Abstract
This study examines the public’s perception about the importance of anchorpersons in electronic media. It is hypothesized that anchorpersons have become an identity for TV news channel and none of the TV channel could survive without them. Moreover, TV channels having famous anchorpersons are more popular in the viewers than other entrants. Stratified random sampling technique is used to select the target sample. Gender and level of education is used as strata for selection of appropriate sample. Closed ended questionnaires are used to inquire the public’s perception about the importance of anchorpersons for TV news channels. The empirical indicator of the study confirmed that anchorpersons have become a symbol of identity for their respective TV news channel. They have become indispensible for TV news channels. They liked those news channels more which have famous anchorpersons than the other news channels.
Highlights
The globalization of media has changed the perception and behavior of the modern society
Majority of respondents (90.3%) agreed that anchorperson has become as symbol of identity for their respective TV news channel
Majority of respondents (84.7%) perceived that television channels having good anchorpersons are more popular among the audience than the one which has naïve and inexperience anchorpersons
Summary
The globalization of media has changed the perception and behavior of the modern society. Pakistan is a developing country where the literacy rate is very low (43.92%). Majority of the people in Pakistan seek information and guidance from electronic media (Radio and Television) to grab the current socio-political scenario of the country. The role of anchorperson hosting different informative/ political talk shows on radio and television has attained immense importance in the social circle. The communication experts believe on a key role of anchorpersons in developing the mood of society to bring change in socio-political ambiance. Talk shows have provided platform to the audience to play their role in national issues. The illiterate audiences are always looking for anchorpersons for guidance on the important issues. Anchorpersons are becoming a new face of the media They have created social and political awareness among the people of Pakistan [1]
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