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8/8/2019 Media (REality or Illusion)
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8/8/2019 Media (REality or Illusion)
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MEDIA: A REALITY OR AN
ILLUSION?
A PROJECT REPORT SUBMITTED TO
AMITY INSTITUTE OF BIOTECHNOLOGY
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“In the real world, nothing happens at the rightplace at the right time. It is the job of media to
correct that”
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9. Recommendation………………………………………….…….21
10.Limitations……………………………………………………….22
11.Appendix (Questionnaire)………………………….................23-27
12.Variables………………………………………………………....28
13.Bibliography……………………………………………………. 29
ACKNOWLEDGEMEN
T It is our honors to state that we are verygrateful to our Institution UNIVERSITY OF
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MANAGEMENT AND TECHNOLOGY for
envisaging such a stupendous project.
We would like to place on record appreciation
and grateful thanks to my internal guideProfessor Dr.Mujahid Mansoori and Sir TyyabFarooq Bhatti, subject in charge Amity
University.
MEDIA: A REALITY OR AN ILLUSION
This project was an opportunity for us tosharpen our market research skills and for
being our guide all through.
And then we thank our group members for
their constant effort, support and contribution.
EXECUTIVE
SUMMARY 6
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MEDIA: A REALITY OR AN ILLUSION? This study was undertaken to
gain a deep understanding the need of media (TV journalism) on
recent time. In the current liberalized environment that is
characterized by information and knowledge base, the media,
particularly the satellite television news channels, is a very powerfulmedium that plays a significant role in shaping public opinions and
beliefs, and disseminating correct information and knowledge with a
huge responsibility on their shoulders. IN SPITE OF TV CHANNELS
AND NEWS PAPERS MUSHROOMING IN PAKISTAN, QUALITY AND
CREDENTIAL OF NEWS ARE DETERIORATING IN THE COUNTRY. NEWS
PRODUCERS AND BROADCASTERS ARE MORE INTO MAKING MONEY
THAN DISSEMINATING NEWS. Reports in different TV Channels and
Newspapers were less informative than bias to influence the discussion
scheduled for a date 4 days later. News is losing its importance among
people of Pakistan. In Pakistan, the journalism practice is going tabloid
way. The practitioners are more behind sensationalism and hype
creating stuff than the news that would inform and empower people.
As the trend of journalism practice goes in Pakistan, it’s high time that
some kind of controlling system be set to ensure an ethical and
responsible journalism in the country.It is said that Pakistan viewers
now spend more time watching news than reading news, as TV news
channels in Pakistan have been competing with each other for more
viewership. They have been targeting specific viewers by producing
interactive and sensational types of news programs for vying for public
attention and ultimately to improve their television rating points
(T.R.P.). Time and again, the media has been blamed for 'incorrect'
reporting but very few people understand basic issues related to
release of information in the public domain. In certain cases, media
has to downplay the number of casualties to avoid panic.
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OBJECTIVE
To study the need of media on recent time.
To see whether news on media channels is completely true these
days.
To study that is Media is deviating from the laws, ethics and
principles that it should follow?
To study that media is working more for TRP rather than reality.
To study that is news channels suppressing the newspapers.
To know the preference of the viewer.
To know the service of the news channels.
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To know that the channels who got the broadcasting right for
24x7 is showing the worth news.
To see that brand image of news channels is affecting the TRP of
other news channels.
METHEDOLOGY
Success or failure of any survey depends upon few important steps
which are taken in advance to make survey effective and meaningful.
Following are the major steps which are followed in this survey –
Questionnaire Formation:-It is always convenient for surveyor &
surveyee to ask and answer the questions respectively if questions are
framed, sequenced and asked in proper format
Conclusion:-What kind of news peoples is watching more? How much
reality is covered by news channels? And many more hidden facts
were brought into limelight. Drawing conclusion from findings was the
last major step of this survey.
