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Television Primary Source of Information 

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Gallup Pakistan has done a considerable amount of work to better understand the media habits of the Pakistani people. Not only does it conduct comprehensive surveys every year but relevant questions are also included in its weekly polls.
In a survey carried out in late 2006, the people were asked to describe the sources that they first turned to for various kinds of information. When asked about breaking news related to global events, 39% of the respondents said that they turned to the national television channels, 33% switched to international television channels, 9% opted for newspapers and magazines, 3% preferred the radio, 2% relied on internet blogs and another 4% depended on the government’s official internet sites. 12% did not offer a response.
As far as domestic events were concerned, 46% of those questioned in 2006 relied on the national television channel, 28% preferred international television channels and 8% preferred magazine and newspapers. The percentages of people who were dependent on the radio, internet blogs and official internet sites stood at 2%, 2% and 3% respectively. 12% of the people said that they did not know.
When the question of political background and detailed analysis of domestic events was raised in 2006, 40% of the respondents voted in favor of the national television channels, 28% opted for international television channels, 11% favored newspapers and magazines, 2% preferred the radio, 1% indicated towards internet blogs and another 2% liked to turn to official internet sites. 15% refrained from giving a definite response.
When asked about the political background and analysis of global events, 30% of the people said that they liked to view the national television channels, 35% liked international television channels and 18% preferred magazines and newspapers. 2% of those questioned preferred the radio, 3% favored internet blogs and 1% chose official media sites. 12% said that they did not know.
Similarly, in 2006, 34% of the people opted for the national television channels when seeking news about the local region, 32% preferred international television channels and 12% liked newspapers and magazines. The percentages of the respondents who preferred the radio, internet blogs and official internet sites stood at 2%, 1% and 2% respectively. 17% of the people said that they were not sure.
Lastly, in 2006, the respondents were inquired about the views and opinions of ordinary people. 34% of the people replied that they turned to the national television channels, 32% favored international television channels and 11% liked newspapers and magazines. 2% of those questioned opted for the radio, 1% liked internet blogs and another 2% turned to official media sites. 17% did not offer a definite response.
The exact same question was also extended in the year 2005. When asked about breaking news about global events, 37% of the respondents said that they turned to the national television channels, 32% switched to international television channels, 17% opted for newspapers and magazines, 2% preferred the radio, 2% relied on internet blogs and another 3% depended on the government’s official internet sites. 7% did not offer a response.
As far as domestic events were concerned, 38% of the people questioned in 2005 said that they relied on the national television channels, 33% preferred international television channels and 19% preferred magazine and newspapers. The percentages of people who were dependent on the radio, internet blogs and official internet sites stood at 2%, 2% and 1% respectively. 7% of the people said that they did not know.
When the question of political background and detailed analysis of domestic events was raised in 2005, 29% of the respondents voted in favor of the national television channels, 31% opted for international television channels, 21% favored newspapers and magazines, 1% preferred the radio, 2% indicated towards internet blogs and another 1% liked to turn to official internet sites. 11% refrained from giving a definite response.
When asked about the political background and analysis of global events in 2005, 30% of the people liked to view the national television channel, 35% liked international television channels and 18% preferred magazines and newspapers. 2% of those questioned preferred the radio, 3% favored internet blogs and 1% chose official media sites. 12% said that they did not know.
Similarly, 31% of the respondents surveyed in 2005 opted for the national television channels when seeking news about the local region, 34% preferred international television channels and 20% liked newspapers and magazines. The percentages of the respondents who preferred the radio, internet blogs and official internet sites stood at 2%, 2% and 1% respectively. 9% of the people said that they were not sure.
Lastly, the respondents were inquired about the views and opinions of ordinary people in 2005 as well. 27% of the people replied that they turned to the national television channels, 31% favored international television channels and 20% liked newspapers and magazines. 2% of those questioned opted for the radio, 1% liked internet blogs and another 1% turned to official media sites. 17% did not offer a definite response.
This data suggests that more and more people are relying on domestic television channels when seeking various kinds of information. The importance of the print media as well as that of international television channels has declined. There have been no significant changes in the proportion of people who favor internet blogs, official media sites or the radio.
These surveys and polls were conducted by Gallup Pakistan, an affiliate of Gallup International, on a sample of over 1100 respondents in urban areas of all four provinces of Pakistan. This sample was statistically selected across all ages, income groups and educational levels. The error for a sample of this kind is estimated to be +/- 5% at a 95% confidence level.

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