AStudy on Preferences of Television Viewers-with Reference to Nizamabad District

Television has become a necessary commodity for most of the people in 21st century. A day begins and ends with watching one or the other television programme for most of them. It is unimaginable to think of a day without watching television for most of the children, youngsters, housewives and retired employees. Visuals, colours and sound at a time attract every individual irrespective of their age. Viewers have different attitudinal or liking measures for different type of programmes being telecasted on television. Thus, the need for comparing peoples of different age and gender in their fondness towards the programmes they chose to watch at a given point of time arises. In this paper an attempt is made to find out the preferences of individuals towards various programmes being telecasted every day on television. The sample size of the study is 80. The study is confined to the audiences of television of urban and rural areas of Nizamabad district of Telangana State. The data is analyzed with the help of non-parametric test Chi-square. The study reveals that both rural and urban viewers preferences for TV programmes are similar except in case of informative programmes. News and entertainment programmes are independent of the occupation, education level, gender, place of residence and age of the respondents.