Research Design : Exploratory study
Source Of Data : Primary Data, secondary data
Research Instrument: Questionnaire
Sample Size : 200
Sampling Technique: Convenience Sampling
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Contact Method : Personal Visit
LITRATURE REVIEW OR
SECONDARY RESEARCH
INTRODUCTION
In the current liberalized environment that is characterized by
information and knowledge base, the media, particularly the satellite
television news channels, is a very powerful medium that plays a
significant role in shaping public opinions and beliefs, and
disseminating correct information and knowledge with a huge
responsibility on their shoulders. Such dissemination of news, views,
and other information has far-reaching affects on societies, businesses,and governments. At the same time, today, the electronic media
attracts the best talent in the country. When talented people work in
such an industry, society expects them to act in a more accountable
manner and provide it with those news stories that will increase their
knowledge, their sources of information, and inspire them to inculcate
a feeling of responsibility toward society. We are a nation of diverse
voices, opinions, religion, values, political beliefs, culture. In addition,
we have many problems as people with fewer privileges, family to
feed, petrol prices, interest rates, jobs, losing our friends in bomb
blasts, fearing for our women, make ends meet, again a long list. The
Mass Media is often referred to as the fourth branch of government
because of the power you wield and the oversight function you
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exercise. It is through them that the public comes to know the
problems that face the country. Thus you educate the public mind and
enable the people to have their own opinions on matters of public
importance.
Your role in society is simple one.
• Give us facts
• Create and sustain revolutions, pleas
• Fight for what is right
• Guide us
• Amplify our problems/ voices so government can hear us
• Eventually you should be ‘Qaum ki awaz’• And become change agent
Lahore: You turned this incident in a bloody TRP war, where people
live was as irrelevant as Barkha’s approach to ethical journalism.
Moral Police: Women were being physically abused and all you could
do was to shoot the video so you can say “First reported here…”. Have
you no soul. What did your video do, advertised and propagated fear…
Hurray a well lived day!
Free Speech: In an op-ed written over a year ago (unfortunately, due
to site changes, it is inaccessible on Islamic Times), the managing
editor of NDTV, had vented against anonymous bogger who espouse
popular opinion which are “often bigoted, blasphemous and
banal.”Now, not that we ran out of examples, it’s just enough to drive
the point across. You have become too shallow, sleaze, sensationalist
and superficial even for your own good, all I can say is people, we
listen to you, so do your job properly. We don’t need you to be pimps
for movies people and Celebes. We don’t need your opinions, just a
rational analysis; we don’t need your pointless debates and dumb
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follow-up questions. We need to you enable a democracy. Are we
paying for this nonsense?
FOR US the credibility of the media channels has come down to zero
and we have stopped believing in any news they show. One of the
reasons is that even if they show a true story then that also would be
shown in their own way, full of spicy flavors. They will present it in
such a way that it attracts more and more people and in turn to
increase their Television Rating Point (TRP). Hence, the core news
loses its authenticity. We will not hesitate in saying that no news on
these media channels is completely true these days. This includes the
channels in question and not the entire media. Now We sometimes
think that a decade before our very own ’Single Channel was the best
when there were only news and no nonsense. These news channels
are testing our patience and making people mentally ill. This issue
needs to be dealt effectively and genuinely. These TV channels should
be banned till the time they show sensible and true stories and most
importantly in a proper manner. They have completely lost their mind
and are beaming whatever they want. Freedom of expression does not
mean that you can show anything that comes to your mind and that
too on a national platform. Firstly, when the thing that is shown is a
complete fiction, secondly, it triggers an uncalled fear in public and
thirdly, these plays with our emotions and beliefs.
NBA – Can we see a change?
For your information, News Broadcasters Association (NBA), the apex
body of all private news channels, has announced the setting up of a
’News broadcasting standards (disputes redress) authority’ to enforce
its code of ethics and broadcasting standards. The former Chief Justice
of Pakistan, J S Verma, is chairing the authority. It has become
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operational from Thursday (October 2, 2008). The other eight
members have been equally drawn from amongst the eminent persons
and editors categories. The NBA said, “... a censure emanating from a
jury of peers would indisputably affect the credibility of a channel." The
process of censure would not be without its legal ramifications. Theyalso stated, "Channel acting in breach of established guidelines could
hardly defend its motives or suggest that it was acting fairly, if it is
censured by a jury comprising its peers." Our best section in it is the
’viewer feedback’, which states, ’all news channels will on their
website, create provision to receive consumer feedback. Further any
specific viewer complaints will be responded to. In the event any news
channel gets a specific complaint if found to be true it will admit to the
same on air and will respond in fullness and fairness to the viewer. In
the event, a viewer/body perceives prejudice by any specific report
carried by the news channel, it will respond in fullness and without
impartiality to the viewer.”However, these have come into action from
October 2, 2008. Also, we don’t know how effective these would be,
and what are the chances that there will be no corruption in that
department and they will genuinely look into the complaints and take
appropriate actions?
