AMITY SCHOOL OF COMMUNICATION
TOPIC OF RESEARCH
Effects of Television Ads on Society and children
NAME
Aayush Kumar Jain
ROLL NUMBER
A2004707004
CONCERNED FACULTY
Mrs. Shriya Teluja
PREFACE
This research focuses on the effects of advertisements on children & Society. The research is conducted on 25 youngsters through questionnaires and 5 media professionals working in esteem organizations by conducting a discussion session. The under mentioned research proves the fact that Advertisements have adverse effects on children and society.
ACKNOWLEDGEMENT
I would like to thank Amity University for giving me an opportunity to do this project. I would also like to thank Mrs. Shriya Teluja for helping me and guiding me throughout the project. Last but not the least I would like to thank my parents who supported me in every way they can & whenever I wanted them they stood with me. Without all of them this project would have not been possible. Special thanks to Media professionals of Jansatta and IBN7 for providing me with valuable information and comments that makes this research more realistic.
CERTIFICATE
This is to certify that this specialization research submitted for the degree of bachelors of journalism and mass communication is a bonifide report actually undertaken by Aayush Kumar Jain of Amity University under my supervision. The assistance and help received during the course of training has been fully acknowledged.
Mrs. Shriya Teluja
Faculty
Amity School of Communication
TABLE OF CONTENT
TOPIC PAGE NUMBER
PREFACE 2
ACKNOWLEDGEMENT 3
CERTIFICATE 4
TABLE OF CONTENT 5
CHAPTER1 6
(Introduction to research study)
CHAPTER2 7
(Brief Introduction of Topic)
CHAPTER3 9
(History & Previous Research)
CHAPTER4 19
(Findings & Analysis)
CHAPTER5 25
(Summary, Conclusions & Recommendations)
BIBLIOGRAPHY 26
ANNEXURE1 27
Chapter1
INTRODUCTION TO RESEARCH STUDY
In today’s corporate world we find that they are lot of media giants and lots of companies trying to catch audiences for their products. Where ever they find consumers they try to catch their attention through advertising. Ever since Television was introduced it has been a great success. To persuade and induce costumers in buying products media giant have been using this medium extensively. This extent has now frustrated the consumers and now consumers are shifting to other mediums.
OBJECTIVES
· This research will prove the effects of increasing ads on society and kids.
· This research will prove the fact that TV viewer ship has declined because of advertisements
AIMS
· To provide data of analysis to prove the above points.
· To know the comments and opinions of people on the issue.
· To provide a specific conclusions.
Chapter2
Research
Everybody is so excited to watch a movie that is suppose to come on Star Movies. Movie comes and as soon as you start watching you are exposed to advertisements. Clutter of advertisements has taken over the most popular medium which is now resulting in shift of viewer ship. People are shifting to other mediums of entertainment be it Internet, radio etc. Even though television remains to be the most popular medium amongst all but recent researches have shown decrease in popularity of television amongst youth and working people.
Advertisers are forcing people to see the ads. People are getting annoyed by this and are moving towards other mediums of entertainment. Many consider ads to be an annoyance for a number of reasons. The main reason may be that the sound volume of advertisements tends to be higher (and in some cases much higher) than that of regular programming. The increasing number of advertisements, as well as overplaying of the same advertisement is second factor. A third is that television is currently the main medium to advertise, prompting ad campaigns by everyone from cell-phone companies and fast food restaurants to local businesses and small businesses, prompting longer commercial breaks. Finally, advertisements often cut into certain parts in the regular programming that are either climaxes of the plot or a major turning point in the show, which many people find exciting or entertaining to watch.
From a cognitive standpoint, the core reason people find advertisements annoying is that the advertisement's offer is not of interest at that moment, or the presentation is unclear. A typical viewer has seen enough advertisements to anticipate that most advertisements will be bothersome, prompting the viewer to be mercilessly selective in their viewing.
With the advent of TV remote many people can simply skip the ads but the matter of concern is that there are so many ads that every channel is filled with lots of ads. You switch to other channel and again you find ads waiting for you. Earlier in a 3o minutes programme people use to see 8 minutes of commercials but now a days they see 12-13 minutes of commercials i.e. 50 % (approx).
