Effects of private news channels: measuring political awareness

This empirical study investigates the correlation between private News Channels and political awareness. This research was based on survey to measure the political awareness which the audience members receive through private channels. The role of media was examined by investigating the correlation between effects and degree of exposure to the media. It also explores that private channel (TV) focuses on a political-oriented messages. These messages emphasize political maturity regarding the current issues in politics and people consume programs such as political news and views, political talk, comedy shows for getting information. This research examines the heavy and light viewer¿s phenomena. Political exposure increases political participation. Television is considered as a close-up medium which directed and persuaded the attitude of the voters. "Pakistan Political parties have established their own websites for showing their achievements, policies, objectives, manifestoes including religious political parties¿. General Pervez Musharraf is credited with the proliferation of media in the country.