BRAJENDRA SHARMA ( FRP REPORT )

GHS IMR KANPUR WWW.GHSIMR.ORG

FACULTY GUIDE PROF. SHEKHAR TRIVEDI (ASSOCIATE PROFESSOR)

GHS-IMR

FINAL RESEARCH REPORT ON PERCEPTION OF VIEWERS TOWARDS NEWS CHANNEL IN INDIA

Primary Objective A Study on Viewers perception towards news channel in India

Secondary Objective  1. To know about the programs that attracts/dejects majority of the viewers 2. To know about different attributes that makes people watch it regularly.3. To collect opinion about the existing news channels4. To Understand the Viewers Preferences 5. To Analyze the Variety in Programs of news channels6. To Analyze the Viewers Expectations from News channels.

Sample Frame  The sample frame is being selected from 3 Area

of Kanpur, Govind Nagar, and Kamla Nagar

College (GHS IMR, KANPUR) ---- 50Business People (GOVIND NAGAR MARKET)-----50Employees (KANPUR) -----50Retired or aged people (KANPUR) ------50

HYPOTHESIS FOR THE STUDY

There is no significant relationship between the factors for selecting a news channel and the time spent by TV viewers in watching the news

Headline and story does not increase the interest of the Viewers (Student, Businessman, retired, professional, others)

There is no association between Occupation and develop opinion based on Interview

There is no association between time spending and criteria for selecting news channels

Questionnaire How many hours a day do you watch television?

a) Less than 1 hr (d) 1-2 hr

b) 2-4 hr (e) 5-6 hr

c) 7-6 hr

How much time do you spend on watching News programme?

I. ≤ 10 minute iv. ≥ 10 ≤ 20 minute

II. ≥ 20 ≤30 minute v. ≥ 30 ≤ 40 minute

III. ≥ 40 ≤ 50 minute vi. ≥50 minute

You prefer watching News in which of the following?

(A) Hindi (b) English

(c) Both

Rate the programmes on the basis of you liking when“1” stands for very poor and “7” stand for out standing?

Current Affairs Political News Business News Education Related

Cinema Health Care Sports

What are criteria for selecting a News channel?

a) Accuracy/Authenticity [ ]

b) Presentation [ ]

c) Content [ ]

d) News coverage [ ]

e) Less of Advertising [ ]

Today News channels are making News which is more superficial in Nature?

Strongly Agree Agree No opinion Disagree Strongly Disagree

1 2 3 4 5

There is No proper explanation of the News(either By using animation or some other way)

Strongly Agree Disagree No opinion strongly Agree Agree

1 2 3 4 5

Do you think size of the headline and length the Report can increase the interest of the story. Often Sometimes Ever Never can’t say 1 2 3 4 5 Rank the News channels on the basis of their presentation and particular story. ___________ ___________ ___________ ___________ ___________ Do you develop opinion based on Interview?1. Often [ ]2. Rarely [ ]3. Some time [ ]4. Never [ ]5. Don’t know [ ] Do you Develop opinion about any of the following On the basis of any of the stories, interview etc.?I. Politician [ ] II. Actor [ ] III. Musician [ ]IV. Public figure [ ] V. Other (Please specify) [ ] Personal opinion (if any) ____________ Name:- Age:- (18-25), (25-32) (32-39), (39-46), 46+ Occupation: - Student Retired Businessman Any other Professional

APPLIED TEST ------

1. ANOVAs2. Chi-square3. Cross tab4. Frequency distribution

Frequency Percent Valid PercentCumulative

PercentValid <=10minute

8 4.0 4.0 4.0

>10 - <=20 minute67 33.2 33.2 37.1

>20 - <=30 minute75 37.1 37.1 74.3

>30 - <=40 minute24 11.9 11.9 86.1

>40 - <= 50 minute28 13.9 13.9 100.0

Total202 100.0 100.0

How much time you spend

>40 - <= 50 minute>30 - <=40 minute>20 - <=30 minute>10 - <=20 minute<=10minute

howmuchtimeyouspend

AGE + BUSINESS NEWS

Age Total

18-25 25-32 32-39 39-46 46+business news very poor 7 0 4 22 9 42

Poor 7 0 1 0 0 8

Normal 16 4 14 6 12 52

Strong 7 2 1 1 1 12

very strong24 15 22 2 7 70

super strong11 0 2 0 0 13

out standing 5 0 0 0 0 5

Total 77 21 44 31 29 202

Age group 18-25, 25-32, and 32-39 rate the liking of the Business news very strong because the sample group include MBA student and Business man.MBA student and Business man like to watch business news more due to their Profession. Age group 39-46 and 46+ rate it normal

