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STUDY OF TELEVISION VIEWING HABITS

AMONG THE RURAL WOMAN OF ASSAM.
Dr Mohsina Rahman

Assistant Professor, Department of Mass Communication & Journalism

Assam Women's University, Rowriah, Jorhat, Assam

Abstract

As a mass medium, television has a significant impact on our society. There is no doubt that television is an

influential and appealing medium capable of capturing the attention of viewers, whether literate or illiterate,

and that it is effective mass media in all aspects. The boom in the television industry has captivated not only

the urban masses but also the rural masses. Most people accept television consumption as a part of their daily

lives, with choices and preferences reflecting one's "taste." In India, where the rural masses are isolated in

villages, communication is difficult; television is one of the most important mass media sources, reaching a

large number of people quickly. Television has radically altered society as a whole. Women have been

influenced by television in a variety of ways. Its influence is still visible today in changes in women's speaking,

debating, awareness, and lifestyle. Television has established itself as a low-cost and knowledgeable source of

entertainment for women from low-income families, as well as uneducated women. It is, in fact, a revolution

in the process of social communication. As a result, a study is being conducted to investigate the viewing habits

of rural Assamese women.

Keywords: Television, Great Impact, Rural Women.

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Introduction
Television is a 1936 invention that has spread to every corner of the globe in less than seven decades. It has

grown in popularity due to its tremendous visual and audible appeal; ever since the introduction of television

in India in 1959, UNESCO has funded research into the use of television as a medium of education. In August

1961, an educational programme for Delhi schools was launched with the primary goal of educating students.

The next step was the introduction of general-public television service on August 15, 1965, which marked the

beginning of entertainment-oriented television programming. Two years later, in January 1967, the

'Krishidarshan' programme was launched; television began broadcasting rural programmes for farmers in

approximately 80 villages across India. On October 2, 1972, Bombay received its second television station. In

1973, the Bombay station began relaying programmes to Puna, and television stations in Srinagar and Amritsar

were established. The Satellite Instructional Television Experiment (SITE) was launched in 1975 for a one-

year period, covering 2400 villages in six states. Terrestrial transmitters were installed in Jaipur, Hyderabad,

Raichur, Gulbarga, and Sambalpur in 1977. INSAT - IA, India's first communication satellite, was launched

into orbit in 1983. Since then, several television centres have been installed throughout the country as part of

a campaign-based network expansion, particularly during 1984-85. Parliament passed the 'Prasar Bharati'

(Broadcasting Corporation of India) bill in 1990 to give Doordarshan autonomy. All Doordarshan Kendra's,

through their five hundred and fifty-three television transmitters, telecast programmes regularly in their service

areas. These programmes occasionally include entertainment and various aspects of development like family

welfare schemes, community development, functional literacy, and agriculture(Vir Bala Aggarwal/ V.S Gupta,

2012 ).The transfer of science to rural people and the gradual inoculation of scientific attitudes in everyday life

need to be demonstrated in a language that rural people will understand and appreciate. Television is a major

source of information, education, and entertainment. As a mass medium, Television is an institutionalized

source of information for creating awareness about innovations. It is one of the most versatile audio-visual aid

ever developed. Its ability to convey life and event in action profoundly influences the masses.

Furthermore, television has a huge impact on our society as a mass medium. Television has proven to be a

profound means of communication capable of having a huge impact on society, and there is no doubt that

television is an influential and appealing medium capable of capturing the attention of viewers, whether literate

or illiterate, and television is effective as a mass media in all aspects. The boom in television industries has not

only impacted the urban masses, but it has also captivated the rural masses. Most people accept television
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consumption as a part of their daily lives and thoughts to reflect one's choices and preferences, which in turn

reflect one's "taste." Communication is difficult in India, where the rural masses are isolated in villages;

television is one of the most important mass media sources, reaching a large number of people quickly.

Television has transformed society as a whole.

Television has also significantly altered women's viewing, thinking, and understanding habits. Television has

also influenced women in a variety of ways. Its impact can be seen today in changes in women's speaking,

debating, awareness, and lifestyle. Television has established itself as a low-cost and knowledgeable source of

entertainment for women from low-income families and even those who are uneducated. It is, in fact, a

revolution in the social communication process. Television became a medium of communication with a

powerful impact on women, and different changes were seen in the TV-viewing habits of women in recent

years. It is observed that the duration of T.V. viewing in general and the duration of watching T.V. alone have

increased. T.V. stands out from other media as it is generally more and can present more life-like content than

most other media (Dorr, 1986). It can be said in definite words that Television possesses great potential to be

used in furthering the cause of women's development. Moreover, Television empowers women by

broadcasting programmes for them.

