Pakistan Electronic Media

Trends Amongst the Youth of Karachi Submitted to:

Submitted by: Dr. Tanveer Anjum
 M. Zubair; #7971
 Ahsan Bham; #8106
 M. Zubair; Ahsan Bham

Acknowledgment
We would like to thank Almighty ALLAH for giving us the strength to
complete this report and we are grateful to our teacher (Dr. Tanveer
Anjum) and our parents who guided us so that we may prosper and
perform our best. We are also obliged to IQRA University for providing
us with the facilities to that enabled us to perform our research in the
best possible environment. We would also like to show appreciation to
the students of IQRA University who spared there precious time so that
we may get all the possible data which was required for concluding this
report. In the end we hope that you may get all relevant information
that we have tried to portray without any bias.

–THANKYOU

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Table of Contents
Abstract...........................................................................................................................................4

Introduction...................................................................................................................................5

 TELEVISION........................................................................................................................5

 INTERNET...........................................................................................................................5

 MOBILE PHONES...............................................................................................................6

STATEMENT OF HYPOTHESIS...............................................................................................6

KEYWORDS...............................................................................................................................6

ASSUMPTIONS/LIMITATIONS...............................................................................................7

SCOPE/METHODOLOGY.............................................................................................................8

DATA SOURCE..............................................................................................................................8

REVIEWS OF RELATED LITERATURE......................................................................................9

DESIGN OF THE STUDY.............................................................................................................11

ANALYSIS OF DATA...................................................................................................................25

CONCLUSIONS............................................................................................................................27

Works Cited..................................................................................................................................28

APPENDIX (A).............................................................................................................................29

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Table of Figures
Figure 1: Multiple Bars show Academic Qualification divided into Gender of Student.....8
Figure 2: Watching hours of Television in a day..........................................................11
Figure 3: Shows TV Channels preferences..................................................................12
Figure 4: Viewership of News Channels by Male.........................................................12
Figure 5: Viewership of News Channels by Female......................................................12
Figure 6: Total Viewership of Sports/Documentary Channels......................................13
Figure 7: Viewership of Entertainment/Shows Channels by Male................................13
Figure 8: Viewership of Entertainment/Shows Channels by Female............................13
Figure 9: Viewership of Music/MOD/VOD Channels by Male......................................13
Figure 10: Viewership of Music Channels/MOD/VOD Channels by Female.................13
Figure 11: Shows TV Channels not preferred.............................................................14
Figure 12: Ownership of number of TV & PC/laptop...................................................14
Figure 13: Table shows the average expenditure depending on the number of SIMS
owned.....................................................................................................................15
Figure 14: Categorizes population according to their expenditure Mobile-phone bills in a
month.....................................................................................................................15
Figure 15: Categorizes population according to the number of SIM services they avail. .15
Figure 16: Categorizes people according to what type of internet connection they use.. .16
Figure 17: Shows which type of activities they prefer to do on the Internet...................17
Figure 18: General view in regard to the question ‘Does TV effects the social behavior?’ 18
Figure 19: General view in regard to the question ‘IS Television Either a Source of
Entertainment or Information?’.................................................................................19
Figure 20: General view in regard to the question ‘Will you able to function if Internet
Facility is not provided?’...........................................................................................20
Figure 21: General view in regard to the question ‘IS chatting an important feature on
the Internet?’...........................................................................................................21
Figure 22: General view in regard to the question ‘IS being Member of online blogs,
forums, and communities useful?’.............................................................................22
Figure 23: General view in regard to the question ‘Have you ever used internet as an
educational aid?’......................................................................................................23
Figure 24: General view in regard to the question ‘Does using mobile phones affect your
studies?’..................................................................................................................24

