satellite channels on the s
tyle of living of the people living in Lahore Pakistani mass media was under the
influence of satellite programming Satellite channels were intermingling the ea
stern and western cultures resulting in the formation of an “International Culture”
Likewise conducted research on the opinion of social science students of the Uni
versity of the Punjab about television programmes in Pakistan. The universe of t
he study comprised 800 social science students of the University of the Punjab.
Questionnaire was used for data collection. The sample was one-fourth of the who
le. The purpose of the study was to discover the opinion of the social science s
tudents of the university about the television programmes, including the impact
of these programmes on the people’s standard of living and their attitude and beha
viour towards this media. The researcher after a careful study of all the data a
nd its interpretation concluded that systematic television should bring a change
in our traditional values and social norms and in introducing and reinforcing c
ertain new trends. The satellite channels are at the fingertips of everyone; cha
nnel surfing has now become a favourite hobby. The trend of commercialisation ha
s not only injected into the
45 audience, but on cultural grounds. They have become defenceless too. Advertis
ements presented through satellite television channels are not only the tools of
marketing but they have become sources of entertainment for the viewers. Most o
f the people turn towards foreign channels, where the cultures of foreign countr
ies are shown in a very alluring and glamorous manner. Therefore, if we look aro
und, we will see more faces wearing makeup, more girls wearing fashionable cloth
es, more stylish hair cuts, and more boys with long hair fond of motorcycling, m
ore teenagers fond of burgers, coke and hotel. Thus, we can say that the effect
of satellite television channels on its audience is not simply to the extent tha
t it has left very little time for family get together but it is introducing new
trends, behaviours, attitudes and standards for modern life as well. So we can
conclude that because of its interest-oriented programmes, satellite television
channels have greatly and deeply affected the society. In 1987 Yasmin of the Soc
iology Department of the University of the Punjab conducted her thesis research
on “The Impact of television on style of living”. Samples were taken of housewives f
rom Allama Iqbal Town, Model Town, New Muslin Town and Garden Town. But the find
ing was that these two attributes i.e. exposure to television and change in styl
e of living are negatively correlated, as the value was Z=0.03. A study conducte
d by Saleem (1995) “Cultural Imperialism: A case study of the impact of dish anten
na on Pakistani society” concluded that dish antenna’s programmes are successfully i
nfluencing the socio-cultural and religious beliefs and values of Pakistani view
ers. An alarming issue came to light that projection of other cultures and value
s has compelled 36 per cent respondents from all to think that Islam is a conser
vative religion and they appreciated socio-economic and religious values of west
ern societies. On the contrary Butt, S. (2005) pointed out in his research the p
erspective of analyzing the projection of Hindu religion in Star Plus soap opera
s, conclusively shows not only total percentage of this projection but also depi
cts it separately on abovementioned units of analysis that how much projection i
s given according to point scale of need, support, extra projection and extra in
formative projection. The researcher found that the sample soap operas directly
and indirectly are giving maximum coverage to Hindu religion through the project
ion of names of gods and goddesses, religious verses, religious words and histor
y, different scenes in religious background, sounds and prayers. Some of the rel
igious scenes are the requirement of the story but most of the time
46 their projection is unnecessary. He included most famous for their programmes
and if they are projecting Hindu religion with such percentage then projection
of Hindu religion will affect their viewers. Because the viewership of these soa
p operas is not the countrywide but it is worldwide. The researcher employed con
tent analysis research methodology in this study to check the projection of Hind
u religion in Star Plus soap opera. For this purpose quantitative analysis has b
een opted to analyze the contents of soap opera of Star Plus channel. The resear
cher also gave a future agenda for other researchers in which he included that f
irst of all this study should be strengthened as an effect or impact study to ch
eck the effects of this projection on Pakistani Muslims especially on children a
nd youth. Further, one more research study can be conducted on the behaviours of
users and non-users of cable television after this effect study. Shahbaz Z, (20
04) emphasizes on the influence or impact of daily night transmission of Star Pl
us family dramas on social and cultural values and norms of Pakistani youth of m
iddle class. The survey research concludes that the socio-cultural thinking of P
akistani youth is under the foreign cultural values through these Star Plus dram
as. They are also affecting the language, fashion food and architect, social beh
aviour and daily life style of Pakistani society. These dramas have increased th
e generation gap. And through these dramas, Pakistani youths have become more mo
ney oriented. They have created impact on the ‘lifestyle’ of middle class Pakistani
youth and influenced the thoughts of modernist and traditionalist thinkers. Star
Plus is actually intermingling the eastern and western culture resulting in the
formation of an ‘International Culture’ and promoting more liberalism and modernism
in Pakistani society and youth. They have impact on social interactions and on
norms and values of youngsters and have increased the desires, demands and ideal
ism in Pakistani youth. These Star Plus dramas have frequent and intensive negat
ive impact on Pakistani youth’s social and cultural norms and values. Similarly Ta
riq (2004) conducted a study on “Invasion of Indian culture through movies”. This st
udy evaluated the influence of Indian movies on marriage traditions/celebrations
in high class of Lahore, Pakistan. The sample size of this study was 100 respon
dents from Defence, Lahore .Findings of the study revealed that majority of the
respondents (87.9 percent) watched Indian and English movies on cable television
. 92.2 percent respondents were agreed that Indian movies show attractive marria
ge traditions, hairstyles, colours, makeup, dresses, jewellery and lifestyles. F
our–fifth of the
47 respondents agreed that marriage functions in high class were following the p
atterns shown in Indian movies. Three–fourth of the respondents admitted that dres
s of bride and bridegroom and their parents were influenced by Indian movies. Si
milarly, jewellery makeup and hairstyle of bride and stage decoration also had b
een changed by Indian movies. Indian dances and songs were played during the mar
riage ceremony. Marriage expenditures and traditions in Pakistan were influenced
by Indian movies. According to the thesis report of Khalid (2001) “66 percent res
pondents now got chance in their thoughts about world affairs, 84 percent began
to eat foreign dishes of food in daily life, and 46 percent chose dresses of for
eign style and 50 percent of respondents felt change in their routine”. The study
also revealed that 64 percent of the respondents were using Hindi words whereas
34 percent were using phrases on different occasions. In some way, 11 percent re
spondents were fascinated by foreign cultural and social norms and values as com
pare to local channels. This study had made it crystal clear that “cable televisio
n channel Star Plus had influenced social and cultural norms and values of Pakis
tani youth.” Fantasy which was showed in these channels was the main reason to att
ract the students and Pakistani new generation. Following are the researchers th
at had been produced at Bahauddin Zakariya University, Multan, with reference to
television. Malik (2003) carried out work on “the impact of cable television tran
smission on the residents of Multan”. She concludes it is obvious that the viewers
who spend time watching cable television transmission, their routine and activi
ties are affected. Interindividual communication has decreased. Results of the s
urvey indicated that powerful culture traditions of alien culture, particularly
Indian culture, are getting popularity due to cable television transmission. Mor
eover, this transmission is promoting the modern way of life. Qurat-ul-Ain (1998
) conducted a study on “Cultural Invasion: An analysis of Ptv’s entertainment progra
mmes and its effects on youth” that concluded that almost every Ptv programme cont
ains traits/elements of foreign culture. It has been observed that audience with
different media exposure have different effects of these foreign cultural conte
nts. It has been seen that higher education level helps create more effects whil
e those with low level receive more effects. Impact of STN dramas on the residen
ts of Multan by Rubia Ehsan (1998) concluded that STN’s dramas were not only influ
encing the citizens of Multan but they
48 were also becoming the cause of inferiority complex and class conflict among
people. Because of it people were developing materialistic tendency. People were
developing the habit of show-off. The dramas of STN were putting negative impac
t on the social and moral consideration of people. The effect of Ptv dramas on t
he wedding ceremonies and Islamic thoughts by Ahtesham (1998) proved that in dra
mas of Ptv the marriage ceremonies which were shown were not in accordance with
our Islamic traditions. Islam teaches simplicity. In the dramas of Ptv there was
unlimited glamour and those dramas were playing an important role in putting th
e people in psychological conflicts. The effect of dish antenna on Ptv dramas by
Noreen Shafiq (1995) concluded that the number of private satellite channels wa
s increasing. Ptv was not producing new and interesting programmes for the publi
c. The standard of programmes was falling. With the arrival of dish antenna peop
le liked to watch Zee TV and enjoyed BBC. Now there were ten channels in Urdu la
nguage at the same time so one could judge the position of Ptv. Shaikh (2007) co
nducted research on satellite television and social change in Pakistan: A case s
tudy of rural Sindh. This study determined the degree of satellite television, p
eople’s access to other medium of mass communication, their favourite channels, pr
ogrammes, and their viewing time. It also explored is it bringing changes in cui
sine, culinary practices, attire, house decor and architecture, social customs,
celebration of festivals, music traditions, approach to education, family system
, clan and tribal system and comprehension of language(s) other than the mother
tongue. The research concludes that changes are occurring in all the parameters
except education approach.
2.3 Studies on Women
During the past 35 years, scholars have shown an increasing interest to study me
dia and women but the main focus remained studying and identifying the media ima
ges of women. International agencies like UNESCO have sponsored researchers on t
he portrayal of women in the media of developed and developing nations e.g. Ceul
emans, M. and Frauconnier, G. (1979), Gallagher (1981). Scholars studying the In
dian society so far have produced more studies on the representation of women in
media than scholars studying Pakistan or any other South Asian country. Joshi (
1986) has surveyed the participation of women in decision making at Indian telev
ision (Door Darshan). Krishnaswamy’s (1986) survey of women viewers in
49 Madras city indicates the superficiality of women’s programmes. Agarwal (1993)
observed besides representing a pan-Indian character of Indian women (cited in S
aleem, M. 2004, p. 52). Women related studies that are conducted in Pakistan als
o deal with the images of women in media e.g. Pervez (1980), Suleman (1990), Kum
ar. Noman and Pervez (1998). Saleem (2004) conducted a study on “Portrayal of wome
n in Ptv drama: A case study of drug addiction.” Munir (2003) conducted a study on
“Portrayal of women in Disney’s animated movies: The case of the white and coloured
women”. In the light of the above listed studies it is concluded that various res
earchers have approached the viewers in different ways, reflecting different con
ceptualizations about television and cable television. The extensive research do
ne by researchers around the globe has opened up a number of important areas of
inquiry for future studies. The researcher had selected the variables for person
al study after reviewing this massive literature. This study tried to address th
e specific issues like change in women’s life through cable television particularl
y impact on domestic and other activities, family and social interaction pattern
s, appearance and style, cultural practices (food, language, dress, traditions a
nd religion), domestic and personal expenditure and the role of Pakistani women
in society. The new media environment accompanied by cable television provides a
context for examining these issues. Pakistani women observe different values an
d life patterns from the other nations and a study to gauge the effects of the c
hanged environment seemed imperative. After having gone through the available li
terature, the researcher has observed that extensive research is being done in t
he world on viewing patterns and effects of cable television. In Pakistan, this
was a relatively new topic and only very few academic institutions have conducte
d studies on issues of cable television. The studies which targeted “women and med
ia”, focused on portrayal and images of women and none of them have explored “impact
of media on women.” Therefore, with reference to Pakistan this was the first comp
rehensive study targeting “effects of cable television on women.”
50
CHAPTER 3 THEORETICAL FRAMEWORK
This study has analysed “Effects of Cable Television in Pakistan”. The core purpose
of this study was to dig out the influence of foreign channels, particularly Ind
ian and western, on the life patterns of female viewers. As a communication tech
nology, cable television has a great acceptance and is being used extensively in
Pakistan. Cable television viewership is no more restricted to the upper and up
per-middle class of Pakistan as it used to be a few years back. Being inexpensiv
e and easy to access, cable television spread rapidly in Pakistan. It has become
one of the common household commodities. Therefore, this study attempted to und
erstand whether demography influenced the viewership patterns of respondents or
not. Kaye (2000) states “A good theory helps predict what will happen in future by
giving practical insight into how the phenomenon being studied works”. New commun
ication theories that explain uses of new technologies are surely needed. As the
new century progresses, the continual challenge for communication theorists wil
l be to catch up and keep up (Thompson & Bryant, 2002). There was a need of such
theories that could explain the uses and consequences of this new media technol
ogy in Pakistan. Cable television provides a variety of local and foreign channe
ls and helps people in selecting programmes according to their taste and choice.
Therefore, the first part of this study explored respondents preferred channels
and kinds of programmes, reasons for watching cable television, preferred time
of watching and control over the remote. It justified the application of ‘Uses and
Gratification Theory’. This theory identifies cable television consumption patter
ns according to needs and satisfaction of targeted class. The gratification fact
or leads to the exposure of channels/programmes which in turn can generate effec
ts. Main part of the present research comes under the effect tradition. It deman
ds discussion on theories based on observational learning and information proces
sing emphasize lasting effects of exposure to media contents. Thus, the study al
so applies ‘Cultivation Theory’ in terms of effect (which can be small, gradual, ind
irect but cumulative and significant) through exposure (depending upon heavy and
light viewership of cable television) and ‘Social Learning Theory’ which says that
viewers attend and learn from models which are attractive, powerful, rewarding a
nd similar to themselves. They do not usually act immediately on what they learn
from television.
51 Instead, they store such knowledge to be used when their own circumstances el
icit it. Hence, the framework of this research is based on the set of three theo
ries i.e. Uses and Gratification Theory, Cultivation Theory and Social Learning
Theory. These theories are discussed below in relation with the present study in
brief.
3.1 Uses and Gratification
Utility Theory, often known as the “Uses and Gratifications Approach”, offers anothe
r way of explaining why people expose themselves to some communications and not
others (the preferred channels/programmes); why they perceive a fraction of thes
e to which they are exposed and why they remember –correctly or incorrectly-- only
some of these (effects on lingo). Blumler and Katz’s Uses and Gratification Theor
y suggest that media users play an active role in choosing and using media. User
s take an active part in the communication process and are goal-oriented in thei
r media usage. Theorists say that media users seek out source that best fulfills
their needs. Uses and Gratifications Theory assumes that users have alternate c
hoices to satisfy their needs (Griffin, 2000). Focus of this theory is that view
ers attend, perceive and remember information that is pleasurable or that will i
n some way help satisfy their needs. Therefore, this research probed into which
cable television channels and programmes are preferred by the targeted audience
and which of their needs are satisfied by viewing them. The idea of this study w
as to look for reasons for the evident appeal of media and various types of cont
ents by asking the audience what they think, feel and appreciate on the basis of
their personal media usage. The approach was described by Klapper (1960) as a “fu
nctional orientation” which could account for the appeal of “escapist” media content.
He named simple functions of media as providing relaxation, stimulating the imag
ination, providing vicarious interactions and providing a common ground for soci
al intercourse. Variation in motives for attending to media was also studied as
variables in effect research (Bulmer and McQuail, 1968). Uses and Gratifications
Theory takes a more humanistic approach to looking at the media usage. Blumler
and Katz believe that there is not merely one way that the populace uses media.
Instead, they believe there are as many reasons for using media as there are med
ia users. According to the theory, media consumers have a free will to decide ho
w they will use the media and how it will affect them. Blumler and Katz believe
that media consumers can choose the influence media has on them as well as the i
dea that users choose media alternatives merely as a mean. Uses and Gratificatio
ns Theory is the
52 optimist’s view of media. The theory takes out the possibility that media can h
ave an unconscious influence on our lives and how we view the world. The idea th
at we simply use media to satisfy a given need does not seem to fully recognize
the power of media in today’s society. (West, R., and Turner, L. H, 2000: 332).
3.1.1 Uses and Effects Model
Communication scholars have developed several different models that attempt to e
xplain individual level media uses and effects, which is the principal focus of
uses and gratification research. These include the Transaction Model (McLeod and
Becker, 1974), the Gratification Seeking and Audience Activity Model (Rubin, A.
and Perse, 1987), the Expectancy Value Model (Palmgreen and Rayburn, 1982) and t
he Uses and Dependency Model (Rubin, and Windahl, 1986).
3.1.2 Uses and Dependency Model
Research has shown that dependency on a medium is the result of two major factor
s: viewer motives for obtaining gratifications and the availability of viewing a
lternatives. Each of these factors may be affected by any number of social or ps
ychological characteristics. For example a person with poor health and limited m
obility would be more likely to be dependent upon a medium such as television fo
r entertainment and diversion than a healthy person who enjoys many different ac
tivities. Further, a person with limited mobility would be more likely to become
dependent upon a medium such as television if he/she did not have access to oth
er media options such as personal computer, VCR, computer games, etc at his/her
home. The Uses and Dependency Model (Rubin, A. and Windahl, 1986) proposes that
certain elements in media system (e.g. system itself, structure of society and i
ndividual differences that result in highly personal motives) cause people to us
e and depend upon media. Dependency upon media may lead to effect in itself. For
example, attitude change might occur and thus affect other elements in the mode
l. The greater the dependency upon a medium the greater the likelihood that medi
um will have effects upon the viewer. M. M. Miller and S. D. Reese (1982) studie
d political effects and found that these (effects) were more likely to occur amo
ng those who relied more upon the medium rather than those who did not rely upon
it. Finn, S. (1992) described the motives for media use as falling under one of
the two headings: proactive or passive. Examples of proactive media use and wat
ching a particular television programme in order to learn more about a specific
subject of interest,
53 watching a certain movie for the purpose of being entertained or using intern
et for information for a project at school or work. In other words, media user a
ctively seeks something from media based upon his/her wishes, needs and motives.
As the name suggests, passive motives describe the usage of media in a lackadai
sical (passive) sense. For example, sometimes we turn on the television simply b
ecause it is there just to “see what’s on”. We are not actively seeking information, e
ntertainment or anything in particular. This does not mean that we will not be e
ntertained or learn something we very well might. It only suggests that we did n
ot begin the viewing experience with a particular proactive motive in mind. Most
recent activity in the area of Uses and Gratification Theory had examined the m
otives behind the media usage. In other words, researchers have sought to find o
ut why people watch television programmes or why they are influenced by some com
mercials but not by others. Instead, focusing on what media do to peoples, these
studies question: what do people do with media (Klapper, 1963; Rubin, 1994). K.
E. Rosengren, and Windahl, S. (1972) were among the first to suggest that media
uses and effects should be linked. Research should ask what effects particular
gratification may have or what effects particular uses of media may have. They f
ound that people depend upon the media to fulfil certain needs such as vicarious
experience and escapism or involvement or interaction. Other researchers have a
lso suggested that a synthesis of the two research realms would be logical and b
eneficial. These research domains are similar in that each examines the conseque
nces of mass communication from an individual or societal level, changes in atti
tudes, perception or behaviour. Since the mid-1970, research has provided greate
r understanding of the uses and effects of mass media. In answer to criticisms r
egarding lack of uniformity, uses and effects researchers have adopted similar m
easures for viewers’ motives. Based upon the work by B. S. Greenberg (1974) and Ru
bin (1979), most uses and gratification research now recognizes the following mo
tives for media use among audience members: learning, habit, companionship, arou
sal, relaxation, escapism or a way to pastime (Rubin, 1994). Studies by Greenber
g and Rubin produced similar results. Both found, for example, the motives for v
iewing changed with person’s age. Most habitual viewers liked watching comedies ra
ther than news bulletins. Most viewers seeking excitement tended to watch action
/adventure programmes.
54
3.2 Cultivation Theory
This study has used Cultivation Theory by George Gerbner as a guide in exploring
the consequences/effects. Under guidance of this theory, this study may be able
to emerge as a new theory. Essentially, the theory states that heavy exposure t
o mass media namely television creates and cultivates attitudes more consistent
with a media conjured version of reality than with what actual reality is. The C
ultivation Theory asserts that heavy viewers attitudes are cultivated primarily
by what they watch on television. Gerbner views this television world as "not a
window on or reflection of the world, but a world in itself" (McQuail, 1993: 10
0). Cultivation Theory, in its most basic form, suggests that television is resp
onsible for shaping or ‘cultivating’ viewers’ conceptions of social reality. The combi
ned effect of massive television exposure by viewers over time subtly shapes the
perception of social reality for individuals and, ultimately, for our culture a
s a whole. Thus, cultivation research is in the effects tradition. Cultivation t
heorists argue that television has long-term effects which are small, gradual, i
ndirect but cumulative and significant. They emphasize the effects of television
viewing on attitude rather than the behaviour of viewers. Heavy watching of tel
evision is seen as ‘cultivating’ attitudes which are more consistent with the world
of television programmes than with the everyday world. Cultivation theorists are
best known for their study of television and viewers and, in particular, for a
focus on the topic of violence. However, some studies have also considered other
mass media from this perspective and have dealt with topics such as gender role
s, age groups, ethnic groups and political attitudes. George Gerbner stands as t
he pioneer of the Cultivation Theory. He begins developing cultivation as a stru
ctural piece for the long term examination of public messages in media influence
and understanding. Gerbner clarifies that his objectives are not with “informatio
n, education, persuasion, and the like, or with any kind of direct communication
effect”. More accurately, his concern remains with “the collective context within w
hich, and in response to which, different individuals and group selections and i
nterpretations of messages take place”. Nonetheless, Gerbner’s work presents a Socia
l Psychology Theory on communication effect on persuasion as related mass media.
He argues that the mass media cultivate attitudes and values which are already
present in culture. Media maintains and propagates these values amongst members
of a culture, thus binding it together. The Cultivation Theory got its start wit
h the cultivation hypothesis,
55 created by George Gerbner, which attempts to understand how "heavy exposure t
o cultural imagery will shape a viewer s concept of reality" (Pierce, 2007). Ger
bner argues that television has become the central cultural arm of the American
society. “Television set has become a key member of the family, the one who tells
most of the stories most of the time.” Gerbner and his associates (Gerbner, Gross,
Morgan and Signorielli, 1994) have written that there are two types of televisi
on viewers: heavy and light viewers. For heavy viewers, television virtually mon
opolises and subsumes other sources of information, ideas and consciousness. Ger
bner says that the effect of all this exposure to the same messages produces wha
t he calls cultivation or the teaching of a common worldview, common roles and c
ommon values. Gerbner presents research supporting “Cultivation Theory” that is base
d on comparison between heavy and light television viewers. Gerbner analysed ans
wers to question posted in surveys and found that heavy and light television vie
wers typically give different answers. Further, heavy television viewers often g
ive answers that are closer to the way the world is portrayed on television. 3.2
.1 Conceptual Model of Cultivation Theory Television Viewing (Learning) Incident
al Information (Construction) Social Reality
Capacity, focusing strategies, attention, involveme nt Figure 3.1: Model of Cult
ivation Theory
Source: Hawkins and Pingree (1983)
Inference Skills, social structures, other experiences
Cultivation theorists argue that heavy viewing leads viewers (even among high ed
ucational/high income groups) to have more homogeneous or convergent opinions th
en light viewers (who tend to have more heterogeneous or divergent opinion). The
cultivation effect of television viewing is one of the ‘levelling’ or ‘homogenizing’ op
inion. Gross considered that television is a cultural arm of the established in
dustrial
56 order and as such serves primarily to maintain, stabilize and reinforce rathe
r than to alter, threaten or weaken conventional beliefs and behaviours (Boyd,
Barrett, Braham, and Peter B 1987: 100). Cultivation research looks at the mass
media as a socializing agent and investigates whether television viewers come to
believe the television version of reality the more they watch it. Gerbner and h
is colleagues contend that television drama has a small but significant influenc
e on the attitudes, beliefs and judgments of viewers concerning the social world
. The focus is on ‘heavy viewers’. People who watch a lot of television are likely t
o be more influenced by the ways in which the world is framed by television prog
rammes than the individuals who watch less television programmes, especially reg
arding topics of which the viewer has little first-hand experience. Light viewer
s may have more sources of information than the heavy viewers. Judith van Evra a
rgues that by virtue of inexperience, young viewers may depend on television for
information more than other viewers do (Evra, V, 1990, p. 167). Although Hawkin
s and Pingree argue that some children may not experience a cultivation effect a
t all where they do not understand motives or consequences (cited by Evra, ibid.
). It may be due to the fact that lone viewers are more open to a cultivation ef
fect than those who view with others (Evra, 1990: 171). Cultivation theorists ar
e best known for their study of television and viewers and in particular for a f
ocus on the topic of violence. However, some studies have also considered other
mass media from this perspective and have dealt with topics such as gender roles
, age groups, ethnic groups and political attitudes. A study of American college
students found that heavy soap opera viewers were more likely than light viewer
s to over-estimate the number of real-life married people who had affairs or who
had been divorced and the number of women who had abortions (Wimmer and Dominic
k, 1993: 512). Gerbner reported evidence for resonance a double dose effect
which may boost cultivation. This is held to occur when viewer’s everyday life exp
eriences are congruent with those depicted in the television world. For instance
, since on television women are most likely to be victims of crime, women heavy
viewers are influenced by the usual heavy viewer mainstreaming effect but are al
so led to feel especially fearful for themselves as women. The cultivation effec
t is also argued to be strongest when viewer s neighbourhood is similar to that
shown on television. Crime on television is largely
57 urban. So urban heavy viewers are subject to a double dose and cultivation th
eorists argue that violent content resonates more for them. The strongest effe
cts of heavy viewing on attitudes to violence are likely to be amongst those in
the high crime areas of cities (Gerbner, 1993).
3.3 Social Learning theory
The principal understanding of Social Learning Theory is tied to the social cont
ext of learning. Bandura has emphasized the fact that people who observe respons
es of individuals tend to exhibit the same when placed in similar settings. Acco
rding to Bandura, behaviours and responses that are repeated, perceived as real,
distinct, functional and salient are more likely to be attended to, thus more l
ikely to be learned. When observing an event, which receives some kind of reward
like social approval, pleasant experience and when the observer feels confident
to perform, its symbolic imitation is facilitated. The social cognitive princip
le has been widely employed to explain the television effects on a variety of so
cial issues such as aggression, ethnic stereotypes, alcohol attitudes and behavi
our. It also stresses the importance of viewer’s cognitive activities when consumi
ng television messages (Bandura, 1977). Any person’s socialization process is infl
uenced by innumerable factors such as family, school, environmental factors etc.
Direct experience and participation are important parameters which shape the yo
uth’s impressions of the perceived structure of their environment. However, these
forms of experience are usually limited to the immediate environment. Mass media
, particularly television, plays a crucial role in bringing the outside world in
to homes. As an important institution, mass media enters the socialization proce
ss of an individual. The Social Learning Theory explains how environment influen
ces the behavior of an individual. DeFleur and Sandra (1989) stated “despite gener
al in nature, Social Learning Theory is particularly relevant to study the impac
t of mass communication because the description and portrayal of social life is
a frequent subject in media contents”. The most common (and pervasive) examples of
social learning situations are television commercials. Commercials suggest that
drinking a certain beverage or using a particular shampoo will make us popular
and win the admiration of attractive people. Depending upon the component proces
ses involved (such as attention or motivation), users may model the behavior sho
wn in the commercial and buy the product being advertised.
58 Actions of characters in the audio-visual media can serve as a model for othe
rs to imitate. Modelling Theory is also useful for describing the application of
general Social Learning Theory which explains how new behaviours are acquired b
y people from media portrayals. An individual observes a character, identifies h
im/her as a model and remembers actions of model and performs them when confront
ed with similar circumstances (DeFleur and Sandra, 1989). Literature has shown t
hat viewers acquire attitudes, emotional responses and new styles of conduct fro
m media especially from films and television (Bandura, 1973 and Liebert, 1973).
The theory clearly establishes that the media can serve as agents in the sociali
zation process. In the light of all these theories stated above, it is important
to mention that the researcher has formulated an amalgam of the three theories
in order to assess what is the main reason of their watching, their preferred ch
annels and programmes (Uses and Gratifications Theory). While on the other hand,
it has also measured what kind of effects are taking place in the lives of the
sample under study? If there are effects that are changing attitudes of women un
der the study. Are these effects long-lasting or short term (Cultivation Analysi
s and Social Learning Theory). Hence, the researcher intended to explore all thi
s for which the base of above mentioned theories was most suitable and required.
Based on the Social Learning, Cultivation and Uses and Gratifications theories,
the present study hypothesized that characters and their behaviour in programme
s of cable television channels serve as a model for heavy viewers. They may acqu
ire certain characteristics which in turn influence their attitudes. It was also
assumed that the women (aged 18-40 years) are vulnerable to influences and tend
to be inclined towards change. Women would serve as a barometer to assess the i
nfluence of cable television. Hence, women of reproductive age (18-40 years) wer
e selected for the study to determine the degree to which their attitudes were i
nfluenced by cable television. Now, with the availability of the foreign channel
s, an important question arises; does a woman’s behaviour reflect what she has wat
ched on the television screen? The impact of foreign television programmes on wo
men involves a number of indispensable factors such as interest in the programme
s, viewing pattern, reasons for watching, attitude towards programmes and models
of social reality that these programmes promote. The study aimed at finding out
whether and to what extent cable television channels affect women in Pakistan.
The researcher aimed at finding answers to questions such as what
59 women think about these programmes in terms of their preferences and relevanc
e. Is there any restriction on women for watching cable television channels? Whe
ther they experience an impact of these programmes on their attitudes or not?
60
CHAPTER 4 RESEARCH METHODOLOGY
Part I - Hypothesis and Operationalisation of the Concepts
The government of Pakistan relaxed the electronic media policy in 2000 and allow
ed cable operators to work legally. Consequently, cable industry has grown rapid
ly and started transmitting local and foreign satellite television channels thro
ugh their networks. The number of subscribers increased swiftly and exposed to t
he western and Indian societies. This has not only broken the monopoly of the st
ate-owned electronic media in the country and provided a variety in channels and
programmes but also elevated the concern over its effects on viewers. Hence, th
is study was carried out to probe the effects of cable television in Pakistan. F
undamental aim of this study was to ascertain the effects of cable television on
women in Lahore, Pakistan, and suggest some recommendations for policy-makers a
nd broadcasters. The study intends to record the demographic characteristics of
cable television subscribers (women aged 18-40 years only), their consumption pa
tterns and measures their level of viewing. It also probes whether or not there
is any gender discrimination in cable television viewing and explores that how t
he viewing of cable television is affecting the lives of women residing in Lahor
e.
4.1 Major Hypothesis
The major hypothesis designed for the study was “Greater the exposure to cable tel
evision greater the effect on the lives of women in Lahore, Pakistan”. The core pu
rpose of this study was to dig out the influence of foreign channels or local ch
annels with foreign contents on the social life, values and behaviour patterns o
f female viewers. Therefore, the researcher was interested in examining whether
or not and how far is the cable television affecting women in Pakistan at grass-
root level in terms of the following factors: · · · · · · Domestic and other activities Fam
ly and social interaction patterns Appearance and style Cultural practices i.e.
food, language, dress, traditions and religion Domestic and personal expenditure
Role of Pakistani women in society
61 The researcher has selected the above-mentioned factors based on the conclusi
on drawn after reviewing the relevant literature. Most of the viewers were of th
e view that television viewing generates socio-economic and cultural changes. Th
erefore, the researcher has formed the following sub-hypothesis:
4.1.1 Sub-Hypotheses
· · · · · · Heavy viewers of cable television experience greater degree of effect on their
omestic and other activities than the moderate and light viewers Heavy viewers o
f cable television experience a greater degree of change in their family and soc
ial interaction patterns than the moderate and light viewers Heavy viewers of ca
ble television tend to show a greater degree of acceptance of television charact
ers’ appearance and style than the moderate and light viewers Heavy viewers of cab
le television experience greater degree of effect on their cultural practices th
an the moderate and light viewers Heavy viewers of cable television have experie
nce a greater degree of effect on their domestic and personal expenditures than
the moderate and light viewers Heavy viewers of cable television tend to show a
greater degree of acceptance of role of women as portrayed on Indian and western
channels than the moderate and light viewers
4.2 Variables of the Study
The study has independent and dependent variables:
4.2.1 Independent Variable
“Exposure to cable television” was an independent variable of the study. It means th
e time spend viewing cable television by the respondent. Therefore greater the t
ime spend against cable television greater will be the exposure.
4.2.2 Dependant Variables
“Effect on lives of women” as the dependent variable is explained below: · · · · · · Domest
d other activities Family and social interaction patterns Appearance and style C
ultural practices i.e. food, language, dress, traditions and religion Domestic a
nd personal expenditure Role of Pakistani women
62
4.3 Conceptualization
The major terms used in the study are defined below:
4.3.1 Cable Television
i. Formal Encyclopaedia Britannica (1986) describes cable television as: “Generall
y, a system that distributes television signals by means of coaxial or fiber opt
ic cables. The term also includes systems that distribute signals solely via sat
ellite.” ii. Operational In this research, it (cable television) is referred only
to those cable television networks which were working in Lahore, Pakistan, and t
ransmitting local, western and Indian channels through coaxial or fiber optic ca
bles.
4.3.2 Exposure
i. Formal “Lying open to reader an accessible, liable to action or influence.” (Oxfo
rd Dictionary (1958). “An action of exposing, lying open, setting for the programm
e and liable to action and influence (Webster, 1967, p. 802). ii. Operational By
exposure to cable television, the researcher intends to define the time that wo
men allocate towards viewing cable television channels. Moreover, this also pert
ains to the type of channels and programmes that the female viewers prefer to wa
tch, so that it can determine the kind of “exposure” consequential to the “change in t
heir life patterns”.
4.3.3 Level of Viewing
The number of hours devoted to viewing cable television programmes per day deter
mines the level of viewing for this study. The researcher divided the viewers in
to three categories i.e. heavy, moderate and light viewers, instead of two becau
se the main aim of the study was to compare two extremes i.e. heavy and light vi
ewers. i. Heavy Viewer The respondents who watch cable television channels for 4
and more than 4 hours per day are considered as heavy viewer.
63 ii. Moderate viewer The respondents who watch cable television channels for m
ore than two but less than four hours per day are considered as moderate viewer.
iii. Light Viewer The respondents who watch cable television channels up to two
hours per day are considered as light viewer.
Table 4.2: Viewers Category by Hours of viewing Viewers category Heavy viewer Mo
derate viewer Light viewer Hours of viewing per day 4 and more than 4 hours More
than 2 but less than 4 hours Up to 2 hours
4.3.4 Women
i. Formal A woman is an adult female in contrast to a man, adult male, a girl an
d a female child. The term woman is used to indicate distinction based on sex an
d cultural bgender role or both. ii. Operational In this dissertation, the resea
rcher has defined woman as a female of the reproductive age of 18-40 years old.
The researcher has deliberately avoided those females who have reached this age
bracket but are studying in any institution. The reason of keeping them out of t
he sample was that they might get affected from their peer group instead of dire
ctly viewing of cable television. Hence, the researcher considered only those 18
-40 years old women who were working or house managers but not studying in any i
nstitution.
4.3.5 Change in Life
i. Formal Change means people engaged in such activities that are different from
those which they or their parents were engaged in. (Saif, and Syed, 1999). Life
is the quality that humans, animals and plants have when they are not dead. It
distinguishes them from objects, materials and substances and is responsible for
their growth and development (Websters’ Dictionary, 1967).
64 ii. Operational The researcher has taken into account some of the aspects of
target women’s life which were being affected by cable television channels.
4.3.6 Domestic and Other Activities
i. Formal Domestic role is especially significant in a Pakistani woman’s life. The
wife/house manager is the one who generally does most of the household work suc
h as cooking, cleaning, washing, taking care of children and helping them in the
ir studies, buying groceries or household goods and so on and so forth. Other ac
tivities of women include reading newspapers, magazines, books, listening to mus
ic, praying, reading of religious books, going out for shopping and outing etc.
The researcher was interested in seeing the effects of paying time to watch cabl
e television on women’s activities’ Eashwer (1994) did a study in India which reveal
ed that 16 out of 30 women spent over 4 hours a day watching cable television an
d 10 of them spent 2 to 3 hours a day. Major activities affected are: · · · Exposure t
o other media and reading habits Interaction with children, husband, other famil
y members, friends and neighbours Cooking and other household work
ii. Operational This factor was operationalized. One dependent variable which de
als with changes in women’s daily routine life and its effect on their domestic an
d other activities i.e. household chores, newspapers, magazines and book reading
, going out for shopping, outing and cinema, listening to music, prayer and reli
gious book reading, etc.
4.3.7 Family and Social Interaction Patterns
i. Formal Traditionally, families in Pakistan have close relationship and intera
ct with each other affectionately. Majority is used to live in joint family syst
em and spend leisure time with parents, friends and relatives. They are used to
share their feelings, emotions and family matters with each other. Similarly, so
cial interaction is a part of Pakistan’s culture. People meet frequently with thei
r friends and peers. They arrange gatherings, visit their neighbours and welcome
65 them at their homes. It seems that due to cable television channels, people p
refer watching dramas and movies rather than interacting with family members or
going out and meeting friends and neighbours. Media contents might be a topic of
discussion among them. But their concentration might be more towards the televi
sion programmes instead of family and social issues. This may affect the family
and social interaction. Therefore, this research was aimed at identifying the ch
anges occurring in the family and social interaction patterns of women. ii. Oper
ational The study operationalized this factor into ten items which broadly deal
with: · · Social interaction: Change in interaction patterns with relatives, neighbo
urs and friends in terms of time and visit Family interaction: Change in family
interaction patterns i.e. with husband and children in terms of time at home, ou
ting and interruption during watching cable television
4.3.8 Appearance and Style
i. Formal Lifestyle is defined as the integration of decisions in the realm of c
areer, personal and family relationship and leisure that results in guiding prin
ciples which directs one’s life (cited in Vijayalakshmi, 2005, p. 61). Lifestyle a
lso includes clothing, food, accent and leisure pursuits. A person’s qualification
, educational experience, occupation and levels of responsibility within his/her
culture also determine his/her lifestyle. It is general observation that people
follow celebrities shown in television programmes. They are seen as role models
. Fashion and style introduced by them is considered as latest and advanced. It
is general observation that media content remains the topic of discussion among
people these days. Therefore, concentration might be more towards fashion, chara
cters and predictions about what is going to happen next. Shopping of items rela
ted to personal appearance might be changing due to the exposure to foreign chan
nels through cable television. The researcher has personally viewed that such it
ems like jewellery and outfits with the names of television drama characters are
available in the shopping areas in Lahore.
66 ii. Operational This research tried to discover the target audience associati
ng their personal appearance and lifestyle with television characters. The study
described appearance and lifestyle as of dressing up hairstyle, make up, jewell
ery and accent adopted by women. Thus this dimension was operationalized into si
x dependant variables i.e. acceptance of resemblance with television characters,
imitating television character’s hairstyles, accent, make-up, jewellery, etc.
4.3.9 Culture Practices
i. Formal Culture can be defined in several ways. It is the way of life in a par
ticular society. Every culture has its own values system. In socialization, cult
ure guides people what to do and what not to do. But there is no standardized de
finition of culture. Various scholars have defined it in different ways. William
s (1977) says culture is the sum of available description through which society
makes sense and reflects their common experience. Williams states “culture is a wa
y of life”. Culture is conceptualized in a variety of ways and is also widely used
in inter-cultural communication. Although culture is defined in terms of a nati
on/state, most people conceptualized culture in terms of race, social class and
gender identity etc. Culture patterns are normative to the extent that they repr
esent the fundamental values and practices accepted by the whole society. (Vijay
alaskshmi, 2005, p. 46). John F. Cuber (1968) states “there is one fundamental and
inescapable attribute of culture: the fact of unending change. Phrases like “stag
nant cultures” and “unchanging cultures” are misleading. All that squares with facts i
s that some societies sometimes change slowly, and hence in comparison to other
societies seem not to be changing at all. But they are changing even though not
radically or obviously so”. Jamias (1993) has reviewed the knowledge on new commun
ication technologies pertaining to cultural identity. He summarizes that fear bu
rns rife over the negative impact potential of the new communication technologie
s on cultural identity in rural Asia. Yet technology is not neutral. Technology
is good or bad depending on the use. Shariffadeen (1995) research study looks at
some of the major economic, cultural and social issues faced by developing coun
tries arising from the new technology. It is suggested that developing nations p
romote
67 a learning culture among their people in order to gain a foothold in the emer
ging information-based economy. According to the above-mentioned statements, it
is obvious that culture in Pakistan is changing with the passage of time. Theref
ore, it was intriguing for the researcher to find out changes occurring in the c
ultural practices in Pakistan and its relationship (if any) with the viewing of
cable television. Thus, the researcher has taken language, food, religion and so
me traditions as indicators of culture practices. Language Language is a strong
part of the culture and cable television channels have affected it. Urdu and Eng
lish are the official languages of Pakistan. Formally and informally, people spe
ak regional and Urdu languages. People watch more Hindi channels on cable televi
sion as the Hindi language is close to Urdu and they have a better understanding
of it. English channels are also creating impact on language. In Pakistani cult
ure, people feel proud when they speak English and those who cannot speak Englis
h frequently try to incorporate English words in their regional and Urdu languag
e to leave an impression. This study evaluates whether and how these channels ar
e affecting the language of Pakistani women. Food Habits At homes Pakistani peop
le generally prefer light and simple food i.e. Daal, rice, Roti vegetables, chic
ken, meat, fruit, etc. Family members sit together at dining table and talk abou
t family and social issues while having their meal and this is the best time to
discuss their family matters. It is general observation that these days 24 hours
access to the cable television and variety of channels is creating impact and t
he eating trend is in the process of change and people prefer to take their meal
s in front of television. Television channels are regularly showing food prepara
tion programmes so it was assumed that this might have changed their food and ea
ting habits. Further, in Lahori culture, eating is considered as the greatest pa
ssion and all the recreation activities revolve around this. On the basis of the
above information, this study tried to assess that whether the food habits are
changing among women viewers residing in Lahore as changed food habits in women
will directly affect the food habits of the whole family.
68 Dress In urban areas the educated are dressed in a semi-western style at home
. The local dress consists of the Kurta and Shalwar. Achkan and Sherwani are wor
n on formal occasions. The women s dress is generally more colorful. The importa
nt items of the women clothing are Shalwar Kamiz and Dopatta or Chaddar to cover
their heads and upper parts of their body. Sari is only worn by women of the up
per classes in cities on formal occasion. Shoes are worn by those living in city
while women folk wear sandals and slippers; Purdah is not generally observed by
city women. Religion Cable television is not only providing Pakistani channels
but also transferring European, American, Indian and other channels. Through the
ir programmes, religions other than Islam, are exposed to the public in Pakistan
which have different values. The researcher assumed that such conditions might
affect the religious trends in Pakistan. Some of the researches have proved that
Indian channels are giving undue exposure to Hinduism through their dramas and
movies (Pervez, 2006). Vulgarity and action scenes in these movies might influen
ce their attitudes towards religion and their routine lives. Therefore, this res
earch tried to evaluate effects on religious attitudes of light and heavy viewer
s. Traditions Pakistani people practice hospitality and show generosity towards
others. They obey and respect each other, particularly their elders. Moreover, i
n Pakistan joint family system is as praised as compared to nuclear family. They
share their happiness as well as sorrows. Now a days, people in Pakistan are be
ing exposed to Indian, western and other culture’s rituals, traditions and celebra
tions like Valentine’s Day, Halloween, Holly, etc. not aligned with Pakistani norm
s and traditions. The rituals of Pakistani marriages have been changed as many n
orms and traditions of India are being followed now by the women in Pakistan. Th
is statement is verified by a study conducted by Tariq (2004) on “Invasion of Indi
an culture through movies”. This study confirmed the influence of Indian movies on
marriage traditions/celebrations in high class of Lahore, Pakistan. Keeping in
view, the above-mentioned particulars, the researcher tried to figure out what t
ypes of changes are occurring in our traditions.
69 ii. Operational This factor was operationalized into 24 items which deal with
the five parameters including language, food, dressing, religion and some of tr
aditions as indicators of culture practices. · · · · · Food: Acceptance of television as t
he best source of learning new dishes and the usage of western and Indian dishes
and changed pattern of dining Dressing: Acceptance of television as best source
of fashion and dress designs and usage of western and Indian dresses as casual
and party wear Language: Acceptance of television as the best source of learning
languages and the usage of Indian and English language Traditions: Acceptance a
nd practice of Indian and western traditions Religion: Acceptance of television
as the best source of religious information and changing trends
4.3.10 Domestic and Personal Expenditure
i. Formal Many research studies have proved that exposure to television, especia
lly to commercials, is affecting peoples household budgets. This imbalance of bu
dge may compel the family members to discover new ways of earnings. Through cabl
e television, women of Pakistan are getting exposed a variety of western and Ind
ian channels. It is quite obvious that it disturbs their budget. Thus the resear
ch tried to discover the changes occurring in domestic and personal expenditures
. The affect on expenditure is also assessed by the tendency of women to indulge
themselves in any business service or some other means of earning. This may hap
pen because of advertisements on cable television channels. People get motivated
to purchase new products and try them which may affect their daily budget. ii.
Operational Domestic and personal expenditures operationalized that how cable te
levision affects their domestic and personal expenditures and are they ready to
become an earning hand?
70
4.3.11 Role of Pakistani Women in Society
i. Formal Women in Pakistan are expected to be more fostering, integrative and c
onjugal. Principally, they are responsible for child-rearing and home-making whi
le men are responsible for generating income and management. Women are made to r
ealize from early days of life that they are frail, childish, dependent, domesti
c, gullible, irrational, scheming creatures and not susceptible to taking import
ant decisions or doing important things. Such realizations persuade women to acc
ept their role in society only as housewife, regardless of their education, aspi
rations or intellect. Traditionally, Pakistan has a culture for arrange marriage
s. Most of the time parents or relatives select the match for their children par
ticularly for their daughters. Caste and status is also considered before making
decision. Majority of the families have a joint set-up. Therefore, women in fam
ilies other than house- keeping, preparing food and taking care of children, als
o have to look after the elders of the family. Education and increasing expendit
ures are pushing women out of home to join workplaces but they do not receive en
couragement from their homes and society. Working women sometimes get little hel
p from their families in making adjustment with regard to demand on their time a
nd pressure of work. But their prime duty is still considered as home-making, fu
lfilling the responsibilities as daughter, wife and mother and their careers do
get the same weightage. Therefore, such women always remain under stress. It is
clear that media, both broadcast and print, play an important role in defining w
hat we think, who we are and what is our place is in the society. Media also hel
ps define how issues are interpreted and evaluated. Western channels show both h
usband and wife sharing the tasks of earning and homemaking. These channels port
ray women as independent, enjoying freedom, having strong careers and making dec
isions independently. Therefore, it would be important and exciting to discover
whether exposure to cable television has brought any change in Pakistani women’s p
erspective of their role in the society. ii. Operational Behaviour of the female
viewers, cognition and the way of reasoning also involves a problem-solving att
itude of the subjects under study. This concept extends out to structuring and r
e-structuring of the social role, cultural,
71 linguistic, religious and moral values of viewers. Through this concept, the
researcher intends to go up to the level of finding out whether or not the conte
nts of the cable television have deformed and reformed the social role of viewer
s and how is this reformation effecting their personality, pattern of earning, g
etting their rights and freedoms, methods of bringing up their children and taki
ng care of their homes. This factor was operationalized into eight items which d
eal with following indicators: · · Acceptance of career women: Acceptance of career
for women equivalent to the men Sharing of family responsibilities by men and wo
men: Acceptance of equally sharing family responsibilities by husband and wife i
.e. nurturing children, sharing of household chores and income generation · Equal
rights, respect and freedom of women: Acceptance of the idea that women and men
should have equal rights, independence and respect in the society.
72
Part II - RESEARCH DESIGN
4.4 Survey
In this study, survey method has been applied to obtain the data that is quantit
ative in nature from large representative but diverse and widely scattered popul
ation. The survey has aided the researcher in collecting information directly fr
om the cable television viewers (heavy, moderate and light viewers) so that a pr
oper analysis could be made by comparing their lives. The changes in their lives
have hence figured out through the information provided on a quantitative scale
. This research was conducted during February 2004 to May 2007. The data was col
lected in 2005.
4.4.1 Population
Due to the time and budgetary limitations, the total area covered by the study w
as Lahore only. Wimmer and Dominick (1993) define population as “A group or a clas
s of subjects, variables, concepts or phenomena.” In the light of the above defini
tion, total population of this study comprises all female cable television viewe
rs aged 18 to 40 years and residing in Lahore. The researcher preferred this age
group of women for the study because it is the most vibrant, active and dynamic
part of their lives. According to PEMRA the estimated number of cable televisio
n subscribers in Lahore was 350,000. The estimated total viewership in Lahore wa
s 2,000,000 to 2,200,000. The expected number of women targeted in this study wa
s one fourth of the total viewership, which were about 500,000. It was not feasi
ble for the researcher to approach the total population therefore sampling techn
ique was applied.
4.5 Sampling Method
Even a modest sized survey typically requires considerable time, material, money
and assistance. Thus the researcher has applied sampling technique to collect t
he data considering the definition of Wimmer and Dominick (1993) “a sample is the
subset of the population that is taken to be the representative of the entire po
pulation”. The researcher selected Lahore as the field of study because it is the
traditional capital city of Punjab and an urban center. It is the second largest
city of Pakistan and cosmopolitan in nature. It consists of heterogeneous popul
ation comprising Punjabis, Pathan, Baluchis, Sindhis, and Kashmiris etc belongin
g to different religions and speaking different languages (see Appendix II for f
urther details).
72
73 Lahore is considered as the hub of media industry. Almost all national dailie
s have their offices and are published from here. An established and oldest set
up of Pakistan Broadcasting Corporation (PBC) located in Lahore is working produ
ctively since the creation of the country. Besides PBC, various FM radio channel
s are effectively working here. All television channels have their bureau office
s in Lahore. According to PEMRA regional office Lahore, the Authority has issued
83 head end licensees till 2006, out of which 68 are active and 276 loop holder
s are successfully handling the cable operation and serving the 0.35 million sub
scribers. Every cable operator and loop holder provides more than 100 channels t
o the connection holder. Most of these channels are western and Indian, transmit
ting programmes in English and Hindi languages. English language, used as the me
dium of instruction in most of the educational institutions in Lahore, is also c
onsidered as a status symbol in Pakistan, particularly in cosmopolitan cities li
ke Lahore. So people are familiar with the language and thus take interest in En
glish language channels and programmes. On the other hand the main cause of popu
larity of Indian channels among the public in Pakistan is the similarities of Ur
du and Hindi languages. These two languages are closer to each other and people
understand them without putting any extra effort and thus feel comfortable watch
ing Indian channels. The researcher was interested in collecting the data from l
arge population but due to time and financial constraints, total 432 women cable
television viewers belonging to Lahore were selected as a sample of the study.
Lahore was divided into six towns by the government for administrative purposes,
including · · · · · · Aziz Bhatti Town Data Gunj Bakash Town Allama Iqbal Town Nishtar Tow
Ravi Town Shalimar Town (see Appendix III for further details) The government a
dministrative “Division” was used because each division consists of demographically
diverse population. The researcher was able to target different groups of women
of the society based on income, education, marital status, working and house man
agers, etc. Upon discussion with MS. Max Media (decoder provider to the cable op
erators) it appeared that subscribers were almost equally distributed in all the
towns. 73
74 Since no authentic and systematic list of viewers was available to the resear
cher, it was decided to select equal respondents from each town by applying non-
probability quota sampling. Allocation of Equal quota to each town was utilized
to ensure that findings can be generalised to all of Lahore. Pakistan and in par
ticular Lahore has witnessed rapid growth of cable television network after its
legalization in year 2000. The researcher was also interested to find out the du
ration for which women of Lahore have been watching cable television. Women view
ing cable television for less than 2 years were excluded from the sample because
the researcher believes that time period less than 2 years is insufficient to c
ause effects on viewers. Based on this criterion four categories were made: · · · · Watc
hing cable television for the last 2 years Watching cable television for the las
t 3 years Watching cable television for the last 4 years Watching cable televisi
on for more then 4 years
The selected women for interview fulfilled the criterion of sample i.e. women ag
ed between 18-40 years, residing in Lahore and viewing cable television for mini
mum of two years. Initially the researcher decided to draw a sample of 75 (being
a modest no.) from each town making it a total of 450. Finally applying quota (
a sampling method) and allocation of equal quota for each town and category it e
nded up at 18.75 per category. To avoid any complication of decimal and to have
an even number, researcher decided to round it up at 18 (being an even number) a
nd have a sample of 72 from each town which made total sample of 432 units. One
respondent was considered as one unit of analysis. The researcher tried to creat
e a balance among respondents from all categories i.e. heavy, moderate and light
viewers for better results. A screener was used to identify the respondent. The
screener asked about the availability of television, cable television connectio
n and women aged 18-40 years (see Questionnaire, Appendix-VI). Only one responde
nt was selected from one household. In case, more than one respondent were avail
able in one household the Kish Grid (see Appendix IV) was utilized to select the
respondent.
74
75
4.5.1 Sampling Dynamics
Table 4.3 indicates the division of the sample size. Table 4.3: Sampling Dynamic
s Data Gunj Bakash Town 18 18 18 18 72 (N- 432)
Duration of cable connection More than 4 years 4 years 3 years 2 years Total
Aziz Bhatti Town
Allama Iqbal Town
Nishtar Town
Ravi Town
Shalimar Town
18 18 18 18 72
18 18 18 18 72
18 18 18 18 72
18 18 18 18 72
18 18 18 18 72
4.5.2 Household Route
The universe of the study was Lahore and for data collection government administ
rative division was used which divided Lahore into six towns and 150 union counc
ils. Every town has different number of union councils. Details are as follow: T
able 4.4: Towns and No. of Union Councils Town Aziz Bhatti Town Data Gunj Bakash
Town Allama Iqbal Town Nishtar Town Ravi Town Shalimar Town
Sourse: Office of the District Nazim.
No of union councils 13 33 26 25 30 23
(see Appendix V for further details)
Addresses of town offices and union councils were collected and effort was made
to approach maximum households in all towns (see Appendix V). The researcher, wi
th the help of town offices, defined the household route. The researcher applied
right hand rule and started selecting respondents from the first household at r
ight hand side of the 75
76 town offices. Then the screener was applied and respondents were selected on
the basis of sampling method for interview.
4.6 Data Collection
4.6.1 Tool of Data Collection
In this research, interviews’ schedule (verbal interview based on questionnaire) w
as selected as a tool for data collection because some of the respondents were i
lliterate and would not be able to read and answer the questionnaire.
4.6.2 Pre Testing and reliability test
The interview schedule was pre-tested. Pre-testing was done by interviewing one
respondent in each category from every town. The result revealed certain shortco
mings in the instrument so the researcher made modifications before finalizing i
t. To test the reliability of the instrument, Cronbach’s alpha approach was applie
d. This method of testing the reliability is commonly used when study of knowled
ge, attitude and practice is conducted and questions are in the form of Likert’s s
cale (Likert’s-1952). In a Likert’s scale a person expresses an opinion by rating hi
s agreement with a series of statements (Hanif, & Ahmad, 2004).
4.6.3 Collection of Data and Field Experiences
The researcher engaged six female interviewers who personally had the experience
of conducting interviews for media research. Still the researcher gave them a t
horough orientation regarding the instrument. The enumerators were trained on ho
w to conduct an interview and what to do if the respondent is distracted, loses
interest or runs out of time. After a thorough review of the questionnaire, the
interviewers started data collection. Efforts were made to get the female interv
iewees of different socio-economic background. Total sample consisted of 432 wom
en of reproductive age i.e.18-40 years residing in Lahore. Data collection was c
ompleted in four months (August-November 2005). The instrument was formulated in
English which was translated into standard Urdu language for the convenience of
the interviewees. The interviewers had to face some difficulties in finding the
target audience and in conducting interviews because of non-cooperative attitud
e of some of the respondents. Some of the respondents hesitated to respond to so
me of the questions. Some of the respondents had difficulty due to personal reas
ons to answer at the time interviewers approached them. 76
77
4.7 Data Processing
The researcher has used the Statistical Package for the Social Science (SPSS Ver
sion 13.0) for analyzing the data. Besides, Excel and MS Word were used for desi
gning charts, tables, graphs and composing the thesis script. Similarly, for com
posing and designing the Urdu version questionnaire, “In Page” Urdu software was use
d. For data entry and analysis, the researcher had taken a very rigorous trainin
g course, particularly to learn SPSS. The researcher by experience felt that wit
hout the knowledge of computer in general and understanding the SPSS in particul
ar, this research study might have not been successfully accomplished.
4.7.1 Measure for Analysis
After data collection scores were assigned to the respective categories of the q
uestions which were necessary for quantification of variables. The researcher en
tered the data through SPSS. Data sheet was prepared by transferring information
obtained from the respondents for the purpose of scoring. Data was analyzed sep
arately to examine each hypothesis. As the study evaluated the association betwe
en exposure to cable television and change in lifestyles of women, a statistical
tool, Chi-Square was used. The Chi-Square test is often used in research work w
here the data consists of frequencies or counts. The most common use of the test
is probably with categorical data. The data of this research was of categorical
nature hence the researcher applied Chi-Square to analyse it. The results were
tested at 5 % level of significance which means that researcher is 95% confident
in making the correct decision (Chaudhry, S. & Kamal, S. 2006, p. 129). Each of
dependant variables was operationalized into a set of parameters and the answer
s were obtained on Likert 3 – point scale as mentioned in table 4.5.
Table 4.5: Opinion and Respective Values Opinion Agree Undecided Disagree Value
3 2 1
77
78 Construction of Scale The next step in measure is construction of scale. The
researcher made a three-point scale, comprising three points as high, medium and
low for dependent variable. The minimum and maximum score actually received by
a respondent for a factor was divided into three categories i.e. high, medium an
d low to measure the intensity of the effect. i. Effect on Domestic Activities S
core Index for Q14 · · Minimum Value = 1 Maximum Value = 3
In this question the researcher could get a maximum score of 3 and minimum score
of 1. The responses were categorized into three categories i.e. low, medium and
high on the basis of standard score. Category Low effect Medium effect High eff
ect Score 1 2 3
ii. Effect on Social Interaction Score index for Q15 to Q15: F · · Minimum value was
= 7 Maximum value was = 21
The values are divided into three categories i.e. low, medium and high. Category
From no to low effect Medium effect High effect Score 7 to 11 12 to 16 17 to 21
78
79 iii. Interaction of Husband and Wife Q15G · · Minimum value = 1 Maximum value = 3
The values are divided into three categories of low, medium and high. Category N
o to low effect Medium effect High effect iv. Mother-Child Interaction Q15H · · Mini
mum value = 1 Maximum value = 3 Score 1 2 3
The values are divided into three categories of No to low, medium and high effec
ts. Category No to low effect Medium effect High effect v. Appearance and Style
Q16_16:E · · Minimum value was = 6 Maximum value was= 18 Score 1 2 3
The values are divided into three categories of low, medium and high. Category N
o to low effect Medium effect High effect Score 6 to 9 10 to 13 14 to 18 79
80 vi. Cultural Practices Q 17.1- 17.5: A · Minimum expected value was 25 points b
ut on the data analyses it was found that not a single respondent scored below 2
7 points. Therefore, 27 was taken as the minimum value. · Maximum value was= 75
The values are divided into three categories like low, medium and high. Category
No to low effect Medium effect High effect vii. Personal and Domestic Expenditu
re Q18-18: B · · Minimum value is = 3 Maximum value is= 9 Score 27 to 43 44 to 59 Ab
ove 59
The values are divided into three categories of low, medium and high. Category N
o to low effect Medium effect High effect Score 3 to 5 6 to 7 8 to 9
viii. Social Role of Pakistani women Q19- 19: G · · Minimum expected value was 8. Du
ring data analysis it was noticed that minimum scored value was 10. Maximum valu
e was= 24
80
81 The values are divided into three categories of low, medium and high. Categor
y No to low effect Medium effect High effect Score 10 to 14 15 to19 20 to 24
4.8 Application of Statistical Test
The following statistics were used to analyze the data.
4.8.1 Univariate Analysis
This study has examined the relationship between exposure to cable television ch
annels and changes in life pattern of women in Lahore, Pakistan. The researcher
was also interested in recording the demographic characteristics of cable televi
sion viewers, their patterns of viewing and to find whether there was any gender
discrimination in cable television viewing. Therefore, univariate analysis was
also used through percentage distribution and cross tab and presented the data i
n form of figures, tables, etc.
4.8.2 Bivariate Analysis
For the hypotheses testing and verification of the association between the expos
ure and changes in life patterns of women, the Chi-Square statistical analysis w
as applied. As the observation of the samples was classified according to two va
riables, ChiSquare (x2) Test for contingency table was applied to see whether th
e 2 variables of classification independent or dependant have any association. P
rocedure for Testing Hypothesis Testing hypothesis of associations for contingen
cy tables: 1: Formula the null and alternative hypothesis: Ho: The two variables
of classification are not associated. H1: The two variables of classification a
re associated. 2: 3: Decide the significance level α Test st
tistic to be used is
c = åå
2 i =1 j =1
r
c
(oij - eij ) 2 eij
Which if Ho is true h
s
n
pproxim
te Chi-Squ
re distribution with (r-1) (c-1)
degrees of freedom. 81
82 4:
eij =
Compute the expected frequencies under Ho
( Ai )( B j )
th
n (i row tot
l )( j th column tot
l ) = Number of observ
tions
Also c
lcul
te the v
lue of x²
nd the d.f.
5: 6:
Determine the critic
l region which depends upon
nd the number of d.f. Decide

