An Empirical Study to Measure Television Viewership Pattern among Young Adults in Gujarat
Keywords:
Television Industry, Television Viewing Habits, Content, Measuring television Viewership PatternAbstract
This study involves the Indian viewers who still enjoy watching TV. Tv Viewing in India has grown by 12 per cent since 2016, as per the Television Audience Analysis Council (BARC)'s India Study. It shows even with the popularity of smartphones with free data that powered the growth of OTTP networks including hot stars and Netflix, But Still Indian love to watch the TV set. TV is the very popular and affordable source of entertainment. This paper attempts to measure television Viewership Pattern among Young Adults in Gujarat. A survey method with structured questionnaire using Likert scale was circulated to the sample of population. Regression, Chronbach alpha, Descriptive statistics is applied using SPSS to analyze and interpret the data. This study shows that for the youth of Ahmedabad (Gujarat), there is a very huge scope and big opportunity to launching an exclusive channel. This research is important since it is feasibility analysis to start a general entertainment platform for young people.
The research will provide a standardized input to the BARC about Viewership pattern of youth of Ahmedabad City and also helpful to the Production houses and branded companies and advertisers to reach their audience.
