Department of Media and Mass Communication

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https://escholar.umt.edu.pk/handle/123456789/214

Preparing tomorrow's media leaders today: Pakistan’s print, broadcast and web media market is expanding fast and the advancement in technology has brought in new and tougher competition. The Media and Communication Department offers students a liberal arts background in mass media and prepares students for entry-level positions in the media industry. One of the most attractive features of this program is its flexibility -- students have choices and options in the specialized courses that they want to take and the careers they seek.

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DEPENDENCY OF PAKISTANI MAJOR NEWSPAPERS ON NEWS AGENCIES
(University of Management and Technology, 2017) Kamran, Hassan
This study aims to investigate the level of Dependency of Pakistani Major Newspapers (The News, Dawn, and Express Tribune) on Foreign News Agency/ Networks. It has been done under theoretical schema of Media Imperialism Theory through a Qualitative Content Analysis of the above mentioned newspapers, where the international news stories publish in them are compared with the international news agencies and networks’ content during a period of four months (May to August 2016). It has been found that THE NEWS has reported most number of news stories (336) for this time period using national and international news agencies as compared to the other two newspapers TRIBUNE (114) and DAWN (138) respectively, however the dependency of THE NEWS on international news agencies was least among the three (only 19%), but mainly on national news agencies (81%). On the other hand, dependency of DAWN newspaper was found significantly higher (71%) on the international news agencies. TRIBUNE reported 60% of news using international news agencies while 40% using the national agencies. Their dependence on associated international & national news for front & back page stories is also significantly high
Role of Lahore Electric Supply Company Public Relations Department and Consumer Awareness
(University of Management and Technology, 2015) Ali Al Aas
5 Abstract This study investigates awareness level of the electricity consumers of Lahore Electric Supply Company (LESCO). Lindenmann Model has been used to assess the level of awareness given by the LESCO Public Relations Department to the electricity consumers. The research is quantitative in nature and the data has been collected through structured questionnaire with 25 closed-ended and one open ended question. The primary data of 497 electricity consumers from all the seven circles of Lahore region has been collected. The research includes both descriptive as well as inferential statistics like pie charts, histogram in descriptive portion and correlation regression analysis in inferential portion. Correlation's results show that there exists a 0.695 correlation that means both the variables are related to each other by almost 70 percent, which is a good correlation. Results of regression also state the same fact by showing the value of coefficient which is 0.695 that shows one-unit change in LESCO. Media awareness brings 0.695 or almost 0.7 units change in Consumer Satisfaction in positive direction. Moreover, different tests such as t-test, Chi square test and Cornbach alpha coefficient test have also been applied in order to check the reliability, stability and significance of the study. That actually proves the theory that increasing the media awareness by LESCO Organization will give its consumers more satisfaction. As per analysis of research and hypothesis, it has been concluded that the role of LESCO PR Department has not been effective in giving awareness to the consumers about the process of redressal the common electricity issues. Moreover, LESCO PR Department has also failed to build positive image of the organization in the mind of electricity consumers of LESCO. The research has also investigated that people usually do not follow the instructions given by LESCO Public Relations Department for the resolution of the electricity issues. Further, it has also been found out that LESCO Public Relations Department does not use all communication sources for the awareness of the consumers.
Morning Shows and their Viewership: Watching Habits and Perception of Urban Women
(University of Management and Technology, 2018) Hameed, Shehla
This study investigated the “Morning Shows and their Viewership: Measurnig the Watching habits and perception of Urban women “Do they watch the Morning shows?” 87.5% of women said yes, they dowatch Morning shows. Only 25% of ladies don’t like to watch Morning shows. They think it’s a waste of time. The results show that women like to watch Morning shows and participate in them as well. Women think that they can watch these programs with their families. The popular method of Survey Research was applied to conduct this study. The findings of this study is based on statistical analysis of 200 convincing returns of self-administered questionnaires. The results show that watching habits of Morning show is decreasing in the society. 32.5% respondent said that family made them decide to watch morning shows. Mostly, women like to watch morning shows on Saturdays and Sundays. The study found that women like the host of the show and the guests invited. Women usually watch shows in repeat telecast. They said this is the time when they are free. 54.5% women said that they watch morning shows for entertainment. Women like to attend Morning shows as audience andtake part as guests. They like to participate in competition and they enjoy it a lot. They like music, beauty tips and food recipes that are shown in these shows. Sanam Jang is admired by most of the women.
