Abstract
This research aims to study the factors that influence the viewership of leading Pakistani News Channels including Dunya, Samaa, Express, Geo and ARY. It examines the impact of content, presentation style, channel positioning and anchors, alongside overall news viewing patterns, on the public image of the identified news channels and their viewership with focus on Express News. Following a qualitative research approach, a representative sample of 51 news viewers is identified and interviewed, with a proportionate weight to geographical areas and socio-economic classification of the audience, based on recent Census and People’s meter, an audience measurement tool. The respondents are investigated through a comprehensive questionnaire, comprised both closed and open-ended questions. This study focuses on three categories of viewers including Express News Viewers, Express-News Lapsers and Competitive Channels Viewers. One-on-one interviews reflect the mindset and viewing patterns of news channels’ audience. It is also instrumental to highlight the factors that hinder Express-News ratings against its competing channels. Findings of the study indicate that the programme content, presentation style, and cable positioning of news channels significantly influence its viewership that results in the quantum of recall for Express-News, and how its viewership and ratings are presumably affected by the very factors.
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