EFFECTS OF CABLE TELEVISION ON WOMEN IN PAKISTAN: A COMPARATIVE STUDY OF HEAVY AND LIGHT VIEWERS IN LAHORE

Transcription

1 EFFECTS OF CABLE TELEVISION ON WOMEN IN PAKISTAN: A COMPARATIVE STUDY OF HEAVY AND LIGHT VIEWERS IN LAHORE A THESIS SUBMITTED TO LAHORE COLLEGE FOR WOMEN UNIVERSITY IN FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN MASS COMMUNICATION ANJUM ZIA DEPARTMENT OF MASS COMMUNICATION LAHORE COLLEGE FOR WOMEN UNIVERSITY, LAHORE, PAKISTAN 2007

2 To My Beloved Father G. D. ZIA I m here just because of his blissful love, always showered on me and his continuous encouragement at every step of my life, he taught me to pay respect to humanity and to love all.

3 DECLARATION I, Anjum Zia, hereby declare that the matter printed in this thesis is my original work and has been carried out under the supervision of Prof. Dr. Mughees-ud-Din, Director Institute of Communication Studies, University of the Punjab, Lahore. To the best of my knowledge, this thesis does not contain any material that has been submitted for the award of any other degree in any other university, neither does this thesis contain any material published or written previously by any other person, except in the text for which due references are given. Anjum Zia

4 CERTIFICATE It is hereby certified that the thesis entitled Effects of Cable Television on Women in Pakistan: A Comparative Study of Heavy and Light Viewers in Lahore is based on original work carried out by Anjum Zia and that has not been previously presented for the higher degree. Anjum Zia has done her work under my direct supervision. She has fulfilled all the requirements and is qualified to submit the accompanying thesis according to the prescribed format for the degree of Doctor of Philosophy in Mass Communication. Professor Dr. Mughees-ud-Din Supervisor

5 EFFECTS OF CABLE TELEVISION ON WOMEN IN PAKISTAN: A COMPARATIVE STUDY OF HEAVY AND LIGHT VIEWERS IN LAHORE DEPARTMENT OF MASS COMMUNICATION LAHORE COLLEGE FOR WOMEN UNIVERSITY LAHORE, PAKISTAN 2007

6 i ACKNOWLEDGEMENTS I thank Allah Almighty for giving me strength and the opportunity to complete this research despite my arduous office work, and continuous personal obligations. Several times during the study my will to complete it broke. But every time I lost heart, something pushed me up from within. And this was nothing but the blessings of Allah. I was fortunate to have worthy Dr Mughees-ud-Din, Director, Institute of Communication Studies, University of Punjab, Lahore, as my supervisor. Dr Mughees is known the world over for his enriched knowledge of the subject that had inculcated in me a constant, forbearing and perfect guidance. Simply speaking this study has only been completed owing to his guidance based on his global exposure to the mass communication studies. Had he not been there, I may not have even a slightest idea of what a research for PhD is about. I am greatly indebted to you sir for guiding me through. I profoundly thank Prof Dr Bushra Mateen, Vice-chancellor, Lahore College for Women University, Lahore, the light under which I dared to think of conducting the research, and struggled to complete it. Her valuable help and gracious cooperation instilled in me the spirit to fight the odds that were numerous. I humbly thank you madam for affording an opportunity to aspire for the highest academic degree through this study. I am also extremely grateful to Miss Shaista Vine, Registrar LCWU, for her patronage and affection that always serve as a shelter for me. Prof. Dr Kousar J. Cheema, Director, Research and Ph.D, LCWU extend an endless help, which I took as much as I could without fear of any reluctance. I am also grateful to Dr. Farhat Saleemi, Dean of Management Sciences and Mrs. Riffat Saqlain, Dean of Social Sciences, LCWU, for their support and encouragement. I acknowledge Dr Muhammad Anwer, former Chairman, Department of Sociology, University of the Punjab, Lahore for his advice, constructive comments and support. His kind involvement gave me the knowledge that will continue to benefit me all my life. I thank him for the kindness towards me. I am also obliged and deeply indebted to senior journalist Intikhab Hanif (My MA. Fellow) for sparing much of his valuable time for me. His bright ideas based on his visits to media houses and schools of journalism in the USA and Japan, and his rich experience proved an invaluable asset for shaping up my mind and completing this research. His biggest support came at the time of writing this thesis, and the hours of editing are endless. I am grateful to him for his kindness.

