Journal of
Media and Communication Studies

  • Abbreviation: J. Media Commun. Stud.
  • Language: English
  • ISSN: 2141-2545
  • DOI: 10.5897/JMCS
  • Start Year: 2009
  • Published Articles: 227

Article in Press


Borgohain Sikhamoni

  •  Received: 15 June 2018
  •  Accepted: 15 June 2018
The present investigation was conducted to study the “Study viewing behaviour of televiewers regarding Assamese channels” with the objectives (i) to study the personal and demographic characteristics of viewers, (ii) to analyze the viewing behaviour of the respondents, (iii) to rank different programmes that preferred by the respondents.The study was conducted in Jorhat district of Assam. A purposive multi stage sampling method was adopted for selecting the representative sample of the study. Two urban and two rural areas were selected for the present study. Total sample was 180. The study revealed that a large percentage of the respondents’ belonged to nuclear family followed by joint family. A sizable percent of the respondents’ family size was between 2 to 4 followed by 5 to 7 members. Majority (68.33 %) of the respondents had high level of viewing behaviour. Men (91.67%) and (86.67%) women both had high viewing behaviour than youth (26.67%). It was seen very clearly in all the channels News programme got the first rank followed by discussion and lastly entertainment programmes.

Keywords: Viewing behavior, Televiewers, Channels.