STUDY ON TELEVISION VIEWING HABIT OF PEOPLE

IN CHENNAI

MANAGEMENT RESEARCH

PARK GLOBAL SCHOOL OF BUSINESS EXCELLENCE

BY

Santhosh kumar. M
 Objective of the Study

The main objective is to find the T.V viewing habits of people in Chennai based on the

following criteria age group, gender, occupation etc. This study gives insight about how

many hours’ viewers spending time to watch T.V and some other relation which is

relating to T.V viewing habit.

Limitations & Assumptions

 The results of the study can not be generalized to the entire population

 The sample of 120 may not be the representative of population in large

 The number of T.V sets in the households was not considered which is related to

TV viewing habits

 As a part of our survey I did not focused on kids less then 10year old.

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 Identifying Data Sources

• Primary data has been collected from the respondents with the help of

questionnaire.

• 120 respondents were selected using convenient sampling techniques.

• Questionnaire has both open and closed end questions to aid the objective of the

study.

Research Design

The research that used here is Conclusive Research and I tried to analyse the TV viewing
habit of viewers. Moreover I have done a structured survey and hence its Descriptive
research design.

Research Instrument

The research instrument used here is Questionnaire. I have designed a questionnaire with
fourteen questions structured with both closed and open ended questions. The
questionnaire contains dichotomous questions and multiple choice questions with relative
data as choices.

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 Population & Sample

The population in the universe refers to all the respondents viewing TV in Chennai. Here,
Non-Probability Sampling design is used for data collection. Convenience sampling
technique has been used for choosing the respondents for this study.

Data Collection

Collected data from different location in Chennai.. Some of the questionnaire has been
filled by the employees of VIRTUSA, TCS, IBM, CATERPILLAR, SATHYAM, and
TECH MAHINDRA. Few of the questionnaires were filled by neighbours, friends and
family members. A total of 120 filled questionnaires were selected. Due to quality
purpose I rejected ten questionnaires while coding for analysis.

Data Analysis

Tools used for data analysis are

 Percentage analysis
To find out the percentage of people’s hobby that is directly related to TV
viewing habits.
To find out the percentage of people watching movies in DVD player and also to
find out the percentage of people using TV for educational purpose.
To find out the percentage of people who consider TV as a useful media.
 Regression
To find the correlation between the favourite programmes of the
individuals and the programmes seen by the family as a whole.

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 Data Interpretation

The first question is aimed to find out the number of hour’s spend by viewers at various
criteria during weekdays.

 Female
The age group has been segment as F1* and F2*, because the number of respondents who
are in the age group F2* are mostly homemakers and F1* are students.
In the age group of F1*, there was large number of female viewer spending less
than 1 hour. F2* there was large number of female viewer spending more than 4 to 5
hour. (View exhibit1)
 Male
The segment is made as M1* because the people in the age group are students and M2*
are mostly employee.
Under the age group of M1*, there was large number of male viewer spending
less than 1 hour. In the age group of M2* there was large number of male viewer
spending less than 3 hour. Over the age group of 30 male viewers are spending less than
3hour to watch TV.

The second question is aimed to find out the number of hours spend by viewers at various
criteria during weekends.
 Female
In the age group of F1*, there was large number of female viewer spending more
than 4 hour. In F2* there was large number of female viewer spending less than 3 hour.

 Male
In the age group of M1*, there was large number of male viewer
- M1* &F1* age group of male & female under 23, M1 &F1 age group of male & female over 23 -

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Spending more than 3 hour. In the age group of M2* there was large number of male
viewer spending less than 3 hour. Over the age group of 30 male viewers are spending
less than 4hour to watch TV. (View exhibit 2)

Favourite channel

This question is aimed to find the viewers favourite channels considering different

criteria.

 Male

From the analysis the viewer under the age of 25 less mostly preferred sports and music.

In the age group of 25 to 35, they mostly preferred commercial channels and music. Over

the age of 35 they mostly preferred news channels.

