EXPOSURE TO CURRENT AFFAIRS PROGRAMS AND VIEWERS’ PERCEPTION REGARDING ROLE OF PROGRAMS & ANCHORS’ PRESENTATIONAL STYLE: A CASE STUDY OF SARGODHA CITY

Abstract

Pakistani media is very lively. Current Affair Program is most important format of private television channels. There are multidimensional role of Current Affair Programs in Pakistani society: to inform, to educate and to formulate public opinion. Current Affair Programs have great impact on politics, social values, life styles of people, relationship of masses and foreign policy. In this study, survey research method was used to explore viewers‟ perception. First by using stratified sampling, Sargodha city was divided into two major categories: A (Blocks) & B (Colonies). Stratified sampling procedure has also been used through which specification of the respondents demographic characteristics included: Gender (Male, Female), Age (Upto 30 years & More than 30 years), and Marital Status (Married, Unmarried). Five Blocks out of 36 are selected through using Systematic sampling; similarly five colonies out of 28 are selected by using Systematic sampling. The comparative analysis of the selected Current Affair Programs‟ anchors showed that overall respondents more satisfied with presentational style of Hamid Mir and they are more satisfied with the role of „Selection of Topic‟. In light of the observed empirical evidence it be summarized that private television channels‟ Current Affair Programs affect viewers‟ perception.