This research will explain the effect of ads on children and society. This research will prove the fact that TV viewer ship has declined amongst youngsters in past few years and one core reason for that is increasing commercials.
Chapter3
History
Indian small screen programming started off in the early 1980s. At that time there was only one national channel Doordarshan, which was government owned. The Ramayana and Mahabharat (both being Hindu mythological stories based on religious scriptures of the same names) were the first major television series produced. This serial notched up the world record in viewership numbers for a single program. By the late 1980s more and more people started to own television sets. Though there was a single channel, television programming had reached saturation. Hence the government opened up another channel which had part national programming and part regional. This channel was known as DD 2 later DD Metro. Both channels were broadcast terrestrially.
Post Liberalization Television
The central government launched a series of economic and social reforms in 1991 under Prime Minister Narasimha Rao. Under the new policies the government allowed private and foreign broadcasters to engage in limited operations in India. This process has been pursued consistently by all subsequent federal administrations. Foreign channels like CNN, Star TV and domestic channels such as Zee TV and Sun TV started satellite broadcasts. Starting with 41 sets in 1962 and one channel (Audience Research unit, 1991) at present TV in India covers more than 70 million homes giving a viewing population more than 400 million individuals[citation needed] through more than 100 channels. A large relatively untapped market, easy accessibility of relevant technology.
In 1992, the government liberated its markets, opening them up to cable television. Five new channels belonging to the Hong Kong based STAR TV gave Indians a fresh breath of life. MTV, STAR Plus, Star Movies, BBC, Prime Sports and STAR Chinese Channel were the 5 channels. Zee TV was the first private owned Indian channel to broadcast over cable. A few years later CNN, Discovery Channel, National Geographic Channel made its foray into India. Star expanded its bouquet introducing STAR World, STAR Sports, ESPN, and Channel Vand STAR Gold. Regional channels flourished along with a multitude of Hindi channels and a few English channels. By 2001 HBO and History Channel were the other international channels to enter India. By 2001–2003, other international channels such as Nickelodeon, Cartoon Network, VH1, Disney and Toon Disney came into foray. In 2003 news channels started to boom.
The decade since 2001 has been of economic and political turbulence
In India. Consistent commitment to economic reforms has triggered this
Process. During this period India has also witnessed an
Unprecedented growth of mass media, particularly the electronic media
And structural changes of for reaching consequences. Mass media in
India proliferated in leaps and bounds since 2003 in turns of size.
There has been a proliferation of news bulletins on various televisions
Channels in the last couple of years. The big daily newspapers have
Further increased their circulation and readership. Radio and cinema
Got revived in the last couple of years. The turnover of media sector is
More than Rs.400 billion and growing at around 18 percent per year.
And, as a result, media is identified as among the top five priorities
Sectors for investment. “Press freedom” is not only uniquely provided
In the constitution of the country, but also respected as in any other
Prominent democratic and developed country. In fact, there are fewer
Specific restrictions or regulations in India restraining media freedom
Than perhaps in USA, for example. Indian mass media now is not
Dominated by Government, including the electronic media, as in the
Earlier decades. In fact, it is private operators, new and old ones, who
Are making a difference. The share of State owned All India Radio and
Doordarshan TV would at the most be one-third of broadcast scene.
Globalization process has changed the very course of mass media in
India, but moved it closer to “entertainment sector” and, in that process,
Diversity and pluralism, two basic characteristics of India, are likely to
Be eroded.
2000-2005 period has been years of dramatic growth of electronic
Media. The number of television channels available to subscribers in
The country has crossed 200 against hardly ten a decade ago.
3
However, surveys have indicated that the number of channels actually viewed in a household, at one time or other, in an average week, is hardly ten. Today there are 25 round the clock news channels (all uplinked from India as required). They are competing to excel not just
In the case of English or Hindi but also in regional languages.