Bhakat Suburi Gaon is located in Teok Tehsil of Jorhat District in Assam. It is situated 8km from Sub District

headquarter Teok and 26 km from Jorhat. Around 1800, B.C few Gokhais, Bhakat and Pachani from Majuli

thought of establishing a satra in this place using their “Sari Hati" method. There is a lot to be known regarding

the importance of the usage of the Sari Hati. To the north direction, there flows the great Brahmaputra river;

to the south, there was the Rajbari, which was the King's kingdom.

Moreover, to the east, for the bhokots and Pachanis to reside, they established a space named Bhakat Suburi

and started residing there simultaneously. Simultaneously, the Maonmoria revolution started at that time,

creating hindrances in the establishment of satras in this particular place, leading to the return journey of the

people who came from Majuli back to their place. On the other hand, the situation has created space for the

two important villages, Bhakat Gaon and Bhakat Suburi Gaon of Jhajimukh, etched in the pages of Assam's

History. As per 2009 stats, Jhajimukh is the gram panchayat of Bhakat Gaon. The total geographical area of

Bhakat Suburi Gaon is 101.57 hectares. It has a total of 326 people. There are about 71 houses in Bhakat Suburi

Gaon. Among 326 people,170 are male, and 156 are female, i.e. 52 % are male, and 42 % are female, per the

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2011 population census. The study will attempt to study television viewing habits among the rural women of

Bhakat Suburi Gaon, Jhajimukh Teok of Jorhat District.

Aim of the study:

To study the television viewing habit among rural women of the Jorhat District of Assam.

Objectives

1) To identify the information needs of the women.

2) To identify the sources throw which women access information.

3) To examine women's awareness of television programmes.

4) To study the changing behaviour of women by watching Television.

5) To study the effectiveness of the television message among women.

The rationale of the study:

Television performs multiple functions- entertainment, edutainment, and infotainment. So, research is

designed to study the television viewing habits of rural women of Bhakat Suburi Goan. Bhakat Suburi Goan

is one of the villages in which development is mushrooming in every aspect. For this aspect, the village is

taken for the study to identify if Television is one such factor for development.

Theoretical Framework

Uses and Gratification theory and Cultivation theory is used to study the television viewing habits of the rural

woman of Bhakat Suburi Gaon.

Uses and Gratification Theory

Katz propounded this theory in 1959. This theory is an approach to understanding what media do to people

and what people do with media. Uses and Gratification discuss how users deliberately choose media that will

satisfy given needs and allow them to enhance knowledge, relaxation, social interaction/companionship, and

diversion. The uses approach assumes that audiences are active and willingly expose themselves to media, and

the most potent of mass media content cannot influence an individual who has no use for it in the environment

in which he lives. The uses of mass media are dependent on the perception, selectivity and previously held

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values, beliefs and interests of the people. The term "Gratification" refers to the reward and satisfaction

experienced by the audience after the use of media; it helps to explain the motivations behind media use and

habits of media use or the satisfaction of the actual needs by the media called media gratification. This theory

is so functional in orientation that it ignores the dysfunction of media in society and culture. It is conservative

at heart and sees media primarily as a positive way for individuals to meet their needs without any attention to

the negative cultural effect of media in society. They can verbalize them. This approach relies heavily on

surveys based on the actual response of audience members. Thus, the research techniques assume that people's

response is valid indicators of their motives.

Cultivation theory

George Gerbner developed this theory in 1967. It is based on the assumption that mass media have a subtle

effect on the audience who unknowingly absorb the dominant symbols, images and messages of media.

Accordingly, to this theory, long, persistent exposure to T.V. can cultivate common beliefs about the world.

Gerbner and his colleagues believe that Television's message does not portray reality in society, but repeated

exposure to such distortion leads to the development of particular beliefs that get reinforced once they are

developed. He also strongly suggests that the powerful effect of mass media acts as a moulder of society.