 Female

In the case of female viewers all age groups they mostly prefer commercial and music

channels.

Language:

Most preferred language is Tamil since many of the respondent belongs to TamilNadu

and there were also few respondents who preferred English compared to other languages

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Movies seen by viewers in DVD players

The question aims to find out numbers of viewers watch movies in DVD player ,52% of

people are watching the movies in DVD and the rest of them watch movies through

some other source.

Educational purpose

67 percent of the viewer felt that TV media is used for educational purpose and the rest of

them felt, it is not used for educational purpose.

Useful media

89percent of the viewers felt that TV is useful media as they use TV for the day to day

actives like knowing the changes in share market and also gain knowledge from news and

other educational channels like discovery etc.

Program watched by all members in the family

This question is aimed to find the program seen by all the members in the family.

From the open ended question I find out that most of the people’s watch reality shows,

comedy shows, game shows.

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Favourite program

This question is aimed to find the program seen by all the members in the family.

Most of the people’s favourite program is reality show, game show and music channels.

Hobby

From the data I find that 44percent of the people’s hobby is directly related to TV

viewing habit.

Other suggestions from the respondents

 Most of the respondents felt that ad time between programs should reduce.

 The elder people who mostly consist of homemaker felt that adult content must be

banned.

 More educational channels must be implemented similar to discovery and national

discovery.

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Regression analysis

In the case of the questions 12 and 13 I tried to find out the relationship between the

favourite programmes seen by the family as a whole. Thus from this analysis I concluded

that there has been a vast difference between the programs viewed by the individuals and

the family as a whole thus they are not correlated. Thus People are more compromising to

see their favourite program.

CONCLUSION

From the survey that has been taken I have come to an conclusion that TV is a useful

media , female are spending more time on watching TV compared to the male counter

parts. Most of the people watch TV after 8p.m. People are more compromising to see

their favourite program.

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Exhibit 1

HOUR SPEND DURING WEEKDAYS FOR WATCHING TV

Female Male
Hour/age group <23 >23 <23 23-30 30-40 >40 total
<1 6 2 9 7 1 2 27
<2 5 4 2 3 5 19
<3 3 6 6 10 2 3 30
<4 3 7 5 2 1 18
>5 1 7 1 4 1 2 16
Total 18 26 23 26 5 12 110

N U M B E R O F H OU R W AT C H E D B Y V IE W E R D U R IN G
W E E K D AYS

>5

<4 M ale > 40

M ale 30-40
<3 M ale 23-30
M ale < 23
<2 F em ale > 23
F em ale < 23
<1

0 2 4 6 8 10

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Exhibit 2

HOUR SPEND DURING WEEKEND FOR WATCHING TV

Female Male
Hour/age
group <23 >23 <23 23-30 30-40 >40 total
<1 1 3 2 3 1 2 12
<2 3 6 1 4 2 2 18
<3 3 8 8 8 1 6 34
<4 8 7 12 6 1 2 36
>5 3 2 5 10
Total 18 26 23 26 5 12 110

NUMBER OF HOUR SPEND DURING WEEKENDS

>5

<4
Male >40
Male 30-40
<3 Male 23-30
Male <23
Female >23
<2
Female <23

<1

0 2 4 6 8 10 12

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Exhibit3

Favourite channels

Female male
Favorite
channel <25 25-35 >35 <25 25-35 >35 total
commercial 5 3 5 4 5 3 25
sports 3 11 4 1 19
News 2 1 1 3 5 12
Discovery 1 3 2 1 7
Music 12 5 5 11 5 3 41
Other 2 2 0 2 6
Total 25 9 10 32 19 15 110

Favorite channel

other

music
male >35
channel

discovery
male 25-35
news male <25
Female >35
sports
Female 25-35
commercial Female <25