Socializing agents and gender role stereotypes in the context of media Literacy
(University of Management and Technology, 2018) Sara Akbar
Gender stereotyping and their role development is most debatable topic. A society with common stereotypes teaches children to adopt gender roles. As they move from childhood to adulthood their attitudes and behaviors are changed based on such gender roles. These attitudes and behaviors are learned firstly from parents and then from peers and media. While the strongest one occur within family. For many people “Reality” is what media shows on different media platforms. At one side media programs shows people about what is going on around us while on the other side it aware how it is changing mind set of people and effecting positively and negatively by implying into everyone's conscious. All media forms deliver unrealistic and stereotypical images. In this respect media literacy is important so that people may be able to understand the complexity of media messages. This study is an attempt to find out how socializing agents influences stereotypes among gender and how media literacy prevail perceptions that focus on critical thinking towards media's messages. If media literacy prevail in Pakistanthan how it is important to articulate media messages and to implement in our society or in our daily life. This study is examined by theoretical framework, using gender schema theory and cultivation theory. For this purpose a research design was designed to collect data by using survey method about research problem. Specific hypothesis were developed for field test which are fully supported by the data of entire study population. Researcher design a questionnaire according to the sample size of 400 respondents and then create a result. Despite the limitations of the sample size and short term exposure this study reveals that gender stereotypes still exist which is the outcome of gender stereotyping and role formation. But vary within culture, environment, and society and by gender. On the other hand media literacy is important to hold the structure of media messages specially what is shown on TV is based on reality or not. And construction of gender and their stereotypical roles developed by agents and media. This study further recommends that gender stabled setting, constructive role of media, adopting plans, policies, strategies (conducting campaigns, programs) of gender mainstreaming can reduce gender stereotyping and limit its influence over gender role and social role establishment.
Punjab food authority’s social media messages; public response
(University of Management and Technolog, 2017) Izma Riaz Qureshi
Social media today is the most developing and effective medium utilized by the youngsters, youth and adolescences. The utilization of online networking isn't just the product of excitement rather it was constructed as a means of gaining recognition and thus leaves an effect on the brains of the users. The online networking has been partitioned into many branches, for example, Facebook, Youtube, Twitter, Gaming Sites and so on. The point of the examination of this research is to recognize the response change that occurs due to Facebook messages and the effects and impacts they have on the users.For this purpose, the case study of a campaign run by Punjab Food Authority on Facebook is examined. The Punjab Food Authority is an office of Punjab Government whose current director is Ayesha Mumtaz. The purpose for the establishment of this department is to main the health standards in the province. The research study is based on the triangular methodology that consists of content analysis and survey technique (questionnaire) and interviews. The purposive sampling has been used in the research study as it only aims at the users and members of Facebook and its linked pages. The data has been collected through the content analysis based on a timeline in which Facebook messages were posted by the campaign owners between 28thJuly 2015 to 2ndOctober 2015 on their own pages as well as the linked ones. Afterwards, a survey technique was used and the questionnaires were distributed among the population of 400 users and members of Facebook. The last part of research methodology was based on the interview session conducted that included ten general managers of the Lahore based restaurants that had been selected through the e poll. The data emerging from the methodology shows Facebook messages play a significant role in forming and settling the opinions of their users but this opinion formation does not lead towards the response change of the users and members of Facebook.
