Sidra Jahangir2017-12-152017-12-152015https://escholar.umt.edu.pk/handle/123456789/2309Supervised by:Dr. Farasat RasoolThis 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.enGeo TVQuantitative analysisM.Phil ThesisThesis