Additionally, nearly half of Doordarshan channels as well as other
Channel too has more than one news bulletin daily. Zee TV, Sahara
TV, Sun TV, and ETV have already got news in local languages across
The country and announced plans to have in more languages. Although
The share in viewer ship in the country for news on television has
Doubled since 2003, it is still much less than 10 per cent (as most news
Channels are watched mostly in cable TV households and more than
One-third of total viewers are children). But news channels have gained
In advertising support substantially-nearly one-sixth of TV advertising revenue. Over and above these channels, there has been a plethora of “Neighborhood channels” mostly by successful local cable TV
Operators; in some cities in the South (like Madurai, Coimbatore,
Vijayawada) there are more than a couple of such channels.
Role and relevance of news media are to do with their own concerns
And contents. Until a few years ago these were to do with the “Fourth
Estate” notions and “watchdog” standing. For, that is how the news
Media have been enjoying certain privileges and societal status. The
News media are expected to have larger and long range concerns
About society, not just market compulsions or competitive concerns.
Today news media are more a corporate voice than of community.
Certain new definitions, news values and different priorities dictate
News media today. What does this paradigm shift mean for the
Dilemma involved in the media operations and for their accountability to
Society. Is media a public service or private business promoting private
Interests. Then of course the controversy to do with blurred distinctions
Between news and views, news and advertisements, information and
Propaganda, etc. Which are the factors which drive the priorities, preoccupations and the shifts in the news media? There is no
Independent and objective analysis of these changes in the media
Operations and their implications. The paradigm shift involves bigger
Issue to do with consumerism. Consumerism which is a global
Phenomena are what dictate the media priorities today. They cater
More for the greed not so much for the needs of a majority of people.
That is how market sustains the media. 30 years ago, 55- 77% of the
Total revenue of newspapers was from the readers. Today it is
Advertising which sustains media. There is a declining dependence on
The reader and the viewer. And yet media is able to grow and
Increase their profits because of growth opportunities in the country.
Firstly, the share of advertising in total revenue of media has been on
The increase from that of a “supplementary” (25- 30%) nature some
Decades ago, to that of a “supportive” one (60 – 75%) now. In fact, in
The case of television channels, advertising has been the “primary
Source” (70-80%) to the extent of “determining” the priorities and
Preoccupations. That is how the recent boom in media in India is often being attributed to advertising. Total outlays on advertising in the country today is over Rs. 12,000 crores with more than three-fourth of it going to
Newspapers, television, films and radio. That is advertising today
Sustains and steers media. Secondly, advertising through television today is mostly by multinationals and big corporates. In
Fact, top 15 advertisers account for three-fourth of advertising revenue
Of television channels. Thirdly, advertising agency
Business in the country has been getting concentrated in fewer and
Fewer hands last couple of years. Today over 13000 brands in all are
Being promoted through television, newspapers, radio and films. Top
Five advertising agencies, with major holding from out side the country,
Account for well over half of advertising business in the country and this
Has been on the increase. Entry of foreign advertising agencies has
Been going on parallel to the entry of foreign brands and increase in
The share of foreign corporates in the total advertising in the country. In
Fact, lifting the limits of foreign capital in advertising agency business
Has opened the floodgates. Well over half of Indian advertising now is
Accounted by overseas-based corporates. The revenue of the media
Has gone up manifold in the recent years. But their expenditure has
Not gone up on people who are responsible for sustaining it as the
Fourth Estate – the journalists, the editors, the content people. In fact,
Proportion of spending on them has come down recently.
Fourthly, market research is a basis for proliferation of brands and
Consumerism as well as for the preoccupation and priorities of mass
Media and the very scope and character of advertising. Until a few
Years ago we had about 6 or 7 market research agencies owned
Mostly by Indians. Today top 7 or 8 market research agencies,
Accounting for more than three-fourth of research, either have already
Gone into the fold of one or other foreign corporate or they have
Acquired significant interest. In fact, with recent mergers and
Acquisitions, certain monopolistic trend is already evident in this
Function with an annual turnover of well over Rs.1000 crores.
As a result people are now shifting from television to other mediums. Even though television remains to be the top most priority but if you look at today’s generation, they are accepting internet over television.