Militant’s Strategy of Communication
(2017) Imran, Muhammad
This study is based on population of Swat valley which had been under the control of militants mainly Maulana Fazlullah’s group from 2002 to 2007. Taliban leader Maulana Fazlullah, (Mullah Radio) established FM radio station in Swat and killed all the other pre-existing modes of mass communication including other radio channels. Through his radio programs and speeches he influenced the people of Swat, Pakistan and gained popularity and dominance. These transmissions proved to be most noteworthy when it comes to paving a way for fulfilling militants’ plan for regional hegemony and domination. Developing an understanding of the communication strategies used in these transmissions that made it notoriously operative and famous is the main objective of this study.In-depth interviews and structured questionnaire were used as research instruments in order to observe the response of the study population. The respondents were divided into different strata’s and selected through the non-random sampling from the valley of Swat. Through in-depth interviews, it was found out that Fazlullah wanted to carry out a Jihad against the government of Pakistan and used radio technologies as a medium of conveying his messages to the people of the Valley of Swat. He chose this medium as people in the rural areas in general did not have access to TV or other means of mass communication, but almost everyone had a radio in their homes. He began his transmissions with very soft messages like Quranic sayings, their translations and harmless lessons about daily life which took a turn two years later when he began recruiting Taliban members through extremist sermons
Adoption of new media platform by commercial FM radio stations of Lahore
(University of Management and Technolog, 2017) Ashraf, Sidra
ABSTRACT This research study analyzes the adoption of a new media platform and its effects on commercial FM (frequency modulation) radio stations of Lahore. The study also includes the challenges faced by the traditional FM radio stations of Lahore during the incorporation of new media platform. This research describes the reason behind people adopting new innovations that have a great influence on their minds and also confer that media technology shapes how we as individuals think, feel, and act in the society, and how the society operates as we move from one technological age to another. The research study explores how and why the new ideas and emerging technologies are adopted and the amount of time it takes for them to spread in the society. Stratified sampling is used to conduct the result, in which commercial FM radio stations are the strata and are the only requirement of study. Data is collected through in-depth interviews in which coding technique is used to get results. Stations managers, production managers, sales and marketing managers, RJ’s (Radio jockey) , and the HR (Human resource) department of those commercial FM radio stations who adopted new media platform are asked open-ended interview questions.. The findings of this research show that new media platform provides a way to achieve success in the society; it also helped commercial FM radio stations to increase their listenership, accessibility, revenue and employability
TV news media as a catalyst for democratization in Pakistan
(University of Management and Technology Lahore, 2016) Amna Sheikh
This study sought to underlines the escalation of the public sphere in Pakistanafter the liberalization of broadcast media sector its implication for public participation in policy making and the potential for democratization of Pakistani institutions as a result. This research is guided by Habermas' concept of public sphere and theories of deliberative democracy and analyzes the validity through examining the interrelationships among the four components of the public sphere i.e. news media, interpersonal communication, opinion formation, and political participation. The data were amassed from three major cities of Pakistanby conveniently distributed survey questionnaires and sufficient evidence is found to bolster the principal hypothesis, that news channels are promoting political debate among the masses, especially identified with the issue centered in the media; the quantity and type of conversation were measured by three variables: political talk, personal talk, and sit-ins issue talk, and the second hypothesis, that this as a result crystallizes their quality of opinion; measured by consistency, opinionation, and consideredness with regard to the sit-ins issue. On the other hand the results provide a modest support for the third hypothesis that TV news media consumption, frequent political conversation, and ameliorated quality opinions catalyze political participation, anticipating a direct relationship between the news media use and political participation; alternative explanations cannot be ruled out. The significance of this study is that unlike other media effects studies, its dependent variables are not just of opinion positions or attitude changes, but also opinion quality; it does not just consider media alone, but rather also deals with the combined effects of interpersonal communication (conversation) and mass media (news media use) and it assumes that the impacts of mass media do not stop at people's attitudes, but are extended to their activities. The findings suggest that although media have strengthened civil society by successfully extracting public out of ordinary citizens in relation to any specific issue or event and ameliorating their comprehension regarding democratic trends and requirements but for sustainable and dynamic deliberative framework to work in Pakistanjust TV news channels watching and incessant political discussion is not enough, however it also demands appropriate approaches to enhance the strategy and conditions to bring out all sorts of more active political participation of the citizens.
