Impact of Private TV Channels and its Commodification of Religious Programs

Faisal Jahan and Ghulam Shabir

Journal of Business and Social Review in Emerging Economies, 2021, vol. 7, issue 3, 725-736

Abstract: Purpose: This paper examined some societies; religion itself is a complex subject, and then creating its content in the media is no less of a challenge. Especially in a society like Pakistan, where people are more sensitive in the name of religion and what is being said on TV soon spreads like wildfire on social media. The study looked at the extent to which Pakistani TV channels believe in commercialism and how far they can go for this purpose. To what extent has the aspect of commodification been embedded in Pakistani TV channels? One of the purposes of this research is to obtain and rate advertisements for the content produced and presented for TV. The questions are severe, and two different approaches have been adopted in the research method to find the answers.Design/Methodology/Approach: This study deals with the religious media contents and its public. This method is most commonly used in clinical research, schools, social organizations, or the research in which the domain is fixed. The systematic random sampling technique is applied in the selection of contents. This study reveals the religious commercialization and commodification done by Pakistani television channels. Due to the specification of the nature of TV contents, relevance is the most obvious factor.&Findings: The finding shows that the majority opinion, the religious qualifications of the anchors of religious programs or their grasp on religious subjects are not much appreciated? In addition, the analysis of the material revealed that commercial advertisements run during religious shows on Pakistani TV channels. Still, at the same time, segments are also produced on a commercial basis..Implications/Originality/Value: Religious content can be studied from further angles with regard to innovation and change for commercial purposes. These include the use of music, the movements of anchors in religious shows, the dissent of religious scholars, the use of glamor in religious programs, and the sale of life in the name of religion.

Keywords: Commodification; Religious Programs; TV Channels; Moxed method; Survey (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:src:jbsree:v:7:y:2021:i:3:p:725-736

DOI: 10.26710/jbsee.v7i3.1908

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