Short-term and long-term Viewer-ship trends that we see emerging
Compared to a decade ago or even five years back, the younger audiences are extremely impatient in their viewing behavior. They channel surf continuously and hooking them for a longer period of viewing is very difficult.
Fifty per cent of their viewing time is spent on specialized content channels and this trend has grown from 14 per cent ten years ago.
With the advent of digital TV viewing experience, it is going to get tougher to hold this audience segment for longer time periods. You are already seeing the implication of this on advertising where today communication to this segment is being spread across a larger set of channels and across multiple media platforms too.
The second point on a longer-term trend is that the interaction point on TV was largely Prime Time a few years back. Although Prime Time still holds away, thanks to a larger number of content distributed across day-parts available to the viewer on his TV set, new day-parts are also slowly emerging to deliver newer set of audiences.
Over the coming years, we will see advertising spread increasing on Non-Prime Time bands. For broadcasters, programme multiple repeat strategies will start playing a very crucial role in enhancing audiences and gaining additional advertising revenues.
This all will lead to even more advertisements and a day might come that television will not top the list of being the most popular medium. Advertisements are everywhere but we can see that television is one medium where the advertisement has dominated and market has turned consumer oriented to advertisement oriented. People have started to notice this and are looking for other things to get themselves what they want.
Cable television
India has over 130 million homes with television sets, of which nearly 71 million have access to cable TV. The overall Cable TV market is growing at a robust 8-10%. The cable TV industry exploded in the early 1990s when the broadcast industry was liberalized, and saw the entry of many foreign players like Rupert Murdoch's Star TV Network in 1991, MTV, and others. The emergence and notification of the HDVSL standard as a home grown Indian digital cable standard is likely to open an era of interactivity on cable networks.
Sun TV (India) was launched in 1992 as the first private channel in South India. Today it has 20 television channels in the four South Indian languages - Kannada, Malayalam, Tamil and Telugu. Channels of the Sun TV network are also available outside of India. Recently Sun TV launched a DTH service.
The Raj Television Network was started in 1994 and continues to be an important player in the South Indian cable TV provider space.
SIZE OF INDIAN MEDIA:
In Numbers at a Glance
Media Numbers (rounded) Circulation/Readers/Viewers
Newspapers 6,000 200 million readers
Dailies 600 80 million copies daily /
176 million readers
Magazines 22,000 60 million copies
Television 110 million sets 250-300+ million viewers
Channels available 200 channels 110 Million homes
190 million viewers a week
Color TV sets 56 million
Satellite/Cable connected
TV sets
61 million
24hour News Channels 25 channels
Radio 135 million sets Nearly 300 million Listeners
AIR Stations Regional – 115, Local 77,
Vivid Bharati – 39,
115 primary,
78 local in 24 languages
And
146 dialects
60 million listeners a day
183 million over 3 months
FM channels 37 private
And 139 of AIR
96 million listeners
Cinema
Cinema Theaters 13000 3.3 billion viewers/year
Multiplexes 130 Account for 1/3 of collections
Feature films made yearly 1200
Telecom
Landlines 54 million 26/1000 people
Mobile 45 million 7/1000 people
Internet 60 million
Source: CMS Media Lab Compilation
Chapter4
Finding & Analysis
The research was conducted in two parts. First part included questionnaires to 25 young viewers who watch television. Second part included interviews with media professionals working in esteem media organizations. On careful analysis of the first part of survey, researcher found out that viewers do watch television but there viewership time and trust has declined on television and they have shifted their interest to other mediums specially internet.
Figures:
90% say that they do not switch to TV for news anymore.
85% say that advertisement has driven them crazy and is one of the reasons why
they shifted themselves to other mediums.
30% still devote majority of time on TV
85% do not trust news channels on what they are showing.
CHART:-
THE EFFECTS OF TELEVISION ON CHILDREN AND SOCIETY
Have you seen the latest ad on your favorite food, perfume, bag, clothes, mobile phone, computer, TV, etc.? Are you so “in” the latest fad that you’ve already bought the trendiest and hippest accessories advertised? Are you updated with the newest TV commercial jingles and taglines?