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Will they check each and every report before broadcasting it? If not
then what is the use of taking an action once the news has been
telecast? An action after the damage is done? Well, all these questions
are premature, though important. If NBA has decided to make an
authority then they should also not hesitate in taking an unbiasedaction. Currently, apart from the Cable TV Networks (Regulation) Act,
1995, and the program and advertising code for Doordarshan and All
Pakistan Radio, there are no separate laws governing broadcasters.
Enough is enough. We cannot bear just about anything that is thrust
upon us. We need to unite, raise our voice and take a firm action
against these so called TV channels that are so childish that they have
not yet understood their responsibilities. This is surely not what we call
journalism. Are our aspiring journalists learning this in their mass
communication courses? And above all, are we paying for this
nonsense?
Media has become oblivious to its
responsibilities
These days, it is nothing but a money minting business that ignores its
social responsibilities. However, it's high time now that society
demands a change
A 14-year-old girl gets murdered brutally and what we see on our
television screens is transcripts of her online chats and her personal
messages. A bomb blast leaves a city shattered and what we read in
our newspapers are arguments of political parties blaming each other.
And not to forget, the breaking news that’s on the news channels 24x7
that a bird got stuck on a tree and was rescued by fire-fighters and
that Rakhi Sawant slapped her boyfriend.
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Do I need to give you more examples to prove how the standards of
media are deteriorating today? Indeed, media today has become
oblivious to its responsibilities.
Media is deviating from the laws, ethics and principles that it should
follow. To explain this statement a little more, I take the example of
Arushi murder case, which was a pure case of defamation.
Indeed, media today no longer cares about the responsibility that it
has towards the public, the responsibility of bringing the truth ethically
and objectively without hurting anybody’s sentiments and the
consequence of this is over-hyped news. Today’s media actually
sensationalizes news. Giving out facts and details to the public which
are not true, or even worse, manufacturing them, is what has become
the latest trend. Even if media is in the business of selling, where do
we draw a line? What exactly is the limit?
Sting operations these days are mere attempts to sensationalized
news and gain television rating points (TRPs) rather than highlighting
legitimate public interest issues. They have become a source to fill in
time-slots on 24-hour news channels which constantly need somethingon air. And they hardly follow the principle on which they are supposed
to be conducted, which is to reveal the truth to the public about
various concerning issues. We believe, that instead of being ’with’ and
’for’ the people and serving them, media has distanced itself from the
public. Today’s media looks for big, grand issues to be covered as
news stories instead of stories at the grass root level.
How incorrect is 'incorrect' media
coverage?
Time and again, the media has been blamed for 'incorrect' reporting
but very few people understand basic issues related to release of 16
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information in the public domain. In certain cases, media has to
downplay the number of casualties to avoid panic.
DURING AND post 26/11, people constantly held grudges against one
news channel for showing 80 hostages being freed from the Trident,
while another insisted it was 70. ’Mumbai under siege!’ said some TV
screens while others flashed, ’Terror holds Mumbai’. On the receiving
end, it only makes sense to play the victim who is being subjected to
prejudice and incorrect content when it comes to news but to take a
decision that might lead to an unwanted uproar is where the difficulty
lies. Not always can electronic means of information always stick to
the correct digit. The explanation is as simple as the theory behind it.
Hypothetically, a bomb blast in the city kills scores of people but the
news channel has certain bounds, by which it cannot present news in
its raw form. Estimation and an approximation is the least that they
are expected to maintain. The blame game continues this way but not
for an instance do people wonder about whether it’s worth it or not?
