�A COMPARATIVE STUDY OF VIEWERS PERCEPTION TOWARDS GEO and CITY42 IN LAHORE DISTRICT

�A COMPARATIVE STUDY OF VIEWERS PERCEPTION TOWARDS GEO and CITY42 IN LAHORE DISTRICT

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“A COMPARATIVE STUDY OF VIEWERS PERCEPTION TOWARDS GEO and CITY42 IN LAHORE DISTRICT” SULIMAN LATIF M07BBA035 HAILEY COLLEGE OF BANKING AND FINANCE UNIVERSITY OF THE PUNJAB
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INDEX / TABLE OF CONTENTS 1. PREFACE 2. EXECUTIVE SUMMARY 3. INTRODUCTION 4. RESEARCH OBJECTIVE 5. DATA INTERPRETATION 6. RESEARCH METHODOLOGIES 7. CONCLUSION 8. RECOMMENDATION 9. LIMITATION 10. APPENDIX 11. BIBLIOGRAPHY
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PREFACE In this project titled “A COMPARATIVE STUDY OF VIEWERS PERCEPTION TOWARDS GEO AND CITY42” we have tried to unravel the reasons behind CITY42’ spectacular growth. CITY42 has shown that the viewers wanted a change from the staple shows offered to them and in the process CITY42 gained an competitive edge over GEO. The Project broadly covers the reasons that how and why the differentiated programming of CITY42 has connected so well with the viewers. Also, it aims to predict if it is time for GEO to change the strategy that has worked so well for CITY42. The project report gives the structured details of the relationship between the types of entertainment programs shown in these two channels. Through this project we have also tried to identify the reasons behind variations in viewership preferences across different age groups , gender & also how airing of the shows in the prime time has also effected the spectacular growth of CITY42 over GEO. The present report is a compilation of the results of a study which was carried out by conducting a primary research and secondary research. This study also put some light on the fact that the T.V. channels ought to launch the programmes as per the viewer’s preferences. The project also aims to predict the future trends in the television media industry.
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EXECUTIVE SUMMARY It had been the learning period for us about the channels preference by the viewers and different market strategies used by the various channels specifically Geo and City42. This project is done to analyze the potential of the two channels i.e. City42 and Geo in the market along with preference for few other channels also. Study of this project has been done in Lahore District. Project began with a pilot survey in the region of Sarita Vihar, based upon the performance in pilot survey we did some changes in the questionnaire and than we did our research in Lahore District. For our research methodology, we have used the Questionnaire to analyze the viewer’s preferences for respective channels, to obtain their opinions and present status of the channels in the market. Questionnaire consisted of close-ended questions according to different parameters. This helped us to analyze the timings during which males & females prefer watching T.V. Almost 42% of the male respondents surveyed prefer to watch sports and such programs are
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This note was uploaded on 07/21/2011 for the course BUS 10001 taught by Professor All during the Spring '11 term at Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology.

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�A COMPARATIVE STUDY OF VIEWERS PERCEPTION TOWARDS GEO and CITY42 IN LAHORE DISTRICT

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