TV NEWS COVERAGE OF COVID-19: A STUDY OF VIEWERSHIP PATTERNS AND AUDIENCE PREFERENCES IN GUJARAT

Abstract

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Mass media plays an important role during a public health crisis by disseminating information, news and spreading awareness among the masses about combating a health emergency. In the context of the Covid-19 pandemic impacting lives across the globe since its advent in December 2019, this study investigates the role played by TV news channels in India through their unstinted coverage of the same. The study focused on two objectives – 1) finding out viewership trends and consumption patterns among television news audiences in Gujarat during the lockdown and 2) studying the nature of Covid coverage found on mainstream private television news channels in India. A survey with 160 television news viewers was conducted in Ahmedabad and Vadodara. Results demonstrate the reach, significance and impact of television news in a country like India, especially during a health emergency situation. Despite the flourishing of digital content and the rise in internet penetration, television remains a trusted and dependable source of information and knowledge seeking for Indian audiences. In light of the role played by television during the Covid crisis, the future shall witness more scope and opportunities for television to influence viewers with respect to health-related behaviour and practices, development issues and larger global concerns.