7 ii Those who supported me are numerous and I cannot mention them here for constraints of space. But it would be an injustice to miss Prof. Shahid Habib, renowned editor and reviewer of books and films, Ahmed Nadeem, (a family friend), Dr. Syed Abdul Siraj, Chairman, Department of Mass Communication, Allama Iqbal Open University, Islamabad, Idrees Mohammad, Naib Nazam, Lahore, Farooq Ahmed (My M. Phil fellow), Sara Ali Khan, lecturer, IBIT, PU, the young girls who worked as interviewers (Fatima, Sharif, Dur e Ajum, Sonia Saleem, Mariam Pervaiz, Nadia and Rabia Khan), Waleed Saqib, Pakistan Poverty Alleviation Fund (PPAF), Mehnaz (Department of Statistics, LCWU), my colleagues at Department of Mass Communication, LCWU, Manzar, Aftab and Shahid, LCWU, Mohammad Shafiq, daily The News Khuram and Ibrar from PEMRA etc. Lastly, I am also thankful to my mother in law, Mazhar, my brother in law and Ayesha, sister in law for the love and support at home which helped me to concentrate on my work. I warmly thank my mother, Shams, my brother, Aisha, my sister, Hamza, my nephew, Sehrish, my niece, Shuja, my cousin. The words would be short in their meanings to explain the discomfort caused to my husband Munzir Elahi as well as the emotional pain which both my children Zain and Zeerak went through during the course of this study. I deeply regret however without their support this research would not be what it is now. My extreme thanks for their unflinching support. Anjum Zia

8 iii ABSTRACT This study investigates the effects of cable television on the life patterns of women in Lahore, Pakistan through survey using interviews schedule as a tool of data collection. It targeted 432 women aged years and viewing cable television for a minimum two years. The study recorded the respondent s consumption patterns, level of viewing, preferred channels and programs, favorite watching time, control over remote and restrictions on viewing. It crossed checked the above factors with the level of viewing alongwith demographic characteristics of the respondents. The major hypothesis studied was greater the exposure to cable television greater the impact on the lives of women. The sub-hypothesis included heavy viewers have greater effect on their activities, family and social interaction patterns, cultural practices, domestic and personal expenditure, and they are more influenced by the television characters especially depicting western and urban Indian women than the moderate and light viewers. The data was analyzed through univariate and bivariate statistical procedures and the results are presented in two categories: i.e. general and major findings of hypothesis testing. The general findings revealed that the majority of respondents were aged 31 to 40 years, belonged to the middle and upper middle class, were graduates but unemployed, and were heavy viewers. Majority respondents had cable connection for the last two years, indicating increasing popularity of cable television in Lahore, also making it the main source of entertainment. There is no link between demographic characteristics and consumption patterns. However, the respondents complained that men had more rights to watch cable television than women. The statistical test chi-square was applied for testing the hypothesis, confirming that greater the exposure to cable television greater the effect on the lives of women. It confirmed that heavy viewing affected household and other activities of the women like newspaper reading, going to cinema, the meals cooking and serving schedule, their domestic or personal expenditure and interaction with friends or and relatives. They were prone to accepting the role, culture and lifestyle of western and Indian women watched on the cable channels. The study also identified a few areas for future researchers and made recommendations towards their improvement.

9 iv ACRONYMS / ABBREVIATIONS AJK TV ABCTV CNN CATV CD Channels DD DTH LMDS LH Category MATV MMDS NICT NEC NWFP Pakistan) PBC PTA PEMRA PTV STN SPSS UNESCO VCTC VTR Azad Jammu Kashmir Television Australian Broadcasting Commission Television Cable News Network Community Antenna Television). Compact Disk Channels Door Darshan (Indian Television) Direct To Home Local Multipoint Distribution Service Loop-Line Holder Category Master Antenna Television Multi-Channel Multipoint Distribution System New Information/Communication Technologies Nippon Electrical Company North Wrest Frontier Province (one of the province f Pakistan Broadcasting Corporation Pakistan Telecommunication Authority Pakistan Electronic Media Regulatory Authority. Pakistan Television Corporation Shalimar Television Network Statistical Package for the Social Science United Nation Educational, Scientific and Cultural Organization. Viewer Controlled Cable Television Video Tape Recorder

10 v TABLE OF CONTENTS Acknowledgement Abstract Abbreviations Table of Contents List of Tables List of Figures List of Appendices i iii iv v viii xi xii Chapter 1 INTRODUCTION Statement of Problem Objectives Hypothesis Rationale Brief History of Cable Television World History of Cable Television Development of Television in Pakistan Induction of Private Sector in Broadcast Media Cable Television Network in Pakistan Cable Television licenses Formation of Pakistan Media Regulatory Authority Private Sector in Broadcast Media Government and Private Television Channels in Pakistan International Channels Viewed in Pakistan MMDS and LMDS Situation Analysis 28 Chapter 2 LITERATURE REVIEW International Studies on Television/Cable Television National Studies on Televisions/Cable Television Studies on Women 48 Chapter 3 THEORETICAL FRAMEWORK Uses and Gratification Cultivation Theory 55

11 vi 3.3 Social Learning Theory 58 Chapter 4 RESEARCH METHODOLOGY (Part I) Hypothesis and Operationalisation of the Concepts Major Hypothesis Variables of the Study Conceptualization 63 Chapter 4 (Part II) Research Design Survey Sampling Method Data Collection Data Processing Application of Statistical Test 82 Chapter 5 DATA ANALYSIS AND INTERPRETATION (Part-I) Data Analysis-General Findings Cable Television Viewing Patterns of Women Demographic Characteristics of the Respondents Duration of Having Cable Television Connection Level of Viewing Duration of Cable Connection by Level of Viewing Demography and Level of Viewing Purpose of Watching Cable Television Preferences for Channels Respondents Preferred Programmes Preference of Watching Television Remote Control Favourite Time of Watching Cable Television Restriction of Watching Cable Television Women Rights to watch Cable Television Recreation Hurdle in Domestic and other Activities Affected Activities of Respondents 107

