# Introduction "I don't believe in twisting yourself into knots of excuses and explanations over the food you make... Usually one's cooking is better than one thinks it is. And if the food is vile...then the cook must simply grit her teeth and bear it with a smile-and learn from her mistakes." -Julia Child, My Life in France n this world people eat to live, but in subcontinent eating is more than that, it is source of pleasure, entertainment, fun, and way to express love & respect to others, it is enriched with cultural, psychological, emotional, and even religious significance; from Mughal Emperor to common man everyone was found of delicious and spicy food. The spices of sub-continent holds a great history with them these rare and precious spices attracted the Europeans and British in this way that they came to subcontinent for trade of spices, and occupied the subcontinent. There is no clear evidence as to when the practice of cooking food was first conceived, most anthropologists believe that cooking fires began only about 250,000 years ago, when hearths started appearing. Cooking was invented as far back as 1.8 million to 2.3 million years ago, whereas other researchers believe that cooking was invented as late as 40,000 or 10,000 years ago. Primitive humans may first have savored roast meat by chance, when the flesh of a beast killed in a forest fire was found to be more palatable and easier to chew and digest than the customary raw meat. They probably did not deliberately cook food, though, until long after they had learned to use fire for light and warmth. Television is considered the most effective means of communication; it is also very powerful and popular medium. It is said that television has altered our world. It influences the minds of people and also changes their perception about life style. In Pakistan the emergence of new private entertainment, sports, and cooking channels are increasing. It has increased our knowledge about food and diversified our menus. Housewives, who previously used to frown upon cooking, are now taking delight in mastering this art. The numerous food channels with their chefs and experts have become food gurus, transferring their skills conveniently to every person desiring to spruce up their dinner, diversifying dining tables with an assortment of food both local and international, and reforming eating habits along the way. Initially international networks like BBC Food introduced the trend of food channels, and now in Pakistan there are three 24-hours dedicated food channels i.e. MasalaTV, ZaiqaTV, and ZaukTV. The Hum Network Limited (HNL) has launched "Masala TV" channel which is most popular media network in Pakistan. Ever since its launch Masala TV has successfully attracted audience in bulks. The timing and planning of the channel was brilliant, launched 1 day prior to the month of Ramadan, in September 2006, "Masala" became a household name that was recognized all across Pakistan and helped set the dinner tables in almost all homes during the month of fasting. Masala TV has the distinction of being the first food channel dedicated exclusively to food programs broadcasted from Asia, being the pioneer Channel is proud to promote Pakistani food and culture. Its target audiences are food lovers who can appreciate eating, cooking good cuisine and see food as an integral part of their lives. Channel believes that good food brings people together, Masala TV fuels this motto by offering its viewers a blend of traditional and non-traditional magazine-style shows, cooking with top chefs, live interactive shows and food-oriented travel programming in addition to a list of Masala TV merchandise like I Pakistan's largest circulated magazine "Masala TV Food Mag". # Year AryZauk TV was launched by ARY Group in 2009 as their 24 hour cooking channel with different styles and presentation. The healthy competition in the cooking channels gave the audience a chance to choose from a variety of super hit shows conducted by the cooking experts and professionals, this channel made immense contribution to the culinary industry of Pakistan. Zaiqa TV The competition started to heat up and another cooking channel was launched in May 2010 with full confidence of surviving in such a competitive environment, it came into the scene as a third 24 hours dedicated food channel of Pakistan, with aims to provide quality information and innovative recipes so that they can be a part of every kitchen in Pakistani household and also amongst the viewer's abroad. These channels have introduced different styles of cooking, cutting and presentation of food. The Chefs and presenters, like Zakir, Gulzar, Maida Rahat, and Shireen Anwar have become celebrity with in short Spain of time; their popularity is evident from their TRP, commercials run during breaks, and viewers live calls during programs, and comments on Facebook, Twitter, and TV channel's websites. There are reality cooking shows, and regular Cook-at-home shows, and provides knowledge as well as entertainment to the viewers. Besides these Pakistani cooking channels BBC Food renamed as BBC Lifestyle is pioneer in this field, which is very popular among people including its famous shows Master Chef. The channel is owned and operated by BBC Worldwide, the BBC's commercial arm. # II. # Literature Review Jason C.G. et al. ( 2003) studied the impact of television (TV) advertisements (commercials) on children's eating behavior and health is of critical interest. In a preliminary study we examined lean, over weight and obese children's ability to recognize eight food and eight non-food related adverts in a repeated measures design. Their consumption of sweet and savory, high and low fat snack foods were measured after both sessions. The ability to recognize the food adverts significantly correlated with the amount of food eaten after exposure to them. Zia(2007) studied about heavy and light viewers of Lahore and concluded that the heavy viewers of television especially cable television greatly effect on their activities, family and social interaction patterns, cultural practices, domestic and personal expenditure. Chou (2006) stated in his work on Fast Food Advertising that the major reason behind the child obesity is due to the catchy advertisements of the restaurants. As they enjoy watching them so do they eat them and it results in their obesity as the advertisements are made to attract them. Young and Webly stated in their research work, that the advertising is principal influence on children's eating behavior. They may or may not understand commercials, the transition from exposure to advertising to modification in eating behavior takes a rather complex route and it influences their eating patterns for their entire