The present study aims to identify the preferences of the net generation college students in print and electronic media activities and to investigate how these students allocate their time across these activities. The survey method of research was applied to conduct the study and questionnaire was used as a data collection tool. The stratified random sampling technique was employed for selection of students. The results reveal that there is a strong competition between print and electronic media in attracting students’ time and attention. Comparing students’ preferences between reading and electronic media activities, reading proved to be one of the top most activities only defeated by watching television and listening music. The results also depict that the electronic media is competing with traditional media on different fronts as activities like Internet surfing, online chatting and electronic games are also preferred by a good number of the net generation students over reading. On the time allocation, reading surpasses all activities including watching television and listening music as well. In general, the findings of the study should assist the media professionals and library/ information managers to adopt the technologies as per the changing preferences of the net generation students.
Key words: Media preferences, electronic media, print media, reading habits, college students, Kashmir.
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