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Abstract
Being a developing country, Pakistan has just stepped into the era of technological
advancements in the past few years. Television, being the major contribution of the hi-
tech progress, has made a great impact on our lives. It is the most popular source of
information as well as entertainment as it tends to both the literate and illiterate
population. Some call it an “IDIOT BOX”, as they consider it to be the reason why our
current generation is completely misguided, blindly following whatever they are
shown on TV. Similarly, TV has an adverse effect on the indigenous people, as it
causes them to lose their cultural values and traditions, and adopt such innovations
that may affect how they work, communicate, do business, trade, learn, teach, inform
and research. Many are in favor of TV as it has a much positive impact on the life of
the average people of Pakistan, in particular, and the world in general. It’s believed to
be the most reliable source from where we can get up to date information on any
affair or matter. Moreover, internet and mobile services are also steadily gaining
popularity among the masses, especially in the more developed areas of the country.
People, particularly the younger generation, is relying on it more and more as means
of communication and source of information. Along with its benefits, it can also be a
nuisance and cause serious problems if used negatively. In this paper, an empirical
study is conducted whether watching TV, using internet, and mobile would lead us in
a well informed, communicated, and participatory society or in a society of loneliness.
These issues are explored in detail and analyzed what is the Electronic Media trend
amongst the youth of Karachi.

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Pakistan Electronic Media

Trends Amongst the Youth of Karachi

Introduction

T he dynamic nature of the technology has affected economic as well as social life
pattern of the people. These continuously changing patterns were more difficult
to adhere to in the last decade. But recently these changes are much swift. Nowadays
the youth tends to have gained interest in such technological toys: automobiles as
convenient mode of transport, television as a source of entertainment, learning and
information, and other many luxuries that seems to have become more like
necessities.

 TELEVISION
Television, an electronic medium first introduced in Pakistan in early 1970, is
supposed to be the breakthrough in globalization and multicultural trends showing
a great impact on the indigenous people of Pakistan. Cable TV provides both
sources of information and entertainment, with the former associated with news
channels, documentary channels, and educational channels; and latter with sports
channel, daily-soap channels, music channels, and movie channels. With more and
more channels going on-air everyday viewers are exposed to choose from a wide
variety.

 INTERNET
When personal computers reached the Pakistani market in late 1990, it was a great
development tool as it provided effective work and time reduction. It had capabilities
to perform complex tasks and provide variety of functions to different users. People
at that time tend to show interest in learning how to employ it in their daily lives

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and avail its different benefits. As internet was introduced, it opened a Pandora box
for the current users of the personal computer as well as attracted new users all
around the world including Pakistan. Now even being confined around walls they
could socialize with people globally, get acquaintance with their culture, and get
unlimited information about everything they may desire.

 MOBILE PHONES
In the mid 1990 mobile phones penetrated the common public users which in
return resulted in becoming an indispensable part of the society giving birth to
nation specific mobile cultures and mobile etiquettes. SMS emerged as the most
economic and convenient mode of receiving and sending messages. Today in an
average family every member from schoolboy to a senior citizen, everyone owns a
mobile phone. With the variety of mobile services present in the market there is
neck to neck competition in gaining the largest market share and obtaining the
largest customer base by providing highest level of customer satisfaction. For this
purpose service providers are try to design the most attractive tariffs at lowest
possible charges. Attracted by these impressive tariffs youngster get carried away
and get captivated in a multitude of different packages and waste valuable
resources — mainly time & money—holding the view that they’re economizing,
whereas they’re actually being grasp off.

STATEMENT OF HYPOTHESIS
“If behavior of people is related to their media exposure, then people with a high
exposure to ‘electronic media’ will have a greater impact of it on their behavior.”

KEYWORDS
Technology, Television, Internet, Mobile Phones, IQRA University

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ASSUMPTIONS/LIMITATIONS
The objective of the study is to bring into consideration what the youth of Karachi
prefer to watch and surf on TV and internet respectively. Here we have assumed
that the viewership of the people of Pakistan is limited to channels of that are
Pakistan based. That include:

GEO Television Network

News / Current Affairs

AAJ TV

DAWN NEWS

GEO SUPER
SPORTS / DOCUMENTARY
National Geographic

Home Box Office

Cartoon Network

ENTERTAINMENT/ SHOWS
HUM TV

Star World

Star Plus

AAG TV

Music / VOD / MOD MTV Pakistan

PLAY TV

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M
A
S
SCOPE/METHODOLOGY
Keeping in view the above facts, our report will examine the different degrees of
usage of the above electronic mass media resources. By circulating questionnaire
(Appendix A) as a source of primary data and internet as the source of collecting
secondary data; our final analysis will be regarding as to what extent the youth of
Karachi uses different electronic mass media resources and what their effects are.
The sample size taken from the population is of 150 (approx.), majorly consisting of
students from IQRA University. In this study, datahas been analyzed according to
sex; age and acedemic qualifacation are taken as single entity.