12 vii 5.18 Interaction Patterns Appearance and Style Cultural Practices Personal and Household Expenditure Role of Pakistani Women 115 Chapter 5 (PART-II) BIVARIATE ANALYSIS Hypothesis Testing: Exposure and Effect Association Changes in Lifestyle Hypothesis Testing Results Major Hypothesis 118 Chapter 5 (PART III) DISCUSSION OF RESULTS General Findings of the Study Major Findings of Hypothesis Testing Related to the Dependent Variables 141 Chapter 6 CONCLUSIONS AND RECOMMENDATIONS Recommendations Recommendations for Future Research 171 References 173 Appendices xiii

13 viii LIST OF TABLES Table Title Page 1.1 Licenses Issued to Cable Operators from June 2000 to Dec by PTA Licenses Issued to Cable Operators till 2006 by PEMRA Number of Cable Television Subscribers in the Country Technology and Connection Charges Television Viewership by Household Income The PEMRA License Holder Private Channels Viewers Category by Hours of Viewing Sampling Dynamics Towns and No. of Union Councils Opinion and Respective Values 78 5.A Demographic Characteristics of the Respondents Distribution of Respondents According to Duration of Having Cable Connection xii 5.2 Distribution of Respondents by Level of Viewing xii 5.3 Distribution of Respondents According to Duration of Cable Connection and Level of Viewing Distribution of Respondents by their Age and Level of Viewing Distribution of Respondents by their Education and Level of Viewing Distribution of Respondents by their Profession and Level of Viewing Distribution of Respondents by their Residing Town and Level of Viewing Distribution of Respondents by their Income and Level of Viewing Distribution of Respondents by Marital Status and Level of Viewing Purpose of Watching Cable Television Purpose of Watching Cable Television Level of Viewing Preferences for Channels xiii 5.13 Channel Preferences and Level of Viewing Respondents Preferred Programmes xiii 5.15 Respondents Preferred Programmes and Level of Viewing Preference of Watching Television xiv 5.17 Preference of Watching Cable Television and Level of Viewing Remote Control xiv

14 ix 5.19 Remote Control and Level of Viewing Favourite Time of Watching Cable Television xiv 5.21 Favorite Time of Watching Cable Television and Level of Viewing Restriction of Watching Cable Television Restricted Cable Television Channels, Programmes and Time for Men Women s Right to Watch Cable Television xv 5.25 Recreation xv 5.26 Hurdle in Domestic and Other Activities xv 5.27 Hurdles in Domestic and Other Activities and Level of Viewing Affected Activities of Respondents xvi 5.29 Domestic Activities and Level of Viewing Interaction Pattern xvii 5.31 Interaction with Husband and Children Appearance and Style xviii 5.33 Cultural Practices (Food) xix 5.34 Cultural Practices (Dress) xx 5.35 Cultural Practices (Language) xxi 5.36 Cultural Practices (Traditions) xxii 5.37 Cultural Practices (Religion) xxii 5.38 Personal and Household Expenditure xxiii 5.39 Role of Pakistani Women in Society xxiv 5.40 Chi-Square Test for Association: Exposure and Disturbance in Domestic and other Activities Level of Disturbance in Domestic and Other Activities by Level of Viewing Chi-Square Test for Association: Exposure and Effect on Husband and Wife Interaction Level of Interaction of Husband and Wife by Level of Viewing Chi-Square Test for Association: Exposure and Effect on Mother and Child Interaction Level of Mother-Child Interaction by Level of Viewing Chi-Square Test for Association: Exposure and Effect on Social Interaction Level of Viewing by Level of Social Interaction Chi-Square Test for Association: Exposure and Effect on Appearance and 123

15 x Style 5.49 Change in Appearance and Style by Level of Viewing Chi-Square Test for Association: Exposure and Effect on Cultural Practices Level of Cultural Practices by Level of Viewing Chi-Square Test for Association: Exposure and Effect on Personal and Domestic Expenditure Level of Personal and Domestic Expenditure by Level of Viewing Chi Square Test for Exposure and Effect on Social Role of Pakistani Women Level of Change in Social Role of Pakistani Women by Level of Viewing 126

16 xi LIST OF FIGURES Figure Title Page 3.1 Model of Cultivation Theory Duration of Having Cable Connection Level of Viewing Purpose of Watching Cable Television Preferences for Channels Respondents Preferred Programmes Preference of Watching Television Remote Control Favorite Time of Watching Cable Television Women Right to Watch Cable Television Recreation Hurdle in Domestic and Other Activities A Domestic and Other Activities and Level of Viewing Interaction Patterns Appearance and Lifestyle Culture Practices (Food) Cultural Practices (Dress) Cultural Practices (Language) Cultural Practices (Traditions) Cultural Practices (Religion) Personal and Household Expenditure Role of Pakistani Women Changes in Lifestyle 118