“You can’t always give out the actual figures, as at that moment there
are certain responsibilities that the viewers might not understand and I
don’t blame them but in order to maintain that calm, the figures needto be reduced and then slowly revealed as time and the situation
settles with the viewer keeping track of the toll,” said a leading
national news channel executive on request of anonymity. Another fact
that not many people would vouch for nor would many people agree is
the dispensing of altered information, which people misinterpret as
‘incorrect’. The source of the information is not always common, thus a
slight change in each calculation is possible. In certain situations,
human aspects of the job have to be considered to be able to
understand the context that might have an effect on your life. The
police is usually hammered with multiple calls from press associations,
newspapers and TV news channels for first hand information and a
’sound byte’ or a ’quote’ from certain higher officials to add something
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that other media would not have and of course to add credibility to the
news. Not always are the times flexible and almost never does the
competition amongst the channels stop. The police again are the ones
who supply the information to the channels for them to air it on TV and
just like we don’t trust our politicians to bring about any change, asimilar lack of faith exists within the handing over of this knowledge,
which again is tampered with or if we may say ‘incorrect’. What is this
correct information and if it is out there, how do we know we have it
and even when we do, how do we know that this is the only one that
is. A perfect environment with perfect communication and 100 per
cent transparency is too utopian to expect. Not always do we know
what’s best for us, as a matter of fact most of the times we don’t, after
all ignorance sometimes does prove to be bliss.
MANAGEMENT QUESTIONS
1. Why people prefer media channels over newspaper.
2. Why media channels are turning up to the most important
source for information and knowledge.
3. Why investigative journalism involves more than just string
operation.
4. Why TV news channels are consider to be entertainment driver
rather than public service oriented.
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5. Why TV news channels differ in facts & figure on the same issue.
6. Why the TV news channels telecast aired stories with fictitious
titles.
RESEARCH QUESTIONS
1. Is the availability of news channels suppressing newspaper.
2. Is TV news channels members are increasing day by day.
3. Do ‘Breaking news’ are more eyes catching than the regularcontent news.
4. Do attractions or factitious titles attract more viewers.
5. Do you prefer the ‘polls’ conducted by news channels.
RESEARCH DESIGNExploratory research is a type of research conducted because a
problem has not been clearly defined. Exploratory research helps
determine the best research design, data collection method and
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selection of subjects. Given its fundamental nature, exploratory
research often concludes that a perceived problem does not actually
exist.
Exploratory research often relies on secondary research such as
reviewing available literature and/or data, or qualitative approachessuch as informal discussions with consumers, employees,
management or competitors, and more formal approaches through in-
depth interviews, focus groups, projective methods, case studies or
pilot studies. There are two types of objective in a marketing research
project.
Exploratory Research
Descriptive research
Exploratory Research 'The objective of exploratory research is to
gather preliminary information that will help define problems and
suggest hypotheses.'
Descriptive Research 'The objective of descriptive research is to
describe things, such as the market potential for a product or the
demographics and attitudes of consumers who buy the product.
The exploratory approach attempts to discover general information
about a topic that is not well understood by the marketer. Forinstance, a marketer has heard news reports about a new Internet
technology that is helping competitors but the marketer is not familiar
with the technology and needs to do research to learn more. When
gaining insight (i.e., discovery) on an issue is the primary goal,
exploratory research is used. Exploratory research follows a format
that is less structured and more flexible than descriptive research.
CONCLUSION
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We have researched into this topic of REAL and ILLUSIVE view of
media. The broadcasting news channels can affect the real life of
people in so many ways. The violence on news can cause violence in
real life targeting mostly the children’s. It can be influence that disrupt
a child's moral balance and makes a child applicable to aggressive
behavior as their perception of the real world changes from the big
screen. Many wonder why children are entertained by television andthe violence on it
“Journalists are like jackals and no jackal has been known to live on
grass once he had learned about meat -- no matter who killed the
meat for him.”
Although media plays an important role in bringing fact full the sad
thing is the bad clusters formed due to prevailing competitive edge of
the news channels, which almost ruining the philosophical
"JOURNALISM". News channels concentrate only on TRP Ratings. If they
move only towards TRP then there won’t be quality in that. If so it cannot be a media should be an opinion bag. So, they go hunting for
what’s going wrong and leave no stone unturned in sensationalizing
that rather than at least making an attempt to project what is right and
promote moral behavior. People need to live in a world feeling at least
a bit secure rather than live in fear all the while.
The "Breaking News" label is great...if it really is breaking. It is, as to
break the backbone of truth and present everything stupid as news.