DATA SOURCE

60%

50%

40%

30%

20%

10%

0%
51%

BBA
48%

26%

MBA
45%

5%

BCS
2%
18%

Pvt.
5%
M. Zubair; Ahsan Bham

Male
Female

Figure 1: Multiple Bars show Academic Qualification divided into Gender of Student

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REVIEWS OF RELATED LITERATURE

In recent years, Pakistan has moved into the age of multiple-channel television
broadcasting. The cable TV has brought the world close to the domestic viewers,
earnestly making and shaping their opinions in the process. [ CITATION Was06 \l 1033 ]

In the above extract, the author has tried to explain that with the increasing
number of licenses issued, to private channels and news agencies, by PEMRA
(Pakistan Electronic & Media Regulatory Authority) there has been an outburst of a
large number of channels telecast via satellite through cable TV.

Television technology has had an impact on media habits of the public, their
attitudes and behavior towards entertainment and interaction between family
members. [ CITATION Col00 \l 1033 ] assessed the need of internet as a mainstream
medium that may soon be as pervasive as television although speed of its diffusion
seems much faster.

Internet has influenced different aspects of society. It is important to understand

what the consequences of the diffusion and high use of internet are on lives of
people.[ CITATION Ish79 \l 1033 ] One school of thought is of the opinion that internet is
completely destroying the perceptions of our youth as to what they think their
cultural and social values are; on the other hand, some are of the view that
although having a negative impact it also imparts common knowledge to different
parts of society and provides information and entertainment to a larger population
as compared to television.

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According to a survey by [ CITATION Wel01 \l 1033 ] on “the National Geographic Society

website” internet is increasing interpersonal connectivity and organizational
involvement. This increased connectivity and involvement exposes people to
increased contact and information; however, it also reduces commitment to
community and creates individual isolation.

Among many advantages, internet has proved to have a negative impact on society.
The new generation is much more involved in availing computer facilities and
activities like browsing, blogging, and chatting on the internet; they are greatly
exposed to the western ideology and explicit content that can limit the ability to
differ right from wrong. Another downside to it is that it is believed that it causes
mental stress and seclusion due to decreased social interaction as the users are
confined to their rooms all day.

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DESIGN OF THE STUDY

41% 45%
50%
42% 45%
45%
40%
35%
30%
25% Male
20% 14% Female
15%
10% 13%
5%
0%
Less than 1 hour
Between 1 - 3 hours
More than 3 hours

Figure 2: Watching hours of Television in a day

In fig. 2, bar chart is shown divided

into different response that depicts
the percent of TV watching hours
gathered on basis of the
questionnaire. Survey shows pattern
of hours watching TV is nearly
similar of male and female, i.e.
about 42% of population watch TV
for less than an hour, 45% watch TV
between 2-3 hours. Thus the ratio of
people watching TV for long hours is
not large as far as time is concerned.
Only 13% of the population watches TV for more than 3 hours.

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50% 43%
45%
38% 38%
40%
35%
30%
16%
25% 20% 27%
20%
15% 3% 15% Male
10% Female
5%
0%

Figure 3: Shows TV Channels preferences

In fig. 3, because of the current political instability in the country people are now
more interested in knowing the latest affairs of the state which might be the reason
that about 38% of males and 16% of female prefer to watch News/Current Affairs.
Sports have always has been of greater interest among male therefore 20% of male
prefer to watch sports/documentaries; on the contrary, female preference is
negligible. Entertainment /shows are always popular among the females and watch
their soaps and dramas more regularly as compared to males. Music/VOD/MOD is
commonly popular among the masses as about 27% and 38% of males and females
respectively, prefer to listen to music and videos.