17 xii LIST OF APPENDICES Appendix Title Page I Tables xiii II Profile of Lahore xxvi III Map of City District Lahore xxxiii IV The Kish Grid xxxiv V Details of Union Councils xxxvi VI Questionnaire in English and Urdu xlviii

18 1 CHAPTER 1 INTRODUCTION The apprehensions of media communication, as well as evidence for its effects, are as old as the history of the subject itself. People have always wondered how media messages are affecting them by bringing about an imperceptible change in their culture, values and behavioural patterns. They have always been concerned for the negative influence of a particular message or message system and have been curious about the potential prosocial effects of others. Wimmer (1993) has mentioned that the concern over the social impact of mediated messages was evident as far back as the 1920s when many critics charged that the motion pictures had a negative influence on children. The study of the anti-social effects of viewing television and motion picture is one of the intensely researched areas of mass media. The impact of pro-social content is a newer area and grew out of recognition that the same principles underlining the learning of anti-social activities ought to apply to more positive behaviour. Keeping in view the above-cited concern, this study analyses the Effects of cable television in Pakistan. It is a comprehensive study of effects on women in Lahore, Pakistan and provides results by comparing life patterns of heavy, moderate and light viewers. In 2003, this researcher had conducted an M. Phil study on cable television titled Cable Television Network in Pakistan: Introduction, Development, Prospects and Dilemmas. The outcome of the study (M. Phil) has now been used in this research, leading to the effects of cable television. Zia (2003) quotes In Pakistan, cable television network was initiated in Karachi in early 1980s and by 1998 was introduced in almost all the big cities of the country but functioned without rules and regulations. The year 2000 witnessed a mushroom growth of cable television network all over Pakistan after the government legalized cable television network. According to Aziz (2003) in 2002 almost four million households were enjoying its services in the country. Cable television viewership is no more restricted to the upper-middle class only; with the availability of low-priced television and cable connection, it has become a common household facility for the lower class as well. Viewers have access to a variety of channels from local to foreign, which provide them an opportunity to watch all types of programmes. Zia (2003) quotes, The reasons for this rapid growth of cable television

19 2 included easy access, low cost, access to satellite channels and a huge television viewership interested in entertainment only. According to Pakistan Electronic Media Regulatory Authority (PEMRA) regional office, Punjab, the subscription of cable television in Lahore has increased from 0.2 million in 2003 to 0.35 million in Cable television subscription to 0.35 million households in Lahore increases the chances of its effect/influence on the viewers as findings of a pilot study with 1200 sample size, conducted by the researcher showed that majority of them (60 percent) are spending 2-3 hours daily to watch cable television. 1.1 Statement of Problem Many research studies have been conducted to observe the impact of television on viewers, particularly on their behaviour (Bukhari., 2002; Malik, M., 2001; Naseem, A. 2001). Findings of previous research had made the researcher to conclude that television does have some direct or indirect effects on viewers but no study has been carried out in Lahore, Pakistan, regarding effects of cable television prior to this study. With the popularity of foreign television channels, fears have been expressed that lifestyles of viewers may be affected. As Schiller (1976) confirms importing programmes is importing lifestyles and exposure to foreign television programmes may transform the values of youth. Concerns over the impact/effects of media always reinforce whenever a new communication technology is introduced in the society because technology always has positive or negative impact. The question arises that cable television, as a communication technology, is quite affordable, available to majority for 24 hours, enhances the choice and provides variety of channels and programmes that are foreign and local may have effects. Schiller (1976) defines cultural imperialism as a process of imposition of cultural institutions and values of less developed nations and dependant states by developed countries. Therefore, this research probed the effects of cable television on women in Lahore, Pakistan. 1.2 Objectives of the Study By the year 2006, the number of households having access to cable television has increased manifolds. The growth and usage of cable television was rapid in Pakistan. According to the Pakistan Advertisers Society, the number of households that have access to cable television has increased to 29 percent in 2004 from 5 percent in 2002 whereas according to Pakistan Electronic Media Regulatory Authority (PEMRA), 45 percent of the households were enjoying the cable television facility in Zia (2003)

20 3 reports that growth of cable television has resulted into a spill over of the Indian and western channels to Pakistani audience. The primary beneficiaries were the ZEE TV, Sony, Star Plus, HBO, sports channels etc. These western and Indian channels have grabbed attention of viewers in Pakistan and exposed its audience to programmes that were vividly different to the usual available programmes on local television channels. There was an apprehension among the public that these Indian and western channels may adversely affecting viewers minds and activities. Therefore, it was high time to conduct a study on cable television effects. So this research has been conducted to find out the effects of cable television in Pakistan. General aim of this study was to ascertain effects of cable television on women in Lahore, Pakistan. This study tried to record the demographic characteristics of cable television subscribers (women only) and measured their level of viewership. The study also tends to find out respondents preferred channels and programmes. It also tried to find out whether or not there existed any gender difference in cable television viewing. Following were the specific objectives of the study to: Explore how viewing of cable television was affecting their household chores and other activities; Gauge association between viewing of cable television and change in family and social interaction patterns of women (18-40 years) in Lahore, Pakistan; Find out relationship between viewing of cable television and its effects on personal appearance and style of women; Determine relationship between viewing of cable television and changes in cultural practices; Examine association between viewing of cable television and its effect on house and personal expenditure of women in Lahore, Pakistan; Assess association between viewing of foreign channels and role of Pakistani women in society; Propose recommendations for policy-makers, viewers and media practitioners. 1.3 Hypothesis The hypothesis designed for the study was as follows: (A) Major Hypothesis Greater the exposure to cable television greater the effect on the lives of women in Lahore, Pakistan

