The Utilization of Television Media by the Rural Community in Coimbatore District, Tamil Nadu, India: A Study

Abstract

This study investigates the utilization of television media in the rural community of Coimbatore District, Tamil Nadu, focusing on the preferences and behaviors of different demographic groups. The research entails an extensive literature review on television media within the region, followed by a targeted survey among housewives, youths, farmers, and professionals in rural areas, conducted in the Tamil language. The survey results indicate that more than 30.49% of housewives, 26.83% of youths, 23.17% of farmers, and 19.51% of professionals exceeded the surveyed thresholds, highlighting significant engagement with television in diverse demographic segments. The findings illuminate the substantial role of television media in the rural community, emphasizing the need to comprehend and address the specific needs and interests of various demographic groups. This study contributes valuable insights into the dynamic relationship between television viewership patterns and demographic characteristics in rural areas, laying a foundation for further research and initiatives aimed at optimizing the impact of television in rural development.