Framing of Jamat-e-Islami Bangladesh leaders’ execution
(University of Management and Technology Lahore, 2015) Muhammad Yousaf
Newspaper coverage of an issue leaves a positive or negative impact on the minds of public. This study examines the impact of framing of Jamat-e-Islami leaders' execution in Bangladesh. Jamat-e-Islami leaders were accused of being involved in massacre and atrocity during the Bangladesh Liberation War in 1971. Framing analysis was employed. The purpose of study was to identify how the leading dailies ‘The Daily Star' Bangladesh and ‘The Nation' Pakistanhave covered the event by using different frames in the same story to influence the public opinion. To investigate the issue, content analysis was conducted and framing as a tool was employed. Framing was analyzed from coding process which was done on two stages. On the first stage, open coding was performed. All the news text was read carefully and significant sentences and phrases were picked up and labeled according to the idea conveyed. On the second stage, all the labeled sentences and phrases were observed and analyzed thoughtfully to see if they show strong association to any of the seven frames extracted as result of first coding, i-e ‘National Vendetta frame, Historical Conflict frame, Human Rights frame, Public Reaction frame, Victory of Spectacle. Judicial frame and Religious frame. Five frames were extracted from the news story of ‘The Daily Star' Bangladesh whereas four frames were extracted from the news story of ‘The Daily Nation, Pakistan. The frequency of occurrence of these frames is such as; National Vendetta frame was the most frequently used frame, Victory of Spectacle frame was second frequently used frame. Judicial frame was the third frequently used frame, Human Rights frame was the fourth frequently used frame, Public Reaction frame was the fifth frequently used frame while Religious frame was the least used frame in ‘The Daily Star' Bangladesh. Whereas in ‘The Nation' Pakistan, Historic Conflict frame was most frequently used frame, Human Rights frame was the second frequently used frame, Religious frame was the third frequently used frame while Public reaction was the least used frame. The study has concluded that the incident of execution was widely celebrated in Bangladesh as it was deemed justice with victim families whereas slighty contemplated and condemned in Pakistan
Political talk shows & political awareness
(University of Management and Technolog, 2016) Tayyeb Ramzan
This study investigates the impact of talk shows on political awareness and voting trend of the students of Lahore, Pakistanthrough survey (n=400), using questionnaire as a tool of data collection. The study recorded the students' level of viewing political talk shows, political knowledge, awareness, activities, voting trends and government assessment score. It crossed checked the above factors with the level of viewing along with demographic characteristics of the respondents. The statistical tests chi-square and Mann Whitney U test were applied for testing the hypothesis, confirming that greater the exposure to talk shows greater the political awareness, political knowledge and political activities. The study also found that there was no significant relationship between talk shows viewers and voting trend and similarly about the assessment of the government performance. The study also concluded that talk shows played significant role in rural areas where students did not cast vote merely on caste bases in general election.
Print media coverage of pat and pti sit-in protest
(University of Management and Technology Lahore, 2016) Ummay-E-Farwah
The study examines the newspaper editorials treatment of PAT and PTI sit-in protest. The quantitative and qualitative research study is conducted through content analysis of Pakistani English newspaper editorial and editorial notes. The News is antigovernment and The Nation is pro government sit-in time. Both selected paper policy are different. Editorials of these two Pakistani newspapers published from 1st July to 31 December, 2014 were selected. Altogether, 360 editorials and 392 editorial notes were read out from the two newspapers. With total sample size of 752 from selected newspaper The News (180 editorials and 220 editorial notes) and The Nation (180 editorials and 358 editorial notes) as 938 populations. The topics of editorials were discussed PAT and PTI Leadership tone, speeches and other issues related to sit-in. The Nation editorial and editorial notes discussed sit-in 56 times in present period, while The News discussed 61 times. Moreover, of the total 336 editorials of The News was portrayed negatively 62 times and positively only 9 times. The data indicate that sit-in issue is priority of newspaper and open criticism directed towards PAT and PTI sit-in. The total 416 editorials of The Nation were portrayed negatively 56 times and positively only 12 times. The biggest editorials came from The Nation whereas the biggest criticism came from The News editorials. The researcher explores the trend by using the agenda setting, framing and propaganda theories. They treated the PAT and PTI sit-in protest but they followed own policy and agenda. That's why, the newspaper editorials built positive or negative effect in the treatment of sit-in
Critical study of morning programs agenda in popular TV channel
(University of Management and Technology Lahore, 2015) Sidra Jahangir
This study investigates the "Morning programs agenda in popular TV channels" through content analysis as a tool of data collection. Agenda of morning programs is the focus point. Agenda refers to theme and message of morning program. Purpose of observing agenda of morning show is to evaluate what message is being delivered by these shows to the people at large. Channels selected for this research are GEO TV, HUM TV, ARY Digital and PTV. One month period was being selected for monitoring i.e. April 2015. Monitoring of selected TV channels clarify the agenda of that channel. For the purpose of observing morning programs agenda in popular TV channels, agenda setting theory was being applied. Through message and theme of the program we came to know about the agenda of that channel. As the purpose of the study is to evaluate morning programs agenda of popular TV channels, methodology of the research is quantitative analysis. Monitoring of morning transmission helped in data collection, leading to content analysis to measure the quality of programs. Parameters are developed in shape of table to collect data. This table helped in figuring out that what kind of approach TV channels are adopting. General findings of research revealed that mostly morning shows are highlighting themes related to women interest. Knowing the fact that house hold women are heavily engaged in morning shows, producers design shows according to women interest such as makeup tips, latest dress designs, new hairstyles, health tips, self-grooming, wedding shopping etc. These topics increase their interest in morning transmission and mostly women are watching 2-3 morning shows at a time to get more and more information.