21 4 The core purpose of this study was to dig out the influence of foreign channels and Pakistani channels with foreign contents on social life, values and behaviour patterns of female viewers through cable television. The researcher was interested to examine if the cable television has any affects on women in Pakistan and if yes, to what extent has it effected the women at basic level in terms of the following factors: Domestic and other activities; Family and social interaction patterns; Appearance and style; Cultural practices i.e. food, language, dress, traditions and religion; Domestic and personal expenditure; and Role of Pakistani women in society. Researcher had selected the above-mentioned factors based on the conclusion, after reviewing the relevant literature i.e., most of the researchers were of the view that television viewing generates socio-economic and cultural changes. The following subhypotheses were formed on the basis of above-mentioned factors (B) Sub-Hypotheses 1. Heavy viewers of cable television experience greater degree of effect on their domestic and other activities than moderate and light viewers. 2. Heavy viewers of cable television experience a greater degree of change in their family and social interaction patterns than moderate and light viewers. 3. Heavy viewers of cable television tend to show a greater degree of acceptance of television characters appearance and style than moderate and light viewers. 4. Heavy viewers of cable television experience greater degree of effect on their cultural practices than moderate and light viewers. 5. Heavy viewers of cable television experience a greater degree of effect on their domestic and personal expenditures than moderate and light viewers. 6. Heavy viewers of cable television tend to show a greater degree of acceptance of roles of women as portrayed on Indian and western channels than moderate and light viewers. 1.4 Rationale This study was aimed at finding out effects of cable television on Pakistani women with emphasis on measuring these effects on women belonging to Lahore and viewing cable television for a minimum of two years. The study was important as there was a general

22 5 concern in the society about cable television and their impact/effects on women particularly if they were heavy viewers of cable television. But little or no attention had been paid in the past to the actual consumption of cable television and its impact on audience, particularly on women of reproductive age in Lahore, Pakistan Selection of Cable Television With the advancement in technology, media studies need to be shifted towards those new technological gadgets that seem to have become popular globally. Cable television has been put under analysis as it is the most readily available form of media and is gaining immense popularity among the masses in Pakistan. A former study (sample size 2000) by the researcher regarding an opinion survey for cable viewing habits in Pakistan showed that 90 percent of the population of Lahore had access to cable television. It, therefore, presented a fairly good picture of the availability and acceptability of cable television. The cable television has become a requirement across Pakistan and is not considered a luxury any more. Its rapid spread and acceptance within a short span of time, entitles for a proper study to gauge its effects. The government of Pakistan legalized cable television network in June The government explained that cable television had emerged as one of the most inexpensive means of entertainment in the county. The authorities wanted to support the cable television network and increase its popularity among viewers. Introduction of policies and proper rules and regulations by the government ensured transmission of good programmes through their channels. The declared policy of cable television says that government in principles has decided to promote and strengthen this modern network through regular rules, regulations and code of conduct to encourage smooth flow of information, knowledge, education, healthy and constructive entertainment programmes for general public ((Zia, 2003, p. 135). The concern of the researcher was carried on from here forth because cable television as a mass media tool was undeniably popular in Pakistan and has become a flourishing business. Its status changed from a luxury and has rather become a household commodity. According to a research report of sample size of 2000 conducted in Lahore by the researcher, 90 percent of the households in Lahore own a personal cable connection (Zia, 2004, p.10). Thus, the research intended to bring under examination effects, this household commodity has on its consumers.

23 Research on Cable Television Effects In 19 th century, new technologies and the spread of literacy led to the development of a remarkable new form of communication: the mass communication. Since that period, concern over powerful media effects has been expressed by society s educated elite, individuals and groups from all strata of population; from presidents to parents and from intelligentsia to beginning students. These historical instances of concern about detrimental societal affects of media messages have been strong and loud enough to influence lawmakers, public policy makers and attract the interest of numerous scholars. Therefore, the researcher believes that present study could perform the same function. We live in a world where we receive a multitude of mediated messages daily. Thompson and Bryant (2002) state that the knowledge of effects from mediated communication assumed an increased importance. We have become information-oriented and information-dependent and some have dubbed ours as an Information Society. Computers and mass media are vital cogs in our societal infrastructure. With so much of what is perceived to be wrong, in today s world, has been blamed on the media of communication of some sort or another. The issue of mass media effects has become one of the paramount social relevance. Media effect is an important and fascinating research domain. A fundamental knowledge of media effects is a necessary criterion for excelling in the information age. James Current (1988) said Empirically grounded audience research stressing audience power also raises difficulties. Much of this work is directed towards the short term media influence, even through media influence is primarily long term and cumulative. Concerns over impacts/effects of media always reinforce whenever a new communication technology is introduced in the society because technology has never been neutral. It always has negative or positive impact. Thus to judge the effects of cable television, a communication system recently gained popularity in Pakistan is the most relevant and important area of research for communication experts and researchers. Since the acceptability of cable television has been termed as a household commodity, it was therefore necessary to check whether it has any impact on its consumers or not. More importantly, if it does have an impact, the researcher intended to explore the nature of the impact. The researcher observed that laws and rules have been devised but the cable operators are not abiding them.