s below:
Reject Ho if the computed v
lue of x² >= x² α (r-1) (c-1). Accept Ho, otherwise. For

(2x2) t
ble only test st
tistic is ch
nged, rest of the procedure is s
me. Test
st
tistic used in the c
se is
x² =
(
+b+c+d)(
d-bc)² (
+b)(b+d)(c+d)(
+c)
82
83
CHAPTER 5 DATA ANALYSIS AND INTERPRETATION
P
rt I - Gener
l Findings 5.1 C
ble Television Viewing P
tterns of Women
This study me
sured the
ssoci
tion between the exposure to c
ble television ch

nnels
nd ch
nges in life p
tterns of women in L
hore, P
kist
n, through the biv

ri
te
n
lysis. Det
ils of biv
ri
te
n
lysis h
ve been given in p
rt II (An
ly
tic Section) of this ch
pter. Besides, the rese
rcher w
s
lso interested in und
erst
nding the restrictions
nd viewing trends of the s
mple. Therefore, descrip
tive
n
lysis w
s
lso c
rried out
nd results
re presented in p
rt I of this c
h
pter. The descriptive
n
lysis section recorded demogr
phy of respondents
nd
focused on
ge, educ
tion, income, m
rit
l st
tus etc.
nd tried to g
uge their
effects on the viewing of c
ble television. Some of the e
rlier studies indic
te
d th
t demogr
phic ch
r
cteristics
llow the development of medi
viewing h
bits
of users. Atkin
nd L
Rose (1991) rese
rch findings suggested th
t
ccess viewe
rs do not fit the upsc
le inform
tion seekers profile typic
l of other public
f
f
irs consumers. While better educ
ted
nd he
vy
ccess viewers
re nevertheless
likely to be older, tired
nd h
ve lower incomes. Such rese
rch indic
tes, for
inst
nce, th
t gener
l viewership is higher
mong l
rger, younger
nd non-white
f
milies. This is cle
rly not the c
se with
ccess. C
ble television viewing is
no more restricted to upper
nd upper-middle cl
ss of P
kist
n
s it used to be.
Bec
use of the inexpensive
nd e
sy
ccess, c
ble television is being used by

ll cl
sses of the country. It h
s become one of the common household commodities
. Therefore, this study
ttempted to underst
nd whether demogr
phy influence the
viewing p
ttern of respondents or not. Moreover, this p
rt of the study present
ed the d
t
,
ccording to dur
tion of h
ving c
ble television connections, respo
ndents preferred ch
nnels
nd kinds of progr
mmes, re
sons for w
tching c
ble te
levision, preferred time of w
tching, control over remote, right
nd restriction
on viewing c
ble television. It
lso
n
lyses the rel
tionship between
bove f

ctors
nd level of viewing. The descriptive
n
lysis w
s presented in percent
ge
through cross t
bs
nd figures (t
bles
re provided
s Appendix I).
84
5.2 Demogr
phic Ch
r
cteristics of Respondents
A tot
l of 72 respondents from e
ch town of L
hore were interviewed. As illustr

ted through the T
ble 5-A, m
jority of the respondents were
ged between 31 to 4
0 ye
rs (60 percent). Studying the imp
ct of c
ble television on their lives w
s
import
nt due to the f
ct th
t women of this
ge group
re considered m
ture
n
d comp
r
tively independent. Norm
lly, they
re m
rried
t this st
ge
nd h
ve c
hildren. In most c
ses they constitute
soci
l nucleus of the f
mily
nd they t
end to enjoy gre
ter degree of influence on soci
l
nd economic p
tterns of the
f
mily life. Their role is
lso very import
nt in the upbringing of children in

society where this role is strictly considered
s
wom
n’s dom
in. Likewise, de
spite highly m
le-domin
ted norms of the society, women enjoy
cert
in degree o
f freedom in deciding domestic expenditures, food, dress
nd soci
l inter
ction.
It is the period in their lives when they
re settling down with
new f
mily

nd they
re le
rning more
bout f
mily lifestyle through inter
ction with others

nd most import
ntly through television ch
nnels now
v
il
ble e
sily – courtesy
c
ble network technology. T
ble 5-A shows th
t minimum qu
lific
tion of more the
n three-fifth of the respondents (63.2 per cent) w
s gr
du
tion. However
m
jor
ity of the respondents (73.1 percent) were house m
n
gers who st
y
t home
nd

re directly or indirectly involved in domestic
ff
irs. One-fourth of the respon
dents were working women who
lso supposedly h
ndle their household m
tters. Bes
ides being the house m
n
gers, the highest number of respondents belonged to the
monthly income group of over Rs 25,000, indic
ting th
t they h
d rel
tively les
s economic pressures
nd h
d enough time to w
tch c
ble television. They
lso
p
p
rently h
ve economic me
ns to tr
nsl
te imp
ct of medi
in terms of their own
lives. The highest number (67.8 percent) of the respondents were m
rried, 31.5 p
ercent unm
rried where
s 0.7 percent were either divorcees or widowers. The resu
lts justify suit
bility of respondents with this rese
rch
s m
jority of them we
re educ
ted
nd h
d c
p
city to underst
nd
v
riety of mess
ges even in foreign
l
ngu
ges like English
nd Hindi. Ag
in most of them were m
rried h
ving purch

sing power of v
rying extent
nd could directly or indirectly influence medi
-mo
tiv
ted ch
nge in their lifestyle in their f
milies.
85 T
ble 5.A: Demogr
phic Ch
r
cteristics of the Respondents Sr.# 1. Age (ye
rs)
Demogr
phic ch
r
cteristics Description of ch
r
cteristics 18- 25 26-30 31-35 3
6-40 Tot
l 2. Educ
tion Up to prim
ry Second
ry Gr
du
tion Gr
du
tion plus Tot
l
3. Profession House m
n
ger Working Tot
l 4. 1000 to 5000 5001 to 10000 Income
(per month) 10001 to 15000 15001 to 20000 20001 to 25000 25000 plus Tot
l 5. M
r
it
l st
tus M
rried Unm
rried Others Tot
l f 83 92 83 174 432 18 141 167 106 432
316 116 432 71 61 60 55 56 129 432 293 136 3 432 % 19.2 21.3 19.2 40.3 100.0 4.
2 32.6 38.7 24.5 100.0 73.1 26.9 100.0 16.4 14.1 13.9 12.7 13.0 29.9 100.0 67.8
31.5 .7 100.0
5.3 Dur
tion of H
ving C
ble Television Connection
The longer the dur
tion of viewing of c
ble television, the gre
ter m
y be the i
mp
ct. Therefore, the study intends to know the respondents’ p
st
ssoci
tion with
c
ble television in gener
l
nd rel
tionship between the time since the c
ble t
elevision f
cility w
s
v
il
ble
nd viewing level in p
rticul
r. As illustr
ted
through the T
ble 5.1 (see
86 Appendix I)
nd Figure 5.1, respondents enjoying c
ble f
cility for the l
st
two ye
rs were more in number (29.47 per cent) th
n those h
ving c
ble televisio
n connections for the p
st three ye
rs or more. This est
blishes th
t c
ble tele
vision bec
me more popul
r in L
hore during the p
st two ye
rs (2003-05),
tt
in
ing gener
l
ccept
bility.
23.8%
UP TO TWO YEARS
29.4%
THREE YEARS FOUR YEARS
23.6% 23.0%
MORE THAN FOUR YEARS
Fig. 5.1: Dur
tion of H
ving C
ble Connection
5.4 Level of Viewing
Figure 5.2
nd T
ble 5.2 (see Appendix I)
nd illustr
te the distribution of vie
wers
ccording to their level of viewing. Among 432 respondents, he
vy viewers (
d
ily 4 hours
nd
bove w
tching time) were 144 (33.3 per cent), moder
te viewer
s (more th
n two but less th
n four hours) were 145 (33.6 per cent)
nd light vi
ewers 143 (33.1 per cent). This shows equ
l represent
tion of e
ch c
tegory.
1-2 HOURS 33.3% 33.1% MORE THAN 2 BUT LESS THAN 4 HOURS 4 AND MORE THAN 4 HOURS
33.6%
Fig 5. 2: Level of Viewing
87
5.5 Dur
tion of C
ble Connection by Level of Viewing
T
ble 5.3 indic
tes no
ssoci
tion between the level of viewing
nd dur
tion of
c
ble connection. However, it is
pp
rent from the t
ble th
t highest percent
ge
of he
vy viewers (27.8) belongs to the c
tegory of respondents enjoying c
ble f

cility for the l
st two ye
rs
nd lowest percent
ge of he
vy viewers (20.1) goe
s to the c
tegory of respondents h
ving c
ble f
cility for more th
n four ye
rs.
Ag
in, highest percent
ge of light viewers represents the first c
tegory of the
t
ble
nd lowest percent
ge st
nds for the c
tegory of respondents h
ving c
ble
connection from 25 to 36 months.
T
ble 5.3: Distribution of Respondents According to Dur
tion of C
ble Connection

nd Level of Viewing Moder
te He
vy viewers Light viewers Dur
tion of viewers T
ot
l c
ble connection f % f % f % f (%) 40 27.8 38 26.2 49 34.3 127(29.4)
24 months
25 – 36 months
37
25.7
37
25.5
26
18.2
100(23.1)
37 – 48 months
38
26.4
34
23.4
30
21.0
102(23.6)
More Th
n 48 months
29
20.1
36
24.8
38
26.6
103(23.8)
Tot
l
144
100.0
145
100.0
143
100.0
432(100)
88
5.6 Demogr
phy
nd Level of Viewing
The rese
rch
lso finds out th
t if there is
ny
ssoci
tion between level of vi
ewing
nd demogr
phic ch
r
cteristics of respondents i.e.,
ge, educ
tion, incom
e, profession etc or not. The rel
ted findings
re presented below:
5.6.1 Age by Level of Viewing
T
ble 5.4 indic
tes no
ssoci
tion between the level of viewing
nd
ge of respo
ndents. However, it is cle
r from the t
ble th
t highest percent
ge of he
vy
nd
light viewers (39.1
nd 39.8) f
lls in the
ge group 26-30
nd 18-25 ye
rs resp
ectively. This is interesting to note th
t the lowest percent
ge of he
vy viewer
s belongs to
ge group of 18-25. This is in contr
st to the gener
l belief th
t
this
ge group f
lls in the he
vy viewers’ c
tegory.
T
ble 5.4: Distribution of Respondents by their Age
nd Level of Viewing He
vy v
iewers Age f % f % f % f (%) Moder
te viewers Light viewers Tot
l
18-25
25
30.1
25
30.1
33
39.8
83 (100)
26-30
36
39.1
35
38.0
21
22.8
92 (100)
31-35
30
36.1
22
26.5
31
37.3
83 (100)
36-40
53
30.5
63
36.2
58
33.3
174 (100)
Tot
l
144
33.3
145
33.6
143
39.8
432 (100)
5.6.2 Educ
tion by Level of Viewing
T
ble 5.5 shows
n
ssoci
tion between the level of viewing
nd qu
lific
tion of
respondents. The 2/5 of respondents with second
ry educ
tion w
s the he
vy view
ers where
s highest percent
ge of respondents with higher educ
tion (45.9) fell
in the c
tegory of light viewers. Thus it specifies th
t higher the level of qu

lific
tion lower the level of viewing c
ble television.
89 T
ble 5.5: Distribution of Respondents by their Educ
tion
nd Level of Viewin
g He
vy viewers Educ
tion f Up to prim
ry 7 38.9 5 27.8 6 33.3% 18 (100) % f % f
% f (%) Moder
te viewers Light viewers Tot
l
Second
ry
56
39.7
52
36.9
33
23.4
141 (100)
Gr
du
tion Gr
du
tion plus
60
35.9
52
31.1
55
32.9
167 (100) 106 (100)
21
19.8
36
34.0
49
46.2
Tot
l
143
33.1
145
33.6
144
33.3
432 (100)
5.6.3 Profession by Level of Viewing
T
ble 5.6 reve
ls th
t
n
ssoci
tion exists between the level of viewing
nd pr
ofession of respondents. House m
n
gers, who
re non-profession
ls, sp
re more t
ime for w
tching c
ble television
s comp
red to the working cl
ss.
T
ble 5.6: Distribution of Respondents by their Profession
nd Level of Viewing
He
vy viewers Profession f House m
n
ger Working 133 42.1 121 38.3 62 19.6 316 (
100) % f % f % f (%) Moder
te viewers Light viewers Tot
l
11
9.5
24
20.7
81
69.8
116 (100)
Tot
l
143
33.3
145
33.6
143
33.1
432 (100)
90
5.6.4 Residing Town by Level of Viewing
T
ble 5.7 represents th
t there w
s no
ssoci
tion between the level of viewing

