Year: 2014 | Month: September | Volume 3 | Number 3
Comparative Analysis of Media Reach in Rural Area of Punjab
Abstract:
The study was undertaken to evaluate comparative analysis of media reach and its effectiveness in rural area of Punjab. One hundred respondents were interviewed randomly with a pre-tested questionnaire. The data were analyzed by one way ANOVA and differences in mean were assessed by using Turkey-b. The study revealed that television, radio and newspaper were accessible to 99%, 73% and 66%, respectively of the respondents with significantly (p<0.05) higher availability of television. The use of television for watching news, serials and agricultural programmes were significantly (P<0.05) higher where as radio has upper edge (p<0.05) in case of music listening. The 56% respondents thought mass media impacted both negative and positive on social and cultural values. About 60% (P<0.05) rural respondents considered television was most satisfying media while 15% felt it was radio, 19% voted for newspaper while 6% opted for internet . Therefore, from the present study it may be concluded that television is quite popular, effective and most satisfying mass media in rural area of Punjab.
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