24 7 A study conducted by Saleem (1994) on Impact of Dish Antenna on Pakistani Society concluded that 44 percent of the respondents felt considerable impact upon their social behaviour. Viewers of programmes through dish antenna felt a change in their outlook towards life and became more broad-minded. The study further revealed that satellite communication was introducing international culture and viewers were admiring the general living standards of social values of western and Indian societies. Majority of the women respondents in this study were of the opinion that dresses hairstyles and jewellery of Indian and western models grabbed their attention the most. Therefore, new trends and fashions were making their way in our society. Through this dissertation, the researcher intended to explore whether people are adopting these new trends and fashions or not. In light of the findings of the study conducted by the researcher herself: Cable Television Network in Pakistan Development, Usage, Prospects and Dilemmas in 2003 the programmes that were being projected on the satellite channels were pre-dominantly western and Indian. On these cable television networks, a lot of undesirable programmes and advertisements were also being screened without any fear of being checked as the government does not have any system of check and balance Study on Women Women population under study has been further divided into three categories: light viewers (watching cable television from 1-2 hours daily), moderate viewers (watching cable television for more than 2 but less then 4 hours daily) and heavy viewers (watching cable television 4 and more then 4 hours daily). They live in contrasting social set-ups, have different levels of education, reside in different environments and have varying exposure to outer world and communication opportunities. All these factors have been taken into consideration because the researcher intended to examine varying affects on females according to their demographic characteristics. With the reference to passive audience behaviour of the women as stated by Bellour (1975), moving images on screen function simultaneously for the imaginary and the symbolic. As the spectator enters into a filmic experience, she first identifies with the cinematic apparatus; the projector functions as the eye. Secondly, she has a narcissistic identification with the image and then as she moves from imaginary to the symbolic, she desires the image. Laura Mulvey further suggests that in order to derive visual pleasure, the female spectator must identify with the passive, fetish position of the female character

25 8 on screen. Hence, with such concern in the back of her mind, it was very necessary to measure those implicit and explicit effects that (might) affect the behaviour and attitudes of the female-audience. It is a general observation that females in Pakistan are the housewives. A very small segment of the female population professionally works. Hence their exposure to outside world is limited. Thus, their perception falls back upon the mediated and glamorised reality via television. This also directed attention towards an important issue: the weak analytical and expressive powers of female population in general. Even if the women possess communicative skills, they are not provided with a proper platform to get themselves heard. Further, in Pakistan s male-dominated society, women are not encouraged to come forward and speak-out their minds. Such observations developed the need of this study. In Pakistan, a woman is supposed to perform an important responsibility of bringing up their children. She is considered as the first institution of the society from where the child learns. Moreover, woman is also the one who is responsible for keeping intact the value system of the family unit and thus the women population holds the key to value system of the society in general. Hence, this study had a strong rationale for analyzing the effects women are receiving through the cable television. Zia (2003) mentioned that cable television channels have been immensely popular among viewers, particularly among women folk in Pakistan. Public concern over the ill effects of media violence and sexuality, explicit content, obscenity and vulgar language shown through cable television channels is evident and important. This caused many to criticize the channels and express concern over the effects of such material on an innocent and expanding viewership. It was reported in the national dailies several times that angry viewers physically attacked the cable operators. On the other hand, the PEMRA does not have any proper system of check and balance and monitoring cable networks. Thus, this study was deemed significant for the public and the policy makers. A study by Zia (2004) concluded that entertainment was the primary purpose of viewing cable television and 70 percent female cable viewers were interested in watching only two kinds of programmes: films and dramas. Only 17.3 percent of the women used cable television for information and awareness purpose. Therefore, this study focused on women only and analysed the affects of these programmes on them. The study has provided certain recommendations on the bases of these affects.