The "breaking news" headline is over used. It isn't breaking news if it
happened 6 hours ago, If they use it for too long, then it is
meaningless and time consuming. Viewers exposed to breaking news
were primed to evaluate the coverage differently than those who were
not exposed to breaking news. It carries deflects attention away from
the story itself but it disguises fears about the impact which the
message may have on the general public. It has changed the way
people live and relate to each other
Don't forget Journalism is the ever-running stream of gems who make
data into information ,rather than creating a CHAOS instinct happen as
in DASAVATHARAM=JOURNALISM
THE SUDDEN surge in electronic media has brought innumerablechanges in the way we live, perceive and move on with our decisions.Of late, we have also seen a rapid increase in the number of newschannels. Henceforth, the competition has also become stiff. Thingshave gone so far that various prominent news channels have been alsostriving hard to retain their TRP’s –consequently, this has hamperedthe image of serious journalism substantially. Any competition is a
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good competition until rivals try to outdo each other on the iniquitousground. And if it moves in that way then there can be drasticconsequences. In short, these news channels have become more likeentertainment houses, which not only titillate you, but also left youbrooded over many unanswered questions. Others telecast unscientificprograms regarding future telling by cards and about what the stars
tell. How ever, the channels have been instrumental in exposingcorruptions at different levels in our social, political and economic lifeand bringing public grievances and social injustices to the notice of theauthorities as well as the society at large. They deserve a pat for theirgood work in these aspects. The competition among these newschannels has literally reached the climax, where it seems more like atug of war, where people are using every trick to get hold over therope. Surely, it is quite sad, but true and we do need to think about itbefore it gets bad to worse. The violence on TV can cause violence inreal life targeting mostly the children’s. Through research we have found that the city children watched far
more television than small farmland places, but children rarely watchthe news channels. The violence on television is able to be more
appealing and exciting than the violence that is normally viewed in
everyday life. Some parents see television as an unhealthy intrusion
into a children's learning process, substituting easy pictures for the
discipline of reading and concentrating and transforming the young
viewer into a hypnotized non thinker. It can be influence that disrupt a
child's moral balance and makes a child applicable to aggressive
behavior as their perception of the real world changes from the big
screen. Many wonder why children are entertained by television and
the violence on it.
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RECOMMENDATIONS• "Realize that investigative journalism involves more than just
string operations."
• "The focus on revenues from advertisement should be shifted to
news and bringing more news to the doorsteps of the public."
• "The coverage of political news should not be restricted to the
mainstream political parties alone."
• "Apart from politics, films, and sports, the coverage should be
extended to developments in the fields of art, culture, science,
literature, etc. since they also make news."
• "The channels need advertisement revenue—but not at the costof interruption every three to five minutes. News has to be
continuous with maximum one break for few seconds."
• "The response from the anchors must be less and not wait for
the readers' signals to reach them. The time gap for their
response is irritating."
• "The quality of impartial reporting must be enhanced."
• "At no time should they telecast scenes that can only be viewed
with people of good heart conditions."
• "The compassionate feelings of the affected persons must be
honored. The "flash" or "breaking news" items must be of some
standard and national importance and not routine items."
• "Avoid sensationalism at all costs."
• "Curb on vulgar and violence clippings."
• "More focus on positive news stories and more focus on younger
generation issues."
• "Stop making socially undesirable characters as national heroes.
Less exaggeration or avoid undue importance given to
politicians/political drama."
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LIMITATIONS
I. NON REPRESENTABLE: As the population size of amity
students Sector 125 is 60,000 approx. and our sample size
is 200,if we talk practically 200 students cannot represent
60,00 students.
II. TIME CONSUMING: This process is time consuming as we
have to go to each and every person to get our
questionnaire filled.
III. BIASED: This research may be biased because in selected
200 students there may be more hoteliers and less day-
boarders as we select people according to our convenienceand normally hoteliers don’t like mess food as compared to
day-boarders.
IV. SPECIFIC: This research is mainly based on media and in
media we have covered only TV news channels. Is not
including any radio, newspaper or other entertainment
channels.
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APPENDCESMedia Questionnaire
1. WHAT IS YOUR AGE?
• 20-30 years
• 30-40 years
• 40-50 years
• > 50 years
2. EDUCATIONAL QUALIFIATION
• Graduate
• Post graduate
• Doctorate
• Others
3. HOW MANY TIMES YOU WATCH NEWS CHANNELS IN A DAY
• > 3 times
•3 times
• < 3 times
• Don’t watch at all
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4. WHAT KIND OF NEWS CHANNELS ARE YOU INTERESTED IN?