The role of media in political socialization Impact on the democratic attitudes of the audience
(University of Management and Technology Lahore, 2016) Farzeen Saqib
The media, particularly television and the Internet, have a significant impaction the beliefs and political attitudes of the people. An average person today spends nearly eight hours a day spent exposed to media (Strasburger, Wilson, & Jordan, 2009). By doing so individuals learn about current news and events, get to know the details of the national and international political developments, and also get expert opinions and assessments (Graber, 1997). These are essential elements of the socialization process. This study aims to examine how and to what extent media influences the political understandings of the people.
Stereotyping of women in television commercials in Pakistan
(University of Management and Technology Lahore, 2016) Ghulam Nabi, Tooba
This study seeks to explore the stereotyping patterns of women in primetime television commercials. The research method of quantitative research analysis is being used in this study for leading television commercials. Four leading TV channels were selected on the basis of most popular viewership, provided by the TV channels ranking. The two most popular news channels (Geo News & Aaj News) and two most popular entertainment channels (ARY Digital & Hum TV) were selected. Commercials broadcasted in prime time, from 7pm to 10pm were included in the analysis. The TV commercials shown in the prime time on Pakistani Television were analyzed for the phenomenon of gender stereotyping, focusing on women The unit of analysis was a full commercial for a product. With the help of literature eight coding categories were adapted in the content analysis. The instrument used to collect data, was closed ended questionnaire. SPSS 17 (Statistical Package for Social Science) software was used to analyze data in the form of Pearson chi-square test and frequencies & percentage of responses are shown in tables. The dissertation concluded that women are presented as dependent and more in subordinate positions and as users of products than men. Pakistani television commercials present women in specific manner and in particular role which mostly depicts average women of Pakistani society. Rarely females are presented in leading characters and roles e.g. administrators, supervisors and heads of business originations. They are given an impression by the media that they are dependent creatures and cannot work independently. They either need the help of their fathers’ brothers or their husbands. And that they are not able to move and work separately. The need is to bring change in the stereotypical presentation of females to make them equal contributors in society.
Evaluation of coverage of print media in disaster reduction management
(University of Management and Technology Lahore, 2015) Iqra Chatha
This study is a comparative study of flood 2013 and Floods 2015 by Selected Press. To assess the difference between the practices and trends of news coverage, a comprehensive category system is designed in the light of existing literature and on the conceptual groundings of Social Responsibility Theory of Media and independence theory of Natural Disasters. Through Quantitative and Qualitative Content Analysis technique, study has investigated the complimentary and contrasting role of media with other institutes of society. The study has shown differences and similarities in the patterns of coverage between two different disasters, news organizations, years and two different political systems. Results have suggested that equal importance have been given to disaster awareness by selected press in whereas the role of state actors has been more appreciated during 2013. The News has raised more criticism on government during disaster and coverage Pakistani print media in disaster reduction management. The differences have also been noted in covering the role of armed forces, conducting need assessment and monitoring the flow of donations. Media is the most important source of information on hazards and disasters for people. From the many decades role of mass media in disaster situation have received less attention by the researchers. Media play an important role in awareness raising and providing information to the masses. This role becomes crucial when it comes to reporting during disasters. Media and communication can play an important role in helping to save the lives of people vulnerable to disasters and often includes using broadcast media, videos, games, music, mobile phones and other channels. It can help change attitudes towards risk, encourage conversations that lead to action towards resilience building and encourage greater accountability of governments, and other stakeholders, to safeguard the wellbeing of people at risk. "Media is the most powerful tool of communication. It helps promoting the right things on right time. It gives a real exposure to the mass audience about what is right or wrong. It helps a lot to inform us about the realities as well.
Male stereotypes in television advertisements in Pakistan
(University of Management and Technology Lahore, 2015) Zainab Kamran Mirza
This is the study of male portrayal in television commercials. It focuses on male gender depiction in advertisements in electronic media. The study provides the evidence that male gender depiction in the advertisements is question on stereotypical portrayals. The content analysis is used as a research methodology. 710 broadcasted TVCs which have at least one male character are selected from three channels i.e. Dunya News, Express News and Hum TV. After eliminating public service messages, repetition of ads, paid content, animated ads, and ads with no human character, the sample of 60 ads was further coded for nine distinguished categories and sub-categories. Purposive sampling technique has been used for data collection. The outcome of the research question “what are the stereotypes associated with men in Pakistani advertisements?” supports the hypotheses “Depiction of men in TV ads is positively aligned with the traditional male role expectations of the society” and stereotypes of male gender roles exist today in our society and dominate the overall portrayal.
