International Journal of Commerce and Management Research

Authors
Dr. P. Sankar

Abstract
The Television media which are always the most powerful means of mass communication in the world can serve as the medium of information, education and entertainment and thus television has become an essential part of our life. "Television is a combination of technology and cultural forms" (Williams, 1975) and as this industry also finds itself at the heart of all kinds of commercial and industry strategies. Television is a medium which is used to express the social concern and the political views creatively. In India it is one of the huge industries which have thousands of programs in different languages and 50 percent population of every house own a television. Televisions in the recent days have grown tremendous because of new markets, cultural introduction, and in situations becoming a challenge to even the government as they bring out the unfamiliar images to the audience. The present study is based on the identification of viewership preference/satisfaction towards Tamil news channels. The competition in the news channel industry in the current scenario hinges on this very factor. The paper attempts to explore the impact of viewer’s satisfaction and their preference on various Tamil news channels and the overall satisfaction on the viewership, the effect of repositioning efforts, and preference for news channels based on various factors.