nd residing
re
of respondents. However, the highest percent
ge of he
vy viewe
rs resided in D
t
Gunj B
k
sh Town
nd light viewers in All
m
Iqb
l Town.
T
ble 5.7: Distribution of Respondents by their Residing Town
nd Level of Viewi
ng He
vy viewers Address f Aziz Bh
tti Town D
t
Gunj B
k
sh Iqb
l Town 26 % 36.
1 f 27 % 37.5 f 19 % 26.4 f 72 Moder
te viewers Light viewers
Tot
l
32
44.4
20
27.8
20
27.8
72
17
23.6
24
33.3
31
43.1
72
Nisht
r Town
24
33.3
20
27.8
28
38.9
72
R
vi Town Sh
lim
r Town Tot
l
19
26.4
27
37.5
26
36.1
72
26
36.1
27
37.5
19
26.4
72
144
33.3
145
33.6
143
33.1
432 (100)
91
5.6.5 Income by Level of Viewing
T
ble 5.8 depicts th
t there is no signific
nt
ssoci
tion between the level of
viewing
nd income of respondents. However, those belonging to monthly income gr
oup of over Rs. 25,000 were the highest he
vy viewers
nd Rs 15,001-20,000 the l
owest he
vy viewers.
T
ble 5.8: Distribution of Respondents by their Income
nd Level of Viewing He
v
y viewers Income f 1000-5000 22 % 30.9 f 26 % 36.6 f 23 % 30.6 f (%) 71 (100) Mo
der
te viewers Light viewers Tot
l
5001-10000
26
42.6
12
19.7
23
37.7
61 (100)
10001-15000
12
20.0
23
38.3
25
41.7
60 (100)
15001-20000
19
34.5
16
29.1
20
36.4
55 (100)
20001-25000
15
26.8
19
33.9
22
39.3
56 (100)
25000 plus
50
39.0
49
38.0
30
23.3
129 (100)
Tot
l
144
33.3
145
33.1
143
33.1
432 (100)
92
5.6.6 M
rit
l St
tus
nd Level of Viewing
T
ble 5.9 indic
tes th
t there w
s no
ssoci
tion between the level of viewing

nd m
rit
l st
tus of respondents. M
rit
l st
tus does not m
tter
s e
ch c
tegor
y h
s shown equ
l interest in w
tching c
ble television.
T
ble 5.9: Distribution of Respondents by M
rit
l St
tus
nd Level of Viewing He

vy viewers Moder
te viewers Light viewers M
rit
l st
tus f M
rried 98 % 33.4 f
99 % 33.8 f 96 % 32.8 f (%) 293 (100) Tot
l
Un-m
rried
45
33.1
45
33.1
46
33.8
136 (100)
Others
1
33.3
1
33.3
1
33.3
3 (100)
Tot
l
144
33.3
145
33.6
143
33.1
432 (100)
5.7 Purpose of W
tching C
ble television
The study
lso
n
lyzed the respondents’
im of w
tching c
ble television ch
nnels
. Respondents could give multiple
nswers for the purpose of their w
tching the
c
ble television. The rese
rcher took the first mentioned purpose only. Their re
sponses
re mentioned in T
ble 5.10
nd Figure 5.3 which indic
te th
t the most
frequently mentioned re
son w
s entert
inment
nd rel
x
tion followed by the urg
e to know
bout foreign countries, educ
tion
nd guid
nce. The second enlisted r
e
son confirms th
t the curiosity
bout foreign l
nds itself m
kes respondents v
ulner
ble to outl
ndish influences including culture,
nd more for
ch
nge.
93 T
ble 5.10: Purpose of W
tching C
ble Television Purpose Entert
inment
nd re
l
x
tion Know
bout other countries
nd their culture Educ
tion
nd guid
nce Sit

nd w
tch with f
mily P
stime News
nd inform
tion Know more
bout P
kist
n Tot

l f 162 83 55 39 34 32 27 432 (%) 37.5 19.2 12.7 9 7.9 7.4 6.3 100

Entert
inment & Rel
x
tion Know
bout other countries Educ
tion & Guid
nce Sit &
W
tch with f
mily Time P
ss News & Inform
tion Know more
bout P
kist
n
6.3% 7.4%
7.9%
37.5%
9.0%
12.7% 19.2%
Figure 5.3: Purpose of W
tching C
ble Television
94
5.7.1 Purpose of W
tching C
ble Television
nd Level of Viewing
T
ble 5.11 exposes the
ssoci
tion between the purpose of w
tching c
ble televis
ion
nd level of viewing
s those who w
tch c
ble television for the purpose of
entert
inment
nd rel
x
tion constitute 1/2 of he
vy viewers. This is followed b
y those whose purpose is to know
bout other countries
nd their culture. Those
who consider c
ble television w
tching merely
s
source of time p
ssing
re th
e third highest number of he
vy viewers. In contr
st, the highest number of ligh
t viewers is those who w
tch c
ble television for educ
tion
nd guid
nce.
T
ble 5.11: Purpose of W
tching C
ble Television
nd Level of Viewing Purpose of
W
tching Entert
inment
nd rel
x
tion Know
bout other countries
nd their cult
ure Educ
tion
nd guid
nce Sit
nd w
tch with f
mily P
stime News
nd inform
tio
n Know more
bout P
kist
n Tot
l 17 6.6 15 19.2 23 24.2 55 (12.7) 68 26.3 11 14.
1 4 4.2 83 (19.2) He
vy f 128 % 49.42 Moder
te f 22 % 28.21 f 12 Light % 12.64 T
ot
l f (%) 162 (37.5)
10 18 6
3.9 6.9 2.3
8 5 6
10.3 6.7 7.7
21 11 20
22.1 11.6 21.1
39 (9) 34 (7.9) 32 (7.4)
12
4.6
11
14.1
4
4.2
27 (6.3)
259
100.0
78
100.0
95
100.0
432 (100)
95
5.8 Preferences for Ch
nnels
Respondents were
sked to enlist their preferred c
ble television ch
nnels; loc

l or foreign. They were
llowed to m
ke multiple choices. The
ccumul
ted respon
se put the tot
l number of preferred ch
nnels to only 10 – six foreign
nd four P

kist
ni. Their responses
re mentioned in T
ble 5.12 (see Appendix I)
nd
lso i
llustr
ted through Figure 5.4. The first over
ll preference w
s St
r Plus,
for
eign ch
nnel. This w
s followed by Geo, ARY
nd Indus Vision,
ll P
kist
ni ch
n
nels. Western ch
nnels like St
r Movies, HBO
nd BBC were the next preference. G
eo shows P
kist
ni, Indi
n
nd western cultures, which is
strong re
son for it
s popul
rity. For foreign
pprov
l, it shows progr
mmes with
n intern
tion
l
p
pro
ch. It domin
tes P
kist
ni electronic medi
scene bec
use it is bolder th
n
the offici
l Ptv
nd bro
der th
n contempor
ry networks in priv
te sector. An in
teresting thing to be noted is th
t ‘St
r Plus’ topped
ll c
tegories of ch
nnels. N
evertheless, its popul
rity w
s
ttributed to the domin
nt Indi
n content/stuff

nd Hindi l
ngu
ge which is close to Urdu, h
ving
mple ch
nces of influencing v
iewers. St
r Movies, HBO
nd BBC present western content/stuff which pours weste
rn culture in the minds of their viewers.
17.1% 12.5% 7.2%
St
r Plus GEO HBO St
r Movies Indus Vision PTV World ARY ZEE TV BBC Sony
78.9%
33.6%
17.8%
22.0% 69.7% 18.5%
19.2%
Fig 5.4: Preferences for Ch
nnels
96
5.8.1 Ch
nnel Preferences
nd Level of Viewing
It is evident from the T
ble 5.13 th
t respondents of
ll c
tegories i.e. he
vy,
moder
te
nd light viewers’ first preference w
s ‘St
r Plus’,
foreign ch
nnel. Howe
ver, P
kist
ni ch
nnels Geo
nd ARY come second
nd third in the c
tegory of mos
t popul
r ch
nnels but in comp
rison of viewing hours, Geo got the highest perce
nt
ge of the light viewers where
s ARY got the highest percent
ge of the moder
t
e viewers. Signific
ntly, these ch
nnels present dr
m
s
nd other entert
inment
progr
mmes. Moder
te
nd light viewers go for the western ch
nnels th
n the he
v
y w
tchers.
T
ble 5.13: Ch
nnel Preferences
nd Level of Viewing He
vy Ch
nnel Preferences f
St
r Plus St
r Movies HBO BBC ZEE TV Sony Geo ARY Indus Vision Ptv World 119 23
22 32 19 10 98 40 26 27 % 82.6 16.0 15.3 22.2 13.2 6.9 68.1 27.8 18.1 18.8 f 11
7 27 32 20 19 12 99 62 34 25 % 80.7 18.6 22.1 13.8 13.1 8.37 68.3 42.8 23.4 17.2
f 105 33 26 22 16 9.0 104 43 35 25 % 73.4 23.1 18.2 15.4 11.2 6.3 72.7 30.1 24.
5 17.5 f (%) 341 (78.9) 83 (19.2) 80 (18.5) 74 (17.1) 54 (12.5) 31 (7.2) 301 (69
.7) 145 (33.6) 95 (22.0) 77 (17.8) Moder
te Light Tot
l
B
se-multiple responses were
llowed so the sum m
y
dd up to more th
n the
ctu

l number.
97
5.9 Respondents Preferred Progr
mmes
Figure 5.5
nd T
ble 5.14 (see Appendix I) show respondents’ preferred progr
mmes
on c
ble television. The most f
vourite progr
mme of the highest percent
ge of r
espondents w
s dr
m
followed by movies
nd music. The le
st interesting w
s coo
king. This shows th
t respondents
re receiving foreign culture through entert
i
nment progr
mmes presented by the top f
voured television ch
nnels. This
lso hi
nts
t the possibilities of
ccepting Indi
n
nd western culture
nd role or lif
estyle of women in those societies through these progr
mmes comprising dr
m
(so

p oper
s), music
nd movies.

9.5% 25.5% 76.2% 16.0%

Dr
m
s Movies Music Religious
26.9% 34.3%
Inform
tion Cooking
Figure 5.5: Respondents Preferred Progr
mmes.
5.9.1 Preferred Progr
mmes
nd Level of Viewing
T
ble 5.15 indic
tes th
t dr
m
w
s the first preference of
ll types of viewers
. Movies were the second choice of he
vy
nd moder
te viewers where
s light view
ers g
ve second priority to inform
tion progr
mmes. Dr
m
w
s
n
cross the bo
r
d first choice bec
use of their short dur
tion. Movies were the second choice of
he
vy
nd moder
te viewers bec
use of their willingness to sit before televisio
n for
longer period of time which the light viewers do not, m
king inform
tion
-rel
ted progr
mmes
s the l
tter’s second option.
98 T
ble 5.15: Respondents’ Preferred Progr
mmes
nd Level of Viewing He
vy viewer
s Preferred Progr
mmes f Dr
m
Movies Music Religious Inform
tion Cooking 119 58
43 23 28 15 % 82.6 40.3 29.9 16.0 19.4 10.4 f 111 47 31 24 37 15 % 76.6 32.4 21
.4 16.6 25.5 10.3 f 99 43 42 22 45 11 % 69.2 30.1 29.4 15.4 31.5 7.7.8 f (%) 329
(76.2) 148 (34.3) 116 (26.9) 69 (16.0) 110 (25.5) 41 (9.5) Moder
te viewers Lig
ht viewers Tot
l
B
se-multiple responses were
llowed so the sum m
y
dd up to more th
n the
ctu

l number.

5.10 Preference of W
tching Television

Figure 5.6
nd T
ble 5.16 (see Appendix I) indic
te th
t 51 per cent of responde
nts w
tch c
ble television with their f
milies where
s the rem
ining 48.6 per ce
nt
lone. The difference is n
rrow but it indic
tes th
t
growing number of peo
ple c
n sep
r
tely w
tch ch
nnels of their choice – th
nks m
inly to the
v
il
bil
ity of more television sets in
house
nd
v
riety of progr
mmes or ch
nnels t
hrough c
ble television. This is
m
jor shift from the initi
l pr
ctice wherein

n entire f
mily would w
tch the only
v
il
ble ch
nnel in P
kist
n, Ptv; even
if it h
d more th
n one television set.
ALONE
51.4% 48.6%
WITH FAMILY
Figure 5.6: Preference of W
tching Television
99
5.10.1 Preference of W
tching C
ble Television
nd Level of Viewing
T
ble 5.17 st
tes th
t
n equ
l number of he
vy viewers prefer to w
tch c
ble te
levision with f
mily or
lone. M
jority moder
te viewers prefer to w
tch c
ble t
elevision
lone
nd light viewers with f
mily.
T
ble 5.17: Preference of W
tching C
ble Television
nd Level of Viewing Moder
t
e He
vy viewers You w
tch f Alone With f
mily Tot
l 72 72 144 % 50 50 100.0 f 75
70 145 viewers % 51.7 48.3 100.0 f 63 80 143 % 44.1 55.9 100.0 f (%) 210 (48.6)
222 (51.4) 432 (100) Light viewers Tot
l
5.11 Remote Control
Figure 5.7
nd T
ble 5.18 (see Appendix I) the show th
t in most c
ses televisio
n’s remote w
s controlled by men (47 percent). This indic
tes m
le domin
nce in P

kist
ni society. Remote is less controlled by women bec
use they need to
ttend
the f
mily when its members w
tch television jointly.
19.7%
10.2%
BY CHILDERN BY MEN
6.9%
BY RESPONDENT BY OLD AGE
16.2%
47.0%
BY YOUNGERS
Figure 5.7: Remote Control
100
5.11.1 Remote Control
nd Level of Viewing
T
ble 5.19 indic
tes th
t men control the remote in homes of he
vy, moder
te
nd
light viewing respondents (women) when the f
mily w
tch c
ble television jointl
y. Respondents of he
vy
nd light c
tegories of viewing come second with reg
rd
to controlling the remote. This is so bec
use they m
n
ge to control the remote
when men
re
w
y. In the moder
te c
tegory, youngsters control the remote
fter
men,
pp
rently bec
use women
llow their young children to w
tch progr
mmes of
their choice.
T
ble 5.19: Remote Control
nd Level of Viewing Remote is controlled by f Childr
en Men Respondent Old
ge Youngsters Tot
l 11 69 30 9 25 144 % 7.6 47.9 20.8 6.3
17.4 100 f 17 67 14 13 34 145 % 11.7 46.2 9.7 9.0 23.4 100 f 16 67 26 8 26 143
% 11.2 46.9 18.2 5.6 18.2 100 f (%) 44 (10.2) 203 (47.0) 70 (16.2) 30 (6.9) 85 (
19.7) 432 (100) He
vy viewers Moder
te viewers Light viewers
Tot
l
5.12 F
vourite Time of W
tching C
ble Television
Figure 5.8
nd T
ble 5.20 (see Appendix I) reflect th
t
m
jority of the respon
dents w
tch c
ble television
fter 7:00 pm which
lso justifies he
vy viewing of
St
r Plus ch
nnels’ dr
m
seri
ls presented between 7:00 pm to 11:00 pm. The f
vo
urite time of w
tching c
ble television for both the working women
s well
s ho
use m
n
gers w
s
g
in
fter 7:00 pm. This
lso indic
tes th
t the free evening
time, suit
ble for
ttending f
mily
nd soci
lizing, is being spent in front of
television sets.
101
10.2% 12.0%
BEFORE 2 PM
2 PM TO 7 PM
AFTER 7 PM
77.8%
Figure 5.8: F
vourite Time of W
tching C
ble Television
5.12.1 F
vourite Time of W
tching C
ble Television
nd Level of Viewing
T
ble 5.21 indic
tes th
t m
jority of he
vy, moder
te
nd light viewers prefer t
o w
tch c
ble television progr
mmes
fter 7:00 pm. Only 14.6 per cent he
vy view
ers prefer to w
tch c
ble television before 2:00 pm. 17.2 per cent of moder
te v
iewers’ second time preference is from 2:00 pm to 7:00 pm. The t
ble est
blishes t
h
t 7:00 pm to onw
rd is the prime c
ble television w
tching time for
ll sorts
of respondents.
T
ble 5. 21: F
vourite Time of W
tching C
ble Television
nd Level of Viewing He

vy viewers F
vourite time of w
tching Before 2:00 PM 2:00 PM To 7:00 PM After 7
:00 PM Moder
te viewers Light viewers Tot
l f (%) 44 (10.2)
f 21
% 14.8
f 13
% 9
f 10
% 7.0
16
11.1
25
17.2
11
7.7
52 (12.0)
107
74.3
107
73.8
122
85.3
336 (77.8)
Tot
l
144
100
145
100
143
100
432 (100)
102
5.13 Restriction of W
tching C
ble Television
T
ble 5.22 reve
ls the responses of restrictions on women for w
tching c
ble tel
evision progr
mmes. It
lso indic
tes the restricted time slots for women. It is
cle
r from the t
ble th
t 296 women (68.5 per cent) do not h
ve
ny type of res
trictions on w
tching c
ble television where
s 77 women (17.8 percent) h
ve to f

ce cert
in restrictions. When they were
sked
bout the restricted progr
mmes

nd re
sons of restrictions imposed on them for w
tching c
ble television, the re
sponse shows th
t m
jority is being restricted to w
tch movies followed by st
ge
dr
m
s
nd music progr
mmes. The m
in re
sons of restriction pointed out by res
pondents include vulg
rity in progr
mmes, their work
nd religion. Reg
rding res
tricted time, m
jority of the respondents expressed th
t they were dis
llowed to
w
tch c
ble television
t night bec
use of strict f
mily tr
ditions. Some
void
w
tching c
ble television
t night to stick to their re
ding h
bits.
103 T
ble 5.22: Restriction of W
tching C
ble Television Restriction Restricted
c
ble television time/progr
mme for women Tot
l Not
pplic
ble If yes then women
restricted progr
mme St
ge dr
m
s Movies Music Tot
l Not Applic
ble Working hou
rs Re
sons Vulg
rity Aw
y from religion Tot
l Not
pplic
ble Night Time Evening
Morning Tot
l Not
pplic
ble L
te night Time re
sons Re
ding books Restricted en
vironment Tot
l 2 49 432 .5 11.3 100.0 16 4 432 354 27 3.7 .9 100.0 81.9 6.3 C
t
egory Yes Don’t know Not
t
ll f 77 59 296 432 354 31 41 6 432 354 30 39 9 432 35
4 58 % 17.8 13.7 68.5 100.0 81.9 7.2 9.5 1.4 100.0 81.9 6.9 9.0 2.1 100.0 81.9 1
3.4
104
5.13.1 Restricted C
ble Television Ch
nnel, Progr
mmes
nd Time for Men
T
ble 5.23 shows th
t men do not h
ve
ny restriction in terms of w
tching c
ble
television
s they
re considered m
ture
nd independent
s is the peculi
rity
of
m
ledomin
ted society. In contr
st, the percent
ge of women being restricte
d w
s 17.8
s discussed in T
ble 9.
T
ble 5.23: Restricted C
ble Television Ch
nnels, Progr
mmes
nd Time for Men Re
striction Restricted c
ble television ch
nnels, progr
mmes
nd time for men If n
o restriction th
n why M
ture
nd independent 432 100.0 C
tegory f %
No restriction
432
100.0
5.14 Women’s Right to W
tch C
ble Television
Figure 5.9
nd T
ble 5.24 (see Appendix I) show the responses of women to their
right to w
tch c
ble television. It is evident from the t
ble th
t m
jority of t
he respondents (253 or 58.6 percent) h
ve less right to w
tch c
ble television t
h
n men. This shows discrimin
tion of hum
n rights
nd gender bi
s to
ppro
ch t
he communic
tion
nd inform
tion technology. This
g
in supports the concept of
m
le domin
nce
nd
uthority
t home
nd in the society.
0.2%
NO
41.20%
LESS THAN MEN
58.6%
EQUAL TO MEN
Figure 5.9: Women’s Right to W
tch C
ble Television
105
5.15 Recre
tion
Figure 5.10
nd T
ble 5.25 (see Appendix I) indic
te th
t the first priority of
m
jority of the respondents w
s to enjoy c
ble television progr
mmes during thei
r free time, m
king other he
lthy
ctivities such
s outing, g
mes
nd book-re
d
ing second
nd third choices. This shows th
t c
ble television h
s become
n imp
ort
nt p
rt of women’s lives residing in L
hore, P
kist
n.
31.0%
TV
55.6%
BOOK READING OUTING OR GAME
13.4%
Figure 5.10: Recre
tion
5.16 Hurdle in Domestic
nd Other Activities
Figure 5.11
nd T
ble 5.26 (see Appendix I)
nd indic
te th
t for m
jority of th
e respondents c
ble television is
hurdle in the w
y of their domestic
nd othe
r
ctivities where
s 10 percent were not cle
r whether their
ctivities were bei
ng
ffected by it or not.
33% 57%
DISAGREE
UNDECIDED
AGREE
10%
Figure 5.11: Hurdle in Domestic
nd other Activities
106
5.16.1 Domestic Activities
nd Level of Viewing
Out of the tot
l 432 respondents, 243 h
ve mentioned th
t their
ctivities
re

dversely
ffected due to c
ble television viewing. It is cle
r from the T
ble 5.
27 th
t m
jority of he
vy viewers (50 percent) were
greed th
t their domestic

nd person
l
ctivities
re
ffecting due to c
ble television w
tching where
s on
ly 10 percent of light viewers h
ve the s
me opinion.
T
ble 5.27: Hurdles in Domestic
nd other Activities
nd Level of Viewing Domest
ic
ctivities effected Agree Undecided Dis
gree Tot
l He
vy viewers Moder
te vie
wers Light viewers Tot
l f (%) 243 (56.3) 45 (10.4) 144 (33.3) 432 (100)
f 121 5 18 144
% 50.0 11.1 12.5 24.5
f 96 26 23 145
% 40.0 57.1 16.0 37.7
f 26 14 103 143
% 10.0 31.1 72.0 37.7
5.17 Affected Activities of Respondents
T
ble 5.29 el
bor
tes wh
t types of
ctivities
re being
ffected. It shows th
t
the c
ble television viewing h
d
ffected m
jority of the respondents’ (95.5 perc
ent) newsp
pers
nd m
g
zines re
ding h
bit which is followed by movie w
tching
in cinem
houses
nd listening to the music. Further, 153 (63.0 percent) respond
ents
ccepted th
t their cooking
nd food serving time h
d been disturbed. T
ble
5.29
nd Figure 5.12 shows
strong rel
tionship between the dur
tion of w
tchi
ng c
ble television
nd its imp
ct on the domestic
nd outside
ctivities of the
respondents. He
vy viewing he
vily
ffects
ctivities of respondents f
lling in
this c
tegory. The
ffects
re moder
te for moder
te viewers
nd light for ligh
t viewers. The result confirms the hypothesis th
t the more one w
tches c
ble te
levision, the more one is
ffected by it.
107 T
ble 5.29: Domestic Activities
nd Level of Viewing Effected domestic
ctiv
ities Cooking
nd serving time newsp
pers
nd m
g
zines re
ding Listening to mus
ic Going for outing Going to movies Going for shopping Re
ding books He
vy viewe
rs Moder
te viewers f 63 % 41.91 Light viewers Tot
l f (%) 154 (100)
f 79
% 51.3
f 12
% 7.79
116
50.0
93
40.09
23
9.91
232 (100)
102
48.34
85
40.28
24
11.37
211 (100)
27
56.25
15
31.25
6
12.5
48 (100)
111
49.33
88
39.11
26
11.56
225 (100)
36
51.43
27
38.57
7
10.0
70 (100)
88
45.13
77
39.49
30
15.38
195 (100)
Pr
yers
nd re
ding 61 50.0 48 39.34 13 10.66 122 (100) religious books B
se-mul
tiple responses were
llowed so the sum m
y
dd up to more th
n the
ctu
l numbe
r.
108
Effected Activities for Vrious Levels of Viewers
51 .3 50 51 .3 49
Level of Effectivness
.1
40
40
40
.5
39
30.00
91 12 11 11 .0 79
31
40.00 20.00 10.00 0.00
7 .3
.2
5
38
0
6
15
.5
.3
8
39 s bo
.3
50.00
4 39 5.1 3 .4 9
1
9
48
8
50
60.00
56
0
.2
5
0
3
.3
.0
.4
3
.0 7 0 ok s in g bo
d in g re li g iou
4
.9
.0
.2
1
.5
7.
ies
ic
e
g
in g
e
10
9.
ti m
ti m
us
in
on
ut
g
m
ro
m
g

d

se r
ing
rs ho
v in
in
to
fo
to
pp
Re
in
en
in
fo
&
go
go
kk in
li s t

g
co
rs
M
go
in
g
g
re

d

g
g
Figure 5.12: Domestic
nd other Activities
nd Level of Viewing.
5.18 Inter
ction P
tterns
Figure 5.13
nd T
ble 5.30 (see Appendix I) show how the inter
ction p
tterns of
the t
rget
udience were ch
nging. It indic
tes th
t m
jority of the respondent
s’ inter
ction time with their rel
tives, friends
nd neighbours w
s declining bec

use of w
tching c
ble television. H
lf of the respondents do not like to welcom
e guests
nd dislike interference by f
mily members during w
tching c
ble televi
sion. However, m
jority of the respondents s
id th
t did go out with f
mily duri
ng the prime time of Television w
tching.
pr
Effected Activities
He
vy Viewers Mod viewers Light Viewers
pe
p

ws
ne
ye r
s
&
re
ok
s
10
.6
6
4
0
109
3 2.5 2 1.5 1 0.5 0
e tiv el
R ur bo gh i Ne ds ien Fr sit Vi st ue eG ik tl No e lik ot N fe ter I
n re e nc Le s in ut so g
2.23
2.04
2.28
2.21
2.16
2.09 1.6
m f

ily
Figure 5.13: Inter
ction P
tterns
5.18.1 Inter
ction with Husb
nd
nd Children
T
ble 5.31 shows th
t the husb
nd-wife inter
ction time too is on the decline be
c
use of c
ble television w
tching. Almost ½ of the tot
l m
rried respondents were

greed th
t their inter
ction time is decre
sing. D
t
shows
nother import
nt
f
ct th
t m
jority of mother w
s dis
greed with the st
tement th
t their inter
c
tion time with children is decre
sing. T
ble 5.31: Inter
ction with Husb
nd
nd
Children Agree V
ri
ble f Husb
ndWife Inter
ction Time Decre
sed MotherChild Int
er
ction Time Decre
sed % f % f % Undecided Dis
gree Me
n V
lid Respondents
138
47.1
44
15.0
111
37.9
1.5
293
96
36.4
33
12.5
135
51.1
1.3
264
110
5.19 Appe
r
nce
nd Style
In the Figure 5.14 me
n v
lues of the responses
re shown. Figure
nd T
ble 5.32
(see Appendix I) indic
tes th
t m
jority of the respondents do t
ke television
ch
r
cters
s role model
nd w
nt to copy them in
ppe
r
nce
nd style. Interest
ingly, m
jority of the respondents dis
greed th
t they did rel
te the ch
r
cters
to their own lives despite they do copy in more th
n one
re
. This shows th
t
the respondents just follow the outlook of the ch
r
cters with respect to lifest
yle
nd not themselves
s
whole. The re
son for w
tching c
ble television is e
ntert
inment but the influence
s
result of it is bro
der lifestyle outlook.
3 2.5 2.06 2 1.5 1 0.5 0
l ro
s em el od e lik TV c rs cte r
h
W jew
r e
2.6 2.39 2.15 1.91 2.3
ry lle e Em
TV
ch
rs cte

r

te ul

ce
c
nt TV
te
c
r ch
r m
e
k
up
ok Lo
th wi te el
R
d
n ss e Dr
Figure 5.14: Appe
r
nce
nd Style
5.20 Cultur
l Pr
ctices
5.20.1 Food H
bits
Figure 5.55
nd T
ble 5.33 (see Appendix I)
nd show th
t m
jority of the respon
dents h
ve st
rted trying western dishes they le
rnt from c
ble television. The
r
tio for Indi
n dishes is zero m
inly bec
use of the re
son th
t Indi
n ch
nnel
s do not concentr
te much on cooking
s their m
in thrust is on so
p oper
s. Nev
ertheless,
n overwhelming m
jority of respondents considered c
ble television

s
n effective source of le
rning
111 cooking. Over three-fifth of the respondents conceded th
t they dine in fron
t of television
nd discuss television progr
mmes more th
n their own issues dur
ing me
ls. It indic
tes
ch
nge in their e
ting style
nd discussion p
tterns d
ue to c
ble television.
3 2.5 2 1.5 1 0.5 0 1.09 2.34 2.31 2.43 2.14
A
dd
o i ti
n
of
we A
er st ti
n
sh di o
es
n di
es is h d e in
g
ns
i
V tT pr r og

m

m
es w
. sh di
.
i dd
on
n fI
D D
u isc
n sio s
TV
ive ct fe Ef
u so
rc
e en
Figure 5.15: Culture Pr
ctices (Food)
5.20.2 Dress
Figure 5.16
nd T
ble 5.34 (see Appendix I) indic
tes th
t one-forth of the resp
ondents
greed th
t they like to we
r c
su
l western dress bec
use it is comfort

ble. But
n overwhelming m
jority of them replied in neg
tive. Signific
ntly en
ough, ne
rly 98 percent of the respondents s
id they did not we
r c
su
l Indi
n
dress. 35 percent s
id they wore Indi
n p
rty dress m
inly ‘S
ri’. Simil
rly, only

fr
ction of the respondents s
id they wore western p
rty dress. This they m
y b
e doing bec
use of the soci
l t
boos
bout western dress which they do not we
r
while
ttending p
rties. Another re
son could be the f
ct th
t orient
l p
rty we

r is more colourful
nd l
vish which women ye
rn for. 81.5 percent of the respo
ndents conceded th
t c
ble television is the best source of le
rning
bout f
shi
on trends. Interestingly, the respondents’ style of donning c
us
l western dress i
n their routine lives
nd we
ring orient
l
pp
rels for p
rties m
tch the dress
trends shown in the most f
voured St
r Plus so
p oper
s.
112
3 2.5 2 1.5 1 0.5 0 1.6 1.35 1.06 2.44 1.97
CA
S
L UA
E DR
SS
W
ES
R TE d
N c
ss re

l su

ly S ES R IN
A DI
N S W ES
N ER T of
d In
n i

R PA
TY
D
PA
Y RT
D
S RE fe c
e ss re d
s ..
.
tiv
es
o
ce ur
Ef
Figure 5.16: Cultur
l Pr
ctices (Dress)
5.20.3 L
ngu
ge
Figure 5.17
nd T
ble 5.35 (see Appendix I) indic
te th
t c
ble television is cr
e
ting
signific
nt imp
ct on the l
ngu
ge of the respondents. V
st m
jority (t
hree-fourth of the respondents) inclined to using foreign l
ngu
ges (English
nd
Hindi) in their d
ily routine. They considered television
s the best source of
le
rning the other l
ngu
ges. Four-fifth of the respondents were le
rning Engli
sh where
s more then three-fifth of the respondents were le
rning other l
ngu
ge
s through c
ble television.
2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.8 2.7 2.57 2.4 2.58 2.54
LI
E K
TO
E US
O
ER TH
... h lis
n si rd wo
. c.. w di in
n si rd o s
s
. u. c
in rn e
fl
g
... l
h lis ng E
n l


g gu

e d in
ge u
g
n il

g Us

ng fE eo

g Us
fH eo
eo rc ou
r le

ng ni
g in rn
Le
H
TV
Figure 5.17: Cultur
l Pr
ctices (L
ngu
ge)
113
5.20.4 Tr
ditions
Figure 5.18
nd T
ble 5.36 (see Appendix I)
nd indic
te th
t m
jority of the re
spondents (51.2 percent) were celebr
ting Indi
n tr
ditions in m
rri
ge ceremoni
es where
s threefifth of the respondents were likely to celebr
te V
lentine’s D
y
. The result shows th
t
doption level of some of the western
nd Indi
n tr
diti
ons is incre
sing in our society.
2.5 2 1.5 1 0.5 0
i i e e n
y ol kh ee od . .. fi r eD et eH on R
ow Ch t l g in B e
l r
nt
t
ri
w
te l
leb
r br
r eH r

t le K m Ce r
leb n eV te Ce i

t Ce leb r

d br Ce In leb ele te Ce C
br ele C
2.03
2.19 1.16 1.19
1.02
1.03
1
Figure 5.18: Cultur
l Pr
ctices (Tr
ditions)
5.20.5 Religion
Figure 5.19
nd T
ble 5.37 (see Appendix I)
nd indic
te th
t m
jority of the re
spondents (three-fourth)
re depend
nt on television for the religious inform
ti
on where
s sm
ll percent
ge of respondents
greed th
t their religiosity level i
s being effected by television.
3 2.5 2 1.5 1 0.5 0
nf fi ... or el le v
2.63 1.6
TV
is
s be
o ce ur o ts
cr de
s e

ed
Re
li
ity os gi
Figure 5.19: Cultur
l Pr
ctices (Religion)
114
5.21 Person
l
nd Household Expenditure
Figure 5.20
nd T
ble 5.38 (see Appendix I) indic
te th
t c
ble television is
l
so disturbing the budget of the f
milies. More th
n three-fifth of respondents w
ere of the view th
t their expenditure h
s incre
sed where
s two-fifth of the re
spondents
greed th
t they h
ve developed the tendency to incre
se their e
rning
s to meet their high budget.
3 2.5 2 1.5 1 0.5 0 2.5 2.1 2
re ... itu ng nd ni y r pe elr e
ex n ew
ld ,j be ho th lo to se c y ou g( nc
H sin de n es Te Dr ,m ...
Figure 5.20: Person
l
nd Household Expenditure
5.22 Role of P
kist
ni Women
Figure 5.21
nd T
ble 5.39 (see Appendix I) indic
te th
t viewing of c
ble telev
ision is
lso ch
nging the
ttitude of the respondents tow
rds the perceived rol
e of women in the society. For
ll the dependent v
ri
bles,
degree of
greemen
t w
s evident. M
jority of the respondents were of the view th
t women
nd men b
oth should equ
lly sh
re in household chores
nd looking
fter of children
nd w
omen should t
ke
ctive p
rt in decision m
king. A v
st m
jority (70.8 percent)

greed th
t
girl should h
ve right to love m
rri
ge
nd working women
nd hous
ewife should h
ve equ
l respect, which is purely western culture. This implies t
h
t womenfolk in P
kist
n seem to be ch
nging f
ster.
115
3 2.5 2.1 2 1.5 1 0.5 0 1.97 1.91 1.96 2.29 2.32 2.48
.2.5

e fl ep us to h tiv ho u r h
ld ht ri g
c st eq hi nd ig ld d s
ve R ke fc
ou ul ei t
en h
sh m ro ho d d s te om ho en ul ul
f en m ho or ho g gw f s
s n n om wo n rl ki en ki W
r gi gle m oo or e l o n A W to Si W n re r
l b to
g ug le r ve
d
n
ho
us
o eh p es
ld i
sib on
y. l it ec
..
r ee
r
m wo fo
en
e rh
ig rr ig
ht
s ol i
.. . ve i rt n
t ht
d
i ec
. si. sh
ld ou
. ..
m
i
rr
ge
fe wi
e ov
Figure 5.21: Role of P
kist
ni Women
116
P
rt II - BIVARIATE ANALYSIS
5.23 Hypothesis Testing: Exposure
nd Effect Associ
tion
P
kist
n experienced
r
pid
nd unregul
ted growth of c
ble television network
in the l
te 90s. This network w
s regul
ted by government in ye
r 2000 through P

kist
n Telecommunic
tion Authority (PTA). In 2002, PEMRA w
s formed
nd st
rted
working to regul
te c
ble television oper
tions in the country. P
kist
n witnes
sed
quick exp
nsion of c
ble television network
nd viewers. Most of the ch
nn
els provided by the c
ble oper
tors were Indi
n
nd western. These ch
nnels f
ce
d criticism th
t they c
n cultiv
te foreign v
lues p
rticul
rly the western
nd
Indi
n
mong the viewers. This study t
rgeted to ev
lu
te the effects of c
ble t
elevision viewing on women’s life. Women selected for the study were between 18 – 40
ye
rs of
ge. S
mple d
t
h
s been
n
lyzed sep
r
tely to ex
mine e
ch hypothes
is. As the study ev
lu
ted the
ssoci
tion between the exposure to c
ble televis
ion
nd ch
nge in lifestyles of women, therefore st
tistic
l tool Chi-Squ
re w
s
used. E
ch depend
nt v
ri
ble w
s oper
tion
lized into set p
r
meters
nd the