OCCUPATION + EDUCATION RELATED

occupation Total

student retiredbusiness man any other professional

education related very poor 4 0 0 4 6 14

Poor 3 22 33 2 12 72

Normal 12 0 4 0 0 16

Strong 39 0 19 9 16 83

very strong 11 0 2 0 0 13

out standing3 1 0 0 0 4

Total 72 23 58 15 34 202

Education related news mostly like by the Student, and professionals due to their profession

AGE +CINEMA

Age Total18-25 25-32 32-39 39-46 46+

Cinema very poor 5 0 3 2 0 10Poor 10 0 1 0 0 11Normal 4 1 9 11 7 32Strong 17 14 16 2 1 50very strong 19 6 14 16 21 76super strong

14 0 0 0 0 14

out standing8 0 1 0 0 9

Total 77 21 44 31 29 202

Cinema related news mostly like by the Every age group people they rank the news Normal, strong and Very strongAge group 18-25, 25-32 and 32-39 like cinema related news more

Again Cross tab between Cinema and occupationCinema related News mostly like by Students, retired and Business man they rank the News Normal, strong and very strong

ONE WAY ANOVA

Hypothesis

There are significant different in the mean of making news more superficial in nature between viewers of different occupation

ONE-WAY

N MeanStd.

DeviationStd.

Error95% Confidence Interval for Mean

Minimum

Maximum

Lower Bound

Upper Bound

student 72 3.3889 1.19336 .14064 3.1085 3.6693 2.00 5.00

retired 23 4.1304 .54808 .11428 3.8934 4.3674 3.00 5.00

business man

58 4.2241 .95593 .12552 3.9728 4.4755 2.00 5.00

any other 15 3.6667 1.04654 .27021 3.0871 4.2462 2.00 5.00

professional 34 4.0588 .85071 .14590 3.7620 4.3557 3.00 5.00

Total 202 3.8465 1.06094 .07465 3.6993 3.9937 2.00 5.00

Descriptive

This table show the result of different type of viewers mean, std deviationAnd std errorMean of professional is more in comparison to other viewers

ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups27.221 4 6.805 6.736 .000

Within Groups199.022 197 1.010

Total226.243 201

F = 6.736, P=.000 < α =.05 so the null hypothesis is rejectedThere mean are significant different

POST HOC TESTS 

MULTIPLE COMPARISONS

(I) occupation (J) occupation

Mean Difference

(I-J) Std. Error Sig. 95% Confidence Interval

Upper Bound Lower Boundstudent retired -.74155(*) .24074 .020 -1.4044 -.0787 business man -.83525(*) .17734 .000 -1.3235 -.3470 any other -.27778 .28528 .867 -1.0632 .5076 professional -.66993(*) .20915 .014 -1.2458 -.0941retired student .74155(*) .24074 .020 .0787 1.4044 business man -.09370 .24767 .996 -.7756 .5882 any other .46377 .33358 .635 -.4546 1.3822 professional .07161 .27136 .999 -.6755 .8187business man student .83525(*) .17734 .000 .3470 1.3235 retired .09370 .24767 .996 -.5882 .7756 any other .55747 .29115 .313 -.2441 1.3591 professional .16531 .21710 .941 -.4324 .7630any other student .27778 .28528 .867 -.5076 1.0632 retired -.46377 .33358 .635 -1.3822 .4546 business man -.55747 .29115 .313 -1.3591 .2441 professional -.39216 .31155 .717 -1.2499 .4656professional student .66993(*) .20915 .014 .0941 1.2458 retired -.07161 .27136 .999 -.8187 .6755 business man -.16531 .21710 .941 -.7630 .4324 any other .39216 .31155 .717 -.4656 1.2499

Not significant different in the mean p value > α = .05

BUSINESS APPLICATION

Different types of viewers mean is different for making news more superficial in nature, means it decrease the interest of viewers in watching the news so it should be control by the news channels other wise they can loss their viewers

ONE WAY ANOVA

Hypothesis

There are significant different in the mean of making news more superficial in nature between viewers of different Age group

ONE-WAY ANOVA

N MeanStd.