AAJ TV
AAJ TV
9% DAWN NEWS
12%
33%
GEO NEWS
56%

DAWN
GEO NEWS NEWS
79%
11%

Figure 4: Viewership of News Channels by Male Figure 5: Viewership of News Channels by Female

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22%

78%

Figure 6: Total Viewership of Sports/Documentary Channels

31%

38%

HUM TV
8%

STAR
WORLD
STAR PLUS
68%
24%
23%
8%

Figure 7: Viewership of Entertainment/Shows Figure 8: Viewership of Entertainment/Shows

Channels by Male Channels by Female

21% 25% AAG TV

PLAY TV
14% 14%

MTV
54% 73%

Figure 9: Viewership of Music/MOD/VOD Figure 10: Viewership of Music Channels/MOD/VOD

Channels by Male Channels by Female

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In fig.11, it seems unanimous that no one prefers to watch any regional channels
and even having number regional channels there is very less viewership. This is a
clear waste of economic resources of the country as there can be much more
productive use of such resources rather than just airing such channels which has
no viewers. Many also don’t like to watch News/Current Affairs channels but only
because of their family preference they are compelled to watch without any choice.

80%
70%
60% Regional
50%
Music/VOD/MOD
40%
30%
Entertainment/Shows
20%
10% Sports/Documentary
0%
Male News Channels
Female

Figure 11: Shows TV Channels not preferred.

In fig. 12, comparison between the ownership of television and PC/Laptop

illustrates that population prefers to own more than one TV. Larger number of
channels is being telecast therefore its necessary to have more than one TV so that
all members of the family can watch their own preferred channels. But in case of
PC/Laptops there is no such requirement therefore one PC/Laptop is enough.

Television PC/Laptop
49%

40%

34%
31%

18%
12% 11%
5%

1 2 3 4

Figure 12: Ownership of number of TV & PC/laptop

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After the large reduction in mobile phone service charges people have started to use
mobile phones exhaustively. As different mobile phone services companies offer
different package therefore they buy SIMs of different companies; consequently, there
is an increase in their expenditure as shown in fig. 13.

Number of Sims Average Level of Expenditure

One SIM Less than Rs. 500

Two to Three SIMs Between Rs. 500 – Rs. 2,000
More than three SIMs More than Rs. 2,000
Figure 13: Table shows the average expenditure depending on the number of SIMS owned

In fig. 14, mobile phone expenditure is divided into following categories in which
45% of the population spends less than Rs. 500, 41% spends between Rs. 500 and
Rs. 2,000, and 14% spends more than Rs. 2,000. Thus the ratio of spending large
amount on mobile phones is much less. In fig. 15, 50% of people own one SIM and
the rest of the population owns more than one SIM.

45.21
41.78

13.01

Less than Rs 500 Between Rs 500 - 2000 More than Rs 2000

Figure 14: Categorizes population according to their expenditure Mobile-phone bills in a month

52.05

32.19

9.59
2.05 4.11
One SIM Two SIMs Thre SIMs Four SIMs Above

Figure 15: Categorizes population according to the number of SIM services they avail

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In fig. 16, people using internet access the internet through these type of
connection in which broadband has the largest 45% market share, then comes DSL
and Dial-up connections having about 25%. Wireless/Wi-Fi has very less users.
There were also 3% people who were not using internet; main reason for not using
internet was that they didn’t even know how to operate windows or even a
computer. When asked they either didn’t have a good schooling background or they
came from interior areas and didn’t have a good financial condition.

45 %

25 %
22 %

5%
3%

Dial-up Connection Broadband DSL Wireless/WiFi No Connection

Figure 16: Categorizes people according to what type of internet connection they use

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Internet users have access to a large number of entertainment and information

portals therefore have many options to choose from which is shown in the following
chart. In fig. 17, in response to internet activities different variations of preference is
seen between population of male and female. It is prominent that 45% of females as
well as 31% of males do browsing and searching. It was also observed that every
single user who prefers browsing or searching on the internet always use GOOGLE.
In case of Community/Blogs/Forums 27% of males are involved as compared to
only 14% of females uses these kinds of services which consists of ‘Facebook’ and
‘Orkut’. There is less but equal number of males and females who prefer to do
chatting. Entertainment/Streaming is done by about 15% which is done on
YOUTUBE. But there are negligible number of people who prefer to study online
which constitutes of 15% and 16% of male and female respectively.