nswers were obt
ined on Likert 3– point sc
le
s mentioned below: Opinion Agree Un
decided Dis
gree V
lue 3 2 1
For e
ch respondent, me
n response score on e
ch question w
s c
lcul
ted with re
spect to the selected group or c
tegory. If the me
n score w
s close to 3 it ind
ic
ted ch
nge in life p
tterns
nd if it w
s close to 1 it indic
ted rejection t
o ch
nge. In order to h
ve
criterion for cl
ssific
tion of respondents
ccordi
ng to their opinion following cut of v
lues
re used: 1.0-------1.5 1.6-------2.
5 2.6-------3.0 Rejection to ch
nge lifestyle Undecided Accept
nce for ch
nge in
lifestyle
Since the response to e
ch question is likely to differ
ccording to the level o
f viewing the st
tistic
l tool known
s Chi-Squ
re is used to comp
re the me
n s
cores of
group of questions. The results of Chi-Squ
re
re shown in subsequent
t
bles.
117
5.24 Ch
nges in Lifestyle
Ch
nge in lifestyle
Domestic
nd other
ctivities (1 indic
tor)
F
mily
nd other soci
l inter
ction (9 indic
tors)
Person
l
ppe
r
nce
nd style (6 indic
tors)
Cultur
l pr
ctices (25 indic
tors)
Person
l
nd domestics expenditure (3 1ndic
tors)
Role of P
kist
ni women in society (8 Indic
tors)
Figure 5.22: Ch
nges in Lifestyle
For the purpose of this study, the ‘ch
nge in lifestyle of women’ h
s been conceptu

lized
s h
ving six f
ctors: domestic
nd other
ctivities, f
mily
nd soci
l in
ter
ction, person
l
ppe
r
nce
nd style, cultur
l pr
ctices
nd role of P
kist

ni women in society. E
ch of these f
ctors w
s oper
tion
lized into
set of dep
end
nt v
ri
bles. The dimension of domestic
nd other
ctivities h
s 1 indic
tor
, f
mily
nd soci
l inter
ction h
s 9 indic
tors, person
l
ppe
r
nce
nd style
h
s 6 items, cultur
l pr
ctices h
s 27 indic
tors
nd role of P
kist
ni women in
society h
s 8 indic
tors.
5.25 Hypothesis Testing - Results
The results of Chi-Squ
re for e
ch hypothesis
re summ
rized in the following se
ction in sequence of the hypothesis being tested.
5.26 M
jor Hypothesis
Gre
ter the exposure to c
ble television gre
ter the effect on the lives of wome
n in L
hore, P
kist
n.
118
5.26.1 Sub-Hypothesis 1
He
vy viewers of c
ble television experience gre
ter degree of effect on their d
omestic
nd other
ctivities th
n the moder
te
nd light viewers. Chi-Squ
re v
l
ue in the T
ble 5.40 shows th
t null hypothesis is rejected
t 5% level of signi
fic
nce. Therefore,
n
ltern
tive hypothesis of signific
nt
ssoci
tion between
the level of c
ble television viewing
nd effect on domestic
nd other
ctiviti
es of women is proved. The percent
ge v
lues
s seen in the T
ble 5.41
lso indi
c
te th
t
mong the he
vy viewers there is high percent
ge of those who experien
ced disturb
nce in their domestic
nd other
ctivities. On the other h
nd,
mong
the light c
ble television viewers there is high percent
ge of those who h
ve

low disturb
nce level. It is concluded th
t there is
signific
nt
ssoci
tion
between the levels of c
ble television viewing
nd levels of effect on domestic

nd other
ctivities. It implies th
t high c
ble television viewing is
ffecting
domestic
nd other
ctivities of women in P
kist
n.
T
ble 5.40:Chi-Squ
re Test for Associ
tion: Exposure
nd Disturb
nce in Domestic

nd other Activities V
ri
bles Chi-squ
re D.F P-v
lue Conclusion

Pe
rson Chi-Squ
re

169.992 432
4 -
.000 -
Signific
nt -
Tot
l Respondents
T
ble 5.41: Level of Disturb
nce in Domestic
nd other Activities by Level of Vi
ewing Level of viewing Tot
l Level of effect He
vy viewers Moder
te viewers f Lo
w Medium High Tot
l 18 5 121 144 % 12.5 3.5 84.0 100 f 23 26 96 145 % 15.9 17.9
66.2 100 Light viewers f 103 14 26 143 % 72.0 9.8 18.2 100 f (%) 144 (33.3) 45 (
10.4) 243 (56.3) 432 (100.0)
119
5.26.2 Sub-Hypothesis 2
He
vy viewers of c
ble television experience
gre
ter degree of ch
nge on their
f
mily
nd soci
l inter
ction p
tterns th
n the moder
te
nd light viewers. P
t
terns of inter
ctions were subdivided into two groups i.e. f
mily
nd soci
l. Th
e first one included inter
ction of the viewers with their f
milies i.e. husb
nd
s
nd children
nd the second group included rel
tives, neighbours
nd friends.
Among the first group the null hypothesis w
s rejected
t 5% level of signific
n
ce for inter
ctions with husb
nds
s indic
ted in T
ble 5.42. In the c
se of chi
ldren the null hypothesis w
s however
ccepted indic
ting th
t the inter
ction w
ith children w
s not
ffected (T
ble 5.44). Chi-Squ
re v
lue shows in the t
ble
5.46 th
t null hypothesis reg
rding the second group of soci
l inter
ctions w
s
rejected
t 5% level of signific
nce. An
ltern
te hypothesis of signific
nt
ss
oci
tion between levels of c
ble television viewing
nd levels of soci
l inter
c
tion is
ccepted. The percent
ge v
lues,
s seen in the t
ble 5.47, indic
te th

t
mong the he
vy viewers there is high percent
ge of women h
ving reduced soci

l inter
ctions. On the other h
nd,
mong the light c
ble television viewers ther
e is high percent
ge of those whose soci
l inter
ction h
s not been
ffected. Th
erefore, it w
s concluded th
t there is
signific
nt rel
tionship between the l
evels of c
ble television viewing
nd levels of soci
l inter
ction. It proves th

t high c
ble television viewing h
s
n imp
ct on soci
l inter
ction p
tterns. H
owever f
mily inter
ction p
tterns of women in L
hore, P
kist
n h
ve not disturb
ed much. T
ble 5.42:Chi-Squ
re Test for Associ
tion: Exposure
nd Effect on Husb

nd
nd Wife Inter
ction

V
ri
bles
Chi-Squ
re 31.124 293
D.F 6 -
P-v
lue .000 -
Conclusion Signific
nt -
Pe
rson Chi-Squ
re Tot
l Respondents
120 T
ble 5.43: Level of Inter
ction of Husb
nd
nd Wife by Level of Viewing Lev
el of viewing Tot
l Level of effect He
vy viewers Moder
te viewers f Low Medium
High Not Applic
ble Tot
l 7 26 66 45 144 % 4.9 18.1 45.8 31.1 100 f 23 48 28 46
145 % 15.9 33.1 19.3 31.7 100 Light viewers f 14 37 44 48 143 % 9.8 25.9 30.8 33
.6 100 f (%) 44 (10.2) 111 (31.9) 138 (31.9) 139 (32.2) 432 (100.0)
T
ble 5.44:Chi-Squ
re Test for Associ
tion: Exposure
nd Effect on Mother
nd Ch
ild Inter
ction V
ri
bles Chi-Squ
re 3.122 264 D.F 6 P-v
lue 0.538 Conclusion In
signific
nt -
Pe
rson Chi-Squ
re Tot
l Respondents
T
ble 5.45: Level of Mother-Child Inter
ction by Level of Viewing Level of viewi
ng Tot
l Level of effect He
vy viewers Moder
te viewers f Low Medium High Not Ap
plic
ble Tot
l 38 10 45 51 144 % 26.6 6.9 31.1 35.4 100 f 24 18 44 59 145 % 16.6
12.4 30.3 40.7 100 Light viewers f 34 5 46 58 143 % 23.7 3.5 32.3 40.6 100 f (%
) 96 (22.3) 33 (7.6) 135 (31.3) 168 (38.8) 432 (100.0)
121 T
ble 5.46:Chi-Squ
re Test for Associ
tion: Exposure
nd Effect on Soci
l In
ter
ction V
ri
bles
Pe
rson Chi-Squ
re
Chi-squ
re
88.731 432
D.F
4 -
P-v
lue
.000 -
Conclusion
Signific
nt -
Tot
l Respondents
T
ble 5.47: Level of Viewing by Level of Soci
l Inter
ction Level of viewing Tot

l Level of effect He
vy viewers Moder
te viewers f Low Medium High Tot
l 11 38
95 144 % 7.6 26.4 66.0 100 f 29 63 53 145 % 20.0 43.4 36.6 100 Light viewers f 7
3 58 12 143 % 51.0 40.6 8.4 100 f (%) 113 (26.2) 159 (36.8) 160 (37.0) 432 (100.
0)
5.26.3 Sub-Hypothesis 3
He
vy viewers of c
ble television tend to show
gre
ter degree of
ccept
nce of
television ch
r
cters’
ppe
r
nce
nd style th
n the moder
te
nd light viewers.
Chi-Squ
re v
lue in the T
ble 5.48 indic
tes th
t null hypothesis is rejected
t
5% level of signific
nce. Therefore,
n
ltern
te hypothesis of
signific
nt

ssoci
tion between level of c
ble television viewing
nd level of
ccept
nce of
television ch
r
cter’s
ppe
r
nce
nd style is
cknowledged. Percent
ge v
lues
s
seen in the T
ble 5.49 indic
te th
t
mong he
vy viewers of c
ble television, m

jority of the respondents imit
te television ch
r
cters’
ppe
r
nce
nd style. On
the contr
ry,
mong light c
ble television viewers there is high percent
ge of t
hose who h
ve denied imit
ting television ch
r
cters’
ppe
r
nce
nd style. It con
firms th
t there is
signific
nt
ssoci
tion between the levels of c
ble televi
sion viewing
nd levels of
doption of television ch
r
cter’s
ppe
r
nce
nd style
. It w
s therefore, concluded th
t high television viewing
122 h
s signific
nt imp
ct on
ppe
r
nce
nd style of women residing in L
hore,
P
kist
n, th
n light viewing.
T
ble 5.48:Chi-Squ
re Test for Associ
tion: Exposure
nd Effect on Appe
r
nce
n
d Style V
ri
bles
Chi-Squ
re 152.499 432
D.F 4 -
P-v
lue .000 -
Conclusion Signific
nt -
Pe
rson Chi-Squ
re Tot
l Respondents
T
ble 5.49: Ch
nge in Appe
r
nce
nd Style by Level of Viewing Level of viewing
Tot
l Level of effect He
vy viewers Moder
te viewers f Low Medium High Tot
l 4 4
4 96 144 % 2.8 30.6 f66.7 100 f 12 63 70 145 % 8.3 43.4 48.3 100 Light viewers f
77 43 23 143 % 53.8 30.1 16.1 100 f (%) 93 (21.5) 150 (34.7) 189 (43.8) 432 (10
0.0)
5.26.4 Sub-Hypothesis 4
He
vy viewers of c
ble television experience gre
ter degree of effect on their c
ultur
l pr
ctices th
n the moder
te
nd light viewers. Chi-Squ
re v
lue in the T

ble 5.50 indic
tes th
t null hypothesis is rejected
t 5% level of signific
nce
. Hence,
n
ltern
te hypothesis of signific
nt
ssoci
tion between level of c
b
le television viewing
nd level of effect on cultur
l pr
ctices st
nds proved. P
ercent
ge v
lues
s seen in the T
ble 5.51
lso indic
te th
t
mong he
vy viewer
s of c
ble television, m
jority of the respondents h
ve h
d effect on their cult
ur
l pr
ctices
s comp
red to moder
te
nd light viewers. On the b
sis of
bove
result it w
s concluded th
t there is
signific
nt
ssoci
tion between the leve
ls of c
ble television viewing
nd
123 levels of effect on cultur
l pr
ctices. It is thus verified th
t high televi
sion viewing is imp
cting cultur
l pr
ctices in L
hore, P
kist
n,
nd women
re

ccepting western
nd Indi
n culture. T
ble 5.50:Chi-Squ
re Test for Associ
tion
: Exposure
nd Effect on Cultur
l Pr
ctices V
ri
bles Chi-squ
re 332.246 432 D.F
4 P-v
lue .000 Conclusion Signific
nt -
Pe
rson Chi-Squ
re Tot
l Respondents
T
ble 5.51: Level of Cultur
l Pr
ctices by Level of Viewing Level of viewing Tot

l Level of effect He
vy viewers Moder
te viewers f Low Medium High Tot
l 0 47 9
7 144 % 0.00 32.6 67.4 100 f 18 114 13 145 % 12.4 78.6 9.0 100 Light viewers f 9
7 45 1 143 % 67.8 31.5 0.7 100 f (%) 115 (26.6) 206 (47.7) 111 (25.7) 432 (100.0
)
5.26.5 Sub-Hypothesis 5
He
vy viewers of c
ble television h
ve experience
gre
ter degree of effect on
their domestic
nd person
l expenditures th
n the moder
te
nd light viewers. Ch
i-Squ
re v
lue in the T
ble 5.52 shows th
t null hypothesis of no
ssoci
tion be
tween the depend
nt
nd independent v
ri
bles h
s been rejected
t 5% level of s
ignific
nce. An
ltern
te hypothesis of signific
nt
ssoci
tion between levels o
f c
ble television viewing
nd levels of effect on their domestic
nd person
l e
xpenditure is
ccepted. Percent
ge v
lues
s seen in the T
ble 5.53 indic
te th

t
mong he
vy viewers there is high percent
ge of those who h
ve shown effect on
their domestic
nd person
l expenditures. On the other h
nd,
mong light c
ble
television viewers there is high percent
ge of those who h
ve low effect on thei
r domestic
nd person
l expenditures.
124 Therefore, it is proved th
t there is
signific
nt
ssoci
tion between the
levels of c
ble television viewing
nd levels of effect on their domestic
nd pe
rson
l expenditure. It w
s concluded th
t high c
ble television viewing is imp
c
ting the domestic
nd person
l expenditures of women in L
hore, P
kist
n.
T
ble 5.52:Chi-Squ
re Test for Associ
tion: Exposure
nd Effect on Person
l
nd
Domestic Expenditure V
ri
bles Chi-squ
re Pe
rson Chi-Squ
re Tot
l Respondents 1
74.543 432 D.F 4 P-v
lue .000 Conclusion Signific
nt -
T
ble 5.53: Level of Person
l
nd Domestic Expenditure by Level of Viewing Level
of viewing Tot
l Level of effect He
vy viewers Moder
te viewers f Low Medium Hi
gh Tot
l 13 36 95 144 % 9.0 25.0 66.0 100 f 51 67 27 145 % 35.2 46.2 18.6 100 Li
ght viewers f 100 31 12 143 % 69.9 21.7 8.4 100 f (%) 164 (38.0) 134 (31.0) 134
(31.0) 432 (100.0)
5.26.6 Sub-Hypothesis 6
He
vy viewers of c
ble television tend to show
gre
ter degree of
ccept
nce of
roles of women
s portr
yed on Indi
n
nd western ch
nnels
s comp
red to the m
oder
te
nd light viewers. Chi-Squ
re v
lue in the T
ble 5.54 shows th
t null hy
pothesis is rejected
t 5% level of signific
nce. An
ltern
te hypothesis of
ss
oci
tion between level of c
ble television viewing
nd level of
ccept
nce of ro
le of western
nd urb
n Indi
n women st
nds proved. Percent
ge v
lues
s seen in
the T
ble 5.55
lso indic
te th
t
mong he
vy viewers there is high percent
ge
of those who h
ve shown
ccept
nce of role of western
125
nd urb
n Indi
n women. On the other h
nd
mong light c
ble television viewe
rs there is high percent
ge of those who h
ve high
ccept
nce of role of western

nd urb
n Indi
n women. It is
ccepted th
t there is
signific
nt
ssoci
tion
between the levels of c
ble television viewing
nd levels of
ccept
nce of roles
of women
s portr
yed on Indi
n
nd western ch
nnels. It w
s concluded th
t hig
h c
ble television viewing is
ffecting the soci
l role of women in L
hore, P
ki
st
n. T
ble 5.54:Chi-Squ
re Test for Associ
tion: Exposure
nd Effect on Soci
l
Role of P
kist
ni Women V
ri
bles Chi-squ
re Pe
rson Chi-Squ
re Tot
l Respondent
s 111.659 432 D.F 4 P-v
lue .000 Conclusion Signific
nt -
T
ble 5.55: Level of Ch
nge in Soci
l Role of P
kist
ni Women by Level of Viewin
g Level of viewing Tot
l Level of effect He
vy viewers Moder
te viewers f Low Me
dium High Tot
l 11 33 100 144 % 7.6 22.9 69.4 100 f 27 67 51 145 % 18.6 46.2 35.
2 100 Light viewers f 67 53 23 143 % 46.9 37.1 16.1 100 f (%) 105 (24.3) 153 (35
.4) 174 (40.3) 432 (100.0)
126
PART III – DISCUSSION OF RESULTS
The government of P
kist
n liber
lized electronic medi
policy in 2000
nd
llow
ed c
ble oper
tors to work leg
lly. Consequently, the c
ble industry h
s grown u
p r
pidly
nd st
rted tr
nsmitting s
tellite foreign television ch
nnels
long w
ith loc
l ch
nnels through their network. The number of subscribers incre
sed sw
iftly
nd exposed viewers to the western
nd Indi
n v
lues
nd norms. This h
s n
ot only broken the monopoly of the st
te-owned electronic medi
in the country

nd provided v
riety in ch
nnels
nd progr
mmes but h
s
lso r
ised concern over
its effects on viewers. Hence, this study w
s c
rried out to probe the effects o
f c
ble television on women in P
kist
n. The b
sic t
rget of this study w
s to f
ind out, through the biv
ri
te
n
lysis, whether ch
nges in life p
tterns of wom
en in L
hore, P
kist
n,
re linked to their exposure to the c
ble television ch

nnels or not. The b
sis of this study w
s the confirm
tion by e
rlier rese
rcher
s throughout the world th
t television does le
ve
n imp
ct on socio-economic
n
d cultur
l
spects of lives of its viewers i.e. J
mi
s (1993), Goon
seker
(1993
), Sh
riff
deen (1995), Ali (2001), T
riq (2004), etc. To pursue the m
in theme,
the rese
rcher
ssessed Indi
n
nd western ch
nnels imp
ct through c
ble televi
sion on different
spects of women’s lives e.i. f
mily
nd soci
l inter
ction p
tt
erns,
ppe
r
nce
nd style, cultur
l pr
ctices i.e. food, l
ngu
ge, dress, tr
di
tions
nd religion, domestic
nd person
l expenditure
nd on their over
ll role
in society. The study t
rgeted women
ged between 18 to 40 ye
rs. This criterion
w
s further divided into three c
tegories -- he
vy, moder
te
nd light viewers
inste
d of two bec
use the m
in
im of the study w
s to comp
re two extremes i.e
. he
vy
nd light viewers. In
ll, 432 women of the st
ted c
tegories responded
to the survey. L
hore w
s selected
s the field of study. It is the second l
rge
st city of P
kist
n
nd cosmopolit
n in n
ture. Being
metropolis of the countr
y’s l
rgest province Punj
b, the popul
tion of L
hore is quite v
ried, from poor t
o rich, illiter
te to highly educ
ted
nd from slump dwellers to
n
ffluent liv
ing in posh colonies. L
hore h
s ret
ined its link to its p
st through its histo
ric monuments
nd
lso bo
sts of modern buildings
nd shopping m
lls. L
hore’s pop
ul
tion is heterogeneous, comprising people from
ll regions
nd ethnic groups l
ike Punj
bis, Ser
ikis, P
th
n, B
lochis, Sindhis, K
shmiris, etc. Domin
nt reli
gion is Isl
m but people of other followings like Christi
nity
lso reside here.
Above
ll, L
hore is
lso known
s n
tion’s hub of medi

nd cultur
l
ctivities.
All n
tion
l d
ilies, FM r
dios
nd television ch
nnels h
ve their offices in
127 L
hore. As m
ny
s 68 he
d-end licensees
re
ctive
nd 276 loop-holders
re
successfully h
ndling the c
ble proportion
nd serving 3.5 million subscribers
in L
hore. Every c
ble oper
tor/loop-holder provides more th
n 100 ch
nnels to t
he connection holder. Most of these ch
nnels
re western
nd Indi
n, tr
nsmittin
g progr
mmes in English
nd Hindi l
ngu
ges. The study w
s conducted during Dece
mber 2003-07
nd the d
t
for this study w
s collected through
survey. Intervi
ews’ schedule (verb
l interview b
sed on questionn
ire) w
s selected
s
tool for
d
t
collection bec
use some of the respondents were illiter
te
nd would not b
e
ble to re
d
nd
nswer the questionn
ire. To test the reli
bility of the inst
rument, inter-item correl
tion reli
bility test ‘Cronb
ch’s Alph
’ w
s
pplied. The v

lue of the Cronb
ch’s Alph
w
s computed using the SPSS-13 p
ck
ge
nd the v
lue o
f reli
bility c
me out to be 88 percent. The tot
l s
mple size w
s 432. Governme
nt
dministr
tive division, which divided L
hore into six towns, w
s used
nd
n
equ
l number of respondents (72) w
s interviewed from e
ch town of L
hore. The
findings of the study h
ve been presented in two c
tegories. · Gener
l findings: D
iscussion on gener
l findings pert
ining to the dur
tion of h
ving c
ble televis
ion connection, wh
t ch
nnels
nd kinds of progr
mme
re preferred, re
sons for
w
tching, f
vourite time of w
tching, control over remote, women’s right to w
tch
c
ble television
nd restriction on viewing c
ble television. It
lso
n
lyses t
he rel
tionship between
bove f
ctors
nd level of viewing besides demogr
phic i
nform
tion of respondents i.e.
ge, educ
tion, resident
re
, profession, income
, m
rit
l st
tus, etc. · Findings on hypothesis testing: The m
jor hypothesis w
s
th
t
gre
ter exposure to c
ble television le
ves
gre
ter imp
ct on the lives
of women. The sub-hypothesis included he
vy viewers of c
ble television h
ve ex
perienced
gre
ter degree of effect on their domestic
nd other
ctivities, on
their f
mily
nd soci
l inter
ction p
tterns, cultur
l pr
ctices
nd on their do
mestic
nd person
l expenditure th
n the moder
te
nd light viewers. It w
s
lso
hypothesized th
t he
vy women viewers of c
ble television tend to show
gre
te
r degree of
ccept
nce of television ch
r
cter’s
ppe
r
nce
nd style
nd of role
of western
nd urb
n Indi
n women th
n moder
te
nd light viewers.
128
5.27 Gener
l Findings of the Study
When demogr
phic ch
r
cteristics of the respondents were
n
lyzed the rese
rcher
found th
t
m
jority of the respondents
re
ged 31 to 40 ye
rs (60 percent).
In P
kist
n, women of this
ge group gener
lly
re the ones who h
ve st
rted the
ir m
rit
l life
nd
re r
ising their f
milies. Motherhood defines women’s identit
y in P
kist
n. M
rit
l life for
P
kist
ni wom
n is the time when she st
rts di
scovering her identity
nd
self-conscious im
ge of
figure which is very clos
ely
tt
ched to her domestic
nd f
mily life. This group is of fund
ment
l impor
t
nce for studying the imp
ct of c
ble television on their lives due to the f
ct
th
t they pl
y
n
ctive role in sh
ping lives of their children in p
rticul
r

nd those of their f
milies in gener
l. More often th
n not, they
re the nucleu
s of the f
mily
nd responsible for household
ctivities, nurturing of children,
t
king c
re of husb
nd
nd in some c
ses elderly rel
tions
s well. Therefore,
if this group gets
ffected by c
ble television viewing, consequences
re bound
to impinge upon other f
mily members too. Although the s
mple of the study consi
sted of
ll income groups but the m
jority belonged to middle
nd upper middle c
l
ss
nd h
d
monthly income of
bove Rs. 20,000. Findings reve
led th
t
gre

ter portion of them were m
rried
nd unemployed. Ne
rly three-fourth (73.1 perce
nt) of them were house-m
n
gers th
t indic
tes th
t they were
ble to
fford mor
e time w
tching c
ble television, therefore m
jority of these women were found i
n he
vy viewers c
tegory. Referring to educ
tion, minimum qu
lific
tion of more
then three-fifth of the respondents (63.2 percent) w
s gr
du
tion (T
ble A). The
results of demogr
phic ch
r
cteristics justified the suit
bility of respondents
with this rese
rch
s m
jority of them were educ
ted
nd h
d the c
p
city to un
derst
nd
v
riety of mess
ges even in foreign l
ngu
ges like English
nd Hindi.
Ag
in, most of them were m
rried. Therefore, by virtue of soci
l settings they
enjoyed
key role in the lives of their f
milies
nd h
d purch
sing power of v

rying extent
nd could directly or indirectly influence medi
-motiv
ted ch
nge i
n their lifestyle or th
t of their f
milies. Gener
lly, it is believed th
t incr
e
se in dur
tion of viewing c
ble television m
y incre
se the imp
ct on the view
ers. Hence, the study
lso sought to find out respondents’ p
st involvement with c

ble television in gener
l. Therefore, the rese
rcher purposely selected such re
spondents who were
ssoci
ted with c
ble television for
minimum period of two
ye
rs. They were further divided
lmost evenly into four br
ckets i.e. responden
ts enjoying c
ble f
cility for the l
st two ye
rs (29.4 percent), three ye
rs (2
3
129 percent), four ye
rs (23.6 percent)
nd more th
n four ye
rs (23.6 percent).
People h
ving the c
ble f
cility for less th
n two ye
rs were deliber
tely
voi
ded
s shorter period of exposure to c
ble television m
y not h
ve h
d sufficien
t imp
ct. The rese
rcher found more respondents in the c
tegory of people h
ving
c
ble connection for the l
st two ye
rs (T
ble 5.1). This concludes th
t the le
vel of
ccept
nce
nd popul
rity of c
ble television
mongst the people of L
hor
e h
s re
dily incre
sed in the recent times. The findings reve
led th
t the s
mp
le w
s f
irly uniform in terms of percent
ge of he
vy (viewing c
ble television
for 4
nd more th
n 4 hours d
ily), moder
te (viewing more th
n 2 hours but less
then 4 hours d
ily)
nd light viewers (1 to 2 hours d
ily) i.e.
lmost 33 perce
nt (T
ble 5.2). The comp
rison of dur
tion of c
ble connection
nd the levels of
viewing c
rried out indic
ted th
t there w
s no signific
nt
ssoci
tion between
the two. However, the findings exposed th
t highest percent
ge of he
vy viewers

nd light viewers belonged to the c
tegory of respondents who h
d c
ble connect
ions for the l
st two ye
rs (T
ble 5.3). It m
y be concluded th
t the level of v
iewing c
nnot be determined by the dur
tion of c
ble f
cility. The
n
lysis of t
he
ssoci
tion between respondents by their
ge
nd level of viewing exposed th

t no consider
ble p
ttern w
s est
blished
mongst the two. However, two-fifth of
the he
vy viewers belonged to the
ge group of 26 to 30 ye
rs followed by 31 to
35 ye
rs where
s other
ge groups h
ve the s
me percent
ge which is 30 percent.
This sums up th
t respondents of different
ge groups h
ve
lmost the s
me view
ing p
tterns
nd h
ve spent
lmost equ
l time on c
ble television. However,
n i
nteresting finding w
s portr
yed in light viewer’s c
tegory, the highest percent
g
e i.e. two-fifth of the respondents
ged 18 to 25 come under light viewers (T
bl
e 5.4). Though, conversely, one would h
ve expected this
ge group to f
ll in th
e c
tegory of he
vy viewers. The
n
lysis of the
ssoci
tion between the respond
ent’s educ
tion
nd level of viewing reve
led th
t the percent
ge of he
vy viewers
w
s less
mong the gr
du
tes
s comp
red to the respondents with the second
ry
level of educ
tion. The
n
lysis of the
ssoci
tion between the respondent’s educ

tion
nd level of viewing reve
led th
t the percent
ge of he
vy viewers w
s less

mong the gr
du
tes
s comp
red to respondents with second
ry level of educ
tio
n. Women h
ving m
sters or
higher degree of le
rning were the light viewers (T

ble 5.5). This result est
blishes
n
ssoci
tion between the level of viewing

nd respondent’s educ
tion. Simil
rly, respondents’ professions
lso pl
yed
m
jor r
ole in determining the level of viewing. As 80 percent of the house m
n
gers wer
e f
ll in the c
tegory of he
vy
nd moder
te
130 viewers where
s
lmost 70 percent working women were light viewers (T
ble 5.
6). This confirms th
t house m
n
gers c
n spend
lot more time in front of c
bl
e television th
n working women. Consequently, house m
n
gers
re most likely to
be
ffected by c
ble television. Findings did not est
blish
ny rel
tionship be
tween the level of viewing
nd towns where the respondents live (T
ble 5.7)
s t
he results of c
ble viewing in different towns were
lmost identic
l. Likewise,
there w
s
lso no rel
tionship to be seen when comp
ring the levels of income wi
th c
ble television viewing levels. Respondents belonging to different economic

nd soci
l groups
nd s
l
ry r
nging from Rs 1,000 to more th
n Rs. 25,000 h
ve
h
d simil
r viewing p
tterns (T
ble 5. 8). This concludes th
t income is not
m

jor f
ctor when it comes to c
ble television exposure. M
rit
l st
tus does not
m
tter when the level of c
ble television viewing is studied
s m
rried
nd unm

rried women h
ve
lmost the s
me model (T
ble 5.9). This conclusion is dr
wn fro
m the f
ct th
t the respondents, whether m
rried or not, were mostly home m
n
ge
rs or st
ying
t home. This m
y give them extr
time to sit in front of c
ble te
levision. Secondly, they might h
ve c
ble television
s the only source of enter
t
inment. In turn, their exposure to
v
riety of progr
mmes
nd subsequently to
the v
lues through c
ble television ch
nnels m
y influence their beh
viour
nd
lifestyle. As f
r
s respondents’ intentions of w
tching c
ble television ch
nnels

re concerned they were
sked to give multiple
nswers. However,
consider
ble
number of the respondents mentioned th
t entert
inment is their m
jor re
son fo
r viewing the c
ble television. Their responses indic
te th
t the highest number
of respondents w
tch c
ble television for entert
inment
nd rel
x
tion (37.5 pe
rcent)
nd 7.9 percent respondents w
tch c
ble television to kill their time whi
ch is b
sic
lly
nother w
y of w
tching c
ble television for entert
inment
nd r
el
x
tion. On the other h
nd, only one-fourth of the respondents w
tch c
ble tel
evision for inform
tion
nd
w
reness (T
ble 5.10). This shows th
t gre
ter p
rt
of respondents unwind in the evening while w
tching c
ble television entert
inm
ent progr
mmes. Also, these respondents w
tch c
ble television progr
mmes to le

rn
bout other countries, foreign v
lues
nd cultures which consequently open
v
enues for their
doption of foreign v
lues consciously or unconsciously. Therefo
re, it c
n be concluded th
t in the form of entert
inment, women in L
hore, P
ki
st
n,
re receiving
wide v
riety of influencing mess
ges
bout foreign culture

nd v
lues.
131 When respondents were c
tegorized
ccording to the level of viewing
nd the
purpose of w
tching, it w
s found out th
t
m
jority of the he
vy viewers w
tch
ed entert
inment-oriented progr
mmes (50 percent)
s comp
red to inform
tion
nd
news (2.3 percent)
nd their m
in
im of w
tching c
ble television is to rel
x.
One-fourth of the light viewers cited educ
tion
l progr
mmes
s their m
in re
s
on for w
tching c
ble television followed by sitting
nd w
tching with their f
m
ilies. The d
t
reve
ls th
t 70 percent of moder
te
nd he
vy viewers’ first prior
ity of w
tching c
ble television is entert
inment
nd rel
x
tion. Also, two-fift
h of them were interested in knowing
bout other countries through c
ble televis
ion progr
mmes (T
ble 5.11). To wr
p it up, he
vy viewers were not inform
tion s
eekers but solely entert
inment
ddicts. On the contr
ry, light viewers were mor
e interested in seeking inform
tion
nd educ
tion
nd showed gre
ter f
mily v
lu
es while w
tching c
ble television r
ther th
n entert
inment
nd rel
x
tion. Thi
s c
n be concluded th
t there is
strong
ssoci
tion between he
vy viewing
nd
entert
inment-oriented progr
mmes. The d
t
cle
rly confirms th
t he
vy
nd mode
r
te viewers
re w
tching entert
inment b
sed progr
mmes from 2 hours to more th

n 4 hours th
t might h
ve
much gre
ter effect on their lifestyle th
n the lig
ht viewers. Respondents were
lso
sked to prioritize their preferred ch
nnels o
f c
ble television (foreign or loc
l). Their responses were
ccumul
ted. Ten ch

nnels (six foreign
nd four P
kist
ni) emerged
s popul
r ones
mong respondents
. Foreign ch
nnels preferred by respondents included St
r Plus, Zee TV, Sony Ent
ert
inment TV, St
r Movies, HBO
nd BBC where
s P
kist
ni ch
nnels included Geo
TV, ARY, Indus Vision
nd Ptv World. It h
s been noted th
t
mong the f
vourite
ch
nnels, foreign ch
nnels were gre
ter in number (T
ble 5.12). This shows gre
t
er interest of P
kist
ni women in foreign ch
nnels
nd they were devoting most o
f their viewing time to foreign ch
nnels. Thus the imp
ct of these c
ble televis
ion ch
nnels would be evident. Findings
lso reve
led
n interesting result th
t
the Indi
n ch
nnel ‘St
r Plus’ h
d the highest following
mong foreign
nd loc
l ch

nnels. St
r Plus is Indi
’s most w
tched Hindi l
ngu
ge gener
l entert
inment tel
evision ch
nnel. This ch
nnel is the p
rt of the St
r TV network’s f
mily of ch
nn
els. It is
lso known for bringing in
revolution in the Indi
n television worl
d with new shows in 2000. It h
s been Indi
s No. 1 c
ble television ch
nnel for
the l
st seven ye
rs, re
ching more th
n 50 million viewers every week with 45
out of top 50 shows on Indi
n c
ble
nd s
tellite television (Wikipedi
, Web, 20
07).
132 The point to be noted reg
rding St
r Plus is th
t its progr
mming prim
rily
consists of f
mily so
p oper
s which m
inly portr
y fem
le prot
gonists
nd moth
er-in-l
w
nd d
ughter-in-l
w rel
tionships in joint f
milies system. In South A
si
n f
mily tr
ditions, tension between these rel
tionships is
common topic
n
d hence the theme is very close to the he
rt of every m
rried wom
n. Other two I
ndi
n ch
nnels with
re
son
ble following were Sony
nd Zee TV
lthough with lo
w percent
ge i.e. 7.2 percent
nd 12.5 percent respectively. Sony Entert
inment
Television is
gener
l entert
inment ch
nnel, owned or co-owned by Sony Picture
s Entert
inment where
s Zee TV is the first Indi
b
sed s
tellite television ch
n
nel in the Zee Network umbrell
, which bro
dc
sts in Hindi
nd Urdu. They
re
l
so f
mous for long seri
ls on themes simil
r to St
r TV so
p oper
s. St
r Plus i
s the most popul
r ch
nnel
mong
ll the c
ble television ch
nnels. According to
the study findings, St
r TV’s so
p oper
s directly t
rget emotions of women
nd t
hus le
ve gre
ter effect on them. All these Indi
n ch
nnels
re popul
r for long
dr
wn out sens
tion
l so
p oper
s with g
udy expensive dresses; he
vy m
ke-up

nd upper-middle cl
ss women living in big houses, etc. A culture of p
rties, mix
g
therings, love
ff
irs both extr
-m
rit
l
nd otherwise, extr
v
g
nt wedding

nd other Hindu ceremonies, st
rk portr
y
l of Hindu religion, women locked in v
ile household conspir
cies
nd melodr
m
tic situ
tions
re
ll the s
lient fe
tu
res of these so
p oper
s. Hindu festiv
ls like Holi, Deew
li, G
np
ti B
b
’s festi
v
l, K
rw
Cho
th
nd other such purely Hindu religious festiv
ls
re very promi
nently portr
yed in these pl
ys. But these pl
ys essenti
lly l
ck
ny coherent p
lot or storyline
nd
re b
sed m
inly on sens
tion
l
nd the
tric
l situ
tions.
As such they
re deliber
tely constructed to
ppe
l to the emotions of women liv
ing in joint f
milies. Women with desires to le
d
glittering soci
l life
nd w
ith crushing desire to t
ke it
ll out on their husb
nds
nd other in-l
ws find
it
ll too e
sy to gr
tify their suppressed desires through these pl
ys. Sh
hb
z
(2002)
lso confirmed th
t these dr
m
s
re very popul
r
mong
n overwhelming
m
jority of c
ble television viewers. Projection of blown up version of upper mi
ddle cl
ss Indi
n culture through St
r Plus is not only considered
disturbing
sign in P
kist
n but it is criticized in Indi

lso. Anjlee, Loon
,
nd Towhid,
(2006) st
ted th
t the culture portr
yed in St
r Plus so
p oper
s, which is not
Indi
n,
nd is cre
ting frustr
tion
mong Indi
ns
lso. Simil
rly,
nother study
conducted by Butt in 2005
n
lyzed the projection of Hindu religion in St
r Plu
s so
p oper
s. She employed content
n
lysis
nd the fin
l results found “so
p ope
r
s on st
r Plus directly
nd indirectly
re giving m
ximum cover
ge to Hindu re
ligion through the projection of n
mes of gods
nd
133 goddesses, religious verses, religious words
nd history, different scenes i
n religious b
ckground, sounds
nd pr
yers. Some of the religious scenes were th
e requirement of the story but most of the time their projection is unnecess
ry.
This m
y
ffect viewers
t
l
rge sc
le bec
use the viewing of these so
p oper