DeviationStd.

Error95% Confidence Interval

for MeanMinimu

mMaximu

m

Lower Bound

Upper Bound

18-25 77 3.5325 1.19851 .13658 3.2604 3.8045 2.00 5.00

25-32 21 3.5714 .92582 .20203 3.1500 3.9929 2.00 5.00

32-39 44 4.0682 .89955 .13561 3.7947 4.3417 2.00 5.00

39-46 31 4.0000 1.00000 .17961 3.6332 4.3668 2.00 5.00

46+ 29 4.3793 .72771 .13513 4.1025 4.6561 3.00 5.00

Total 202 3.8465 1.06094 .07465 3.6993 3.9937 2.00 5.00

Descriptive

ANOVA

Sum of

Squares df Mean Square F Sig.Between Groups

20.308 4 5.077 4.857 .001

Within Groups205.935 197 1.045

Total226.243 201

POST HOC TESTS 

MULTIPLE COMPARISONS

(I) age (J) age

Mean Difference (I-

J) Std. Error Sig. 95% Confidence Interval

Upper Bound Lower Bound18-25 25-32 -.03896 .25170 1.000 -.7320 .6540 32-39 -.53571(*) .19322 .047 -1.0677 -.0037 39-46 -.46753 .21748 .204 -1.0663 .1312 46+ -.84684(*) .22276 .002 -1.4602 -.233525-32 18-25 .03896 .25170 1.000 -.6540 .7320 32-39 -.49675 .27118 .358 -1.2434 .2499 39-46 -.42857 .28896 .575 -1.2241 .3670 46+ -.80788(*) .29296 .049 -1.6145 -.001332-39 18-25 .53571(*) .19322 .047 .0037 1.0677 25-32 .49675 .27118 .358 -.2499 1.2434 39-46 .06818 .23975 .999 -.5919 .7283 46+ -.31113 .24455 .709 -.9844 .362239-46 18-25 .46753 .21748 .204 -.1312 1.0663 25-32 .42857 .28896 .575 -.3670 1.2241 32-39 -.06818 .23975 .999 -.7283 .5919 46+ -.37931 .26414 .605 -1.1065 .347946+ 18-25 .84684(*) .22276 .002 .2335 1.4602 25-32 .80788(*) .29296 .049 .0013 1.6145 32-39 .31113 .24455 .709 -.3622 .9844 39-46 .37931 .26414 .605 -.3479 1.1065

CHI-SQUARE TEST

H0 = There is no association between Occupation(Viewers) and develop opinion based on Interview

Do you develop opinion based on interview Total

often rarelysome times never

don't know

Occupation student Count 7 22 32 7 4 72Expected Count 16.8 25.3 22.5 3.2 4.3 72.0% within occupation 9.7% 30.6% 44.4% 9.7% 5.6% 100.0%

retired Count 16 6 1 0 0 23Expected Count 5.4 8.1 7.2 1.0 1.4 23.0% within occupation 69.6% 26.1% 4.3% .0% .0% 100.0%

business man Count 13 26 18 1 0 58Expected Count 13.5 20.4 18.1 2.6 3.4 58.0% within occupation 22.4% 44.8% 31.0% 1.7% .0% 100.0%

any other Count 2 3 3 1 6 15Expected Count 3.5 5.3 4.7 .7 .9 15.0% within occupation 13.3% 20.0% 20.0% 6.7% 40.0% 100.0%

professional Count 9 14 9 0 2 34Expected Count 7.9 12.0 10.6 1.5 2.0 34.0% within occupation 26.5% 41.2% 26.5% .0% 5.9% 100.0%

Total Count 47 71 63 9 12 202Expected Count 47.0 71.0 63.0 9.0 12.0 202.0% within occupation 23.3% 35.1% 31.2% 4.5% 5.9% 100.0%