26 9 Thompson and Bryant (2002) expressed that new media enabled users to become more active in communication process and to be more selective with regard to messages they receive. They were active agents rather than passive receivers of information. They may be called addressable users of micro multimedia television. Bellour (1975) considered women as passive audience but was converting them into an active audience. Hence, with all these aspects in mind, the study explored the area of cable watching and its effects with special reference to women residing in Lahore, Pakistan. 1.5 Brief History of Cable Television The traditional mass media had a confined sphere in countries where it initially grew, functioning strictly in line with the values, norms, traditions and basic requirements of the local populace. But, the invention of new technologies like satellite communication, cable television and internet has helped it cross national boundaries and address the worldwide audience. These boosting inventions have, in fact, made the world a global village by transforming media into an international entity. We are living in an era which has frequently been characterized as the age of communication revolution a cycle of profound and accelerating social and cultural change often attributed to the impact of new media technologies. This communication revolution is, in fact, a succession of three overlapping technological stages that have taken place during the last 150 years (Zia, 2003, p.1). Encyclopedia Britannica (1986) describes cable television that generally, a system that distributes television signals by means of coaxial or fibre optic cables. The term also includes systems that distribute signals solely via satellite. Cable television system originated in United States in the early 1950s and was designed to improve reception of commercial network broadcasts in remote and hilly areas. 1.6 World History of Cable Television John Walson, an appliance storeowner in a small town of Mahanoy, had difficulty selling television sets to local residents because reception in the area was poor. The problem seemed to be the location of the town in a valley and nearly 90 air miles from the Philadelphia television transmitters. Naturally, signals could not pass through mountains and clear reception was virtually impossible except on the ridges outside of town. It was frustrating for those who had just purchased an expensive set but not receiving clear transmission. Reasons for poor reception were well-understood. For one thing, the early transmitters were not very powerful. If one lived close to the station, there

27 10 were few limitations. But for those living some distance away, reception could be poor, the picture was often fuzzy, distorted or faint. Even a passing car could create electrical interference and fill the screen with snow or cause the picture to roll. In addition, the fact that television signals travel in a straight line reduced the quality of reception or even made it impossible behind large buildings on the back side of hills or mountains and in similar positions. To solve his problem, Mr. Walson put an antenna on the top of a large utility pole and installed it on the top of a nearby mountain. Television signals were received and transported over twin lead antenna wire down to his store. Once people saw these early results, television sales soared. It became his responsibility to improve the picture quality by using coaxial cable and self- manufactured boosters (amplifiers to bring cable television to the homes of customers who bought television sets. And as such the cable television was born in June In the early 1950 s, television was fairly new. Though it had not yet become popular, city department stores displayed many different models for sale. And, like an apartment house where every resident had his/her own television, the rooftops of stores were beginning to resemble forests of television antennas. Milton Jerrold Shapp, who later became governor of Pennsylvania, developed a system to consolidate the forest of antennas for city department stores and apartment buildings. Under this new system, one master antenna (MATV) could be used for all television in the building. His secret: the coaxial cable and signal boosters (amplifiers) capable of carrying multiple signals at once. At about the same time, in the nearby town of Lansford, another appliance salesman named Robert (Bob) Tarlton experienced similar problems as those faced by Mr. Walson. He read about Mr. Shapp s new system and though it worked for apartment houses and department stores, it could work for his own town as well. While the community was only 65 miles from Philadelphia, it was behind a mountain that interfered with signals. Tarlton decided to try a new approach. He put up a big antenna and for a monthly fee he provided a cable hook-up to each subscriber s home. He called his new business the Panther Valley Television Company, and he was able to supply excellent signals to people who could not otherwise operate a receiver. He did not originate any new programming. All he did was to capture network broadcasts with his community antenna and relay them to homes on his system.

28 Cable Develops in the World Pay television was launched in November 1972 when Service Electric offered Home Box Office or HBO over its cable system in Wilkes Barre, Pennsylvania. This represented the first successful pay cable service to the nation. Despite the fact that HBO was only viewed by a few hundred people that first night, it has gone on to become the world s largest pay cable service with over 11,500,000 viewers. So HBO decided to deliver its signals by satellite. HBO was the first programming service to use a satellite to distribute its programming. The way it works is that a signal is beamed from the earth to a satellite in a stationary orbit some 22,300 miles over the equator and bounced back to receivers on the earth. By satellite distribution, HBO s signals are available to cable operators throughout North America. Because it is so widely available, it had an advantage over the earthbound, microwave distributed services such as WOR-TV- an independent station in New York city. Cable is in many ways a bit different; however there is certainly a greater variety of choice. For a monthly fee, one can receive the basic service, which is usually a mixed bag that includes network broadcasts plus special channels that feature weather, sports, religious programmes, news, public service announcements, rock music and various other kinds of content. For additional fees one can add movie channels or other special services. 1.7 Development of Television in Pakistan Authorities in Pakistan introduced television in 1964 with the aim to uplift the nation socially and culturally. As Pakistan was a newly-born state and under-developed, it was thought that television could help in achieving progress in the country through dissemination of information, knowledge, education and awareness. Before Pakistan television started in 1964, Pakistani public was a little bit familiar with television through an exhibition where Philips Electrical Company installed a few television sets and televised few foreign films. In October 1963, a national publicity conference was held under the chairmanship of the President Ayub Khan that decided to set up a television station in Pakistan. Hence Pakistan entered into television broadcasting age with a small pilot television station at Lahore on November 26, 1964 from where transmission was beamed black and white. This station telecast some live but amateur programmes and some of foreign films. Initially, television centre was set up with the help of UNESCO, Colombo plan and Japanese government. To meet the graving cost of television