s is not countrywide but worldwide.” Another survey rese
rch w
s c
rried out on t
he ‘imp
ct of c
ble television tr
nsmission on the residents of Mult
n. The result
s of the survey indic
ted “powerful cultur
l tr
ditions p
rticul
rly of Indi
n cul
ture
re getting popul
r in the country due to c
ble television tr
nsmission (M

lik, 2003). Although
m
jority of respondents mentioned th
t entert
inment is t
he sole purpose of w
tching such ch
nnels but imperceptibly they get influenced
by these progr
mmes
nd
dopt simil
r v
lues
nd norms. As such it c
n be conclu
ded th
t St
r Plus dr
m
s under the cover of entert
inment were resulting in dec
ulturis
tion
nd
culturis
tion of
udience. HBO
nd St
r Movies (purely entert

inment
nd movie ch
nnels) were preferred by 18.5 percent
nd 19.2 percent of th
e respondents respectively. HBO is oper
ted by Home Box Office Group, p
rt of Ti
me W
rner. It is
n Americ
n premium c
ble television network. HBO telec
st fe
t
ure films, its own origin
l television movies
nd v
rious origin
l series includ
ing fl
gship progr
mmes The Sopr
nos, Six Feet Under
nd Sex
nd the City. St
r
Movies is the No.1 English movie ch
nnel b
sed in Indi
. It brings
udiences the
biggest blockbusters from the Hollywood. St
r Movies
lso fe
tures the Emmy
w

rd-winning
nd critic
lly
ccl
imed series Lost
nd the science-fiction sm
sh hi
t trilogy, The Tri
ngle. Regul
r viewers of these ch
nnels
re exposed to v
riou
s kinds of effects. Ap
rt from these ch
nnels, British Bro
dc
sting Corpor
tion
(BBC) usu
lly known
s the BBC, w
s being w
tched by 17.1 percent respondents. I
t is the l
rgest bro
dc
sting corpor
tion in the world in terms of the number of

udience. It produces progr
mmes
nd inform
tion services on television, r
dio

nd internet. The st
ted mission of the BBC is "to inform, educ
te
nd entert
in”.
All of these ch
nnels project western view, v
lues
nd culture which m
y influe
nce viewers directly or indirectly bec
use regul
r exposure to
specific
ction
serves
s
model for others to imit
te. Geo TV (
P
kist
ni priv
te ch
nnel) w

s the second most popul
r ch
nnel
mong respondents. It w
s preferred by
lmost
70 percent of the respondents followed by ARY (33.6 percent)
nd Indus Vision (
22 percent) respectively. Geo TV is
n Urdu P
kist
ni television network th
t of
fici
lly beg
n tr
nsmission in October 2002. This ch
nnel is owned by J
ng Group
of Public
tions. Geo TV is
mix of news
nd entert
inment. Its
134 progr
mming includes inter
ctive infot
inment progr
mmes, children s progr
m
mes, topof-the-hour news bro
dc
sts
nd current
ff
irs/events progr
mmes. It h

s been r
ted by the G
llup, P
kist
n
nd quoted by Business Week
s the most w
t
ched television ch
nnel in P
kist
n Indus Vision w
s
nother s
tellite ch
nnel o
per
ting in P
kist
n. It oper
tes
s
24-hour entert
inment ch
nnel
nd compris
es
strong line-up of Urdu progr
mming th
t includes dr
m
s, sitcoms, entert
in
ment
nd m
g
zine shows, cooking shows, f
shion shows, t
lk shows, television fi
lms, c
rtoons, etc. Simil
rly, ARY is
nother popul
r P
kist
ni television netwo
rk in P
kist
n, Middle E
st
nd Europe. Most progr
mmes c
ter to the needs of So
uth Asi
ns, especi
lly P
kist
ni community. It
lso telec
sts Urdu progr
mmes
n
d songs. It is considered
s one of the pioneer in P
kist
ni medi

nd bro
dc
st
ing industry. It h
s
network of ch
nnels with e
ch h
ving
n independent focus
such
s ARY One World, ARY Digit
l, The Musik, QTV
nd The City Ch
nnel. All of
these P
kist
ni ch
nnels
re priv
te
nd telec
st progr
mmes for intern
tion
l

udience. For foreign
pprov
l, they show progr
mmes with
n intern
tion
l
ppro

ch. Therefore, these ch
nnels, p
rticul
rly Geo TV, reflect
potpourri of P
ki
st
ni, Indi
n
nd western cultures. This is
strong re
son for the popul
rity o
f Geo TV. It domin
tes P
kist
ni electronic medi
scene bec
use it is bolder th

n the offici
l Ptv
nd bro
der th
n other contesting networks in the priv
te sec
tor. It would be worthwhile to express th
t the imp
ct of western
nd Indi
n soc
ieties is obvious on respondents
s not only western
nd Indi
n ch
nnels but P
k
ist
ni ch
nnels
re
lso portr
ying s
me v
lues to some extent. Therefore, respo
ndents
re getting signific
nt
mount of exposure of foreign v
lues, lifestyles

nd cultures through
mix of Indi
n
nd P
kist
ni ch
nnels. Ptv World w
s r
nke
d the lowest
mong m
jor P
kist
ni ch
nnels
s f
r
s the findings of the study

re concerned. Only 17.8 percent respondents preferred to w
tch Ptv World,
ltho
ugh it is considered
s P
kist
n s first f
mily entert
inment s
tellite ch
nnel.
Ptv World is
imed
t
ttr
cting domestic
nd intern
tion
l
udience
nd compet
ing with other television ch
nnels t
rgeting viewers in the region
nd the Subco
ntinent. Though Ptv World h
s improved
nd brought dr
stic ch
nges in its progr

mming, but it h
s not been
ble to compete the foreign
nd P
kist
n’s priv
te tele
vision ch
nnels. M
in c
use of its low preference is its t
g of the st
te-owned
television. Ap
rt from the
bove-mentioned ch
nnels, there were some other ch
nn
els which were w
tched by some of the respondents which included QTV, B4U, Hum T
V, Zoom
nd Style Duny

s well
s loc
l ch
nnels which pl
y English
nd Indi
n
movies
nd
135 P
kist
ni st
ge pl
ys round the clock. Respondents’ preference in w
tching QTV
cle
rly gives the impression of two extremes; either they h
ve tendency tow
rds
religious ch
nnels or they w
tch the offensive ch
nnels which shows the contr
s
t of choices
t the s
me level. The re
son for preferring QTV is simply th
t wom
en of our society
re under the influence of m
le f
mily members
nd they follow
the p
ttern shown to them whether its verb
lly or simply conveyed through gestu
res. As such the re
son for w
tching QTV is m
inly the obedience f
ctor. B4U is
yet
nother Indi
n movie ch
nnel which w
s m
king inro
ds into our society with

simil
r imp
ct on viewers, their soci
l lives thus le
ding to
kind of r
ce

mong women to get l
test inform
tion
bout Indi
n f
shions, film industry
nd so
on. Newly-wed women
long with those living in joint f
milies were more prone t
o w
tching these ch
nnels. HUM TV is
n entert
inment
nd f
shion-oriented ch
nn
el
nd it w
s mostly w
tched by women of well-to-do f
milies
nd those who w
nt
to h
ve
style. Le
st w
tched ch
nnels were Ten Sports, Music M
x, St
r Sports,
The Music
nd H
llm
rk MGM. It w
s confirmed th
t St
r Plus is the first priori
ty of the respondents (T
ble, 5:12). When preferred ch
nnels of the respondents
were comp
red with the level of viewing, the result w
s
g
in the s
me i.e. resp
ondents of
ll c
tegories (he
vy, moder
te
nd light viewers), were equ
lly inte
rested in ‘St
r Plus’ with percent
ge of 82.6, 80.7
nd 73.4 respectively. However,
P
kist
ni ch
nnels Geo
nd ARY, which come second
nd third in the c
tegory of m
ost popul
r ch
nnels in comp
rison with viewing hours, Geo TV got the highest pe
rcent
ge of light viewers where
s ARY h
d the highest percent
ge of moder
te vie
wers. Geo h
s two sections - news
nd infot
inment. News section works for news

nd current
ff
irs progr
mmes where
s the infot
inment section is responsible f
or entert
inment progr
mmes b
sed on inform
tion. Therefore, viewers of Geo TV w
ere not only w
tching inform
tive progr
mmes but getting entert
inment
s well.
Signific
ntly, these ch
nnels present dr
m
s
nd other entert
inment progr
mmes
which reinforce findings reg
rding the purpose of viewing. Findings
lso show th

t moder
te
nd light viewers go for western ch
nnels more th
n he
vy viewers (T

ble 5.13). Therefore, it m
y be concluded th
t entert
inment ch
nnels
re prefe
rred by he
vy
nd moder
te viewers th
n light viewers. Lundberg (1958) in his st
udy on the “Imp
ct of Television on F
mily Life”
lso confirms th
t viewers prefer t
elevision for entert
inment. The findings of
survey by R
him (1994) on “Imp
ct o
f C
ble on Television
nd Video Viewing in Hyder
b
d”
lso support the results of
this study. He concludes; “Aver
ge
136 time spent on w
tching television is 5.36 hours per d
y in e
ch household. M
ore fem
les w
tch entert
inment progr
mmes on television. Although there is no s
ignific
nt v
ri
tion of choice reg
rding news between Door D
rsh
n
nd c
ble tel
evision but c
ble television is preferred for entert
inment progr
mmes
nd movie
s.” As f
r
s respondents preferred progr
mmes
re concerned, they were
sked to e
nlist
ll of their f
vourite progr
mmes on c
ble television ch
nnels
nd their r
esponses were
ccumul
ted
nd found th
t m
jority of the respondents preferred t
o w
tch purely entert
inment-oriented progr
mmes. Findings
g
in correspond to t
he result of preferred ch
nnels
nd purpose of their viewing. The d
t
indic
ted
th
t the most f
vourite progr
mme of the three-forth respondents w
s dr
m
foll
owed by movies (34.3 percent) where
s music w
s preferred by one-forth of the to
t
l respondents. On the contr
ry, inform
tion progr
mmes were preferred by one-f
orth of the respondents
nd the le
st interesting,
s indic
ted in the T
ble 5.1
4, were cooking progr
mmes with the percent
ge of 9.5. M
in re
son of respondent
s’ less interest in news
nd current
ff
irs is th
t women, p
rticul
rly the house
m
n
gers in P
kist
ni society
re not much interested in n
tion
l
nd intern
ti
on
l politics. Thus they do not like w
tching news
nd current
ff
irs progr
mme
s. Their interest in cooking progr
mmes is due to the re
son th
t they h
ve to w
ork in the kitchen so they develop
liking tow
rds cooking shows. Other progr
m
mes being w
tched by some of the respondents were f
shion shows, P
kist
ni st
ge
dr
m
s, kids
nd comedy, he
lth c
re
nd western music progr
mmes. The
bove me
ntioned findings
re h
rdly surprising. It h
s
lre
dy been verified th
t the mo
st f
vourite ch
nnel of the respondents is St
r Plus which prim
rily bro
dc
sts
so
p oper
s b
sed m
inly on never ending f
mily
nd business politics. Some of t
hese dr
m
s bo
st fem
le prot
gonists
nd mother-in-l
w
nd d
ughter-in-l
w rel

tionships in joint f
milies. Although most of the h
ppenings
re highly ex
gger

ted versions of re
l life situ
tion presented in
n
ttr
ctive
nd interesting w

y thus gr
bbing the
ttention of viewers. Middle-
ged women
re portr
yed in he

vy m
ke-up
nd jewelry
nd young girls
s f
shion models. Women
re shown cunni
ng
nd m
nipul
tor (Sh
hb
z, 2004: 258). Their power of decision m
king
nd thei
r centr
l role in the f
mily
g
in could be
source of disturb
nce
mong women
in P
kist
n. Viewers develop p
r
-soci
l rel
tionships with these ch
r
cters
nd
t
ke them
s role model. In such
situ
tion, there is
n
mple ch
nce for view
ers to get influenced by their roles,
ppe
r
nce
nd style. As
result, their

ttitude
nd beh
vior experience
ch
nge. These dr
m
s project extr
ordin
rily r
ich high
nd posh cl
ss of the society. Their l
vish lifestyle
nd luxuriously
137 decor
ted huge home with expensive furniture could be
source of frustr
tio
n
mong viewers Results of T
ble 5.15 reinforce the
bove mentioned concern
nd
confirm
signific
nt
ssoci
tion between the level of viewing
nd preference fo
r specific progr
mmes. It w
s notice
ble th
t dr
m
is the first preference of

ll types of viewers i.e. he
vy, moder
te
nd light. Re
son m
y be th
t dr
m
s
r
e of short dur
tion
nd
fford
ble by light viewers. Movies were the second choi
ce of he
vy
nd moder
te viewers
s they were glued to the television for
much
longer period of time. Ag
in, he
vy viewers’ third choice w
s music where
s infor
m
tion progr
mmes were their forth option. On the contr
ry, inform
tion progr
mm
es were the second priority of light viewers
nd third choice of moder
te viewer
s. This confirmed th
t respondents
re influenced by the foreign culture
nd lif
estyle, p
rticul
rly the Indi
n, through entert
inment progr
mmes presented by t
he popul
r television ch
nnels. This is
lso
n indic
tion of possibilities of

ccept
nce of Indi
n
nd western culture
t the cost of P
kist
ni v
lues
nd cult
ure. A few ye
rs b
ck when Ptv w
s the only choice
v
il
ble to the people in P

kist
n. It w
s
tr
dition th
t the whole f
mily would sit together
nd w
tch pr
ime time progr
mmes
nd would h
ve gre
ter degree of inter
ction. But with the i
ntroduction
nd
ccept
nce of c
ble television in our society, it h
s been obser
ved th
t people
re developing
h
bit of w
tching c
ble television
lone inste

d of w
tching it
long with their f
milies. M
in re
son is the choice
nd v
riet
y of ch
nnels but the rese
rcher’s concern w
s th
t w
tching c
ble television
lon
e would reduce inter
ction
mong f
mily members, therefore,
llowing them to con
centr
te on progr
mmes. Respondents were
lso
sked to mention how they prefer t
o w
tch c
ble television,
lone or with their f
milies. T
ble 5.16 reve
led th
t
m
jority of the respondents (51.4 percent) were interested in w
tching c
ble te
levision with someone or with their f
milies. However, 48.6 percent of the respo
ndents preferred to w
tch c
ble television
lone, resulting in lesser inter
ctio
n with f
mily members. The difference between the two c
tegories is not signific

nt. It is expected th
t people who prefer to w
tch c
ble television
lone would
gr
du
lly incre
se
nd in turn their inter
ction
mongst their f
milies would f
urther decline, which h
s
lre
dy h
d
downf
ll since the spre
d of c
ble telev
ision in the country. This
ssumption could be confirmed through
longitudin
l
study. T
ble 5.17 st
tes th
t
ssoci
tion exists between the preference of w
tch
ing c
ble television
138
lone/with f
mily
nd level of viewing. M
jority of the he
vy viewers (34.4
percent) preferred to w
tch c
ble television
lone where
s the highest number of
light viewers (36.0 percent) w
s interested in w
tching c
ble television while
sitting with their f
milies. It indic
tes th
t he
vy viewers prefer to be isol
t
ed or w
tch such progr
mmes which they c
nnot w
tch with their f
milies. P
kist

ni society is
m
le domin
ted one where m
n is the bre
d winner
nd m
jority of
women
re domestic cre
tures. Therefore, decisions
re mostly t
ken by the men.
As f
r
s the television’s remote control device is concerned,
lmost h
lf of the
respondents told th
t m
le members of the f
mily controlled the remote of telev
ision. In
ll the c
ses i.e. he
vy, moder
te
nd light viewers, simil
r situ
tio
n prev
iled. This is bec
use the respondents were
ble to control the remote
ll
d
y
nd were more concerned
bout m
n
ging their f
milies when they were w
tchi
ng c
ble television together r
ther th
n h
ving control over the remote. In some
f
milies (19.7 percent), the remote w
s controlled by the younger viewers shows
their freedom
nd strength. (T
ble 5.18). In response to the f
vourite w
tching
time, more th
n three-fourth of the respondents preferred to w
tch c
ble televi
sion
fter 7:00 pm (prime time). It h
s
lre
dy been verified th
t the responden
ts’ first priority in progr
mmes w
s dr
m
s, prefer
bly w
tched on St
r Plus. This
confirmed the
bove-mentioned point
s the st
rting time of dr
m
s on St
r Plus
is 7:00 pm to 11:00 pm. Another interesting finding w
s derived by comp
ring th
e T
ble 5.19 which indic
ted men’s control over the remote
nd T
ble 5.20 which re
ve
ls th
t the f
vourite w
tching time for women w
s 7:00 pm onw
rds. It is
f

ct th
t men
re equ
lly interested in w
tching St
r Plus dr
m
s during prime tim
e of c
ble television. It is
g
in confirmed th
t
ll types of respondents (he
v
y, moder
te
nd light viewers) prefer
bly w
tch c
ble television
fter 7:00 pm.
These viewing p
tterns of respondents indic
ted th
t their free evening time, wh
ich w
s previously used for soci
l
nd f
mily bonding, is now spent in front of
the television. Although c
ble television is widely
ccepted in P
kist
ni societ
y, still cert
in restrictions were observed on women w
tching these progr
mmes.
Hence, respondents were
sked to reve
l whether such restrictions were imposed o
n them or not. Only
sm
ll number (17.8 percent) of them responded th
t some re
strictions
re enforced i.e. time
nd progr
mming by their f
milies, where
s m
j
ority of the respondents (68.5 percent) denied
ny such restrictions. This prove
s the f
ct th
t c
ble television is w
rmly
ccepted
nd used without
ny hesit
t
ion. Where
s,
few ye
rs b
ck people were of the view th
t c
ble television pro
moted vulg
rity, thre
tened our tr
ditions
nd v
lues, drove us
w
y
139 from our religion
nd w
s sheer w
st
ge of time
nd money. Respondents who w
ere restricted cl
imed th
t they were told not to w
tch st
ge dr
m
s, music prog
r
mmes
nd movies. Restrictions were imposed bec
use of vulg
rity in progr
mmes

s this is
g
inst the religion,
g
inst their v
lues
nd culture
nd viewing c

ble television c
n
ffect their working. Night time is the restricted one
s the
y would be un
ble to give time to their f
milies
nd secondly it would disturb t
heir re
ding h
bits. When respondents were
sked to point out whether men
lso f

ce restriction on w
tching c
ble television, the result w
s obvious th
t men do
not h
ve
ny restriction of w
tching c
ble television
s they
re considered m

ture, independent
nd m
sters of their will (T
ble 5.23). Although the findings

bove m
de it cle
r th
t
few respondents (women) were restricted to w
tch c
bl
e television’s cert
in progr
mmes
t times. However, they were
lso
sked whether
the women
t their homes h
ve equ
l rights
s men to w
tch c
ble television. Two
-fifth of respondents cl
imed th
t they
re tre
ted equ
lly
s men in reference
to w
tching c
ble television. Where
s
lmost three-fifth of them compl
ined th
t
men h
d more rights to w
tch c
ble television. Only 0.2 percent of the tot
l re
sponded th
t they h
d more rights th
n men (T
ble 5.24). This concludes th
t dis
crimin
tion in w
tching c
ble television
lso exists in the use of communic
tion
technology, which further supports the f
ct th
t our society is m
le domin
ted.
Respondents were
lso
sked wh
t they prefer to do in their free time
nd m
jor
ity of them cl
imed th
t they enjoy w
tching c
ble television inste
d of re
ding
books, pl
ying g
mes
nd going out for leisure. Although re
ding books
nd outi
ng
re considered he
lthy
ctivities
s comp
red to c
ble television w
tching, s
till c
ble television w
s the first priority during the free hours of most of th
e respondents’ (T
ble 5.25). Judging by the d
t
it c
n be s
id th
t c
ble televis
ion h
s become
n import
nt household commodity
nd
n import
nt p
rt of women’s d

ily life in L
hore. In turn, if women keep on pursuing this unhe
lthy
ctivity
(excessively w
tching c
ble television), we c
n s
y th
t young gener
tion would
cert
inly follow in their foot steps.
140
5.28 M
jor Findings of Hypothesis Testing rel
ted to Dependent V
ri
bles
The m
jor findings of hypothesis testing rel
ted to the dependent v
ri
bles used

re presented below.

5.28.1 V
ri
bles

i. Domestic
nd Other Activities This f
ctor of the rese
rch w
s oper
tion
lized
in one dependent v
ri
ble which de
ls with ch
nges in women’s d
ily life routines
. Thus, it
n
lyses the c
ble television’s effect on their domestic
nd other
cti
vities i.e. household chores, newsp
per, m
g
zine
nd book re
ding, going out fo
r shopping, outing
nd cinem
, listening to music, pr
yer
nd religious book re

ding, etc. The hypothesis for the dependent v
ri
ble ‘domestic
nd other
ctivitie
s’ w
s: He
vy viewers of c
ble television experience gre
ter degree of effect on t
heir domestic
nd other
ctivities th
n the moder
te
nd light viewers. The d
t


n
lyzed by Chi-squ
re produced st
tistic
lly signific
nt
ssoci
tion between l
evels of c
ble television viewing
nd level of the effect on domestic
nd other

ctivities. As such it is concluded th
t he
vy television viewing h
s more imp
c
t on domestic
nd other
ctivities of women th
n light viewing. Findings reve
le
d th
t m
jority of the women (57 percent) cl
imed th
t c
ble television is
ffec
ting their domestic
nd other
ctivities where
s only 33 percent of the responde
nts dis
greed with the st
tement. Four-fifth of the he
vy viewers mentioned th
t
their
ctivities
re
dversely
ffected by w
tching c
ble television
nd more t
h
n threefifth of the moder
te viewers
greed with he
vy viewers. However, less
th
n one-fifth of light viewers
greed to this st
tement. When types of
ctiviti
es
ffected were
sked, fourfifth of the respondents replied th
t their h
bit of
re
ding newsp
pers
nd m
g
zines
nd going out for movies is b
dly
ffected (T

ble 5.26). Simil
r results were
lso presented by Willi
m Belson (1961) when he
st
ted th
t television h
s
ffected re
ding h
bits
nd ch
nged routine of viewer
s. His survey concluded: 1. There is, however,
p
ttern of ch
nges where these

re incre
sed they tend to be
mong the p
per of popul
r press-where decre
ses

mong the more serious p
pers. 2. Television
ppe
rs to stimul
te re
ding items d
e
ling with television progr
mmes.
141 The present study
lso found th
t 70 percent of the respondents listening to

udio music were
ffected. M
jority of them
lso compl
ined th
t their cooking

nd serving time w
s
ffected
nd
lso more th
n two-fifth insisted th
t w
tchin
g c
ble television
ffected their pr
yers
nd re
ding religious books. Where
s l
ight viewers cl
imed th
t their
ctivities h
d
negligible effect when comp
red
to he
vy viewers. Light viewers were mostly
ffected in re
ding books i.e. less
th
n one-fifth of the tot
l respondents. The le
st
ffected c
tegory of he
vy v
iewers (45.13 percent) w
s re
ding books where
s of light viewers (10.0 percent)
w
s going out for movies (T
ble 5.29). It c
n be concluded th
t
s the time spe
nt in front of c
ble television incre
ses so does the effect on respondent’s d
ily

ctivities is incre
sed. This supports the ide
th
t lives of women in L
hore

re ch
nging due to the c
ble television w
tching. Lundberg (1958) conducted the
s
me kind of rese
rch study on beh
viour
l ch
nges entitled “The Imp
ct of Televis
ion on F
mily Life in the Boston Are
”. The rese
rcher decl
red “Ne
rly
ll owners h

ve their television sets on
t some time during the
fter-supper hours e
ch d
y
. This me
ns th
t re
ding, pl
ying
nd convers
tion
re
t
minimum in the livi
ng room of televisionhomes during evening.” Simil
rly, E
shwer (1994) conducted

rese
rch on the imp
ct of c
ble television on women
t
very b
sic level in ter
ms of
ctivities, time m
n
gement
nd inter
ction with f
mily members
nd outsid
e world which presented
lmost the s
me results. It reve
led th
t 16 out of 30 w
omen spent over 4 hours
d
y w
tching c
ble television
nd 10 of them spent 2 t
o 3 hours
d
y. M
jor
ctivities
ffected
re: · · · Exposure to other medi

nd re
d
ing h
bits Inter
ction with children, husb
nd, other f
mily members, friends
nd
neighbours Cooking
nd other household work. Also through c
ble television wome
n see two Indi
n fe
ture films
d
y, which pushes them in the world of f
nt
sy

nd promotes violence. Bry
n (1970) h
d the simil
r opinion when he wrote “
ver
ge
individu
l in Brit
in tod
y gives more time to m
ss communic
tion in p
rticul
r
to television th
n he gives to gener
l re
ding, p
rt time educ
tion
nd person

l interests. Rel
tionships
re thus fed up with wh
t medi
provides
nd it is
l
together
ccept
ble th
t
ttitude of m
ss medi
should be t
ken in with m
teri
l
s”. A loc
l study by M
lik (2003) c
rried on the “Imp
ct of C
ble Television Tr
nsmi
ssion on the Residents of Mult
n”
lso found the s
me results
nd it concluded th

t viewers who spent time w
tching c
ble television tr
nsmission their routine
n
d
ctivities
re
ffected.
142 ii. Inter
ction P
tterns P
kist
ni tr
dition procl
ims th
t f
mily
nd soci

l inter
ction should be given proper import
nce. Guests
re w
rmly welcome by pe
ople, f
mily comes first but with the introduction of c
ble television the time
spent in front of television re
dily incre
sed which r
ised cert
in concerns. On
e of these concerns w
s erosion of f
mily ties
s well
s ch
nged soci
l inter
c
tion p
tterns. This study
lso t
rgeted to find out how our soci
liz
tion p
tter
ns
re ch
nging. The study oper
tion
l zed this f
ctor into ten items de
ling br
o
dly with: · · Soci
l Inter
ction: Ch
nge in inter
ction p
tterns with rel
tives, n
eighbours
nd friends in terms of time
nd visit F
mily Inter
ction: Ch
nge in f

mily inter
ction p
tterns i.e. with husb
nd
nd children in terms of time
t ho
me, outing
nd interruption during w
tching c
ble television. The hypothesis
ss
umed th
t He
vy viewers of c
ble television experience
gre
ter degree of ch
ng
e on their f
mily
nd soci
l inter
ction p
tterns th
n the moder
te
nd light vi
ewers. The st
tistic
l
n
lysis Chi-squ
re w
s
pplied which shows th
t
signif
ic
nt
ssoci
tion exists between levels of c
ble television viewing
nd levels o
f soci
l inter
ction. However, no
ssoci
tion exists between levels of c
ble tel
evision viewing
nd level of f
mily inter
ction p
rticul
rly inter
ction between
mother
nd child. The d
t

n
lysis cle
rly st
ted th
t inter
ction p
tterns we
re under the influence of c
ble television
nd ch
nging r
pidly. There were eigh
t indic
tors chosen for the confirm
tion of this theory which included inter
cti
on with children, husb
nd, rel
tives, neighbours, friends, visits to others, gue
sts
rriv
l, f
mily interference
nd outing. When this d
t
w
s
n
lyzed the mos
t
ffected were friends (me
n v
lue 2.28) inter
ctions with friends re
dily decl
ining. Where
s the second most
ffected group w
s of rel
tives (me
n v
lue 2.23)
. It w
s found out th
t respondents disliked visiting others’ houses (me
n v
lue 2
.21) during primetime hours. Simil
rly, they were not re
dy to welcome or entert

in their guests during these hours. It m
y be concluded th
t c
ble television w

s seriously
ffecting soci
l inter
ction p
tterns
s respondents would r
ther e
njoy their c
ble television progr
mmes th
n soci
liz
tion which w
s
m
jor p
rt
of P
kist
ni culture. As f
r
s the respondents’ f
mily inter
ction is concerned,
the null hypothesis for mother-children inter
ction w
s
ccepted indic
ting th

t the inter
ction with children w
s
143 not
ffected. The mother-children inter
ction me
n v
lue of 1.3
lso confirm
s this f
ct. In the c
se of husb
nd-wife inter
ction (me
n v
lue 1.5) w
s being

ffected
little. It is cle
r th
t the husb
nd-wife inter
ction m
ybe
ffected

s the time for bonding w
s decre
sing when the wives
s well
s husb
nds concen
tr
te on c
ble television. Lundberg (1958) expressed in her rese
rch study title
d “The Imp
ct of Television on F
mily Life in Boston Are
” th
t television brings f

milies together in the sense th
t they spend more time in e
ch other’s presence
f
ter they
cquire
television set. However, there is very little inter
ction
mo
ng f
mily members when they w
tch television together
nd the
mount of time f
m
ily members spend together without w
tching television is reduced. It is therefo
re doubtful whether television brings the f
mily together in
ny psychologic
l s
ense.” This study tried to get the
nswer of this query
nd findings reve
led th
t
m
jority of the respondents does not like
ny type of f
mily interference while
w
tching c
ble television especi
lly during primetime. Sometimes they would
ls
o
void going out with their f
milies in turn declining even more f
mily inter
c
tion (T
ble 5.30). When level of viewing w
s comp
red with the effect on inter
c
tion
signific
nt
ssoci
tion c
n be seen (T
ble 5.47). All three c
tegories i.
e. he
vy, moder
te
nd light viewers h
ve effects on soci
l inter
ction levels d
ue to c
ble television. Two-third of the he
vy viewers w
s the most
ffected whe
re
s the le
st
ffected
re the light viewers (8.4 percent). It w
s found th
t t
he he
vy viewers’ viewing h
s inversely proportion
te rel
tionship between the lev
el of the he
vy viewers’ viewing
nd level of soci
l inter
ction (T
ble 5.47). It
m
y be concluded th
t viewing h
s h
d
n imp
ct when it comes to soci
l inter
ct
ion. Since the most inter
ctively-productive time of the d
y is consumed in w
tc
hing c
ble television by he
vy viewers, it
ffects their inter
ction p
tterns en
ormously. Simil
r conclusion w
s
lso m
de by M
lik (2003) through her study on
the ‘The Imp
ct of C
ble Television Tr
nsmission on the Residents of Mult
n’. She st

ted th
t inter-individu
l communic
tion h
s decre
sed due to c
ble television w

tching.

iii. Appe
r
nce
nd Style

This rese
rch tried to discover: ‘W
s the t
rget
udience
ssoci
ting their person

l
ppe
r
nce
nd style with television ch
r
cters?’. The study described
ppe
r
n
ce
nd lifestyle
s dress style, h
irstyle, m
ke-up, jewellery
nd
ccent
dopte
d by women. Thus this dimension w
s oper
tion
lzed into six depend
nt v
ri
bles
i.e.
ccept
nce of
144 resembl
nce with television ch
r
cters, imit
ting television ch
r
cters’ h
irs
tyles,
ccent, m
ke-up, jewellery, etc. The hypothesis developed w
s ‘he
vy viewer
s of c
ble television tend to show
gre
ter degree of
ccept
nce of television
ch
r
cters’
ppe
r
nce
nd style th
n the moder
te
nd light viewers.’ Chi-squ
re v

lue indic
ted
signific
nt
ssoci
tion between level of c
ble television viewin
g
nd levels of
ccept
nce of television ch
r
cters’
ppe
r
nce
nd style. Hence,
the hypothesis w
s st
tistic
lly supported. It confirms th
t he
vy television vi
ewing h
s signific
nt imp
ct on
ppe
r
nce
nd style of women residing in L
hore
, P
kist
n,
s comp
red to light viewers. It w
s est
blished from the rese
rch t
h
t f
vourite progr
mme of respondents is dr
m

nd their f
vourite ch
nnel
re
St
r Plus
nd Geo TV. Although our society norms
nd cultur
l b
ckground suggest
th
t the
ppe
r
nce of women h
s to be stylish yet modest
nd use of jewellery

nd orn
ments should conform to loc
l culture but the ch
r
cters’ gl
morous lifest
yles especi
lly in dr
m

re f
r from re
lity. The effects of c
ble television p
rogr
mmes were me
sured upon respondents
nd it indic
ted th
t the gre
test imp

ct of w
tching c
ble television is on jewellery
nd orn
ment
l style (me
n v
lue
2.6) Jewellery worn by dr
m
ch
r
cters h
ve
gre
ter m
rket
ccept
nce
nd is
immedi
tely copied by m
nuf
cturers. Jewellery designs
nd styles were
ssoci
t
ed with p
rticul
r ch
r
cters
nd it h
s gre
ter s
tisf
ction v
lue
mongst he
v
y viewers. The d
t

n
lysis suggests th
t
lmost h
lf of the respondents consid
ered television ch
r
cters
s their role model for
ppe
r
nce
nd style
nd they
w
nted to look like those ch
r
cters (me
n v
lue 2.15). Respondents copy these
ch
r
cters for decor
tive jewellery
nd try to emul
te their
ccent (me
n v
lue
2.39). They follow the television ch
r
cters compellingly for form
l dressing
n
d m
ke-up (me
n v
lue 2.30). But only 34 percent of the respondents
greed th
t
they rel
te themselves to television ch
r
cters. A m
jority of he
vy viewers w
s
being highly
ffected (T
ble 5.49)
nd light viewers were showing minim
l effec
ts in terms of
ppe
r
nce
nd style. It
pproves the hypothesis of the study. Pr
ogr
mmes on c
ble television
re conceived
nd produced with overwhelming
ppro

ch of profit m
ximiz
tion for the television ch
nnels. In order to
ttr
ct gre
t
er commerci
l v
lue they h
ve to gener
te l
rger viewership
nd th
t in turn pro
vides in ro
ds for l
rger th
n life gl
morous ch
r
cters
nd st
rtling lifestyle
s. The style
nd gl
mour projected through dr
m
is
lthough out of line from ou
r origin
l style but w
s m
king
n imp
ct on viewers
ccording to their level of
viewing. P
kist
ni women were
145 showing inclin
tion tow
rds ch
nge, for better or worse, by emul
ting televi
sion ch
r
cters. This study
lso confirms
nd
pproves the Soci
l Le
rning
nd M
odelling theories. L
tif

nd Arif (1999) h
ve
lso presented simil
r results in
their study on ‘The Imp
ct of S
tellite Ch
nnels.’ They st
te: ‘If we look
round, we
will see more f
ces we
ring m
ke-up, more girls we
ring f
shion
ble clothes, mo
re stylish h
ir-cuts
nd more boys with long h
ir fond of motorcycling, more tee
n
gers fond of burgers, Coke
nd hostelling’. Thus, we c
n s
y th
t the effect of
s
tellite television ch
nnels on its
udience is not simply to the extent th
t i
t h
s left very little time for f
mily get together but is introducing new trend
s, beh
viours,
ttitudes
nd st
nd
rds for
modern life. So we c
n conclude th

t bec
use of its interest-oriented progr
mmes, s
tellite television ch
nnels h
v
e gre
tly
ffected the society. iv. Cultur
l Pr
ctices Dependent v
ri
ble cultur

l pr
ctices were oper
tion
lized into 25 items which de
l with five p
r
meters
including l
ngu
ge, food, dressing, religion
nd some of the tr
ditions
s indic

tors of culture pr
ctices. · · · · Food: Accept
nce of television
s the best source of
le
rning new dishes. Us
ge of western
nd Indi
n dishes
nd ch
nged p
ttern of
dining Dressing: Accept
nce of television
s the best source of f
shion
nd dres
s designs. Us
ge of western
nd Indi
n dresses
s c
su
l
nd p
rty we
r L
ngu
ge
: Accept
nce of television
s the best source of le
rning l
ngu
ges. Us
ge of In
di
n
nd English l
ngu
ge Tr
ditions: Accept
nce
nd pr
ctice of Indi
n
nd west
ern tr
ditions
· Religion: Accept
nce of television
s the best source of religious inform
tion

nd
ch
nging trends. The hypothesis st
ted th
t he
vy viewers of c
ble television ex
perience gre
ter degree of effect on their cultur
l pr
ctices th
n the moder
te

nd light viewers. The st
tistic
l
n
lysis of the d
t
h
s been done by chi-squ

re which signific
ntly proves
ssoci
tion between the level of c
ble television
viewing
nd the level of the effect on cultur
l pr
ctices. It implies th
t high
television viewing is influencing cultur
l pr
ctices in L
hore, P
kist
n,
nd w
omen
re
ccepting western
nd Indi
n culture. P
kist
ni tr
dition
l culture
dv
oc
tes th
t
ll the f
mily members should h
ve one m
in me
l
d
y together
t h
ome. This pr
ctice ensures f
mily inter
ction
nd
146 discussion on f
mily
nd gener
l m
tters of interest. The tr
dition
l P
kist