INTER PRETATION

Student and Business man some times change their opinion based on interview as the result shows their percentage 44.4%, 31.0%

Retired person change their opinion often as the result shows their percentage 69.6%

CHI-SQUARE TESTS

Value dfAsymp. Sig. (2-sided) Monte Carlo Sig. (2-sided)

l

Lower Bound

Upper Bound

Pearson Chi-Square

84.010(a) 16 .000 .000(b) .000 .023

Likelihood Ratio

70.984 16 .000 .000(b) .000 .023

Fisher's Exact Test

61.574 .000(b) .000 .023

N of Valid Cases 202

INTER PRETATION

As the significant value is less than the α= .05 the null hypothesis is rejected

There is association between occupation(Viewers) and develop opinion based on Interview

Business application Different type of viewers developed their ideas/

personality based on their liking persons as students based on actors / musician

There should be more interview on the news channels

CHI-SQUARE TEST

There is no association on time spending and head line and length of story increase the interest of the news

HOW MUCH TIME YOU SPEND * HEAD LINE AND LENGTH INCREASE THE INTEREST OF STORY CROSS TABULATION

How much time you spend * head line and length increase the interest of story Cross tabulation Total

oftensome times ever never can't say

How much time you spend

<=10minute8 0 0 0 0 8

>10 - <=20 minute31 28 8 0 0 67

>20 - <=30 minute35 34 0 1 5 75

>30 - <=40 minute8 8 6 2 0 24

>40 - <= 50 minute 6 22 0 0 0 28

Total88 92 14 3 5 202

CHI-SQUARE TEST

Value df Asymp. Sig. (2-sided)Pearson Chi-Square

60.208(a) 16 .000

Likelihood Ratio63.604 16 .000

Linear-by-Linear Association4.693 1 .030

N of Valid Cases

202

P=.ooo < α = .001Null hypothesis rejectedThere is association on time spending and length & headline of the newsIncrease the interest

CONCLUSION

People like to watch TV in the morning and evening times while the house wife like to watch the TV channel in the noon and evening

Student, Professional, retired, Businessman and other person like to watch news channel as predefined time schedule

Student like to watch news channel <10 minute or 10-20 minute / day

Business man like to watch news channel 20-30 and 30-40 minute/day

Professional like to watch as they find time Retired person like to watch more and more news channel In Kanpur more people like to watch both Hindi and English

channel Different age group people like to watch different news

programmes Student focus on more current affairs, Business news, Education

related, Cinema and sport

CONCLUSION Criteria of selecting the news channel is mostly deepened on the coverage of

the news Criteria of selecting the news channel is deepened on the less advertising,

presentation style of the news, accuracy of the presentation, content of the news.

Every groups people are highly agree that news channels make the news/ present the news in more superficial in nature

Every group people are also recommend that news channel in not proper way they their presentation or explanation is not in the right way

From the ANOVA test it has been proved that length and headline of the news increase the interest of the viewers

Most of the group people change their opinion some time and often as their liking of personality

Student like to adopt opinion of their favourite actor and musician Business man like to adopt ideas of the business man for their business related

activities From the chi-square test it has been proved there is association between the

selection of the news channels and criteria such as Presentation style, Accuracy, less adverting, explanation of the news, and content of the news headlines used

 

RECOMMENDATION As the analysis present people like to watch news in both

language Hindi and English there should be time schedule on presenting the news in Hindi and English

As different group people like to watch different types of the news so either there should be time schedule for specific news or news should cover all areas like current affairs, political news, Business news, Education related, cinema, healthcare and sport

As student prefer more on current affairs, cinema and sport so there should be two time schedule of presenting these news because student watch news channel in morning and in evening

Business man like watching news more and more business related so such kind of news should be in the morning and evening

RECOMMENDATION People like to select the news channel on basis of Accuracy,

less adverting, more coverage of the news, and content used in the presentation of the news

News channel should try to focus on reality of the news not converting of the news in superficial nature because it distract the viewers of the news

Headline of the news and length of the report should not be more because it also increase the interest of the viewers so news channel should also focus on these step too

THANK

U