Children Television Viewing Patterns and Parental Media Literacy in Pakistan

Abstract

This study examines the television viewing routines of children in Pakistan. Familial, as well as individual, television viewing patterns were explored. Explanations for the childrens content choice and parental rationales behind allowing free content consumption are listed. Parental media literacy, especially concerning the content rating system, was examined. 2000 Pakistani parents, of varying educational backgrounds, contributed to the survey. Accordingly: 16% of parents allow their children unsupervised television viewing. 86% of children watch for 1 to 3 hours, and 14% watch for 3 to 5 plus hours daily. Preferred childrens programs, at 96% (n= 1915/2000), in Pakistan, are cartoons and animated movies 77% (n=1548/2000). Children are allowed unadulterated viewing for entertainments sake. According to media literacy check, only 46% of parents know of the existence of rating systems. Highly educated parents are better informed, however, both genders are equally ignorant of what is age-appropriate in childrens shows