Additionally, cultivation analysis concentrates on the long-term effect of exposure rather than the short-term

impact on attitudes and opinions. Although results are not as clear as we might like, cultivation appears to

depend on motivation for viewing individuals who watch T.V. to pass the time or because of a habit that

appears to be affected more than people whose viewing is planned and motivated. Moreover, cultivation

appears to be enhanced when the viewer perceives the content of entertainment shows to be realistic. Moreover,

frequent watching of Television influences the ideas of reality and beliefs or assumptions about life.

Research Methodology

Both qualitative and quantitative method was used for data analysis.

Sampling Techniques

Stratified Random Sampling was used for the study.

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Sample Size

There are 71 households in, the Bhakat Suburi Gaon, Teok, Jorhat of which 156 constitute female populations

of different age groups. Fifty women are taken as a sample from 18yrs and above.

Data Collection

The survey, Interview and observation method was used for data collection.

Limitation of the study:

The Limitation of the study are as follows: –

1) The sample size taken was small.

2) The research was only confined to the woman of Bhakat Suburi Gaon.

3) The Population of Bhakat Suburi Gaon is less in number.

Data Analysis

1. Age Group:

Table 1
18- 25years 25 – 35 years 36 above

13 14 23

 Among 50 respondents, 26% of the total respondents belong to the age group (18-25yrs), 28 % of the

respondent belong to (25-35yrs), and 46% belong to the age group (36 and above).

 Among the age group (18-25yrs), 14 % of the respondents are unmarried, and 12 % are married.

 In the age group (25-35yrs), 28 % of the respondents are married and

 In the age group (35 and above), 46 % of the respondents are married.

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2. Occupation:

Table 2

Occupation 18-25 yrs 26-35 yrs 36 yrs & Total

above

Teacher 1 1 2 4

Business 0 2 3 5

Housewives 6 11 18 35

Students 6 0 0 6

8% of the respondents are Teachers, 10% have Business as an occupation, 70% are Housewives, and 12%

are Students.

3. Presence of television set in the home:

Table 3

Age Group Yes No

18-25yrs 11 2

26 -35yrs 14 1

36yrs above 21 1

Among fifty respondents, forty-six respondents have television sets in their homes, and four respondents do

not have television sets. Eleven respondents belong to (the 18-25yrs)age group, fourteen respondents belong

to (the 26-35yrs) age group, and twenty-one respondents belong to the age group (35 and above). On the other

hand, of the four respondents who are not having television sets at home, two respondents belong to (the 18-

25yrs) age group, one respondent belongs to (the 26-35yrs) age group, and another respondent belong to the

age group (35yrs above). So, it can be assumed that 91% of the female population in the age group ( 35yrs and

above) have television sets in their home. Here, Television is mostly seen by homemakers

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4. Regular viewer:

Table 4

Age Group Not Regular Regular

18-25yrs 6 7
26- 35yrs 3 11
36above 7 16
Total 16 34

Thirty-four respondents are regular, and sixteen are not regular viewers, i.e. 68% of the population are regular

viewers, and 32% are not regular viewers. Out of 68% of the population, the age group of 36 yrs & above is

higher than the other age group for being the regular television viewer.

5. Duration of watching Television:

Table 5

Age group 1hour 2 hours 3 hours above Total respondents

18-25yrs 5 6 2 13

26-35yrs 3 9 2 14

35yrs above 5 15 3 23

Total 13 30 7 50

Thirteen respondents watch Television for 1 hour, i.e. 26 % of the respondents, thirty respondents watch

Television for 2 hours, i.e. 60% of the population, and seven respondents watch Television for above 3 hours,

i.e. 14% of the total population. Out of 60% of the respondents who watch Television more is the age group

(35yrs & above).

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6. Time to watch Television:

Table 6

Age Morning Noon Evening Night

18-25yrs 2 0 6 5

26-35yrs 1 1 5 7

36yrs above 2 1 11 10

Total 5 2 23 22

Five respondents watch Television in the morning, i.e. 10% of the respondents watch Television in the

morning; out of 10% of the respondents, 4% of the respondents are in the age group (36 yrs & above), and

another 4% are in the age group (18- 25yrs). From the respondents' answers, it is found that the age group of

36 yrs & above watch Television in all the slots, i.e. morning, noon, evening, and night and also their watching

increases in the evening and night.