0 2 4 6 8 10 12
re sponde nts

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Exhibit 4

Time

Female Male
time <23 >23 <23 23-30 30-40 >40 total
before
12pm 8 0 1 1 10
afternoon 2 10 6 3 5 2 28
before
8pm 5 3 7 1 1 2 19
after 8pm 10 3 2 9 7 3 34
before
8am 3 8 2 2 4 19
total 20 24 23 16 16 11 110

time of watvhing TV

bfore 8am

after 8pm Male >40

Male 30-40
bfore 8pm Male 23-30
Male <23
afternoon Female >23
Female <23
bfore 12pm

0 2 4 6 8 10

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Exhibit 5

Language

language Female male total

Tamil 20 32 52
English 9 23 32
Hindi 6 4 10
Telugu 6 4 10
other 3 3 6
total 44 66 110

language

other

telgu
language

hindi
male

english Female

tamil

0 5 10 15 20 25 30 35

respondents

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Exhibit6

Movie watched in DVD players

movies seen in dvd player

yes
48% 52%
no

TV used for educational purpose

TV used for Educational purpose

yes
67% 33%
no

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Exhibit7

Is TV useful media

Is TV Useful media

11%

yes
no

89%

Favourite program

program respondents
sports 6
news 4
comedy show 3
serial 4
game show 10
manada mayil
ada 14
songs 6
neeya nana 16
jodi no 1 9
movie 7
other 21
no 10
total 110
Program watched by all members in the family

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 programs watched by all the members in the family
4%
0% 5%
5% 15%
11%

8%

15% 5%

13%
4%
15%

sports news no
comedy show serial game show manada maeil ada
songs neeya nana jodi no 1 movie

hobby
hobby
watchin tv
1%
0% singing
12%
11% collect coins
5% chatting&browsing internet
1% music
1%
2%
1% reading books
2% playing cricket
3% sewing
15%
j cycling
5% gardening
1% growing pets
1% drawing
1%
1%
collecting stamps
watching news
playing cards
15% 19%
playing games
5% watching movies
freaking out with friends
Writing poems

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Correlation analysis between favourite program and family member

watching program together

Program R12 R23

sports 6 4
news 4 6
comedy show 3 9
serial 4 5
game show 10 14
manada mayil ada 14 17
songs 6 4
neeya nana 16 17
jodi no 1 9 12
movie 7 6
other 21
no 10
regression

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16
14
Series1
12
Series2
10
Linear (Series2)
8
Linear (Series2)
6
Linear (Series2)
4
2
0
0 2 4 6 8 10 12

y = 0.7212x + 3.9333 `R2 = 0.2511

ANNEXURE 1

2
Respondents for favorite program
3
Respondents for program watched all the member in the family

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 Questionnaire on TV Viewing habit
1. How many hours do you watch
TV during week days 6. How many members in your
a. <1 family watch TV?
b. <2 a. 1
c. <3 b. 2
d. <4 c. 3
e. >5 d. 4
e. >4

2. How many hours do you watch

TV during week ends 7. How many kids are there in your
a. <1 family?
b. <2 a. 1
c. <3 b. 2
d. <4 c. 3
e. >5 d. 4
e. none

3. What’s your favourite channel?

a. Commercial 8. Do you watch movies in DVD
b. Sports players frequently?
c. News a. Yes
d. Discovery b. No
e. Music
f. __________

4. Which language you prefer the 9. Do you use TV for educational

most? purpose?
a. Tamil a. Yes
b. English b. No
c. Hindi
d. Telugu
e. __________

5. At what time due you watch TV

usually (in week days)

a. 6am to 12pm
b. 12pm to 6pm
c. 6pm to 12am
d. 12am to 6am

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10. Is TV a useful media?
a. Yes
b. No

11. Is there any program that is seen by all the members in your family
_________________________________________________

12. What’s your favourite program (mention with the channel name)
_______________________________________________

13. What’s your hobby?

_______________________________________________

14. Any other suggestions( related to TV viewing habit)

_________________________________________________________________
_______________________________________

Personal information

Name _________________________________

Age __

Gender a) male b) female

Occupation _____________________________

Thank you for your cooperation

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