Male Female

45%

27% 31%
22%

14% 22%

14%
15%
5%
6%
Community/Forum/Blogs
Chatting
Browsing/Searching
Entertainment/Streaming
E-Learning

Figure 17: Shows which type of activities they prefer to do on the Internet

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Does TV affect the social behavior?

100% 66%

80% 70%

60% 28%
40%
25% 7%
20%

0% 5%
Yes
No
Maybe

Male Female

Figure 18: General view in regard to the question ‘Does TV affect the social behavior?’

In fig. 18, table shows the response to the

question whether TV has an impact on their
social behavior. About 70% of male and 66 % of
female population said yes they are affected by
what they see on the TV. Then 25% of male and
28% of female population said that they’re not
affected by what they see on TV. Others
expressed no views regarding this.

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Television Either a Source

of Entertainment or Information

88%

90%
100%
80%
60% 12%
40%
20%
10%
0%
BOTH
Either

Male Female

Figure 19: General view in regard to the question ‘IS Television Either a Source of Entertainment
or Information?’

In fig. 19, people gave answer to the

question that either TV is a source
of entertainment or information.
Almost everyone, i.e. 90% of the
male and 88% of the female
population answered both.
Remaining answered either of them.

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Ability to Function if Internet Not Provided

100%
64%
80%
33%
60%
40% 51%
40%

20% 3%

0% 9%
Yes
No
Maybe

Male Female

Figure 20: General view in regard to the question ‘Will you able to function if Internet Facility is
not provided?’

In fig. 20, response to the question asked that if

they will be able to function if internet facility is
not provided. There were mixed answers that 40%
of the male and 33% of the female population
answered that they will be able to function if
internet facility is not provided. On the other
hand 51% of the male and 64% of the female
population said that they will not be able
to function if internet facility is not
provided. Others had no comments
about it.

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Is Chatting an Important Feature of Internet

100%
69%
80%
29% 61%
60%

40% 31%

20% 2%

0% 8%
Yes
No
Maybe

Male Female

Figure 21: General view in regard to the question ‘IS chatting an important feature on the Internet?’

In fig. 2, when asked whether chatting is an

important feature on the internet. The
response was that 61% of the male and 69% of
the female population said that it’s not an
important feature of the internet. On the other
hand 31% of the male and 29% of the female
population said that it’s an important feature
on the internet. Rest of them had nothing t o
say.

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Is Being Member of online Blogs, Forums, and Communities Useful

100%

80% 55%
31%
60% 45%
47%
40%
14%
20%

0% 8%
Yes
No
Maybe

Male Female

Figure 22: General view in regard to the question ‘IS being Member of online blogs, forums, and
communities useful?’

In fig. 22, the chart shows the response of the people when asked that is being a
member of communities/forums and blogs is useful. There was positive reply from
45% of male and 31% of the female population. But 47% of the male and 55% of the
female population gave a negative answer. Others had no opinion regarding this
question.

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Use of Internet as an Educational Aid

97%

100% 89%

80%

60%

40% 3%

20%
11%
0%
Yes
No

Male Female

Figure 23: General view in regard to the question ‘Have you ever used internet as an educational
aid?’

In fig. 23, we asked whether people have used

internet as an educational add. The response
to this question was that 89% of the male and
97% of the female population said that they
have use internet as an educational aid. But
others were not using internet for educational
aid at all.

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Does Using Mobile Phones Affect Your Studies

100%

80% 55%
31%
60% 45%
47%
40%
14%
20%

0% 8%
Yes
No
Maybe

Male Female

Figure 24: General view in regard to the question ‘Does using mobile phones affect your studies?’

In fig. 24, in this question we asked people if

they think that with extensive use of mobile
phones are they wasting their money or time,
whether there studies are affected or not. In
reply 45% of the male and only 31% of the
female population said that their studies are
affected and it’s also a waste of money. But
47% of the male and 55% of the female
answered that their studies are not at all
affected and it’s also not a waste of
money. The rest of them had nothing
to say.