29 12 broadcasting, commercial telecast was also permitted but no license fee was charged on television set at that time Pakistan Television Corporation Limited Initially the Government of Pakistan established a private company in collaboration with the Japanese Nippon Electrical Company (NEC) and Britain World known Thomas Television International which initially started television programming in The shares of the government of Pakistan were greater then the private company. On May 29, 1967 the company turned into a public limited company namely Pakistan Television Corporation and registered under Company s Act The Managing Director, always nominated by the government, is the managing and executive head of the corporation and implements rules formulated for the Corporation and its employees. A Board of Directors comprises 10 members and looks after policy maters and important affairs of the Corporation. The central office of the corporation consists of seven divisions accordingly Development of Pakistan Television Corporation Limited Pakistan Television has now five centres throughout the country including Karachi and Rawalpindi television centres, which were established in 1967 and Peshawar and Quetta centres in Ptv-Karachi Centre along with four re-broadcast stations at Thana Bola Khan, Shikarpur, Noorpur and Thando Allahyar, connected to other centres in the country through microwave link, cover about 90 percent of the population. Until 1968, when the network procured the required VTR recording equipment, it was perforce transmitting only live from the studios, and then mostly operating in rented buildings. And in 1976, it switched over to color transmission. It has established its own training academy as well. Now Ptv has been converted into a profitable organization with a leap of Rs. 287 million from Rs to Rs million in advertising income; from Rs. 148 million net operating losses to Rs. 38 million net operating profits Ptv World A new satellite channel Ptv World was launched in With the opening of Ptv World, Pakistani programmes are now being viewed in other parts of the world via satellite. Mideast Time, an extension of Ptv World, targets Pakistani expatriates in the Middle East Ptv National The objective of the Ptv National is providing different local news as well as entertainment in all languages in different part of the country.

30 AJK TV AJK television is a Kashmiri Channel providing different programmes for local viewers and Kashmiri and Gojrati news. 1.8 Induction of Private Sector in Broadcast Media In Pakistan the broadcast media has remained under the government control during the last 40 years of the country s history. However, the last decade witnessed a great change in the media policy of the government and media gradually opened up to the private sector. In line with the global trends it also introduced the new media technologies in the country resulting in a rapid growth of broadcast media in the country. The late 80 s and early 90 s marked a turning point on the electronic media landscape with the emergence of Shalimar Television Network (STN), although partially state-owned as an alternate channel to Ptv in In 1996, the government allowed private radio and television outlets namely FM-100 and Shaheen Pay TV, which assumed the shape of an industry. 1.9 Cable Television Network in Pakistan In Pakistan, the cable television network was quietly introduced at a small scale in Karachi in the early 80 s in the absence of any regulatory law. It started from the city s apartment buildings and worked without any large-scale equipment because of the close proximity of the apartments. Main attraction for subscribers was Indian and English movies and Ptv dramas which the operators would obtain on rent from nearby video centres. Operation rooms were usually set up in the basements of the buildings, giving connections to each apartment from there. Each household was paying a small monthly fee to the operator for the service. (Zia, 2003) In 1982, according to Director Pakistan Telecommunication Authority (PTA), the availability of satellite channels in Pakistan brought about a major change in the cable network operations. Cable operators who were relying on the video cassettes until now felt the need for installing satellite-receiving dishes to provide a variety of programmes to their subscribers through CNN, Star TV and various Indian channels. Thus the large scale cable network emerged out of the already established cable system. Cable system started to expand by a stringing of wires from one rooftop to another and so on. The system in Karachi gradually flourished and many people entered in this business. During early 1990 s satellite television became an irresistible phenomenon in Pakistan, particularly in Punjab. But in 1998, all major channels were transferred to

31 14 decoders, which were a lot more expensive and the annual subscription was also beyond the reach of a common man. A man once setup this satellite system for his own personal use and then started providing this service to neighbouring areas against a small fee. Thus, this gave way to the business of cable television networking which established and flourished in a short period. The government took notice of this illegal operation in the late The Nawaz Sharif headed government came to conclusion that cable operation be made legal in Pakistan. But before any action could be taken, the Nawaz Sharif government was toppled and the armed forces took command of the nation s destiny and started considering legalization of the cable television. The army regime headed by General Musharraf legalized cable television operations in January The Pakistan Telecommunication Authority (PTA) started the procedure of issuing licenses to the cable operators in January The following is the data for the number of issued application forms and responses received till June PTA chairman Mian Muhammad Javed explained that cable television had now emerged as one of the most inexpensive means of entertainment in the country which government wanted to make more popular among users and viewers by framing policies and proper rules and regulations to ensure transmission of good programmes through their channels. The legalization process of cable television networks started in November 1998 and completed in Therefore, in June 2000, cable television networks started functioning legally which initiated a new era of electronic media in Pakistan. This raised a number of new queries and gave an opportunity to people to discuss this new system of communication in Pakistan Cable Television Licenses There were eight categories of cable television licenses ranging from B-1 to B-8 based on the number of subscribers. Till December 2001, total number of legal cable operators was 840 across the country. Out of these, a majority of operators were based in Karachi, Lahore and in some other major cities of Punjab. For the running of one small set-up at least 8-10 employees were required. About 8,000 people got employment through this system and were providing livelihood to about 50,000 persons. On the other hand illegal cable operators also continued to work. They add up to about 3,000 and were providing employment opportunities to a large number of people (Zia, 2003: 88).