These are simply the effects of television advertising to society. With more people patronizing TV these days, more and more people are carried away because of the TV ads also — without even consciously knowing it. What’s worse is that most of these viewers are negatively affected by it in a subconscious level.
These advertisements hold a great impact and affect on the viewers especially the young ones. Most of the ads usually convey their message effectively in just a few seconds that the audience have unknowingly captured the idea and internalized it - and the next thing they know, they are in the malls, buying the newest shampoo or soap or makeup.
The effects of television advertising may not look grave, but because of the subtlety of these effects, consumers just don’t know it but their minds are already absorbing it.
Advertising doesn’t only fall in one place like the commercial breaks, but a more effective advertising happens when the television characters use this or include this as part of the shows or programs. Also, most TV commercials make use of famous celebrities or beautiful models that consumers are tempted to patronize it because they want to be like them.
Studies and researches have been made and conducted, and results of these tests and surveys show that advertising has greatly affected the TV viewers. For example, more young people drink alcohol than soft drinks or water because characters in shows and commercials drink this.
More children prefer to eat junk foods and fatty chips because of the yummy ads they see on TV. Another huge effect is on one’s dissatisfaction of the body — stereotyping women and men, that for ladies to be beautiful they have to posses such curves, hair, skin, etc., and for guys to be handsome they have to possess the worked-out body, etc.
Also, women are portrayed as sex objects in some commercials that the perception of people on women as homemakers are turned upside down.
The effects of television advertising are impressive, affecting everyone - children, teens, and adults - that self-worth and self-appreciation is slowly diminishing. It is because these TV ads point out the person’s lack of something, instead of the products’ features.
So, instead of consumers buying it because of the product’s particular ingredient or value, consumers tend to buy it to make them feel good and beautiful instead. Though the effects of television advertising are somehow getting worse, more and more people still patronize it.
Effects of Advertising on Children
The ad filmmakers are formulating fresh ways of enticing the consumers to buy their products. If an advertisement for a product attracts the consumers, they tend to purchase it frequently, or at least buy it once. If a company has to survive in this competitive world, he/she has to project the image of its products in such a way th at they pick up the maximum sales, when they hit the stores. The best way to persuade the consumer to stick to the product of the particular brand, when numerous choices are provided to him/her in the market, is attractive advertisement. But the ad filmmakers should remember that the commercials can also have negative IMPACT on people, especially the young children. In this article, we have presented some of the most visible effects of advertising on children that are negative.
Negative Effects of Advertisement on Kids
Advertisements encourage the children to persuade their parents to purchase the products shown in the commercials, whether useful or not. The little ones tend to get adamant, if they are not bought the product.
Children often tend to misinterpret the messages conveyed in commercials. They overlook the positive side and concentrate more on the negatives.
Many advertisements in the present times include dangerous stunts, which can be performed only by experts. Even though the commercials broadcast the statutory warnings with the ad, the kids often try to imitate the stunts at home, with fatal results.
The flashy advertisements broadcast in television generate impulse shopping in children.
Children, after watching the glitter of commercials, often lose the ability to live a life without materialistic joy.
The kids usually get more attracted towards the costly branded products, such as jeans and accessories. They disregard the inexpensive, but useful, ones that are not shown in the commercials.
Advertisements have an indirect effect on the behavior of children. They might develop temper tantrums, when deprived of the latest toys and clothes that are shown in the commercials.
The personal preferences in clothing, toys, food and luxurious of children are altered by the advertisements, to a great extent.
Junk foods, such as pizzas, burgers and soft drinks, are heavily promoted during children's TV viewing time. This develops a craving for fatty, sugary and fast foods in kids, thereby affecting their health adversely.
CHAPTER6
Summary & Conclusion
To conclude the research I would say that this research clearly indicates the extent of decline TV viewer ship and one core reason for it is increasing advertising. It is found out that it’s very difficult to restrict the youngsters on to one particular channel for very long. Young generation is very impatient and gets annoyed very quickly from what they do not like. This research also makes it clear that television has adverse effects on society and children. Some people consider it very aggressive for society and children. If asked by the media experts, they say that every business runs on revenue and today revenue is generated through ads, so it has become a necessity for a TV media to show Advertisements or else their will be very few revenue.