7. Watching Television is accompanied by:

Table 7

Age Alone Friends Parents Husband Siblings Children

18-25yrs 2 2 6 0 2 1

26yrs-35yrs 1 1 7 2 0 6

36yrs above 5 0 2 0 1 17

Total 7 3 15 2 3 25

Here, the respondents in the age group (18-25) yrs mostly like watching Television with their parents. Again

the age group of (25-35) yrs like to watch Television with parents and children. However, the age group of

(36yrs & above) mostly like to watch Television with children, i.e. out of twenty-three respondents of the age

group of (36 yrs & above) seventeen respondents like to watch Television with children.
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8. Deciding the programmes of Television:

Table 8

Age Self Husband Parents Siblings Children

18-25yrs 12 0 0 1 0

26-35yrs 14 0 0 0 0

36yrs above 15 0 0 0 8

82% of the respondents said that they decide on the programmes of their own, and for 16%, the programmes

are decided by their children and only for 2% of the respondents, their husbands, parents, and siblings decide

the programmes.

9. Objectives of television viewing:

S.L Objective of viewing 18- 25yrs 26-35yrs 36yrs Total

Television above

1 To derive entertainment 12 10 13 35

2 To gain Knowledge 11 12 15 38

3 To gather Information 4 3 16 23

4 To watch advertisement 2 2 2 6

5 Others (specify) 0 0 0 0

70% of the total respondents watch Television with the objective of deriving entertainment, and 76% of the

respondents watch Television to gain knowledge. 46% of the respondents watch Television for Information

related purposes, and 12% do not skip the advertisements during their favourite programmes.

Again, 42% of the respondents give first preference to News and Information related programmes, 34% of the

respondents give second preference to serials and entertainment, 22% of the respondents give third preference

to Educational and Health related programmes, 2% of the respondents give fourth preference to Sports, and

Business related programmes. News and information related programmes are given more preference compared

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to other programmes. Among 42% of the population, 26% of the woman belongs to the age group (36 yrs &

above).

9. T.V. is useful in improving the quality of life

Table 9

Age To great extent To some extent Not at all

18-25yrs 2 11 0

26-35yrs 2 12 0

36yrs above 17 5 1

Total 9 40 1

The age group (36 yrs & above) responded high in compared to other age groups.

10. Television is the most effective medium of mass media:

Table 10

Respondents Yes No

50 50 0

100% said Television is the most effective medium of mass media.

11. Television brings awareness:

Table 11

Respondents Yes No

50 50 0

100% of the respondents think that watching Television brings awareness.

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12. Television network:

Dish T.V. Airtel dish TV Videocon d2h Tata sky Others

22 17 0 11 0

Among fifty respondents, twenty-two respondents use dish T.V., i.e. 44% of the total population; seventeen

respondents use Airtel Dish T.V., i.e. 34% of the total population; eleven respondents use Tata Sky, i.e. 22%

of the total population. None use Videocon D2h Services or other services. Compared to all the services, the

respondents highly use Dish T.V. service.

13. Development activities of the rural women((only the respondent's high frequency is shown)

Table 13

25

20

15

10

5
Age 18-25yrs
0 Age 26-35yrs
Age 35yrs & above

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From Table 13, we can assume that Television has a great significance towards the development of rural

women. In enhancing knowledge related to social rights, every age group mentioned above has a high response

rate. T.V. plays a vital role in the lives of women, in letting them know about social rights like rights of

property, human rights, prevailing gender discrimination, making active participation, saying no to the dowry

system, and disparity in wages. Mostly, from the television soaps, they came to know on what grounds women

are discriminated against, and Television made them aware of it. Males are paid more than women workers,

and after knowing it through different sources and also from Television, women are becoming conscious of

demanding equal wages as men. By watching daily soaps like "Aaina" and "Junaki kareng" and discussion

programmes like "Abhimat" etc., the mindset of the rural woman also has changed for the greater good. There

is a huge social development among rural women.

Again, in combating child marriages/ early marriages, they too agreed that there is a huge development from

the content of watching Television. It is seen that early marriages are growing lesser day by day, and most

rural girls are sent to schools to pursue their education and girls are sent for higher studies to do something

valuable in their life so that they can be responsible citizens of society. The age group 18-25 yrs is an example

in this context. Among 18-25 yrs most of them are college going students. They are aware of the T.V.

programmes such as”Nari tumi ananya", "Madhurima", & different UNICEF advertisements which raise

awareness in combating early marriages. These programmes are mostly discussed among the village's students

and women. These programmes have a huge impact on them which helps them move forward toward

development.