ni cuisine h
s
gre
t v
lue
nd t
ste in our culture. Me
t is the m
in ingredi
ent of most of the dishes. Therefore, food
nd dining h
bits were selected
s

p
rt of the study to judge the imp
ct of c
ble television on the cultur
l pr
cti
ces There h
s been
n evident p
ttern
nd imp
ct of c
ble television
ccording t
o the study
s two-third of the respondents suggested th
t they h
ve introduced
western food dishes in their homes (me
n v
lue 2.34). However, the
ddition of I
ndi
n dishes w
s negligible
ccording to the respondents bec
use the number of f
ood progr
mmes is very few
nd they
re mostly focused on veget
bles
nd not on
me
t. The focus of viewers of Indi
n ch
nnels w
s on dr
m

nd they
re not e
ge
r to w
tch food progr
mmes on television ch
nnels like St
r Plus. The finding co
nfirms th
t there is more
ccept
nce of BBC Food ch
nnel th
t introduces the wes
tern dishes in e
sy recipes
nd with complete nutrition v
lues. Also the most-vi
ewed television ch
nnels of P
kist
n like GEO, ARY
nd Indus Vision run progr
mm
es on food every d
y with celebrities
s hosts. Another f
ctor for this trend is
th
t
ll the ingredients
re now e
sily
v
il
ble in P
kist
ni m
rkets. Since w
omen h
ve the control over the kitchen, therefore, ch
nge in food prep
r
tion
n
d selection of food
ffects the whole f
mily. Exposure to more western food prog
r
mmes w
s introducing new recipes
nd cour
ge to try them
t home. More th
n tw
o-third of the respondents consider television progr
mmes to be
n effective sou
rce of le
rning cooking (me
n v
lue 2.43). Another ch
nge in tr
ditions witnesse
d is th
t m
jority of the respondents prefer to dine in front of the television
(me
n v
lue 2.31). Inste
d of person
l f
mily m
tters, discussion is on televisi
on progr
mmes during me
ls. Thus, f
mily issues were going on the b
ck-burner
n
d television ch
r
cters
re becoming f
mily members. D
t
(T
ble 5.51) signifies
th
t he
vy viewers
re highly
ffected by such progr
mmes
nd simil
rly light v
iewers
re le
st
ffected by them. C
su
l western dressing h
s inspired one-four
th of the respondents
nd they like to we
r western dresses. But
m
jority of t
he respondents does not feel inclin
tion for western p
rty dresses. On the other
h
nd,
lmost
ll the respondents replied in neg
tive in response to we
ring Ind
i
n dresses (S
ree) c
su
lly but one-third liked to we
r it
s
p
rty we
r due
to their colour
nd gr
ce. Two-third of the respondents considered c
ble televis
ion
s
n effective source of le
rning
bout f
shion trends (me
n v
lue 2.44). T
herefore, it is convincing th
t c
ble television w
s
ffecting its viewers in th
e dress trends
nd its effects
re directly rel
ted to the viewership, with he
v
y viewers being
ffected the most.
147 Proud n
tions t
ke pride in promoting their l
ngu
ge
nd exp
nding its use.
The strength of culture
nd ch
r
cter of
n
tion c
n be judged by the v
stness
of its l
ngu
ge. Introduction of new words
nd different w
ys to use them provid
e continuity
nd diversity in l
ngu
ge. Urdu l
ngu
ge h
s its roots embedded in

rich cultur
l herit
ge
nd
history with superb liter
ry work performed over
the
ges. Urdu h
s experienced
nd survived h
rd
nd tough times while co-existi
ng with Hindi l
ngu
ge
nd f
cing the wr
th of the Britishers. But Urdu l
ngu
ge
w
s being influenced by Hindi l
ngu
ge
nd the imp
ct is evident from the study
. Three-fourth of the respondents
greed th
t television is the best source of l
e
rning l
ngu
ges. Introduction of foreign l
ngu
ges’ words in Urdu is on the rise

nd three-fourth of the respondents h
ve
greed to this (me
n v
lue 2.57). M
jo
rity of the respondents (83 percent) liked to use colloqui
l English
nd
re le

rning new English words from c
ble television. Three-fourth of the respondents s
ubmitted th
t they le
rnt new Hindi words from television
nd two-third of the r
espondents
dmitted using Hindi words in their d
ily routine. Urdu l
ngu
ge is g
etting strong imp
ct due to inv
sion of foreign words. The study reve
led th
t h
igh imp
ct on l
ngu
ge of he
vy viewers
nd light imp
ct on l
ngu
ge of light vi
ewers supports the hypothesis. Since women
re centre to every household
nd e
r
ly educ
tion, tr
ining
nd le
rning of children is c
rried out by them. Any effe
ct on women shows up in the upbringing of the children
nd outlook of the f
mily
in gener
l. Tr
ditions pl
y
n import
nt p
rt in every culture
nd they pl
y

key role in the form
tion of cultur
l identific
tion. Imp
ct of foreign tr
ditio
ns th
t
re being introduced through c
ble television h
s been studied in this s
tudy. M
jority of the respondents (51 percent)
dmitted th
t they celebr
te Hind
u m
rri
ge tr
ditions. Most st
rtling revel
tion h
s been th
t
lthough
very s
m
ll number (1.6 percent) of the respondents
re celebr
ting Holi. This is
st

rt of
ccepting something tot
lly
g
inst our tr
ditions. V
lentine’s D
y is w
rml
y celebr
ted by m
jority of respondents (59.5 percent)
nd H
lloween
nd Bonfire

re
lso celebr
ted by
minority of respondents. The imp
ct
g
in shows high i
nfluence on he
vy viewers
nd little on light viewers. These findings strongly s
uggest th
t c
ble television w
s resulting in erosion of P
kist
ni culture
nd i
ntroducing Indi
n
nd western culture in the country. Both Soci
l Le
rning
nd C
ultiv
tion theories c
n be
ptly
pplied to the situ
tion. Religion h
s been the
m
in driving force for the c
mp
ign for independence of P
kist
n. Religious sen
timents
re e
sily infl
med
nd
ll the ch
nnels
re p
rticul
rly c
reful not to
r
ise
ny religion conflict. M
jority of the respondents (75 percent)
greed
148 th
t television is the best source of religious inform
tion. Moreover,
min
ority of the respondents (17 percent) think th
t their religious level is decre

sing due to c
ble television. C
ble television influenced our tr
dition
l
nd cu
ltur
l v
lues
nd its imp
ct is cle
rly visible on food, dining h
bits, dressing
, tr
dition
l celebr
tions
nd religion. The imp
ct is
re
lity
nd it needs to
be thoroughly rese
rched to check the positive or neg
tive influence on our cul
ture. The trend
ccording to this rese
rch is showing p
tterns th
t should be

c
use of concern
s women
re
ccepting other cultur
l influences. But P
kist
ni
culture is f
iling to m
ke
n imp
ct on other cultures. M
ny intern
tion
l
nd
n
tion
l rese
rches supported the results of this f
ctor of the study. A n
tion

l study by M
lik (2003) on “The imp
ct of c
ble television tr
nsmission on the res
idents of Mult
n” supports the results of this study by concluding th
t powerful c
ultur
l tr
ditions, p
rticul
rly Indi
n culture,
re getting popul
rity due to c

ble television tr
nsmission. Another study by S
leem (1995) on “Cultur
l Imperi
l
ism: A c
se study of the imp
ct of dish
ntenn
on P
kist
ni society” concluded th

t dish
ntenn
’s progr
mmes
re successfully influencing the socio-cultur
l
nd r
eligious beliefs
nd v
lues of P
kist
ni viewers. Another supporting st
tement c
omes from Willi
m Cr
wky
nd D
vid P
ge (Linter 2001: web) when they s
id th
t t
he s
tellite television ch
nnels
re using (projecting) loc
l l
ngu
ges in showi
ng loc
l entert
inment, news
nd sports
nd introducing even
new kind of lingu

fr
nc
which h
s become to be known
s Hinglish,
mixture of English
nd Hind
i th
t reflects in everyd
y speech of m
ny educ
ted people in the Sub-continent
(cited in Sh
hb
z 2004 85). So is the c
se with Urdu l
ngu
ge in P
kist
n. Ali (
2001)
nd Sh
hb
z, Z. (2004) conducted studies on the “Imp
ct of s
tellite televis
ion ch
nnels on the people living in L
hore”
nd the “Imp
ct of St
r Plus dr
m
s on
youth in P
kist
n” respectively
lso emph
sizes on the influence of St
r Plus f
mi
ly dr
m
s on soci
l
nd cultur
l v
lues
nd norms of P
kist
ni youth of middle c
l
ss. The survey rese
rch concludes th
t socio-cultur
l thinking of P
kist
ni yo
uth is under the influence of foreign cultur
l v
lues. They
re
lso
ffecting l

ngu
ge, f
shion, food
nd
rchitecture, soci
l beh
viour
nd d
ily lifestyle of
P
kist
ni society. The e
stern
nd western cultures
re intermingled in these d
r
m
s, resulting in
n ‘intern
tion
l culture’
nd promoting liber
lism
nd modernis
m in P
kist
ni society. According to the thesis report of Kh
lid 84 percent peop
le beg
n to e
t foreign dishes of food in d
ily life, 46 percent chose dresses o
f foreign style
nd 50 percent of the
149 respondents felt ch
nge in their routine. The study
lso reve
led th
t 64 pe
rcent of the respondents were using Hindi words, where
s 34 percent were using p
hr
ses on different occ
sions. In some w
y, 11 percent of the respondents were f

scin
ted by foreign cultur
l
nd soci
l norms through foreign ch
nnels inv
sion
. This study m
de cle
r th
t “c
ble television ch
nnel St
r Plus h
d influenced so
ci
l
nd cultur
l norms
nd v
lues of P
kist
ni youth”. F
nt
sy, which w
s showed
in these ch
nnels, w
s the m
in re
son to
ttr
ct students
nd P
kist
n’s new gene
r
tion. Simil
rly, T
riq (2004) conducted
study on “Inv
sion of Indi
n culture t
hrough movies”. This study ev
lu
ted the influence of Indi
n movies on m
rri
ge tr

ditions/celebr
tions in high cl
ss of L
hore, P
kist
n. Findings of the study r
eve
led th
t m
jority of the respondents (87.9 percent) w
tched Indi
n
nd Engli
sh movies on c
ble television. 92.2 percent of the respondents were
greed th
t
Indi
n movies showed
ttr
ctive m
rri
ge tr
ditions, h
irstyles, colours, m
keup
, dresses, jewellery
nd lifestyles. Four–fifth of the respondents
greed th
t m
r
ri
ge functions in high cl
ss were following the p
tterns shown in Indi
n movies
. Three-fourth of the respondents
dmitted th
t dress of bride
nd bridegroom
n
d their p
rents were influenced by Indi
n movies. Simil
rly, jewellery m
ke-up

nd h
irstyle of bride
nd st
ge decor
tion
lso h
d been ch
nged by Indi
n movie
s. Indi
n d
nces
nd songs were pl
yed during the m
rri
ge ceremonies. M
rri
ge
expenditures
nd tr
ditions in P
kist
n were influenced by Indi
n movies. Sen (1
993) Sh
riff
deen (1995) h
s
lso worked on imp
ct of television on culture
nd
concluded simil
r results. Butt (2005) pointed out in his rese
rch the perspecti
ve of
n
lyzing the projection of Hindu religion in St
r Plus so
p oper
s. Accor
ding to fin
l results, the rese
rcher found th
t s
mple so
p oper
s directly
nd
indirectly
re giving m
ximum cover
ge to Hindu religion through the projection
of n
mes of gods
d goddesses, religious verses, religious words
nd history, d
ifferent scenes in religious b
ckground, sounds
nd pr
yers. Some of the religio
us scenes
re the requirement of the story but most of the time their projection
is unnecess
ry. The rese
rcher expressed concern th
t if they
re projecting Hi
ndu religion with such percent
ge then it will
ffect their viewers bec
use view
ership of these so
p oper
s is not only countrywide but it is worldwide. v. Dome
stic
nd Person
l Expenditures: Soci
l set-up in P
kist
n is m
le-domin
ted
nd
winning bre
d
nd butter is the responsibility of m
les. Norms suggest th
t only
f
mily he
d works
nd t
kes c
re of his entire f
mily. The p
ttern of expenditu
re is considered
s
very import
nt f
ctor in the household
nd th
t is why it
w
s selected for this study. This f
ctor is oper
tion
lzed into
150 three items which de
l with the c
ble television
ffects on their domestic

nd person
l expenditures. Hypothesis of the study w
s designed
s ‘he
vy viewers o
f c
ble television h
ve experience
gre
ter degree of effect on their domestic

nd person
l expenditures th
n the moder
te
nd light viewers.’ Chi-squ
re v
lue c
onfirms
signific
nt
ssoci
tion between level of c
ble television viewing
nd
level of the effect on their domestic
nd person
l expenditure. It proves th
t h
igh c
ble television viewing is imp
cting the domestic
nd person
l expenditures
of women in L
hore, P
kist
n. The bro
d picture th
t emerges from the results i
s th
t m
jority of the respondents (48.5 percent)
dmitted th
t their expenditur
e on person
l dressing
nd
ppe
r
nce h
s got
n imp
ct from w
tching c
ble tele
vision. More is being spent on person
l grooming
nd clothing in comp
rison to t
he p
st dec
des. Two-third of the respondents
lso
greed th
t their household e
xpenditure h
s incre
sed
s the exposure they
re getting through c
ble televisi
on is ch
nging their lifestyle
nd luxuries
re being presumed
s necessities. M
oreover, there were
growing number of women (43 percent) who
re intending to
become
n e
rning h
nd to meet
nd provide for this growing expenditure
s one m

le e
rning for whole f
mily now could not provide for it
lone. (T
ble 5.53). T
he trend of this imp
ct is
g
in directly rel
ted to the
mount of time spent fo
r viewing c
ble television, where high imp
ct is seen on he
vy viewers
nd light
er imp
ct on light viewers. Mcqu
il (1969) supports the finding of this study
s
“the tr
nce of entert
inment through television ch
nnels is so gre
t th
t no one
irrespective of his
ge, sex
nd educ
tion c
n cl
im immunity from it. The entir
e study of m
ss communic
tion is b
sed on the premises th
t medi
h
s signific
n
t effect in every society, yet there is little
greement on the n
ture
nd exten
t of these
ssumed effects. He
rgues th
t their effects t
ke v
rious forms. We
choose wh
t movies
re b
sed on
nd wh
t we see in
dvertisements or in newsp
pe
rs. We dress in
ccord
nce with telec
sts th
t me
ns our buying h
bits
re sh
pe
d” (p.8).
vi. Role of Wom
n in Society
This me
ns
ttitude of fem
le viewers, cognition
nd the w
y of re
soning. This
concept extends to structuring
nd re-structuring of soci
l role of viewers. Thr
ough this concept, the rese
rcher intended to go up to the level of finding out
whether or not the contents of the c
ble television h
ve deformed
nd reformed t
he soci
l role of viewers
nd how this
151 reform
tion w
s
ffecting their person
lity, p
ttern of e
rning, getting the
ir rights
nd freedom, method of bringing up their children
nd t
king c
re of t
heir homes. This f
ctor w
s oper
tion
lzed into eight items which de
ls with fol
lowing indic
tors: · · Accept
nce of C
reer Women: Accept
nce of c
reer for women eq
uiv
lent to men Sh
ring of F
mily Responsibilities by Men
nd Women: Accept
nce
of equ
lly sh
ring f
mily responsibilities by husb
nd
nd wife i.e. nurturing ch
ildren, sh
ring of household chores
nd income gener
tion · Equ
l Rights, Respect

nd Freedom of Women: Accept
nce of the ide
th
t women
nd men should h
ve equ

l rights, independence
nd respect in the society The hypothesis st
ted th
t ‘he
v
y viewers of c
ble television tend to show
gre
ter degree of
ccept
nce for ro
les of women
s portr
yed on Indi
n
nd western ch
nnels
nd
s comp
red to mode
r
te
nd light viewers’. Chi-squ
re v
lue in the (T
ble 5.54) shows
signific
nt

ssoci
tion between levels of c
ble television viewing
nd levels of
ccept
nce
of role of western
nd urb
n Indi
n women. It est
blished th
t high c
ble televi
sion viewing is
ffecting the soci
l role of women in L
hore, P
kist
n. The role
of P
kist
ni men
nd women in our soci
l set-up is very cle
rly defined where t
he extern
l responsibilities
re linked to men
nd most of the m
tters within th
e house
re responsibilities of women. Decision-m
king rests with the men, being
the bre
d winners for the f
mily. Women
re not
w
re of their leg
l
nd Isl
mi
c rights
nd
re
cting
ccording to the tr
dition
l role enforced on them. The
role of western women
nd urb
n Indi
n women is comp
r
tively opposite to the ro
le of P
kist
ni women. But the exposure to the foreign medi
is m
king
n imp
ct

nd introducing ch
nges in tr
dition
l
nd stereotype role of P
kist
ni women.
The bro
d picture th
t emerged from the findings of the study confirms th
t wome
n respondents
ccept non-tr
dition
l roles. H
lf of the respondents
greed with
the st
tement th
t looking
fter of children
nd household is equ
l responsibili
ty of m
n
nd wom
n - purely
western
ppro
ch. Simil
rly, it w
s cl
imed by tw
o-fifth of the respondents th
t e
rning is not only the responsibility of m
n
l
one but should be sh
red by husb
nd
nd wife. According to 40 percent of the res
pondents, P
kist
ni wom
n should pursue
c
reer like the western wom
n
nd shou
ld put in efforts to get her due
152 rights from the society. M
jority of the respondents (55 percent) submitted
th
t single wom
n should h
ve the right to live
respect
ble life
nd if m
rrie
d should h
ve the right to t
ke decisions on
n equit
ble b
sis. Two-third of th
e respondents suggested th
t there should be
n equ
l respect for working wom
n

s well
s for the housewife. There should not be
ny discrimin
tion or ch
r
cte
r
ss
ssin
tion of the working wom
n
nd should be tre
ted with respect
nd hono
ur. Cle
r m
jority of respondents (70 percent) submitted th
t wom
n should
lso
h
ve the right
nd s
y in their m
rri
ge. The imp
ct w
s directly rel
ted to the

mount of time spent in viewing
nd high imp
ct is visible in he
vy viewers
nd
lighter imp
ct in light viewers. Since the most preferred ch
nnels by women
re
St
r Plus
nd Geo TV. dr
m
s on these ch
nnels show women in very powerful role
s
nd show them involved in intrigues to run
nd control l
rge, rich
nd powerfu
l f
milies. These feelings
re creeping in the minds of viewers in their respons
es
nd this cle
rly confirms the hypothesis th
t c
ble television is h
ving
gr
e
t imp
ct on its viewers. Wilson
lso
grees with the view th
t television c
n
ch
nge viewers’
ttitudes
nd orient
tion. In his book “Youth culture
nd universiti
es” which w
s written in the b
ckground of youth disturb
nces worldwide, he emph
s
ized the influence of television on moulding
nd restructuring their of
ttitude
.
5.28.1 M
jor Hypothesis
Gre
ter the exposure to c
ble television the gre
ter the effect on the lives of
women in L
hore, P
kist
n. The m
jor hypothesis is sust
ined by
ll the f
ctors
under the study th
t included domestic
nd other
ctivities,
ppe
r
nce
nd styl
es, soci
l
nd f
mily inter
ction p
tterns, cultur
l pr
ctices, expenditure
nd
role of women in P
kist
ni society. The findings of the study confirmed th
t gre

ter the exposure to c
ble television the gre
ter the effect on the lives of wom
en in L
hore, P
kist
n. The st
tistic
l
n
lysis
nd percent
ge of responses pro
ves
ll the sub-hypothesis of the study except inter
ction p
tterns which is p
r
ti
lly
ccepted. Mcqu
il (1969)
lso expressed the signific
nce of medi
with re
ference to its effects. He st
ted th
t “medi
h
s occupied
prominent pl
ce in ou
r d
ily lives, providing stuff from which we form our identities, construct me
n
ing
nd org
nize our very existence. Tod
y, medi
service is the nervous system
of modern society. Electronic medi
is the most import
nt invention in the commu
nic
tion technology. Te
chers te
ch,
153 governments govern
nd religious le
ders pre
ch but medi
tot
lly ch
nges th
e lifestyle of people.” This study strengthens the concept of Blumler
nd K
tz’s Use
s
nd Gr
tific
tion Theory, which suggests th
t medi
users pl
y
n
ctive role
in choosing
nd using the medi
. Users t
ke
n
ctive p
rt in the communic
tion
process
nd
re go
l-oriented in medi
us
ge. The ‘Uses
nd Gr
tific
tion Theory’ lo
oks
t the w
ys individu
ls use medi
to gr
tify their needs. Thus the communic

tion beh
viour of
udience is go
loriented
nd motiv
ted. They m
ke viewing sele
ctions on person
l motiv
tions, go
ls
nd needs
nd these f
ctors influence wh
t
they
ctu
lly see
nd he
r (Hockney, 1988: 130). This theory explores individu

ls’ f
nt
sy seeking
nd looking for
n esc
pe from their everyd
y lives. Are they
re
lly seeking re
lity
nd using medi

s
le
rning instrument? As this study w

s b
sed on the imp
ct of c
ble television which provides v
riety of ch
nnels
n
d freedom of choice to viewers. Therefore, it investig
ted wh
t
re the re
sons
of w
tching c
ble television
nd wh
t ch
nnels
nd progr
mmes the respondents pr
eferred to w
tch. The t
rgeted popul
tion of the present study w
s women of L
ho
re, P
kist
n, only
nd m
jority of respondents were house m
n
gers. As for
s th
e re
sons of their w
tching were concerned, the findings reve
led th
t entert
in
ment w
s the first priority of m
jority of the respondents. This w
s
g
in confi
rmed through their preferred ch
nnels
nd progr
mmes. According to Uses
nd Gr
t
ific
tions Theory, medi
consumers h
ve
free will to decide how they will use
medi

nd how it will
ffect them. Although
v
riety of ch
nnels (news, inform

tive, educ
tion
l, cooking, entert
inment, etc.)
re
v
il
ble to women
nd they
c
n
ppro
ch them with the click of
button, but
m
jority of the respondents
were used to w
tch entert
inment ch
nnels only
nd their most f
vorite progr
mm
e w
s dr
m
followed by movies
nd music. This indic
tes th
t television m
y be
the best or the only source of entert
inment for them. Thus, the study confirmed
th
t the utility of television for them to seek entert
inment
nd time-p
ssing

s comp
red to le
rning
nd getting inform
tion. Rese
rch h
s shown th
t depende
ncy on
medium is the result of two m
jor f
ctors: Viewer motives for obt
ining
gr
tific
tions
nd the
v
il
bility of viewing
ltern
tives. E
ch of these f
ct
ors m
y be
ffected by
ny number of soci
l or psychologic
l ch
r
cteristics. A
person with limited mobility would be more likely to become dependent on
mediu
m such
s television if he/she did not h
ve
ccess to other medi
options such

s person
l computer, VCR, computer g
mes etc.,
t home. If the
154 situ
tion of women in P
kist
n is
n
lysed with this reference, it c
n be co
ncluded th
t most of the time women don’t h
ve
ltern
tives for entert
inment. To
s
tisfy their recre
tion needs like sports f
cilities, outing, p
rties, etc., th
ey
re dependent on television for this purpose. Thus, the best possible option
for gr
tific
tions for most of women in P
kist
n is television
nd p
rticul
rly
entert
inment ch
nnels
nd progr
mmes. It is e
sy to
ssume th
t television h
s
become
d
ily
ctivity in our society so it is not surprising th
t in some c
se
s people m
y go beyond the
ctu
l
ct of just w
tching for entert
inment. The th
eory t
kes out the possibility th
t medi
c
n h
ve
n unconscious influence over
our lives
nd the glob
l perspective. The ide
th
t we simply use medi
to s
ti
sfy
given need does not seem to fully recognize the power of medi
in tod
y’s wo
rld. Dependency upon medi
m
y le
d to effect in itself. For ex
mple,
ttitude c
h
nge might occur
nd thus
ffect other elements in the Model. The gre
ter the d
ependency upon
medium, the more likely th
t medium will h
ve effects upon the
viewer. Therefore, through these dr
m
s (so
p oper
s)
nd movies they get f
scin

ted
nd m
n
ged to esc
pe from the bitter re
lities of their lives for some tim
e. The re
son for w
tching c
ble television w
s entert
inment but the unconsciou
s influence
s
result of it is ch
nge in the
ttitude
nd getting
w
y from re

l
nd person
l v
lues. To investig
te the effects of c
ble television w
tching
on women, the present study
lso holds up cultiv
tion rese
rch by George Gerbner
, which st
tes th
t he
vy exposure to m
ss medi
, n
mely television, cre
tes
nd
cultiv
tes
ttitudes more consistent with
medi
-conjured version of re
lity t
h
n with wh
t
ctu
l re
lity is. Cultiv
tion Theory st
tes th
t television is de
veloping thinking of hum
n being slowly
nd ste
dily which
ffects soci
l, cultu
r
l
nd tr
dition
l v
lues of the societies. According to this theory, those who

re he
vy viewers
re
ffected more. The result of the study supports the theor
y
s he
vy viewers were
ffected more th
n light viewers
t
ll levels - domesti
c
nd other
ctivities,
ppe
r
nce
nd styles, soci
l
nd f
mily inter
ction p
t
terns, cultur
l pr
ctices , expenditure
nd role of women in P
kist
ni society.
Gerbner
nd his colle
gues contend th
t television dr
m
h
s
sm
ll but signifi
c
nt influence on
ttitudes, beliefs
nd judgments of viewers concerning the soc
i
l world. Thus, the focus of study w
s on he
vy viewers. People who w
tch
lot
of television
re likely to be more influenced by the w
ys in which the world i
s fr
med by television progr
mmes th
n
re individu
ls who w
tch less reg
rding
topics of which the
155 viewer h
s little first-h
nd experience. Light viewers m
y h
ve more sources
of inform
tion th
n he
vy viewers. The results of the present rese
rch strength
en the concept of cultiv
tion through medi
. A m
jority of the respondents h
ve

ccepted
nd pr
cticing the Indi
n
nd western v
lues systems consciously or unc
onsciously. The Cultiv
tion Theory suggests th
t peoples’ v
lues
nd their outlook
s on life c
n become distorted
nd gre
tly
ffected by so
p oper
s which
re con
firmed by this study. The Cultiv
tion Theory
sserts th
t he
vy viewers
ttitud
es
re cultiv
ted prim
rily by wh
t they w
tch on television. It looks
t m
ss m
edi

s
soci
lizing
gent
nd investig
tes whether television viewers come to
believe television version of re
lity, the more they w
tch it. This study witnes
sed
cle
r ch
nge in food
nd e
ting h
bits. Western
nd Indi
n tr
ditions cele
br
tions were followed more by he
vy viewers
s comp
red to light viewers. Their
l
ngu
ge h
s been
ffected. Their soci
liz
tion p
tterns were gr
du
lly ch
ngin
g
s he
vy viewers’ soci
l inter
ction time is reducing p
rticul
rly with friends.
The Cultiv
tion Theory in its b
sic form suggests th
t television is responsibl
e for sh
ping or ‘cultiv
ting’ viewers’ conceptions of soci
l re
lity which is being c
onfirmed through this study. The results of this rese
rch
lso support Gerbner w
hen he s
ys th
t combined effect of m
ssive television exposure by viewers over
time subtly sh
pes the perception of soci
l re
lity for individu
ls
nd, ultim
t
ely, for culture
s
whole. Cultiv
tion Theory suggests th
t peoples’ v
lues
nd
their outlook tow
rds life c
n become distorted
nd gre
tly
ffected by so
p ope
r
s. The present study
lso
pplied the Soci
l Le
rning Theory which expl
ins ho
w environment influences the beh
viour of
n individu
l. Despite gener
l in n
tu
re, “Soci
l Le
rning Theory is p
rticul
rly relev
nt to study, the imp
ct of m
ss
communic
tion bec
use the description
nd portr
y
l of soci
l life is
frequent
subject in medi
contents” (DeFleur
nd S
ndr
1989). Liter
ture h
s shown th
t v
iewers
cquire
ttitudes, emotion
l responses
nd new styles of conduct from med
i
, especi
lly from films
nd television (B
ndr
, 1973
nd Liebert et
l.1973).
The theory cle
rly est
blishes th
t medi
c
n serve
s
gents in the soci
liz
ti
on process. The finding of the study
lso corresponds to the observ
tion m
de by
Albert B
ndur
while discussing Soci
l Le
rning Theory. According to him, le
rn
ing occurs when the observer perceives events or beh
viour in television
nd he/
she feels competent in performing them. Actions of the ch
r
cters in c
ble telev
ision dr
m
s h
ve served
s
model for respondents to imit
te. They h
ve
lso

cquired beh
viours by people from medi
portr
y
ls. B
ndur

lso suggested th
t
beh
viour is likely to be imit
ted when it is
156 soci
lly rew
rded. The result indic
tes th
t m
jority of the respondents do
t
ke television ch
r
cters
s their role models
nd w
nt to copy them in
ppe
r

nce
nd style. Interestingly, m
jority of the respondents dis
greed th
t they di
d rel
te ch
r
cters to their lives despite they do copy in more th
n one
re
. T
his shows th
t the respondents just follow the outlook of ch
r
cters with respec
t to lifestyle
nd not themselves
s
whole. Re
son m
y be th
t ch
r
cters show
n in c
ble television dr
m
s
re not
ccept
ble or m
y not be rew
rded in our so
ciety. He
vy viewers were imit
ting c
ble television dr
m
ch
r
cters jewellery,
dresses, m
ke-up
nd h
ir style. They love to t
lk in their
ccent, think
nd b
eh
ve like them. Any person’s soci
liz
tion process is influenced by innumer
ble f

ctors such
s f
mily, school, environment
l etc. Direct experience
nd p
rticip

tion
re import
nt p
r
meters which sh
pe his/her impressions of the perceived
structure of their environment. However, these forms of experience
re usu
lly l
imited to the immedi
te environment. M
ss medi
, p
rticul
rly television, pl
ys

cruci
l role in bringing the outside world into homes. M
ss medi

s
n import

nt institution enters the soci
liz
tion process of
n individu
l. This study pr
oves the hypothesis ‘gre
ter the exposure to c
ble television gre
ter the effect o
n the lives of women in L
hore, P
kist
n
nd implies
n
ssoci
tion between c
bl
e television viewing
nd
ffects on viewers. M
jority of the respondents h
ve in
clined tow
rds
nd re
dy to
ccept the role of western women exposed to them thr
ough c
ble television ch
nnels. The study h
s cl
imed th
t this rel
tionship c
n
in some c
ses be life-ch
nging
nd person
lity moulding, but definitely life im
p
cting. More import
ntly, it
ppe
rs th
t they c
n occur
nd one m
y not even r
e
lize it. Ultim
tely, it becomes cle
r th
t television is one of the tod
y s mo
st dyn
mic medi
vehicles touching more people th
n other communic
tion vehicles
.
157
CHAPTER 6 CONCLUSIONS AND RECOMMENDATIONS
This study explored the “effects of c
ble television on life p
tterns of women in
L
hore, P
kist
n.” The study provided results by comp
ring life p
tterns of he
vy,
moder
te
nd light viewers. C
ble television technology h
s been introduced in
P
kist
n during the l
st dec
de. The ye
r 2000 witnessed mushrooming of the c
bl
e television network
ll over the country
fter getting
leg
l
pprov
l from th
e government. This r
ised the question th
t the c
ble television m
y h
ve effect
s on viewers bec
use it is quite
fford
ble,
v
il
ble round the clock, enh
nces
the choice
nd provides
v
riety of ch
nnels
nd progr
mmes, both foreign
nd
loc
l. Findings of previous rel
ted rese
rch h
ve m
de the rese
rcher conclude t
h
t television does h
ve some direct or indirect effects on viewers but no study
h
s been c
rried out to g
uge it in L
hore, P
kist
n. Therefore, this rese
rch
probed into whether or not
nd how much effect c
ble television h
s on women in
L
hore, P
kist
n. The core purpose of this study w
s to dig out the influence of
foreign ch
nnels or loc
l ch
nnels with foreign contents on the soci
l life
nd

ttitudes of fem
le viewers. Therefore,
t one level the study records the cons
umption p
tterns
nd me
sures their level of viewing i.e. dur
tion of h
ving con
nection, ch
nnels
nd kinds of progr
ms
re preferred, re
sons
nd f
vorite time
of w
tching, control over remote, women’s right
nd restriction on viewing. It
l
so
n
lyses the rel
tionship between
bove f
ctors
nd level of viewing besides
demogr
phic inform
tion of respondents i.e.
ge, educ
tion, resident
re
, profe
ssion, income, m
rit
l st
tus, etc. The m
jor hypothesis studied w
s “gre
ter the
exposure to c
ble television gre
ter the imp
ct on the lives of women.” The sub-hy
potheses included he
vy viewers of c
ble television experience
gre
ter degree
of effect on their domestic
nd other
ctivities, on their f
mily
nd soci
l int
er
ction p
tterns, cultur
l pr
ctices
nd on their domestic
nd person
l expendi
ture th
n the moder
te
nd light viewers. It w
s
lso hypothesized th
t he
vy vi
ewers (women) of c
ble television tend to show
gre
ter degree of
ccept
nce of
television ch
r
cters
ppe
r
nce
nd style
nd of role of western
nd urb
n Ind
i
n women th
n the moder
te
nd light viewers. These f
ctors were b
sed on the c
onclusion dr
wn
fter reviewing the relev
nt liter
ture
s most of the studies w
ere of the view th
t television viewing gener
tes socio-economic
nd cultur
l ch

nges.
158 The rese
rcher h
s formul
ted
n
m
lg
m of three theories. In order to
sse
ss wh
t is the m
in re
son of the respondents’ w
tching c
ble television, their pr
eferred ch
nnels
nd progr
mmes ‘Uses
nd Gr
tific
tions Theory’ w
s
pplied. M
in p

rt of the present rese
rch comes under the effect tr
dition. It dem
nded discus
sion on theories b
sed on observ
tion
l le
rning
nd inform
tion processing to e
mph
size l
sting effects of exposure to medi
contents. Thus, the study
lso
pp
lied Cultiv
tion Theory in terms of effect (which c
n be sm
ll, gr
du
l, indirec
t but cumul
tive
nd signific
nt) through exposure (depending upon he
vy
nd lig
ht viewership of c
ble television)
nd Soci
l Le
rning Theory which s
ys th
t vi
ewers
ttend
nd le
rn from models which
re
ttr
ctive, powerful, rew
rding
nd
simil
r to themselves. Hence, the fr
mework of this rese
rch w
s b
sed on the s
et of three theories i.e. Uses
nd Gr
tific
tion Theory, Cultiv
tion Theory
nd
Soci
l Le
rning Theory. In this study, survey method h
s been
pplied to obt
in
d
t
th
t w
s qu
ntit
tive in n
ture from l
rge represent
tive but diverse
nd w
idely sc
ttered popul
tion. Due to the time
nd budget
ry limit
tions, the tot
l

re
covered by the study w
s L
hore only. The tot
l popul
tion of this study w

s
ll fem
le c
ble television viewers,
ged 18 to 40 ye
rs, reside in L
hore
n
d viewing c
ble television for
t le
st two ye
rs. According to PEMRA the estim

ted number of c
ble television subscribers in L
hore w
s 350,000
nd the expecte
d number of women t
rgeted in this study w
s one fourth of the tot
l viewership,
i.e. 500,000. It w
s not fe
sible for the rese
rcher to
ppro
ch the tot
l popu
l
tion therefore s
mpling technique w
s
pplied. The government
dministr
tive d
ivision (which divides L
hore into six towns) w
s used
nd equ
l respondents fro
m e
ch town were selected by
pplying non-prob
bility quot
s
mpling. The respon
dents selected for d
t
collection were
ged 18-40 ye
rs
nd viewing c
ble telev
ision for
minimum period of two ye
rs. The rese
rcher preferred this period of
life of
wom
n for the study bec
use it is the most vibr
nt,
ctive
nd dyn
mi
c p
rt of her life. This criterion w
s further divided into three c
tegories --
he
vy viewers (viewing c
ble television for 4
nd more th
n 4 hours
d
y), mode
r
te viewers (viewing c
ble television for more th
n 2 but less th
n 4 hours
d

y)
nd light viewers (viewing c
ble television for 1 to 2 hours
d
y) -- inste

d of two
s the rese
rcher intended to h
ve two extremes i.e. light
nd he
vy v
iewers. Working women
nd house m
n
gers both were interviewed where
s students
were deliber
tely excluded from the s
mple. The tot
l s
mple size w
s 432
nd in
terviews’ schedule (verb
l interview b
sed on questionn
ire) w
s preferred
s
to
ol for
159 d
t
collection bec
use some of the respondents were illiter
te
nd were not

ble to re
d
nd
nswer the questionn
ire. The study w
s c
rried out during 200
4-07
nd the d
t
w
s collected in 2005. The rese
rcher h
s used the St
tistic
l
P
ck
ge for the Soci
l Science (SPSS Version 13.0) for
n
lyzing the d
t
. S
mp
le d
t
h
s been
n
lyzed sep
r
tely to ex
mine e
ch hypothesis. As the study ev