• Political
• Sports
• Entertainment
• Business news
• Others
5. WHICH LANGUAGE DO YOU PREFER?
• Hindi
• English
• Regional
• Others
6. WHICH NEWS CHANNELS DO YOU PREFER?
• Aaj tak
• BBC
• NDTV
• Star news
• Zee news
• Others
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7. IS THE INFORMATION GIVEN BY NEWS CHANNELS YOU
PREFER IS SUFFICE?
• Yes
• No
• Can’t say
• May be
8. DO YOU PREFER THE “POLLS” SERVICES CUNDOCTED BY THE
NEWS CHANNELS?
•
Yes
• No
9. DO YOU THINK IT IS CORRECT DOING STRING OPERATION?
• Yes
• No
10. DO YOU THINK AIRED STORIES WITH FICTITIOUS TITLES IS
CORRECT?
• Yes
• No
11. IS SENSATIONAL NEWS SHWOED BY NEWS CHANNELS IS
JUST FOR INCREASING THE TRP?
• Yes
• No
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12. DO YOU THINK THAN “BREAKING NEWS” IS MORE EYE
CATCHING THAN REGULAR NEWS?
• No
• Yes
• Can’t say
13. REPETATION OF NEWS IS GOOD FOR IMAGE MAKING?
• Yes
• No
14. LIVE TELECAST OF TERRORIST OPERATIONS IS FOR
AWARENESS OF PUBLIC
• Yes, people will aware from the terrorist activity
• No,
15. HOW WOULD YOU RATE THESE NEWS CHANNELS? (PLEASE
TICK)
Very good good fair poor
very poor
• Aaj tak
• BBC
• NDTV
• Star news
• Zee news
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16. ARE THE FOLLOWING CHANNELS RELIABLE SOURCE OF
NEWS?
Strongly agree certain agree disagree
strongly disagree
• Aaj tak
• BBC
• NDTV
• Star news
•
Zee news
17.ANY
SUGGETIONS……………………………………………………………………
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VARIABLES
1. Many news channels
2. Evolution of media
3. String operation
4. Breaking news
5. Difference in facts & figure
6. More entertainment driven
7. Aired stories with fictitious titles
8. SMS services
9. Depth of the news
10. Reality
11. Brand image
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12. Updated news
13. number of reporters
14. Availability of reporters
15. TRP
16. Sensationalism
17. Journalism debate
18. 24x7 broadcasting
19. Repetition of the news
20. Coverage
21. Credibility
22. Cover stories
23. Focus on personal life
24. Language
25. Qualification of viewer
26. Age group
BABILIOGRAPHY
1. Mahapatra, Devi Prasad. 2005. "Booming: Television News Channelsin Pakistan." Ezinearticles.com, Oct.15.
2. Rao, Shakuntala, and Navjit Singh Johal. 2006. "Ethics and News
Making in the Changing Pakistann Medias cape." JOURNAL OF MASS
MEDIA ETHICS 21 (4): 286-303.
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3. Singh, S. Nihal. 2006. "Breaking News!" THE TRIBUNE May 9.
4. Vivek. 2006. "Brain-Dead Media." AVYAKTA
(Hitagooj.blogspot.com), Dec. 25.
5. Yadav, Kiran, and Neha Sharma. 2006. "News Unbridled." THE
FINANCIAL EXPRESS, Nov. 19.6. Kotler et al., Marketing Management, 2006, p. 122, Pearson
Prentice Hall Publications.
7. Malhotra, Naresh K., Marketing Research, Chap 3, pg 110-111,
Pearson Prentice Hall Publications.
8. Malhotra, Naresh K., Marketing Research, Chap 11, pg 373, Pearson
Prentice Hall Publications.
9. Kotler et al., Marketing Management, 2008, chap 17 p. 480, Pearson
Prentice Hall Publications.
10.Exchange4media.com. 2003. " The Big Fight." May 9.
11.ExpressPakistan.com. 2005. "Another Sting Shows M.P.'s
Misappropriating M.P.L.A.D. Funds." Dec. 20.
12.Pakistanntelevision.com. 2005. " Television Personality of 2005 Is
Mr. Sting." Dec. 23
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