Representation of women in the Oscar winning films by sharmeen obaid chinnoy
(University of Management and Technology Lahore, 2015) Naveed Anjum
Saving Face (2012) and A Girl in the River: The Price of Forgiveness (2015) is landmark films in the history of Pakistani media. Directed by Sharmeen Obaid Chinnoy, these Oscar winning films were produced by HBO and broadcasted in America. The subject of both the films is violence against women in Pakistan. This study uses qualitative analysis of the films in order to take out different themes and understand their connection to the message of violence against women as presented in these films. At UMT, Lahore, a group of 67 (males and females) of media students (Masters Level) was used as sample. They were shown the two films. A quantitative analysis on reception of the message of violence against women in Pakistanwas done on the basis of reception theory by Stuart Hall. In the group that responded in favor of the dominant view, female respondents (58%) outnumbered the male respondents (42%). In the group which belongs to the negotiated and oppositional responses, male respondents (71%) outnumber the female respondents (29%). This difference in the response has significance in the process of communication. This refers to the question whether there is inherent bias towards opposite gender in the male and the female components of Pakistani society or is that the subjective point of view of the filmmaker in these films that makes the difference in reception.
Analysis of development agenda of FM broadcasting houses in Quetta city
(University of Management and Technology Lahore, 2016) Mukhtar, Mehwish
Discovering and sustaining the means of information is the most significant assistance for most of people in ever-changing situations of Quetta. FM radio stations are heard by people from every sphere of the social order. In this study FM radio is considered as community medium due to its usage by the people of Quetta. FM broadcasting is immensely operative, vital and improved tool because of its vicinity, intimacy, rapidity, easy reach, and inexpensive nature. Individuals of Quetta embraced FM radio for its prospective to overcome propaganda of other media by bringing news and information to distant zones, and it educated society about rights of human, impartiality, and healthcare, etc. This thesis explores that whether major development issues faced by people of Quetta are in the agenda of FM transmission or not. Population of Quetta is suffering from lack of facilities, social disorder. There is much need to address the developmental issues of that area. This research is conducted by taking in-depth interviews of the resource persons of FM broadcasting houses of Quetta, along with the survey method in which questionnaire was used as tool. The findings of this study are that both media person and listeners of Quetta believe that FM broadcasting houses have significant development agenda.
Excessive facebook usage and social life of university student’s an exploratory study.
(University of Management and Technology Lahore, 2016) Shamsa Jamil
Social networking site Facebook influences more the social behavior, social values and social norms of the youngster in our society. The excessive usage of Facebook creates the weaker bonding among family and youth. The present study examines the effects of excessive usage of Facebook on the social life of the youth of Pakistani universities. A sample of 181 university students has been analyzed quantitatively. A cross-sectional survey design is employed for the analysis. The effects of excessive use of Facebook and the social life of the students have measured on Likert scale of questionnaire. The chi-square test shows that there is association between the excessive usage of Facebook and the social life of students of universities which means the more the usage of Facebook the more it affects the social life of the students of the universities. The three hypothesis of the study shows the positive relationship. The value of Cronbachs' alpha is 0.865 which means the scale is highly reliable. Data has been analyzed statistically with the help of SPSS to conclude significant findings.
TV political talk shows of Pakistan and youth perception
(University of Management and Technology Lahore, 2016) Samar Ahmed, Syyed
The purpose of this study is to evaluate the TV political talk shows of Pakistanand perception of youth about these programs, what type of issues arising due to this type of broadcast. The research questions included the identification and analysis of viewpoint of the undergraduate/ graduate/ post graduate students of public and private universities of Lahore. For the present study, a five point Liker's scale questionnaire had been designed under three sections. A sample of 154 students taken from 24 universities. The findings reveals that most of the respondents think that the political TV talk shows of Pakistanhave not a success rate in providing solution to any issue, they don't discuss the real issues of the society. They believe that these shows have a negative effect on our values and culture, also this type of political broadcast is creating intolerance and violence among youth of the country. On the other hand respondents also believe that media can play a vital role in bringing of change in society and media enhanced the awareness of youth politically. The findings also reveal that the overall impact of political talk shows on youth is negative.

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