lu
ted the
ssoci
tion between exposure to c
ble television
nd ch
nge in the l
ife p
tterns of women, therefore, st
tistic
l tool ChiSqu
re h
s been used. E
ch
of depend
nt v
ri
bles w
s oper
tion
lised into
set of p
r
meters
nd
nswers
were obt
ined on Likert–point sc
le. The next step in me
sure w
s construction of
sc
le. The rese
rcher m
de
three-point sc
le, comprising three points
s high
, medium
nd low for dependent v
ri
bles. The d
t
w
s
n
lyzed through univ
ri

te
nd biv
ri
te st
tistic
l procedures
nd the results h
ve been presented in t
wo c
tegories: i.e. gener
l
nd m
jor findings of hypothesis testing. The gener

l findings concluded th
t m
jority of respondents h
ve c
ble connection for the
l
st two ye
rs,
nd they
re enjoying w
tching c
ble television inste
d of re
di
ng books, pl
ying g
mes
nd going out for leisure. This proves th
t the level of

ccept
nce
nd popul
rity of c
ble television
mongst the people of L
hore is i
ncre
sing d
y by d
y. It h
s become
m
in source of entert
inment in P
kist
n w
hich like other developing countries h
s limited recre
tion f
cilities. But
lso
indic
tes th
t the respondents
re sticking to television
t the cost of he
lth
y ment
l
nd physic
l
ctivities. M
jority of the respondents were
ged 31 to 40
ye
rs (60 per cent). In P
kist
n, women of this
ge group
re gener
lly m
rried
. More th
n often they
re the nucleus of the f
mily
nd responsible for househo
ld
ctivities, re
ring of children, t
king c
re of husb
nd etc. M
jority of the
respondents belonged to middle
nd upper middle cl
ss with gr
du
tion,
s minimu
m qu
lific
tion but unemployed or house m
n
gers. And it is est
blished th
t m
j
ority of them were he
vy viewers bec
use they h
d e
sy
ccess to c
ble network

nd
mple time to w
tch it. The conclusion is th
t he
vy viewers belonged to this

ge
nd income group
re prob
bly neglecting their b
sic f
mily role. The rese

rch
lso probed whether there w
s
ny
ssoci
tion between level of viewing
nd d
emogr
phic ch
r
cteristics of respondents i.e.
ge, educ
tion, income, professio
n etc. The conclusion is th
t there w
s no
ssoci
tion between the level of view
ing
nd
ge of respondents. However, highest percent
ge of he
vy
nd light viewe
rs fell in the
ge group 26-30
nd 18-25 ye
rs respectively. This w
s interestin
g to note th
t
160 the lowest percent
ge of he
vy viewers belonged to the
ge group of 18-25 ye

rs
s it is in contr
st to the gener
l belief th
t this
ge group f
lls in the
he
vy viewers’ c
tegory. As for
s the
ssoci
tion between the level of viewing
n
d qu
lific
tion of respondents is concerned the study concludes th
t higher the
level of qu
lific
tion lower the level of viewing c
ble television. Simil
rly
n

ssoci
tion exists between the level of viewing
nd profession of respondents.
House m
n
gers, who were non-profession
ls, sp
re more time for w
tching c
ble t
elevision
s comp
red to the working women. Thus est
blishes those house m
n
ger
s
re more vulner
ble to effects from c
ble television
s comp
re to working cl

ss. There w
s no
ssoci
tion between the level of viewing
nd residing
re
of r
espondents. Simil
rly, no signific
nt
ssoci
tion between the level of viewing

nd income of respondents w
s seen. However, those belonging to monthly income gr
oup of over Rs. 25,000 were the highest he
vy viewers
nd Rs 15,001-20,000 the l
owest he
vy viewers. Likewise there w
s no
ssoci
tion between the level of view
ing
nd m
rit
l st
tus of respondents. M
rit
l st
tus does not m
tter
s e
ch c

tegory h
s shown equ
l interest in w
tching c
ble television. The study
lso
n

lyzed the respondents’
im of w
tching c
ble television ch
nnels. The most frequen
tly mentioned re
son w
s entert
inment
nd rel
x
tion followed by the urge to kn
ow
bout foreign countries, educ
tion
nd guid
nce. The second enlisted re
son c
onfirms the curiosity
bout foreign l
nds but it m
kes respondents vulner
ble to
outl
ndish influences including culture. When respondents were c
tegorized
cco
rding to the level of viewing
nd the purpose of w
tching, it w
s found out th
t

m
jority of the he
vy viewers w
tch entert
inment-oriented progr
mmes
s comp

red to inform
tion
nd news
nd their m
in
im of w
tching c
ble television is
to rel
x. Foreign ch
nnels preferred by respondents included St
r Plus, Zee TV,
Sony Entert
inment TV, St
r Movies, HBO
nd BBC
nd P
kist
ni ch
nnels included
Geo TV, ARY, Indus Vision
nd Ptv World. It h
s been noted th
t foreign ch
nnels

re the most popul
r
mong the respondents. Findings
lso reve
l
n interesting
result th
t the Indi
n ch
nnel ‘St
r Plus’ h
s the highest following
mong foreign

nd loc
l ch
nnels m
inly bec
use of it so
p oper
s. As f
r
s respondents prefe
rred progr
mmes
re concerned, they were
sked to enlist
ll of their f
vourite
progr
mmes on c
ble television ch
nnels
nd their responses were
ccumul
ted
nd
found th
t m
jority of the respondents preferred to w
tch purely
161 entert
inment-oriented progr
mmes. The d
t
indic
ted th
t the most f
vourit
e progr
mme of the three-forth respondents w
s dr
m
followed by movies. On the
contr
ry, inform
tion progr
mmes were preferred by one-forth of the respondents.
A signific
nt
ssoci
tion between the level of viewing
nd preference for speci
fic progr
mmes w
s found. It w
s notice
ble th
t dr
m
is the first preference o
f
ll types of viewers i.e. he
vy, moder
te
nd light. As f
r
s the television’s
remote control device is concerned,
lmost h
lf of the respondents told th
t m
l
e members of the f
mily control the remote of television. In
ll the c
ses i.e.
he
vy, moder
te
nd light viewers, simil
r situ
tion prev
iled. The respondents

lso compl
ined th
t men h
ve more rights to w
tch c
ble television th
n women.
This confirms the notion th
t m
les domin
te society in P
kist
n,
nd women do n
ot h
ve full freedom even in m
tters like selecting
television ch
nnel. M
jori
ty of the he
vy viewers prefer to w
tch c
ble television
lone where
s the highe
st number of light viewers w
s interested in w
tching c
ble television while sit
ting with their f
milies. It indic
tes th
t he
vy viewers prefer to be isol
ted
or w
tch such progr
mmes which they c
nnot w
tch with their f
milies. In respons
e to the f
vourite w
tching time, more th
n three-fourth of the respondents pref
erred to w
tch c
ble television
fter 7:00 pm (prime time). It h
s
lre
dy been
verified th
t the respondents’ first priority in progr
mmes w
s dr
m
s, prefer
bly
w
tched on St
r Plus. With reference to the restrictions on w
tching c
ble tele
vision only
sm
ll number (17.8 percent) of the respondent
dmitted th
t restri
ctions reg
rding cert
in time
nd progr
mmes
re enforced on them by their f
mil
ies, where
s m
jority of the respondents (68.5 percent) denied
ny such restrict
ions. This proves the f
ct th
t c
ble television is w
rmly
ccepted
nd used wit
hout
ny hesit
tion. Respondents who were restricted cl
imed th
t they were told
not to w
tch st
ge dr
m
s, music progr
mmes
nd movies. Restrictions were impos
ed bec
use of vulg
rity in progr
mmes
s this is
g
inst the religion,
g
inst t
heir v
lues
nd culture
nd viewing c
ble television c
n
ffect their working. N
ight time is the restricted one
s they would be un
ble to give time to their f

milies
nd secondly it would disturb their re
ding h
bits
lso. When respondents
were
sked to point out whether men
lso f
ce restriction on w
tching c
ble tel
evision, the result indic
ted th
t men do not h
ve
ny restriction of w
tching c

ble television
s they
re considered m
ture, independent
nd m
sters of their
will.
162 Although the findings
bove m
de it cle
r th
t
few respondents (women) wer
e restricted to w
tch c
ble television’s cert
in progr
mmes
t times. However, the
y were
lso
sked whether the women
t their homes h
ve equ
l rights
s men to w

tch c
ble television. M
jority of respondents cl
imed th
t they
re tre
ted equ

lly
s men in reference to w
tching c
ble television. Almost three-fifth of the
m compl
ined th
t men h
d more rights to w
tch c
ble television
nd
negligible
percent (0.2%)
dmitted th
t they h
d more rights th
n men. This concludes th
t
discrimin
tion (
t limited level) in the use of communic
tion technology
lso e
xists, which further supports the f
ct th
t our society is m
le domin
ted. M
jor
ity of the respondents
lso cl
imed th
t they enjoy w
tching c
ble television in
ste
d of re
ding books, pl
ying g
mes
nd going out for leisure during their fre
e time. Judging by the d
t
it c
n be concluded th
t c
ble television h
s become

n import
nt household commodity
nd
n import
nt p
rt of women’s d
ily life in L

hore. The conclusions of hypothesis testing rel
ted to the dependent v
ri
bles.
The first sub-hypothesis w
s he
vy viewers of c
ble television experience gre
t
er degree of effect on their domestic
nd other
ctivities th
n the moder
te
nd
light viewers. The d
t

n
lyzed by Chi-squ
re produced st
tistic
lly signific

nt
ssoci
tion between level of c
ble television viewing
nd level of the effect
on household
nd other
ctivities. Types of
ctivities
ffected were newsp
per

nd m
g
zines re
ding
nd going out for movies. The second hypothesis he
vy view
ers of c
ble television experience
gre
ter degree of ch
nge on their f
mily
n
d soci
l inter
ction p
tterns th
n the moder
te
nd light viewers w
s
lso st
ti
stic
lly proved. It confirmed th
t our soci
l inter
ction p
tterns
re under the
influence of c
ble television
nd ch
nging r
pidly. The most
ffected c
tegorie
s were friends
nd rel
tives inter
ctions. Respondents dislike visiting others

nd do not welcome open he
rtedly or entert
in their guests during primetime hour
s. It is concluded th
t c
ble television is
ffecting soci
l inter
ction p
ttern
s
s respondents
re r
ther enjoying their c
ble television progr
mmes th
n soci

lizing which is
m
jor p
rt of P
kist
ni culture. As f
r
s the respondents’ f
m
ily inter
ction w
s concerned, husb
nd- wife inter
ction is being
ffected but n
ot
s much
s soci
l inter
ction. Decline in Mother-child inter
ction w
s not pr
oved by the st
tistic
l
n
lysis. This confirms th
t Mother-child inter
ction is
not disturbing due to the viewing of c
ble television. But still the situ
tion
is
l
rming
s m
jority does not like f
mily interference
nd
void going out wi
th their
163 f
milies while w
tching c
ble television. Therefore f
mily inter
ction time
is decre
sing bec
use husb
nd, wife
nd mother
s well
s children
re glued to
c
ble television. The
ffection
nd bond
mong the f
mily members is the be
uty
of our culture which m
y be
ffected b
dly bec
use of c
ble television viewing.
This rese
rch
lso tried to discover: “W
s the t
rget
udience
ssoci
ting their p
erson
l
ppe
r
nce
nd style with television ch
r
cters”? The study describes
ppe

r
nce
nd lifestyle
s dress style, h
irstyle, m
ke-up, jewellery
nd
ccent
d
opted by women. The hypothesis developed w
s ‘he
vy viewers of c
ble television te
nd to show
gre
ter degree of
ccept
nce of television ch
r
cters’
ppe
r
nce
nd
style th
n the moder
te
nd light viewers.’ Chi-squ
re v
lue indic
ted
signific

nt
ssoci
tion between level of c
ble television viewing
nd level of
ccept
nc
e of television ch
r
cters’
ppe
r
nce
nd style. A m
jority of he
vy viewers w
s
being highly
ffected
nd light viewers were showing minim
l effects in terms of

ppe
r
nce
nd style. The d
t
showed th
t gre
test imp
ct of w
tching c
ble te
levision is on jewellery
nd orn
ment
l style. H
lf of the respondents considere
d television ch
r
cters
s their role model for
ppe
r
nce
nd style
nd they w

nted to imit
te those ch
r
cters. Respondents copy these ch
r
cters for dressing
, m
ke-up, decor
tive jewellery
nd try to copy their
ccent. But m
jority of re
spondents does not
gree th
t they rel
te themselves to television ch
r
cters. T
he style
nd gl
mour projected through dr
m
is
lthough out of line from our or
igin
l style but is m
king
n imp
ct on viewers
ccording to their level of thei
r viewing. Our women
re inclining tow
rds ch
nge, for better or worse, by follo
wing television ch
r
cters. This study
lso confirms
nd
pproves the Soci
l Le

rning
nd Modelling theories. Another investig
ted f
ctor through this rese
rch
w
s culture pr
ctices. This f
ctor w
s de
ling with five p
r
meters including l

ngu
ge, food, dressing, religion
nd some of the tr
ditions. It w
s hypothized

s he
vy viewers of c
ble television experience gre
ter degree of effect on their
cultur
l pr
ctices th
n the moder
te
nd light viewers. The st
tistic
l
n
lysi
s signific
ntly proves
ssoci
tion between the level of c
ble television viewing

nd the level of the effect on cultur
l pr
ctices. It implies th
t high televis
ion viewing is influencing cultur
l pr
ctices in L
hore, P
kist
n,
nd women
re

ccepting western
nd Indi
n culture. There h
s been
n evident imp
ct of c
ble
television on food h
bits
s m
jority h
s introduced western food dishes in the
ir homes. Where
s, the
ddition of Indi
n dishes is negligible
ccording to the
respondents bec
use the Indi
n food progr
mmes
re few
164
nd they
re mostly focused on veget
bles
nd not on me
t dishes. The focus
of viewers of Indi
n ch
nnels is on dr
m

nd they
re not e
ger to w
tch food p
rogr
mmes on television ch
nnels like St
r Plus. Most of the respondents preferr
ed to dine in front of television
nd discuss television ch
r
cters th
n f
mily
issues. This hints
t
m
jor ch
nge in our society, robbing people of the tr
di
tion of e
ting together
nd m
king the routine
n opportunity of discussing thei
r issues. Those who still dine together m
inly discuss television progr
mmes the
y w
tch. This proves th
t now the television is connecting people to the world u
nknown while cre
ting
communic
tion g
p in their own f
milies. C
su
l western
dressing h
s inspired one-fourth of the respondents
nd they like to we
r wester
n dresses. But
m
jority of the respondents does not feel inclined to western d
resses. On the other h
nd,
lmost
ll respondents replied in neg
tive in respons
e to we
ring Indi
n dresses (S
ree) c
su
lly but one-third liked to we
r it
s

p
rty dress due to their colour
nd gr
ce. Two-third respondents consider c
ble
television
s
n effective source of le
rning
bout f
shion trends. Therefore,
it is convincing th
t c
ble television is
ffecting its viewers in dress trends

nd its effects
re directly rel
ted to the viewership, with he
vy viewers being

ffected the most. Urdu l
ngu
ge is getting unw
nted
dditions due to inv
sion
of foreign words (Hindi
nd English). The study concluded th
t high imp
ct on l

ngu
ge of he
vy viewers
nd light imp
ct on l
ngu
ge of light viewers supports t
he hypothesis. A new l
ngu
ge which is
mix of Urdu, English
nd Hindi words is
emerging. Since women
re centre to every household
nd e
rly educ
tion, tr
ini
ng
nd le
rning of children is c
rried out by them. Any effect on women’s l
ngu
ge
is tr
nsferred to their children
nd other members of their f
milies. Mother to
ngue is the l
ngu
ge which
child le
rns from his or her mother. And
defectiv
e mother tongue me
ns
dulter
tion in the very beginning. Tr
ditions pl
y
key
role in the form
tion of cultur
l identific
tion therefore effect of foreign tr

ditions th
t
re being introduced through c
ble television h
s
lso been studied
in this study. M
jority of the respondents
dmitted th
t they celebr
te Hindu m

rri
ge tr
ditions
nd
very sm
ll number (1.6 percent) of the respondents were
celebr
ting Holi. This is
st
rt of
ccepting something tot
lly
g
inst our tr

ditions. V
lentine’s D
y is w
rmly celebr
ted by m
jority of respondents
nd H
ll
oween
nd Bonfire
re
lso celebr
ted by some of the respondents. The imp
ct
g

in shows high influence on he
vy viewers
nd little on light viewers. These find
ings strongly suggest
165 th
t c
ble television is resulting in erosion of P
kist
ni culture
nd is in
troducing Indi
n
nd western culture. Religion h
s been the m
in driving forces
for the c
mp
ign for independence of P
kist
n. Religious sentiments
re e
sily i
nfl
med
nd
ll the ch
nnels
re p
rticul
rly c
reful not to r
ise
ny religion
conflict. M
jority of the respondents
greed th
t television is the best source
of religious inform
tion. C
ble television is influencing tr
dition
l
nd cultur

l v
lues in P
kist
n
nd respondents
re
ccepting it. The effects
re cle
rly
visible on food, dining h
bits, dressing, l
ngu
ge, tr
dition
l celebr
tions
nd
religion. The influence is
re
lity
nd it needs to be thoroughly rese
rched t
o check the positive or neg
tive imp
ct on P
kist
ni culture. The trend
ccordin
g to this rese
rch is showing p
tterns th
t should be
c
use of concern
s f
r

s cultur
l v
lues
re concerned in P
kist
n. Another Sub-hypothesis of the stud
y w
s designed
s ‘he
vy viewers of c
ble television experience
gre
ter degree o
f effect on their domestic
nd person
l expenditures th
n the moder
te
nd light
viewers.’ Chi-squ
re v
lue confirmed
signific
nt
ssoci
tion between level of c

ble television viewing
nd level of the effect on their domestic
nd person
l e
xpenditure. The bro
d picture th
t emerges from the results is th
t m
jority of
the respondents
dmitted th
t their expenditure on person
l dressing
nd
ppe
r

nce h
s got
n imp
ct from w
tching c
ble television. More is being spent on per
son
l grooming
nd clothing
s comp
red to the p
st dec
des. Household expenditu
re h
s incre
sed
s the exposure they
re getting through c
ble television is ch

nging their lifestyle
nd luxuries
re being presumed
s necessities. Moreover,

growing number of women
re intending to become
n e
rning h
nd to meet their
f
milies’ incre
sing expenditure
nd to sh
re the burden of their men. The study

lso hypnotized th
t ‘he
vy viewers of c
ble television tend to show
gre
ter deg
ree of
ccept
nce of roles of women
s portr
yed on Indi
n
nd western ch
nnels

s comp
red to moder
te
nd light viewers’. Chi-squ
re v
lue showed
signific
nt

ssoci
tion between level of c
ble television viewing
nd level of
ccept
nce of
role of western
nd urb
n Indi
n women. It est
blishes th
t high c
ble televisi
on viewing is
ffecting the soci
l role of women in L
hore, P
kist
n. The soci
l
role of P
kist
ni men
nd women is cle
rly defined where the extern
l responsib
ilities
re linked to men
nd most of the house m
tters
re responsibilities of
women. Decision-m
king rests with the men, being the bre
d winners for the f
mil
y. Women
re not
w
re of their leg
l
nd Isl
mic rights
nd
re
cting
ccordin
g to the
166 tr
dition
l role enforced on them. The role of western women
nd urb
n Indi

n women is comp
r
tively contr
ry to the role of P
kist
ni women. But the exposu
re to the foreign medi
is m
king
n imp
ct
nd introducing ch
nges in tr
dition

l
nd stereotype role of P
kist
ni women. The bro
d picture th
t emerged from t
he findings of the study confirms th
t women respondents
re
ccepting non-tr
di
tion
l roles. H
lf of the respondents
greed with western
ppro
ch th
t e
rning
should be sh
red by husb
nd
nd wife
nd looking
fter of children
nd household
is equ
l responsibility of m
n
nd wom
n. Simil
rly, it cl
imed th
t
wom
n sh
ould h
ve equ
l rights in decision m
king, pursuing
c
reer
nd should h
ve s
y
in their m
rri
ge like the western wom
n. The study
lso concluded th
t society
should give respect to working women
s well
s to housewives, single women sho
uld h
ve the right to live
respect
ble life,
nd they should strive to get the
ir due rights. The imp
ct is directly rel
ted to the
mount of time spent in vie
wing
nd high imp
ct is visible in he
vy viewers
nd lighter imp
ct in light vie
wers. The m
jor hypothesis is sust
ined by
ll the f
ctors under the study inclu
ded household
nd other
ctivities,
ppe
r
nce
nd styles, soci
l
nd f
mily int
er
ction p
tterns, cultur
l pr
ctices, expenditure
nd role of women in P
kist
n
i society. The st
tistic
l
n
lysis
nd percent
ge of responses proves
ll the s
ub-hypotheses of the study except mother child inter
ction. Thus proves the m
jo
r hypothesis ‘gre
ter the exposure to c
ble television gre
ter the effect on the l
ives of women in L
hore, P
kist
n. It implies
n
ssoci
tion between c
ble telev
ision viewing
nd
ffects on viewers. M
jority of the respondents
re inclined t
o foreign culture
nd
re re
dy to
ccept the
ppe
r
nce
nd role of western wom
en exposed to them through c
ble television ch
nnels. The study h
s cl
imed th
t
this rel
tionship c
n in some c
ses be life-ch
nging
nd person
lity moulding,
but definitely life imp
cting. More import
ntly, it
ppe
rs th
t it c
n occur
n
d one m
y not even re
lize it. This study strengthens the concept of Blumler
nd
K
tz’s Uses
nd Gr
tific
tion Theory, which suggests th
t medi
users pl
y
n
ct
ive role in choosing
nd using the medi
. As f
r
s the consumption p
tterns
nd
re
sons of their w
tching were concerned the study concluded th
t women use c
b
le television prim
rily for f
nt
sy
nd to esc
pe their routine lives. It is not

source of seeking re
lity
nd using medi

s
le
rning instrument for the m

jority. The study supports the Uses
nd Gr
tific
tions Theory bec
use medi
cons
umers (women in this study) h
ve
free will to decide how they will use medi


nd how it will
ffect them. Although
v
riety of ch
nnels (news, inform
tive,
167 educ
tion
l, cooking, entert
inment, etc.)
re
v
il
ble to women but
m
jo
rity of the respondents were used to w
tch entert
inment ch
nnels only
nd their
most f
vorite progr
mme w
s dr
m
followed by movies
nd music. Respondents wit
h limited mobility (house m
n
gers) would be more likely to become dependent on

medium such
s television if she does not h
ve
ccess to other medi
options s
uch
s
person
l computer, VCR, computer g
mes etc.,
t home. Thus the study co
ncludes th
t television is the best or the only source
v
il
ble to women for en
tert
inment. To s
tisfy their recre
tion needs like sports f
cilities, outing, p

rties, etc., they
re dependent on television for this purpose. Thus, the best
possible option for gr
tific
tions for most of women in P
kist
n is television

nd p
rticul
rly entert
inment ch
nnels
nd progr
mmes. It is e
sy to
ssume th
t
television h
s become
d
ily
ctivity in our society so it is not surprising t
h
t in some c
ses women m
y go beyond the
ctu
l
ct of just w
tching for entert

inment. Through dr
m
s (so
p oper
s)
nd movies the respondents get f
scin
ted

nd m
n
ged to esc
pe from the bitter re
lities of their lives for some time but
these le
d to effects. App
rently the re
son for w
tching c
ble television is e
ntert
inment but the unconscious influence
s
result of it is ch
nge in the
t
titude
nd getting
w
y from re
l
nd person
l v
lues. To investig
te the effect
s of c
ble television w
tching on women, the present study
lso
pplied cultiv
t
ion rese
rch by George Gerbner, which st
tes th
t he
vy exposure to m
ss medi
,
n
mely television, cre
tes
nd cultiv
tes
ttitudes more consistent with
medi

-conjured version of re
lity th
n with wh
t
ctu
l re
lity is. It s
ys televisio
n is developing thinking of hum
n being slowly
nd ste
dily which
ffects soci
l
, cultur
l
nd tr
dition
l v
lues of the societies. According to this theory, th
ose who
re he
vy viewers
re
ffected more. The result of the study supports th
e theory
s he
vy viewers
re
ffected more th
n light viewers
t
ll levels – hou
sehold
nd other
ctivities,
ppe
r
nce
nd styles, soci
l
nd f
mily inter
ctio
n p
tterns, cultur
l pr
ctices , expenditure
nd role of women in P
kist
ni soci
ety. A m
jority of the respondents h
ve
ccepted
nd
re pr
cticing the Indi
n

nd western v
lues systems consciously or unconsciously. The he
vy viewers
ttit
udes
re cultiv
ted prim
rily by wh
t they w
tch on television. It seems th
t m

ss medi
h
s worked
s
soci
lizing
gent. Therefore, the study witnessed
cle

r ch
nge in food
nd e
ting h
bits. Western
nd Indi
n tr
ditions celebr
tions

re followed more by he
vy viewers
s comp
red to light viewers. Their l
ngu
ge
h
s been
ffected. Their soci
liz
tion p
tterns
re gr
du
lly ch
nging
s he
vy
viewers’ f
mily
nd soci
l
168 inter
ction time is reducing p
rticul
rly with friends
nd rel
tives. The Cu
ltiv
tion Theory in its b
sic form suggests th
t television is responsible for s
h
ping or ‘cultiv
ting’ viewers’ conceptions of soci
l re
lity which is being confirme
d through this study. It m
y be concluded th
t combined effect of m
ssive televi
sion exposure by viewers over time subtly sh
pes the perception of soci
l re
lit
y for individu
ls
nd, ultim
tely, for culture
s
whole. The conclusion of the
study
lso corresponds to the observ
tion m
de by Albert B
ndur
while discussi
ng Soci
l Le
rning Theory. According to him, le
rning occurs when the observer p
erceives events or beh
viour in television
nd he/she feels competent in perform
ing them. Actions of the ch
r
cters in c
ble television dr
m
s h
ve served
s

model for respondents to imit
te. They h
ve
lso
cquired beh
viours by people f
rom medi
portr
y
ls. Soci
l Le
rning Theory
lso suggested th
t beh
viour is li
kely to be imit
ted when it is soci
lly rew
rded. The result indic
tes th
t m
jo
rity of the respondents do t
ke television ch
r
cters
s their role models
nd w

nt to copy them in
ppe
r
nce
nd style. Interestingly,
m
jority of the respo
ndents h
ve dis
greed th
t they rel
te ch
r
cters to their lives despite copying
them in more th
n one
re
. This shows th
t the respondents just follow the out
look of ch
r
cters with respect to lifestyle
nd not themselves
s
whole. Re
s
on m
y be th
t viewers h
ve the fe
r th
t ch
r
cters shown in c
ble television p
rogr
mmes
re not
ccept
ble or m
y not be rew
rded in the society.
169
6.1 Recommend
tions
This study proved the hypothesis ‘gre
ter the exposure to c
ble television gre
ter
the effect on the lives of women in L
hore, P
kist
n’
nd implied th
t there is

n
ssoci
tion between c
ble television viewing
nd effects on viewers. The study
cl
imed th
t this rel
tionship in some c
ses c
n ch
nge life p
tterns or mould
person
lities. More import
ntly, it
ppe
rs th
t these ch
nges c
n occur
nd one
m
y not even re
lize them. Television is one of the most dyn
mic medi
vehicles
influencing more people th
n most other communic
tion vehicles. Therefore, view
ers
re required to be
lert
nd use it sensibly. Policy-m
kers should t
ke extr
eme c
re while formul
ting rules
nd regul
tions. This rese
rch
lso supports th
e Cultiv
tion Theory by George Gerbner th
t st
tes th
t “more you w
tch television
the more you
re likely to obt
in distorted views on life”. Simil
r conclusion w

s m
de in the study by Altm
n
nd T
ylor (1973), which hypothesized th
t the mor
e time people spend w
tching television
nd involving themselves with the ch
r
c
ters, the more they become intim
te with medi
person
. They m
y unconsciously l
ive more closely with ch
r
cters of c
ble television progr
mmes
s comp
red to p
eople in their re
l life. These progr
mmes c
n ch
nge their
ttitude
nd m
ke th
em emotion
l. People m
y t
ke more dr
m
tic
ppro
ch to their person
l situ
tion
. This study gives the s
me indic
tion. This kind of situ
tion m
y
rise bec
use
P
kist
ni society is not medi
liter
te. M
jority of popul
tion is not tr
ined
how to
n
lyze/utilize different forms of medi
like news p
pers, r
dio, televis
ion
nd internet. It is therefore recommended th
t efforts should be m
de for th
e enh
ncement of medi
liter
cy
t m
ss level. This study reve
ls th
t televisio
n h
s grown enough to become
n import
nt
nd
n integr
l p
rt of d
ily
ctiviti
es in tod
y’s world. It is not surprising th
t in some c
ses people m
y go beyond
the
ctu
l
ct of w
tching it for entert
inment. This study exposes th
t so
p op
er
s
nd movies were
mong the most w
tched by women on c
ble television. The so

p oper
s
re
unique form of entert
inment, different from other television dr

m

nd
re especi
lly signific
nt bec
use the t
rget
udience
ppe
rs to be pre
domin
ntly women. It is interesting to note th
t h
rdly
ny in-depth study h
s b
een conducted on this type of m
ss communic
tion in P
kist
n. Therefore, it is r
ecommended th
t effects of these so
p oper
s must be t
rgeted for rese
rch studi
es in future. Especi
lly the
spect of sexu
l beh
vior should be stressed upon b
ec
use the Cultiv
tion Theory
170 suggests th
t peoples’ v
lues
nd their outlooks on life c
n become distorted

nd gre
tly
ffected by so
p oper
s. The results of the study h
ve confirmed the
imp
ct on women c
ble television imp
cting women in P
kist
n
nd they h
ve been
influenced by western
nd Indi
n v
lues. It is evident th
t television influenc
es m
ny lives
cross the bo
rd. People who produce progr
mmes for television h
v
e gre
t responsibility in tod
y’s world. As
medi
schol
r, the rese
rcher feels
th
t this issue should be t
ken seriously
nd best effort should be m
de to sens
itize producers
nd bro
dc
sters for improving the qu
lity of wh
tever they
re
bringing to gener
l public. To minimize
nd resist the effects of western
nd In
di
n ch
nnels, it is suggested th
t loc
l ch
nnels should be strengthened
nd pr
ogr
mmes should h
ve better content. These ch
nnels should produce
nd bro
dc
st
qu
lity progr
mmes th
t could help in the promotion of P
kist
ni v
lues
nd tr

ditions
nd improve the im
ge of P
kist
n
t intern
tion
l level.
171
6.2 Recommend
tions for Future Rese
rch
This section presents some recommend
tions for future rese
rch reg
rding the eff
ects of c
ble television ch
nnels. This study h
s provided
b
seline study on t
he effects of c
ble television technology p
rticul
rly on women. It h
s explored
only some f
ctors
nd
n
lyzed the effects on women in gener
l. However, the re
se
rcher h
s pl
nned to work in future on more specific
spects
nd ev
lu
te eff
ect on women with different demogr
phic b
ckground. There is
need to g
uge the
imp
ct on popul
tion belonging to different soci
l cl
sses, income levels, qu
l
ific
tions
nd
mong different
ge groups. Simil
rly, some other dimensions like
f
mily norms, music preferences, etc. c
n
lso be investig
ted. The present res
e
rch did not study the imp
ct of specific progr
mmes of foreign television on t
he viewers. So
combin
tion of content
n
lysis
nd
survey in
study m
y be
more interesting
nd v
lu
ble. Therefore, the rese
rcher is interested in conduc
ting such
study in future for public
tion in rese
rch journ
ls. Rese
rch in th
is
re
(effects of c
ble television) requires inter-disciplin
ry
ppro
ches
s
its effects m
y be soci
l, psychologic
l, economic, etc. C
ble television h
s sp
re
d
ll over the country due to its leg
liz
tion, e
sy
ccess, low cost,
v
il

bility of s
tellite ch
nnels
nd l
rge number of television viewers. The c
ble t
elevision requires system
tic studies b
sed on
v
riety of methods
nd diverse
popul
tions. The v
lidity
nd reli
bility me
sures of this rese
rch c
nnot be ge
ner
lized to
ll of the popul
tion
s it only t
rgeted women. There is
need to
begin with sm
llsc
le studies
nd move to
l
rger field
nd longitudin
l studi
es. Sm
ll-sc
le studies (l
bor
tory, survey, observ
tion
l) c
n permit refinemen
t of questions, me
sures
nd methods in
rel
tively low-cost
nd efficient w
y.
C
ble television provides
v
riety of ch
nnels including loc
l
nd foreign. One
c
n find sexu
l medi
content e
sily in the foreign progr
mmes which enh
ncing
the import
nce of rese
rch on effects of sexu
l medi
contents in P
kist
n. Furt
her rese
rch must t
ke into
ccount gender difference in gener
l
nd
lso in dif
ferent environments. Functions
nd effects of medi
contents m
y v
ry for boys

nd girls or for m
les
nd fem
les subst
nti
lly. P
kist
ni society is
m
le dom
in
ted
nd gender discrimin
tion h
s been verified through some of rese
rches in
soci
l science. This study
lso slightly de
lt with this issue
172
nd concluded th
t in P
kist
n men
s comp
red to women do not h
ve
ny rest
riction in c
ble television viewing. It is suggested th
t this issue should be

ddressed sep
r
tely in
n in-depth study
nd men should
lso be interviewed to

ccur
tely determine the gender discrimin
tion.
173
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xiii
APPENDICES APPENDIX – I
T
ble 5.1: Distribution of Respondents According to Dur
tion of h
ving C
ble Con
nection Dur
tion f 127 100 102 103 432 % 29.4 23.1 23.6 23.8 100.0
24 months 25 – 36 months 37 - 48 months More th
n 48 months Tot
l
T
ble 5. 2: Distribution of Respondents by Level of Viewing Level of viewing He

vy viewers Moder
te viewers Light viewers Tot
l f 144 145 143 432 % 33.3 33.6 33
.1 100.0
xiv T
ble 5. 12: Preferences for Ch
nnels Ch
nnels Identity Foreign P
kist
ni P

kist
ni P
kist
ni Foreign Foreign P
kist
ni Foreign Foreign Foreign f 341 301 14
5 95 83 80 77 74 54 31 % 78.9 69.7 33.6 22.0 19.2 18.5 17.8 17.1 12.5 7.2
Preferred Ch
nnels St
r Plus GEO ARY Indus Vision St
r Movies HBO Ptv World BBC
ZEE TV Sony
B
se- multiple responses were
llowed so the sum m
y
dd-up to more th
n the
ct
u
l number. T
ble 5.14 : Respondents Preferred Progr
mmes Progr
mmes Dr
m
Movie
s Music Religious Inform
tion Cooking f 329 148 116 69 110 41 % 76.2 34.3 26.9 1
6.0 25.5 9.5
B
se- multiple responses were
llowed so the sum m
y
dd-up to more th
n the
ct
u
l number.
xv T
ble 5. 16: Preference of W
tching Television W
tching television Alone 222
With F
mily 432 Tot
l 100.0 51.4 f 210 % 48.6
T
ble 5. 18: Remote Control F
mily Members Children Men (f
mily he
d) Respondent
(women) Old
ge Youngsters Tot
l f 44 203 70 30 85 432 % 10.2 47.0 16.2 6.9 19.
7 100.0
T
ble 5. 20: F
vourite Time of w
tching C
ble Television Time Before 2 pm 2 pm T
o 7 pm After 7 pm Tot
l f 44 52 336 432 % 10.2 12.0 77.8 100.0
xvi T
ble 5. 24: Women’s right to w
tch C
ble Television Right to w
tch Not
t
ll
Less th
n men Equ
l to men Tot
l f 1 253 178 432 % 0.2 58.6 41.2 100.0
T
ble 5. 25: Recre
tion Source of Recre
tion Television f 240 % 55.6
Book re
ding
58
13.4
Outing or g
me
134
31.0
Tot
l
432
100.0
T
ble 5. 26: Hurdle in Domestic
nd other Activities Hrdles Agree (high) Undecid
ed (moder
te) f 243 45 % 56.3 10.4
Dis
gree( low)
144 432
33.3 100.0
Tot
l
xvii T
ble 5. 28: Affected Activities of Respondents
Activity Cooking
nd serving time Re
ding newsp
per
nd m
g
zines Listening of m
usic Going for outing Going to movies going for shopping Re
ding books Pr
yer
n
d re
ding religious books
f 154 232 211 48 225 70 195 122
% 63.0 95.5 86.8 19.8 92.6 28.8 80.2 50.2
B
se- multiple responses were
llowed so the sum m
y
dd-up to more th
n the
ct
u
l number
xviii T
ble 5. 30: Inter
ction P
ttern V
ri
ble f Rel
tive inter
ction reduced N
eighbor inter
ction decre
sed Friends inter
ction decre
sed 240 199 Agree % 55,6
46.1 Undecided f 50 50 % 11.6 11.6 Dis
gree f 142 183 % 32.9 42.4 2.23 2.04 Me