Recommendations
Advertisements are the main source of revenue for any media house. The Ads cannot vanish but they can be restricted to an extent where people do not find it annoying and stop criticizing. The content of the ads should be with reference to society and not on individuality. Government should keep close watch on ad content and if anything is disturbing the society then it should be taken off air and penalized. There should be a proper law which can restrict the amount of ads one particular TV channel can show.
BIBLIOGRAPHY
www.google.com
www.yahoo.com
www.wikipedia.com
www.clg.edu
IBN7 officials
CMS media labs limited
www.altavista.com
www.metasearch.com
Big light communications
25 youngsters for giving us information
ANNEXURE
QUESTIONNAIRE
Q1. How much time do you devote to television?
1-2hrs _____ 2-4hrs_____ 4-8hrs____ More______
Q2. Do you find Advertisements annoying?
Yes _______ No ________
Q3. How do you find the quality of the content of TV news nowadays?
Much better ______ better earlier__________
Q4. Do you think ads are having adverse effects on society?
Yes _______ No ________
Q5. Do you think ads have made children aggressive?
Yes _______ No ________
Q6. Have you noticed any change in the Ad- content Ratio in TV?
Yes _______ No ________
Q7. Do you think that the market has now become Ad oriented rather than
Costumer oriented?
Yes _______ No ________
Q8. Do you think Advertisements crosses all the limits sometimes in their
Presentation and content style?
Yes _______ No ________
Q9. Do you think that there should be a law that should restrict the number
Of ads that a particular channel shows?
Yes ________ No __________
Q10. Are you shifting to other mediums of entertainment because of advertisements and
Declining TV content?
Yes _______ No ________
Q11. Does the ad spoil your mood when watching a very important programme or show?
Yes _______ No ________
Name: _______________________
Occupation: ________________________
Age: ________________________
These are simply the effects of television advertising to society. With more people patronizing TV these days, more and more people are carried away because of the TV ads also — without even consciously knowing it. What’s worse is that most of these viewers are negatively affected by it in a subconscious level.
These advertisements hold a great impact and affect on the viewers especially the young ones. Most of the ads usually convey their message effectively in just a few seconds that the audience have unknowingly captured the idea and internalized it - and the next thing they know, they are in the malls, buying the newest shampoo or soap or makeup.
The effects of television advertising may not look grave, but because of the subtlety of these effects, consumers just don’t know it but their minds are already absorbing it.
Advertising doesn’t only fall in one place like the commercial breaks, but a more effective advertising happens when the television characters use this or include this as part of the shows or programs. Also, most TV commercials make use of famous celebrities or beautiful models that consumers are tempted to patronize it because they want to be like them.
Studies and researches have been made and conducted, and results of these tests and surveys show that advertising has greatly affected the TV viewers. For example, more young people drink alcohol than soft drinks or water because characters in shows and commercials drink this.
More children prefer to eat junk foods and fatty chips because of the yummy ads they see on TV. Another huge effect is on one’s dissatisfaction of the body — stereotyping women and men, that for ladies to be beautiful they have to posses such curves, hair, skin, etc., and for guys to be handsome they have to possess the worked-out body, etc.
Also, women are portrayed as sex objects in some commercials that the perception of people on women as homemakers are turned upside down.
The effects of television advertising are impressive, affecting everyone - children, teens, and adults - that self-worth and self-appreciation is slowly diminishing. It is because these TV ads point out the person’s lack of something, instead of the products’ features.
So, instead of consumers buying it because of the product’s particular ingredient or value, consumers tend to buy it to make them feel good and beautiful instead. Though the effects of television advertising are somehow getting worse, more and more people still patronize it.