Talk shows also have played a huge role in motivating rural women. On being asked how Television is

liberating them, they replied that the different talk shows with specialists, educationists, discussions shows,

and programmes like "Kotha Barta", "Bisor Ajob Khobor", "The Burning Topic" all these push the rural

woman think critically over a subject. Some of the content of daily soaps and chats show the benefits of sending

children to school and educating them. Discussion shows with experts, news helps rural women impart

knowledge and inform regarding children's education. Hence, the number of children admitting to school is

increasing at the place. The programmes like KBC , and reality shows, also help in seeking knowledge.

In making aware of family welfare schemes, providing information about family planning (e.g., using

contraceptive pills and condoms), and information about children's health and the importance of breastfeeding,
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Television has taken a great step in highlighting the importance of birth control & keeping a gap of 3yrs

between the children, how adopting family planning has an effective impact on stabilizing the financial

condition as well as for better health of the mother and children. The rural woman gets direction and first-hand

information from the Television, and to acquire more detailed information, they consult the Health care centres

and Asha workers. Moreover, according to the rural woman, various government schemes like “Maajoni”, and

“Mamoni”, were introduced to them through Television. Unsurprisingly, women are aware of birth control

pills and condoms. Moreover, in rural areas, childbirth in every house is lessening due to increased knowledge

about the consciousness of family planning. Therefore, Television has a major impact on the rural woman in

influencing and informing and has created a strong motivation in family planning.

Again, in making the rural woman aware of organic farming and New agricultural practices, poultry, and

fertilizers, Television can be claimed to be one of the effective media in this context. Women are engaging in

organic farming, dairy farming, etc., are increasing daily. In this regard, Television is diffusing scientific

knowledge to the masses. As a result, it has enlightened the rural woman regarding various techniques in

farming and new practices and introduced the rural woman to organic farming, creating awareness of healthy

eating habits and making organic food accessible. Through various Krishi programmes, the rural farmers are

guided, and information is delivered on vital new technologies to farmers. Through various programmes and

talk shows of various agricultural scientists & researchers and from the various inspiriting story of the farmers,

the rural woman is developing a lot regarding new practices and organic farming. It is observed that various

homemakers in rural areas have started their businesses doing organic farming, and they in order to acquire

more knowledge regarding their farming engage in the phone in programmes of the Television talking to the

experts on their problem and in acquiring more detailed knowledge. Women are seen doing organic farming,

and more women organic entrepreneurs are mushrooming in the rural areas, which has set an inspiring example

for other women. So, Television has a huge impact on introducing the platform of organic farming and

business.

Again, Television has left no stone unturned, helping to create economic empowerment of women, increase

their self-esteem and self-confidence, and growing leadership quality. Through television programmes and

advertisements, rural women learn about implementing different women's self-help groups, which helps uplift

the economic condition. They learned about the existence of self-help groups like NABARD, the service of

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the Gramin Vikash Bank, microfinance, and various schemes in SBI, which provide government subsidies and

loans at low interest, helping them to acquire productive assets. Moreover, now, more and more women are

inclined to self-help groups, and most women know the benefit of the bank, so they open savings accounts and

register themselves as a member of the group, making a small contribution and that little savings prosperity in

their life. The rural women, i.e., the self-help group members, attend weekly group meetings, which help them

keep updated regarding the new schemes and utilization of such schemes. SHG plays a major impact in

reducing poverty and enhancing the quality of life. Thus, these are some of the areas where Television has

helped rural woman bring development and boost empowerment.

The study reveals that most female respondents watch Television to gain knowledge. Television for rural

women is a source through which they enrich themselves with new ideas and information, and it has undergone

a great transformation in their lives. Furthermore, women are more likely to depend on and prefer Television

for entertainment, edutainment, and for seeking information; they find Television easy to access than other

mass media by both literate and illiterate women. The visual presentation helps the women to disseminate the

information presented simply and easily. T.V. plays a vital role in women's lives, in letting them know about

social rights like property rights, strengthening family relationships, human rights, prevailing gender

discrimination, making active participants, saying no to the dowry system, and the disparity in wages. Mostly,

from the television soaps, they came to know on what grounds women are discriminated against, and

Television made them aware of it.

Conclusion

Television has a great impact on the development of women in every aspect. Rural women consider Television

an important source of awareness among them. It can be considered as an ideal medium to convey information

to the illiterate as well as the literate and can improve the life of the rural woman.

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