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ANALYSIS OF DATA
The study reveals that youth mainly uses electronic media for the sake of
enjoyment. Due to isolation, many resort to such methods as to end depression or
to make new friends. It helps them to bridge the gap between people. They also
require a source of entertainment either through TV; internet or, mobile phones.
Youth has access to different TV channels, giving them increased exposure to
superfluous news and information. As the saying goes, ‘Ignorance is bliss’, it is
sometimes better to be unaware of things, rather than take all the worries of the
world upon oneself. Similarly, internet is also used as a means to obtain redundant
information. Because of the excessive use of internet people are diverted from more
productive activities and this may cause cessation of mental growth. Likewise,
mobile phones present a way of constant communication, which again may rob us
of peace of mind and privacy. With the introduction of packages offering night-long
free calls for example ‘Saari Raat Free Main Baat’, many don’t sleep all night just for
the sake of talking for free, not realizing that just to save a few hundred rupees,
they are deprived of their fitful sleep, health and academic future.

It is correct that there are number of people that are adversely affected by excessive
media exposure but they do not form a large part of the population. There are a
significant number of people who realize that their lives are beyond the media hype.
There are still many who use electronic media for getting useful information as well
as meaningful entertainment, using media exposure in a productive manner. They
do not watch TV or use internet as a compulsion, but only to get general knowledge
through news updates, current affairs, sports, and documentaries so as to know
what is happening around them. They use internet as an effective tool for their
education and to get required information. It provides them with a means of
communication with people with the motive of their own betterment. They get
information relating to health, religion; communicate with their friends and
relatives; do on-line shopping; and consult with professionals without time and
space restrictions. In the same context, mobile phones can also be used to get
useful information, contact friends and family in times of need, and get news
quickly when necessary.

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The youth of Karachi is content with their involvement in electronic media and
seems to be responsible enough to know what is right and what is wrong. They may
make mistakes, but they learn from them and as a result are more cogent and well
informed of the consequences they might have to face if they abuse the facilities
available to them. They have a rational approach towards the use of TV, internet,
and mobile phones. They are aware of the pros and cons of electronic media and
they make their choices with an open mind. Even though they have such a positive
attitude, it is still the responsibility of concerned authorities to keep a strict check
on the usage of electronic media and on what is being imparted to the youth to
avoid incidents which may later cause regret.

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CONCLUSIONS
In this paper, results of the survey about the trend amongst the youth of Karachi
concerning Pakistan Electronic Media are presented. These results suggest that, in
general, majority of the users do agree to the potential of electronic media for being
an informative source for the general public and realize that if effectively utilized,
this proves to be a valuable resource. The survey shows that the percentage of
population watching TV for long hours, wasting time on internet, chatting or
making careless expenditure on mobile phone services is insignificant. This could
be attributed to the presence of principled behavior. It appears that electronic
media also provides a platform to get acquainted with different cultures through
TV. Similarly, electronic media has emerged as a source of developing social
contacts among people and keep friends and family in touch using several facilities
provided on the internet. It also benefits educationists to get updates and on-line
information with a single keystroke. In this study, youth has rejected to the
adverse effect of mobile phone services on their studies. However, youth is
adversely affected by the seemingly cheap packages offered by the mobile phone
service providers. It is the responsibility of parents and elders to keep a vigilant
eye on their children when they’re being provided with such facilities. Also, the
youth should act responsibly when using such facilities and respect their elders’
decision to be provided with them.

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Works Cited
Cole, J. I. (2000). The Impact of the Internet on Our Social, Political and Economic
Life. The UCCLA Center for Communication Policy .

Isherwood, B., & Marry, D. (1979). The world of goods. In New York Basic Books.

Waseem, M. (2006, November 26). The Electronic Media Explosion. Retrieved from
Asia Media: http://www.asiamedia.ucla.edu/

Wellman, B., Haase, A. Q., Witte, J., & Hampton, K. (2001). Does the Internet
Increase, Decrease, or Supplement Social Capital? Social Networks, Participation,
and Community Commitment. In The Internet in Everyday Life , American
Behavioral Scientist (pp. 45(3), 437-456).

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APPENDIX (A)

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