n
258
59.7
38
8.8
136
31.5
2.28
Do not visit others Does not like to welcome guest Does not like interference of
f
mily Less time for outing with f
mily
233
53.9
58
13.4
141
32.6
2.21
212
49.1
76
17.6
144
33.3
2.16
201
46.5
67
15.5
164
38.0
2.09
97
22.5
65
15.0
270
62.5
1.60
Husb
nd-Wife 138 47.1 44 15.0 111 Inter
ction Time Decre
sed Mother-Child 135 51
.1 33 12.5 96 Inter
ction Time Decre
sed Note--- Number of respondents is differ
ent for e
ch v
ri
ble.
37.9
1.50
36.4
1.30
xix T
ble 5.32: Appe
r
nce
nd Style V
ri
ble f Television ch
r
cters
s role mo
del Look like television ch
r
cters Agree % Undecided f % Dis
gree f % Me
n
206
47.4
46
10.6
180
41.7
2.06
206
47.4
83
19.2
143
33.1
2.15
We
r jewellery resembling Television ch
r
cters Emul
te
ccent of television ch

r
cters
319
73.8
52
12.0
61
14.1
2.60
275
63.7
50
11.6
107
24.8
2.39
Rel
te with television ch
r
cter Form
l dressing
nd m
ke up
147
34.0
100
23.1
185
42.8
1.91
254
58.8
53
12.3
125
28.9
2.30
B
se---Tot
l Respondents for e
ch v
ri
ble= 432
xx T
ble 5. 33: Cultur
l Pr
ctices (Food) V
ri
ble f Addition of western dishes
288 Agree % 66.7 Undecided f 1 % .2 Dis
gree f 143 % 33.1 2.34 Me
n
Addition of Indi
n dishes Dine in front of television Discussion on television p
rogr
mmes during me
ls Television
n effective source of le
rning cooking
7
1.6
24
5.6
401
92.8
1.09
267
61.8
32
7.4
133
30.8
2.31
233
53.9
28
6.5
171
39.6
2.14
291
69.2
18
4.2
115
26.6
2.43
B
se---Tot
l Respondents for e
ch v
ri
ble= 432
xxi T
ble 5.34: Cultur
l Pr
ctices (Dress) Agree V
ri
ble f We
r c
su
l western
dress We
r c
su
l Indi
n dress We
r Indi
n p
rty dress Western p
rty dress An ef
fective source of le
rning
bout f
shion trends 130 % 30.1 f 0 % 0 f 302 % 69.9
1.60 Undecided Dis
gree Me
n
12
2.8
0
0
420
97.2
1.06
205
47.5
9
2.1
218
50.5
1.97
36
8.3
79
18.3
317
73.4
1.35
393
67.8
37
8.6
102
23.6
2.44
B
se---Tot
l respondents for e
ch v
ri
ble= 432
xxii T
ble 5.35: Cultur
l Pr
ctices (L
ngu
ge) Agree V
ri
ble f Like to use othe
r l
ngu
ges Us
ge of english words in c
su
l l
ngu
ge Us
ge of Hindi words in c

su
l l
ngu
ge Television
s source of le
rning l
ngu
ges Le
rned english l
ngu
g
e 319 % 73.8 f 41 % 9.5 f 72 % 16.7 2.57 Undecided Dis
gree Me
n
360
83.3
15
3.5
57
13.2
2.7
291
67.4
23
5.3
118
27.3
2.40
327
75.7
27
6.3
78
18.1
2.58
372
86.1
33
7.6
27
6.3
2.80
325 75.2 16 Le
rned Hindi l
ngu
ge B
se---Tot
l Respondents for e
ch v
ri
ble= 4
32
3.7
91
21.1
2.54
xxiii T
ble 5.36: Cultur
l Pr
ctices (Tr
ditions) V
ri
ble f Celebr
te Hindu m
r
ri
ge tr
ditions 221 Agree % 51.2 Undecided f 2 % 0.5 Dis
gree f 209 % 48.4 2.03
Me
n
4 Celebr
te R
khi 7 Celebr
te Holi Celebr
te K
rw
Chode Celebr
te V
l
ntine D
y
Celebr
te H
lloween 0
.9
0
0
428
99.1
1.02
1.6
0
0
425
98.4
1.03
0
0
0
432
100
1.00
257
59.5
0
0
175
40.5
2.19
35
8.1
0
0
397
91.9
1.16
42
9.7
0
0
390
90.3
1.19
Celebr
te Bonfire B
se---Tot
l Respondents for e
ch v
ri
ble= 432
T
ble 5.37: Cultur
l Pr
ctices (Religion) V
ri
ble f Television is best source o
f religious inform
tion Religiosity level decre
sed 325 Agree % 75.2 Undecided f
56 % 13.0 Dis
gree f 51 % 11.8 2.63 Me
n
74
17.1
110
25.5
248
57.4
1.6
B
se---Tot
l Respondents for e
ch v
ri
ble= 432
xxiv T
ble 5.38: Person
l
nd Household Expenditure V
ri
ble f Dressing (cloth,
jewellery, m
ke up, etc.) House hold Expenditure Tendency to be
n e
rning h
nd
209 Agree % 48.4 Undecided f 58 % 13.4 Dis
gree f 165 % 38.2 2.10 Me
n
283
65.5
81
18.8
68
15.7
2.50
186
43.1
60
13.9
186
43.1
2.00
B
se---Tot
l Respondents for e
ch v
ri
ble= 432
xxv T
ble 5.39: Role of P
kist
ni Women in Society V
ri
ble f Looking
fter of c
hildren
nd house hold E
rning is equ
l responsibility of husb
nd
nd wife Right
to be c
reer women Women should struggle for her rights Single women should h
v
e right to live respect
ble life Women should t
ke
ctive p
rt in decision m
kin
g Working women
nd housewife should h
ve equ
l respect. A girl should h
ve righ
t of love m
rri
ge 222 Agree % 51.4 Undecided f 31 % 7.2 Dis
gree f 179 % 41.4 2
.1 Me
n
180
41.7
58
13.4
194
44.9
1.97
173
40.0
47
10.0
212
49.1
1.91
189
43.8
38
8.8
205
47.5
1.96
237
54.9
83
19.2
112
25.9
2.29
251
58.1
69
16.0
112
25.9
2.32
270
62.5
101
23.4
61
14.1
2.48
306
70.8
36
8.3
90
20.8
2.5
B
se---Tot
l Respondents for e
ch v
ri
ble= 432
xxvi
xxvii
APPENDIX – II
The Profile of L
hore
History
The people of L
hore, when they w
nt to emph
size the uniqueness of their town s

y "L
hore is L
hore". The tr
dition
l c
pit
l of Punj
b for
thous
nd ye
rs, i
t h
d been the cultur
l center of Northern Indi
extending from Pesh
w
r to New
Delhi. This preeminent position it holds in P
kist
n
s well. L
hore is the city
of poets,
rtists
nd the center of film industry. It h
s the l
rgest number of
educ
tion
l institutions in the country
nd some of the finest g
rdens in the c
ontinent. The city
s we know it tod
y, re
ched its pe
k of glory during the Mog
hul rulers, especi
lly in the reign of Akb
r the Gre
t, who m
de it his c
pit
l.
His son, Jeh
ngir, is buried in its outskirts
nd his m
usoleum is one of the p
l
ces frequented by tourists
nd L
horites
like. Close by is the m
usoleum of t
he f
mous Moghul Empress, Nur Jeh
n, who is known for introducing the rose pl
nt

nd for initi
ting sever
l cultur
l movements in the Sub-Continent. Akb
r the G
re
t held his Court In L
hore for 14 ye
rs from 1584 to 1598,
nd built the L
ho
re Fort,
s well
s the city w
lls which h
d 12 g
tes. Some of these still
xxviii
survive. Jeh
ngir
nd Sh
h Jeh
n, the builders of the T
j M
h
l in Agr

nd the
Sh
l
m
r G
rdens in Srin
g
r
nd L
hore, built p
l
ces
nd tombs. The l
st gre
t
Moghul Emperor, Aur
ngzeb (1838 - 1707) built L
hore s most f
mous monument, th
e gre
t B
dsh
hi Mosque. At th
t time the river R
vi, which now lies
few miles

w
y from L
hore, touched the r
mp
rts of the Fort
nd the Mosque. A stre
m sti
ll fl
ws there
nd is known
s the"Old River". The Sikhs ruled it in the 18th
n
d 19th centuries,
nd though it w
s their c
pit
l, they h
d
h
bit of d
m
ging
the Muslim monuments
nd took little interest in g
rdens. It is s
id th
t they t
ook enough m
rble from the Moghul monuments of L
hore to build the Golden Temple

t Amr
ts
r twice over. Most of the gems th
t decor
ted the p
l
ces
nd the for
ts were
lso t
ken out.
British
British were responsible for the desecr
tion of m
ny of L
hore s tombs
nd monum
ents. At one st
ge the Attorney Gener
l m
int
ined
n office
t the Sh
h Chir
gh
Mosque, d
k bung
lows were built for the weekends
t Sh
l
m
r G
rdens. An
rk
li
s tomb w
s used
s
n office
nd l
ter consecr
ted
s
pl
ce of worship c
lled
St. Adrew s Church. It c
n
lso be conjectured th
t L
hore w
s
n industri
l ce
nter in the Moghul period. The f
mous guns which lie in front of the Centr
l Mus
eum
nd other pl
ces were molded in the foundries of L
hore. Their perfection sh
ows th
t the industry w
s quite
dv
nced. Within the w
lled city you m
y come
c
ross old H
velis or the sp
cious houses of the rich, which give you
n inkling o
f the style of the rich
nd not
bles in the Moghul reign. Efforts
re being m
de
to preserve some of the buildings,
long with their environments, but
gre
t d
e
l needs to be done to m
int
in them for posterity. The British during their re
ign (1849 -1947) compens
ted L
hore, by h
rmoniously combining Mugh
l, Gothic
n
d Victori
n styles of
rchitecture. Victori
n herit
ge is only next to Mugh
l mo
numents. The GPO
nd YMCA buildings built to commemor
te the golden jubilee of Q
ueen Victori
-
n event m
rked by the construction of clock towers
nd monument
s
ll over Indi
. They built some import
nt buildings, like the High Court. the
Government College, the Museums, the N
tion
l College of Arts, Montgomery H
ll,
Tollinton M
rket, the Punj
b University (Old C
mpus)
nd the Provinci
l Assembly
. At one end of The M
ll st
nds the University - perh
ps the l
rgest center of c
o-educ
tion in Asi
. It
lso h
s the prestigious
nd l
rgest University of women
(L
hore College Women University)
t J
il Ro
d.
xxix
Moti M
sjid or Pe
rl Mosque beyond the
udience h
ll w
s for the exclusive use o
f roy
l l
dies c
rved from m
rble h
ving the luster of pe
rls. Ne
rby "N
ul
kh
"
,
m
rble p
vilion is inl
id with flor
l motifs
nd precious gems. Sheesh M
h
l
(P
l
ce of Mirrors) built in 1631 is the most richly decor
ted building inside
L
hore Fort, it is n
med for the el
bor
te mos
ic of convex mirrors set in Stucc
o work tr
cery
nd the gilded interior. Built by emperor Sh
h Jeh
n, for his emp
ress
nd his h
rem, fretted m
rble work screens hiding the occup
nts from view.
L
hore offers some delightful picnic spots. Tourists c
n find sh
dy groves
nd g
reen c
rpets
t Sh
l
m
r G
rdens, Jeh
ngir s Tomb
nd the Jinn
h G
rdens, the J

llo P
rk the newly built lqb
l P
rk
nd Ch
ng
M
ng
Forests. Bo
ts c
n be hired

t the river R
vi, or
t B
r
d
ri,
nother of the river-side ple
sure-houses bu
ilt by the Mugh
ls
nd
n ide
l pl
ce for rel
x
tion
Old N
mes of L
hore
L
h
-w
r L
h
-noor Loh-pur M
hmood-pur L
bokl
S
m
ndp
l N
giri Loh
r-pur
Geogr
phy
L
hore occupies
centr
l position in the province
nd is gener
lly c
lled The
He
rt of P
kist
n . L
hore is loc
ted ne
r the river R
vi
nd the Indi
n border
,
t 31°34′N 74°20′E (31.560000 North, 74.35000 E
st). It h
s
popul
tion of 6.5 millio
n
nd the second l
rgest city in P
kist
n
nd considered to be the 24th l
rgest
city of the world. The D
t
Durb
r of H
zr
t Syed Abul H
ss
n Bin Usm
n Bin Ali
Al-H
jweri is the most widely visited
nd vener
ted pl
ce for the n
tives
nd re
presents pre-Mugh
l times’
rchitecture. Mugh
l
rchitecture c
n be seen in the B

dsh
hi Mosque, L
hore Fort
nd Sh
lim
r G
rdens. While the L
hore Museum
nd L
h
ore High Court’s buildings represent British
rchitecture.
xxx
L
hore covers
tot
l l
nd
re
of 404 km.² L
hore witnesses extremes clim
tes dur
ing the months of M
y, June,
nd July, while temper
tures so
r to 45–50 Celsius
n
d it is the hottest time of the ye
r. The summer le
ds into the monsoon which br
ings he
vy r
inf
ll throughout the city
nd province
s well, while December, J

nu
ry
nd Febru
ry
re the coldest months when temper
tures drop to 0 −1 degree Ce
lsius. The Walled City of Lahore, also known as the Old City or Anderoon Shehr i
s the section of Lahore which was fortified by a city wall during the Mughal era
. Much of the wall remains intact today. Akbari Gate,Bhati Gate, Delhi Gate, Kas
hmiri Gate, Lohari Gate (also known as 'Lahori Gate', Masti Gate, Mochi Gate, Mo
ri Gate, Roshnai Gate, Shahalmi Gate, Shairanwala Gate (the lion’s g
te), T
x
li G

te
nd Y
kki G
te. The L
horites
re gener
lly known in P
kist
n
s the Zind
D
il
n L
hore owing to their liveliness
nd fl
re for celebr
tion. Here
re some c
elebr
tions
nd festiv
ls celebr
ted in L
hore. Eid-ul-Fitr
nd Eid-ul-Adh
, B
s

nt, Independence D
y, L
hore m
r
thon, Mel
Chir
gh
n
nd N
tion
l Horse
nd C

ttle Show. Some of the m
in town of L
hore includes: R
vi Town, Sh
l
m
r Town, A
ziz Bh
tti Town, D
t
Gunj B
ksh Town, Iqb
l Town
nd Nisht
r Town.
Demogr
phy
In 1998 the popul
tion of L
hore w
s recorded to be 5,063,000.of which 2,661,000
were m
les
nd 2,402,000 were fem
les. According to the 1998 census 86.2%, or 6
,896,000 of the popul
tion
re Punj
bis, 10.2% or 816,000
re Muh
jirs. There
r
e known to be more th
n
million P
shtun in L
hore prob
bly
bout 15% of the po
pul
tion. Fin
lly, the Ser
ikis
t 0.4% number
bout 32,000.
xxxi
Culture
M
rri
ges
nd Betroth
l
Betroth
l
lw
ys precedes
m
rri
ge. The propos
l is initi
ted by the ne
r rel

tives of the boy or girl
nd the women of both the sides t
ke le
ding p
rt in fi
n
lizing the propos
l. The wedding m
y t
ke pl
ce
t
ny time
fter the betroth

l. M
rri
ge between the s
me sections of tribe or c
ste is custom
ry. But inter-
m
rri
ge between people of different tribes
nd c
stes in cities
nd towns is be
coming more frequent. The usu
l
ge of m
rri
ge for boys is 20 to 30 ye
rs
nd t
h
t for girls is from 18 to 25 ye
rs. On the wedding d
y the rel
tives
nd frien
ds of the boy
ssemble
nd proceed in procession to the girl s house. The m
rri

ge procession is gener
lly he
ded by
music
l b
nd. A m
rri
ge p
rty is receive
d by the rel
tives
nd friends of the p
rents of the girl. The p
rty is then ent
ert
ined. There
fter the Nik
h ceremony is performed by the Nik
h registr
r
nd

fe
st is given to the p
rty. Alms
re distributed to begg
rs
nd Vill
ge Mueen
s
re fed. Then the p
rty returns to the house of the bride groom with the bride
but in
doli or in
c
r. She st
ys for
couple of d
ys
nd then returns to h
er f
ther s house. The fin
l bringing home of the bride is c
lled Mukl
w
. The d
owry in the sh
pe of orn
ments, clothing
nd furniture etc. is given to the girl
from her p
rents.
Houses
Houses
re
mixture of old
nd modern style of
rchitecture. House
re mostly b
uilt of bricks
nd Concrete. Since independence m
ny new residenti
l colonies h

ve been built in
nd
round L
hore city.
Food
The st
ple food of the city people is whe
t, rice
nd pulses. Me
t is frequently
t
ken speci
lly in cities. Pulses
nd veget
bles
re quite common items of diet
. The chief me
ls
re t
ken just before mid d
y
nd in the evening soon before s
unset. But the city folk gener
lly h
ve three me
ls, one e
rly in the morning th
e other
t mid d
y
nd the third
fter sunset. The ordin
ry food of vill
gers, r
oti m
de from flour of whe
t, gr
ms, b
rley, m
ize, or j
w
r. In vill
ges mornin
g me
l is usu
lly t
ken with skimmed yogurt or curd mixed with w
ter known
s L

ssi. The speci
l dishes for guests in rur
l
re
s consist of h
lw
, sew
iy
n, ch
icken, mutton, or sometimes beef. While in urb
n
re
s, Pul
o, Z
rd
,
xxxii
Buriy
ni
nd qorm

re served. Te
is
lmost univers
l popul
r in cities
nd reg
ul
ry t
ken
t bre
kf
st
nd in the evening. Vill
gers
lso t
ke te
especi
lly

fter me
l.

Dress
nd Orn
ments

In urb
n
re
s semi-western dress is worn by educ
ted people while indigenous dr
ess is worn
t home. The loc
l dress consists of the kurt

nd sh
lw
r. Achk
n

nd sherw
ni
re worn on form
l occ
sions. The women s cloths
re gener
lly more
colorful. The import
nt items of the women clothing
re sh
lw
r k
miz
nd dop
tt

or ch
dd
r to cover their he
ds
nd upper p
rts of their body. S
ri is only wo
rn by women of the upper cl
sses in cities on form
l occ
sion. Shoes
re worn by
those living in city while women folk we
r s
nd
ls
nd slippers, purd
h is not
gener
lly observed by city women.
Births
Birth of
m
le child is considered
n occ
sion of gre
t rejoicing
nd is follow
ed by the distribution of sweets to friends
nd rel
tives who come to offer cong
r
tul
tions to the p
rents. Soon
fter the birth of
child, the Mull
h or
n el
derly m
le member of the f
mily recites Az
n (c
ll for Muslim pr
yer) into the e

rs of the child. Money is
lso given to the Mueens (vill
ge
rtis
ns) on the bi
rth of
m
le child
t the time of circumcision ceremony which is either perform
ed soon
fter the birth or less commonly
fter
few ye
rs. Aqiq
ceremony is pe
rformed both for
m
le
nd
fem
le child. One go
t is s
crificed in c
se of

girl
nd two in c
se of
boy.
De
ths
On the de
th of
person, neighbourers, rel
tives
nd friends
ssemble
t the ho
use of the dece
sed to console the bere
ved f
mily. Just
fter the de
th, the f

ce of the dece
sed is turned tow
rds the K

b

nd the de
d-body is kept in
p
roper posture. The corpse is b
thed,
nd wr
pped in
coffin of new cotton sheet
. Comphor
nd rose w
ter
re sprinkled over the body which is pl
ced on
ch
rp

i
nd those present h
ve
l
st look. The de
d body
ccomp
nied by the mourners
is then c
rried to the gr
ve-y
rd where N
m
z-e-J
n
z
is offered before it is l
owered into the gr
ve. The de
th is mourned for three d
ys, when Qul ceremony is
performed. The women-folk mourn with gre
t vehemence. On the 40th d
y, c
lled C
h
lisw
n, me
ls
re served to friends, rel
tives
nd the poor. Christi
ns
lso b
ury their de
d. Immedi
tely
fter de
th, the loc
l Church
uthorities
re inform
ed of the occurrence
nd bells st
rt tolling in the Church.
xxxiii
The service for the de
d is held in the Church where verses from the Bible
re r
ecited
nd
brief sermon delivered. The body is then t
ken to the gr
vey
rd
nd
interred. Hindues, Budhists
nd J
in burn their de
d. Funer
l processions often
dep
rts from the house of the de
d with musici
ns in the v
ngu
rd. The body is
shifted to
ne
rby temple, if
v
il
ble in the vicinity, where m
ntr
-ch
nting
priests le
d the pr
yer. The body is then t
ken to Gh

t where it is pl
ced un
der
pile of dried wood
nd burnt. Rich Hindus still use Ghee
nd S
nd
l wood t
o burn their de
d. After the body is completely burnt
nd reduced to
shes the s

me
re collected
nd thrown in river or tossed to the winds.
xxxiii
APPENDIX - III
xxxiv
APPENDIX - IV
The Kish Grid
This is
t
ble of numbers n
med
fter the st
tistici
n who invented it. The num
ber of people in the household is discovered,
nd
r
ndom number is chosen to s
elect
p
rticul
r person. My rese
rch in Austr
li
found th
t the Kish method c

n c
use
high refus
l r
te: elderly women, in p
rticul
r,
re often suspicious
when the first question in
survey is “How m
ny people live in your household?”- P

rticul
rly if they
lone. In developing countries, where few old people live
l
one, this m
y not be
problem. Here’s
n ex
mple of
Kish Grid with instructions
. This is b
sed on 8 households per cluster, interviewing 1 person per household
.
Instructions
1. Find out how m
ny people living in the household
re eligible to be interview
ed. Include people who sleep there, but
re not there when you visit. Ignore chi
ldren
ged under 15 2. The youngest (excluding children under 15) is number 1, t
he second youngest is number 2
nd so on. 3. The first household where you do
n
interview is household 1, the second is household 2 ,
nd so on, up to househol
d 8 – the l
st household. 4. Look up the columns for the household number
nd the
row for the number for the number of eligible person. The number in cell where t
he column
nd row meet is the person to interview. For ex
mple, if household 2 h

s 3
dults, interview the 2nd youngest (shown in bold). If th
t person is not t
here when you c
ll,
rr
nge to come b
ck l
ter.
xxxv
Eligible Person 1 2 3 4 5 6 7 8 9 10 or more 1 1 1 1 1 1 1 1 1 1 1 2 1 2 3 1 1 3
3 3 3 3 3 3 3
Household 4 1 2 1 4 4 4 4 4 4 4 5 1 1 2 1 5 5 5 5 5 5 6 1 2 3 2 3 6 6 6 6 6 7 1
1 1 3 4 3 7 7 7 7 8 1 2 2 4 5 6 4 8 8 8
2
2 2 2 2 2 2 2
The re
son for numbering the household members from the youngest upw
rds (inste

d of the seemingly more obvious oldest downw
rds) is the younger person
re more
difficult to find
t home, so the
bove grid gives young people
slightly high
er ch
nce of being interviewed.
Quot
selection within
household
When selecting
respondent within
household, the most pr
ctic
l method is oft
en
type of quot
s
mpling. Though quot
s
mpling w
s criticised e
rlier in thi
s ch
pter, most of its problems do not
pply when selecting
member of
househ
old. A common
ppro
ch is to interview
wom
n in h
lf of
ll respondents
nd

m
n in the other h
lf- in most p
rts of the world, where the sex b
l
nce is clos
e to 50/50. To ensure
good b
l
nce of old
nd young people,
ge-b
sed quot
s c

n
lso be
pplied. One of the simplest quot
systems is to
sk to interview the
oldest person in the household (in h
lf the households)
nd the youngest person
(in the other h
lf of house holds). Household quot
s c
n be b
sed on other f
ct
ors
p
rt from sex or
ge group. It c
n be useful in r
dio
nd television survey
s to h
ve sep
r
te quot
s for the people who st
y home most of the time.
xxxvi
APPENDIX-V
Addresses
nd Telephone No’s of N
zmeen UC s
nd Distric Members Zil
Council, L
h
ore R
vi Town
S No 01 N
me of UC Kot Beg
m N
me of N
zim Kh
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xlviii
APPENDIX-VI
Questionn
ire Used by the Interviewer
(Screener)
A) Do you h
ve Television
t your home? If NOT then termin
te the interview. B)
If YES. Do you h
ve c
ble TV connection
t home? If NOT then termin
te the inter
view. C) If YES. Do you h
ve wom
n
ged 18- 40 ye
rs
t your home? Yes____ No___
_ If NOT, then termin
te the interview. If YES, get
nswers of the following que
stions from the t
rgeted women: 1. Since when do you h
ve c
ble connection
t ho
me? i) 2 ye
rs ii) 3 ye
rs iii) 4 ye
rs iv) More th
n 4 ye
rs If less th
n 2 ye

rs then termin
te the interview. 2. How m
ny hours d
ily you w
tch c
ble televis
ion? i) 1 to 2 hours ii) More th
n 2 hours but less th
n 4 hours iii) 4 or more
th
n 4 hours 3. Why do you w
tch c
ble television? St
rt from the most import
nt
re
son
nd finish with the le
st import
nt re
son. i) _______________ ii) _____
__________ iii) _______________ iv) _______________ 4. Which c
ble television ch

nnels do you usu
lly w
tch? St
rt from your most preferred ones. i) ___________
____ ii) _______________ iii) _______________ iv) _______________ Yes____ No____
Yes____ No____
xlix 5. Which c
ble television progr
ms do you usu
lly w
tch? St
rt from your mo
st preferred ones. i) _______________ ii) _______________ iii) _______________ i
v) _______________ 6. You like to w
tch c
ble television i) Alone ii) Along with
someone 7. Who h
s the remote when
ll your f
mily w
tches c
ble television tog
ether? i) Children ii) Men iii) Yourself iv) Elders v) Youngsters 8. Wh
t time d
o you like to w
tch c
ble television? i) From morning till 2 P.M. ii) From 2 P.M
. to 7 P.M. iii) After 7 P.M. 9. Is it considered in
ppropri
te for women of you
r home to w
tch
ny p
rticul
r CTV progr
mme
t
ny p
rticul
r time? i) Yes ii)
Don’t Know iii) No 9-A. If ‘YES’, then which progr
mme? i) _______________ ii) _______
________ iii) _______________ iv) _______________ 9-B. For wh
t re
sons? i) ____
___________ ii) _______________ iii) _______________ iv) _______________
l 9-C. If ‘YES’, then
t wh
t time? i) _________________ ii)_________________ iii)__
_______________ iv)_________________ 9-D. For wh
t re
sons? i) _________________
ii)_________________ iii)_________________ iv)_________________ 9-E. If ‘No’, then
why? i) _________________ ii)_________________ iii)_________________ iv)________
_________ 10. Is it considered in
ppropri
te for men of your home to w
tch
ny p

rticul
r CTV progr
mme
t
ny p
rticul
r time? i) Yes ii) Don’t Know iii) No 10-A
. If ‘YES’, then which progr
ms? i) _________________ ii)_________________ iii)_____
____________ iv)_________________ 10-B. For wh
t re
sons? i) _________________ i
i)_________________ iii)_________________ iv)_________________ 10-C. If ‘YES’, then

t wh
t time? i) _________________ ii)_________________ iii)_________________
li iv)_________________ 10-D. For wh
t re
sons? i) _________________ ii)________
_________ iii)_________________ iv)_________________ 10-E. If ‘No’, then why? i) ___
______________ ii)_________________ iii)_________________ iv)_________________ 1
1. Is it considered in
ppropri
te for boys of your home to w
tch
ny p
rticul
r
CTV progr
mme
t
ny p
rticul
r time? iv) Yes v) Don’t Know vi) No 11-A. If ‘YES’, the
n which progr
ms? i) _________________ ii)_________________ iii)________________
_ iv)_________________ 11-B. For wh
t re
sons? i) _________________ ii)_________
________ iii)_________________ iv)_________________ 11-C. If ‘YES’, then
t wh
t tim
e? i) _________________ ii)_________________ iii)_________________ iv)__________
_______ 11-D. For wh
t re
sons? i) _________________ ii)_________________
lii iii)_________________ iv)_________________ 11-E. If ‘No’, then why? i) _________
________ ii)_________________ iii)_________________ iv)_________________ 12. Do
women / girls h
ve right to w
tch c
ble television in your home?
. More th
n me
n b. Equ
l to men c. Less th
n men d. Not
t
ll 13. Wh
t do you like to do for
entert
inment in your free time? e. ______________ f. ______________ g. ________
______ h. ______________
Activities
13. C
ble television c
uses hurdles in my domestic
nd person
l
ctivities. i) A
gree ii) Undecided iii) Dis
gree 14-A. If ‘YES’, then which
ctivities? i) _________
_____ ii) ______________ iii)______________ iv) ______________
Inter
ction
14. Inter
ction with my rel
tives is decre
sing these d
ys. i) Agree ii) Undecid
ed iii) Dis
gree
liii 15-A. Inter
ction with my neighbors is decre
sing these d
ys. i) Agree ii)
Undecided iii) Dis
gree 15-B. Inter
ction with my friends is decre
sing these d

ys. i) Agree ii) Undecided iii) Dis
gree 15-C. I don’t like to visit
nyone
t my
time of w
tching c
ble television. i) Agree ii) Undecided iii) Dis
gree 15-D. I
don’t like
nyone visiting us
t the time of my w
tching c
ble television. i) Agre
e ii) Undecided iii) Dis
gree 15-E. I don’t like to be disturbed by my f
mily whil
e w
tching c
ble television. i) Agree ii) Undecided iii) Dis
gree 15-F. My outin
g with f
mily is decre
sing these d
ys. i) Agree ii) Undecided iii) Dis
gree
Note: Only M
rried Wom
n should fill this p
rt:
15-G. The time I spend with my husb
nd is decre
sing these d
ys. i) Agree ii) Un
decided iii) Dis
gree
Note: Only mothers should response to this p
rt:
15-H. The time I spend with my children is decre
sing these d
ys. i) Agree ii) U
ndecided
liv iii) Dis
gree
Appe
r
nce
nd Style
16. These d
ys, I like to be form
lly dressed up
t
ll times. i) Agree ii) Unde
cided iii) Dis
gree 16-A. I consider television ch
r
cters
s my role models i)
Agree ii) Undecided iii) Dis
gree 16-B. I like to form
lly dressed up like diffe
rent ch
r
cters of CTV i) Agree ii) Undecided iii) Dis
gree 16-C. I like to we
r
jewelry resembling jewelry worn by different ch
r
cters of CTV. i) Agree ii) Un
decided iii) Dis
gree 16-D. I like to t
lk in style resembling ch
r
cters of c
b
le television. i) Agree ii) Undecided iii) Dis
gree 16-E. I like to tr
ck resemb
l
nces between television ch
r
cters
nd myself. i) Agree ii) Undecided iii) Dis

gree

Cultur
l Pr
ctices Culture - Food H
bits

17. food. i) Agree ii) Undecided iii) Dis
gree There is
n evident inclusion /

ddition of western dishes in our everyd
y
lv
17-1-A. There is
n evident inclusion /
ddition of Indi
n dishes in our everyd

y food. i) Agree ii) Undecided iii) Dis
gree 17-1-B. Television is the best sour
ce for le
rning new food recipes. i) Agree ii) Undecided iii) Dis
gree 17-1-C. M
y f
mily prefers to dine in front of television. i) Agree ii) Undecided iii) Dis

gree 17-1-D. Television progr
ms
re under discussion inste
d of f
mily topics

t the dinning t
ble. i) Agree ii) Undecided ii) Dis
gree

Culture - Dress
17-1. I prefer to we
r western dress (je
ns, shirts) c
su
lly. i) Agree ii) Unde
cided iii) Dis
gree 17-2-A . I prefer to we
r Indi
n dress (S
rree) c
su
lly. i)
Agree ii) Undecided iii) Dis
gree 17-2-B. I consider c
ble television to be the
best source of inform
tion for new designs
nd f
shion trends. i) Agree ii) Und
ecided iii) Dis
gree 17-2-C. I like to we
r Indi
n dress form
lly.
lvi i) Agree ii) Undecided iii) Dis
gree 17-2-D. I prefer to we
r western dress
form
lly. i) Agree ii) Undecided iii) Dis
gree
Culture - L
ngu
ge
17-2. I like to spe
k foreign l
ngu
ges. i) Agree ii) Undecided iii) Dis
gree 17
-3-A. I like to spe
k English words during my convers
tion with others, usu
lly.
i) Agree ii) Undecided iii) Dis
gree 17-3-B. I like to spe
k Hindi words during
my convers
tion with other, usu
lly. i) Agree ii) Undecided iii) Dis
gree 17-3-
C. C
ble television is the best source to le
rn other l
ngu
ges. i) Agree ii) Un
decided iii) Dis
gree 17-3-D. I h
ve le
rned English words evidently from c
ble
television. i) Agree ii) Undecided iii) Dis
gree 17-3-E. I h
ve le
rned Hindi wo
rds evidently from c
ble television. i) Agree ii) Undecided iii) Dis
gree
lvii
Culture - Tr
ditions
nd Celebr
tions
17-4- At the event of M
rri
ge the tendency to perform Indi
n ritu
ls in
dditio
n to P
kist
n tr
ditions, is incre
sing. i) Agree ii) Undecided iii) Dis
gree 17
-4-A. Our f
mily h
s st
rted celebr
ting “R

khi”. i) Agree ii) Undecided iii) Dis
g
ree 17-4-B. Our f
mily h
s st
rted celebr
ting “Holli”. i) Agree ii) Undecided iii)
Dis
gree 17-4-C. Our f
mily h
s st
rted celebr
ting “K
rw
Chodh”. i) Agree ii) Unde
cided iii) Dis
gree 17-4-D. Our f
mily h
s st
rted celebr
ting “V
lentine’s D
y”. i) A
gree ii) Undecided iii) Dis
gree 17-4-E. Our f
mily h
s st
rted celebr
ting “H
low
een”. i) Agree ii) Undecided iii) Dis
gree 17-4-F. Our f
mily h
s st
rted celebr
t
ing “Bon Fire”. i) Agree ii) Undecided iii) Dis
gree
Culture - Religion
17-3. C
ble television is the best source for religious inform
tion. i) Agree
lviii ii) Undecided iii) Dis
gree 17-5-A . My religious tendency is declining th
ese d
ys. i) Agree ii) Undecided iii) Dis
gree
Person
l
nd Domestic Expenditure
18. My expenditure on Jewelry, m
ke-up
nd clothes is incre
sing these d
ys. i)
Agree ii) Undecided iii) Dis
gree 18-A. Our monthly domestic budged is getting d
isturbed by purch
se of things introduced by c
ble television these d
ys. i) Agr
ee ii) Undecided iii) Dis
gree 18-B. I w
nt to be
compulsory e
rning h
nd to i
mprove my household income. i) Agree ii) Undecided iii) Dis
gree
Role of P
kist
ni Women in Society
19. Household chores
nd t
king c
re of children should be equ
l responsibility
of m
n
nd wom
n. i) Agree ii) Undecided iii) Dis
gree 19-A. It should be equ
l
responsibility for m
n
nd wom
n to e
rn. i) Agree ii) Undecided iii) Dis
gree 1
9-B. Wom
n should h
ve the equ
l right to pursue
c
reer like
m
n. i) Agree i
i) Undecided
lix iii) Dis
gree 19-C. Wom
n should strive / struggle for her rights. i) Agree
ii) Undecided iii) Dis
gree 19-D. Single wom
n should h
ve
right to le
d her l
ife honor
bly. i) Agree ii) Undecided iii) Dis
gree 19-E. Wom
n should h
ve the
right to decide like
m
n. i) Agree ii) Undecided iii) Dis
gree 19-F. Working w
om
n
nd
housewife should h
ve s
me st
tus
nd respect. i) Agree ii) Undecided
iii) Dis
gree 19-G. A girl should h
ve the right to choose her life p
rtner. i)
Agree ii) Undecided iii) Dis
gree
lx
B
sic Inform
tion
N
me: --------------------------------------------------------------------------
-----------------Age: i) ii) iii) iv) Educ
tion: i) ii) iii) iv) v) vi) vii) Ill
iter
te Prim
ry Middle M
tricul
tion F.A / F.Sc B.A / B.Sc M.A / M.Sc 18 to 25 y
e
rs 26 to 30 ye
rs 31 to 35 ye
rs 36 to 40 ye
rs
Address / Town -----------------------------------------------------------------
---------------Profession: -----------------------------------------------------
---------------------------------Monthly Income: i) ii) iii) iv) v) vi) M
rit
l
St
tus: i) ii) iii) M
rried Unm
rried Other 1000 – 5000 5001 – 10000 10001 – 15000 150
01 – 20000 20001 – 25000 More th
n 25000