Effects of Advertising on Children
The ad filmmakers are formulating fresh ways of enticing the consumers to buy their products. If an advertisement for a product attracts the consumers, they tend to purchase it frequently, or at least buy it once. If a company has to survive in this competitive world, he/she has to project the image of its products in such a way th at they pick up the maximum sales, when they hit the stores. The best way to persuade the consumer to stick to the product of the particular brand, when numerous choices are provided to him/her in the market, is attractive advertisement. But the ad filmmakers should remember that the commercials can also have negative IMPACT on people, especially the young children. In this article, we have presented some of the most visible effects of advertising on children that are negative.
Negative Effects of Advertisement on Kids
Advertisements encourage the children to persuade their parents to purchase the products shown in the commercials, whether useful or not. The little ones tend to get adamant, if they are not bought the product.
Children often tend to misinterpret the messages conveyed in commercials. They overlook the positive side and concentrate more on the negatives.
Many advertisements in the present times include dangerous stunts, which can be performed only by experts. Even though the commercials broadcast the statutory warnings with the ad, the kids often try to imitate the stunts at home, with fatal results.
The flashy advertisements broadcast in television generate impulse shopping in children.
Children, after watching the glitter of commercials, often lose the ability to live a life without materialistic joy.
The kids usually get more attracted towards the costly branded products, such as jeans and accessories. They disregard the inexpensive, but useful, ones that are not shown in the commercials.
Advertisements have an indirect effect on the behavior of children. They might develop temper tantrums, when deprived of the latest toys and clothes that are shown in the commercials.
The personal preferences in clothing, toys, food and luxurious of children are altered by the advertisements, to a great extent.
Junk foods, such as pizzas, burgers and soft drinks, are heavily promoted during children's TV viewing time. This develops a craving for fatty, sugary and fast foods in kids, thereby affecting their health adversely.
CHAPTER6
Summary & Conclusion
To conclude the research I would say that this research clearly indicates the extent of decline TV viewer ship and one core reason for it is increasing advertising. It is found out that it’s very difficult to restrict the youngsters on to one particular channel for very long. Young generation is very impatient and gets annoyed very quickly from what they do not like. This research also makes it clear that television has adverse effects on society and children. Some people consider it very aggressive for society and children. If asked by the media experts, they say that every business runs on revenue and today revenue is generated through ads, so it has become a necessity for a TV media to show Advertisements or else their will be very few revenue.
Recommendations
Advertisements are the main source of revenue for any media house. The Ads cannot vanish but they can be restricted to an extent where people do not find it annoying and stop criticizing. The content of the ads should be with reference to society and not on individuality. Government should keep close watch on ad content and if anything is disturbing the society then it should be taken off air and penalized. There should be a proper law which can restrict the amount of ads one particular TV channel can show.
BIBLIOGRAPHY
www.google.com
www.yahoo.com
www.wikipedia.com
www.clg.edu
IBN7 officials
CMS media labs limited
www.altavista.com
www.metasearch.com
Big light communications
25 youngsters for giving us information
ANNEXURE
QUESTIONNAIRE
Q1. How much time do you devote to television?
1-2hrs _____ 2-4hrs_____ 4-8hrs____ More______
Q2. Do you find Advertisements annoying?
Yes _______ No ________
Q3. How do you find the quality of the content of TV news nowadays?
Much better ______ better earlier__________
Q4. Do you think ads are having adverse effects on society?
Yes _______ No ________
Q5. Do you think ads have made children aggressive?
Yes _______ No ________
Q6. Have you noticed any change in the Ad- content Ratio in TV?
Yes _______ No ________
Q7. Do you think that the market has now become Ad oriented rather than
Costumer oriented?
Yes _______ No ________
Q8. Do you think Advertisements crosses all the limits sometimes in their
Presentation and content style?
Yes _______ No ________
Q9. Do you think that there should be a law that should restrict the number
Of ads that a particular channel shows?
Yes ________ No __________
Q10. Are you shifting to other mediums of entertainment because of advertisements and
Declining TV content?
Yes _______ No ________
Q11. Does the ad spoil your mood when watching a very important programme or show?
Yes _______ No ________
Name: _______________________
Occupation: ________________________
Age: ________________________