life. After reviewing existing discussions of medialization by Krotz (2007), Schulz (2004), Thompson (1995), and others, an institutional approach to the medialization process is suggested. Medicalization is to be considered a double-sided process of high modernity in which the media on the one hand emerge as an independent institution with a logic of its own that other social institutions have to accommodate through both interactive and mass media. III. # Objectives To study the impact of TV food channels on viewers, and society; with respect to economic, social and psychological aspects, with special focus demographic data: a) Improvement in quality, variety and taste of food. b) Change in life style. c) Awareness regarding healthy food. # IV. # Methodology Survey method is used to collect the primary data to carry out the research. The Survey is the technique of gathering data by asking questions to people who are thought to have desired information. A list of 15 structured questions is prepared, through 400 questionnaires data is collected from different segments of life using Convenience Sampling technique on the basis of non-probability sampling where respondents are selected because of convenient accessibility and proximity. Respondents gave reply through 5-level Likert Scale, collected data nature is ordinal. Entire data is fed in to SPSS16, apply different tests and prepare frequency tables, bar-chart, pie-chart and KNO & Bartlett's test, as mentioned in Appendix-I. V. # Analysis A survey was conducted regarding impact of TV food channels on society, for this purpose 400 questionnaires were distrusted by using convenience sampling technique, among students, housewives, businessmen, private servants, government servants, in Lahore, received 373 feedback, response rate is 93%, which is excellent. The Table-1 and Chart-1 depict that 73% respondent watch TV food channels, which includes concerned 71% are up to graduation, and 51% are student by profession. The analysis of viewership data as per Table-2 shows that of 54% males watch food channels and 46% males do not watch food channels, whereas 77% females watch food channels, and 23% females do not watch food channels, it means that there is no difference between viewers and non-viewers in males but majority of females watch food channels. 71% of single persons watch food channels, 29% do not watch. 76% married persons watch food channels, 24% do not watch. From the age groups up to 15 years of age, 66% watch food channels, 34% do not watch, in 16 to 25 years age group 76% watch food channels, 24% do not watch, in 26 to 35 years age group 74% watch food channels, 26% do not watch, in 36 to 45 years age 73% watch food channels, 27% do not watch, and in above 45 years age group 63% watch food channels, 45% do not watch, it means that up to the age of 45 majority of viewers watch food channels, whereas above the age of 45 years viewership is little bit less. On the basis of education we see that up to matric 62% watch food channels, 38% do not watch, 73% intermediate watch food channels, 37% do not watch, 78% graduate watch food channels, 22% do not watch, 74% post-graduate watch food channels, 26% do not watch, 61% above post-graduate watch food channels, 39% do not watch, which means that food channels are popular among public irrespective of their education level. On the basis of professions we see that 71 % students watch food channels, 29% do not watch, 85% housewives watch food channels, and 15% do not watch, 78% businessmen watch food channels, 22% do not watch, 71% private servants watch food channels, 29% do not watch, 50% governments servants watch food channels, 50% do not watch, which means that food channels are popular among general public irrespective of their professions, except government employees. The analysis of data as per Chart-2 reflects that Masala TV channel is most popular channel its viewership is 75%, whereas different channels have viewership as Zaiqa 10%, Zauk 03%, BBC food, and others 05%. # a) Factor Analysis The Table-3 illustrates responses of 15 questions, and show that data is sufficient for factor analysis, the result of KMO and Bartlett's Test also support our finding because Adequacy is 83%, and P-Value is near to zero, which means we should proceed, and by definition KMO measure the sampling adequacy, it is a test of amount of variance within the data that could be explained by factors: as a measure of factorability a KMO 0.5 is poor, 0.6 is acceptable, and a value closer to 1 is better. From Scree Plot it is observed that only three points above the Eigen value 1, which means 15 items distributed among three factors. The distribution of different items in three factors is as under Year # Conclusion To the best of the knowledge this study offers the first insights into the benefits of TV food channels on viewers and society. The results of survey reflects that 73 % viewers watch TV food channels, gender wise distribution is that 14% males, and 86% females. On the basis of analyses it has been observed that TV food channels are very popular among, single, and married persons, in all age groups, having any level of education and profession. Responses of 15 structured questions show that TV Food Channels have impact on society; they have altered our activities, family and social interaction patterns, cultural practices, domestic & personal expenditure, eating habits, and greatly influences in decision making procedure. In Pakistan there are three # Impact of TV Food Channels # Improvement Awareness Change Impact Of Television Food Channels On Society TV" is most favorite channels its viewership is 75%. The Chefs and presenters are celebrity; their popularity is evident from viewers live calls during programs, and comments on facebook, twitter, and TV channel's websites. The Factor Analyze pointed out three interrelated factors i.e. Improvement, Change, and Awareness these are indicators of impact in quality, variety & taste of food, change in life style, and awareness regarding good eating habits, and healthy food. Appendix -I ![of above the following model is suggested VI.](image-2.png "") ![24-hours dedicated food channels i.e. MasalaTV, ZaiqaTV, and Zauk TV. The study shows that "Masala Question number 01 to 06 observe improvement factor. Question number 07 to 11 observe change factor. Question number 12 to 15 observe awareness factor.](image-3.png "") 1 2of TV Food Chanel ViewershipUp to MatricYes No62 38InterYes No73 27Demographic Sample (% of participant)EducationGraduateYes No78 22GenderMale Female14 86Post GraduateYes No Yes74 26 61Marital StatusSingle Married58 42AboveNo39Up to 15 16-2512 51StudentYes No71 29Age(in years)26-35 36-4520 13House holdYes85above 455No15Up to Matric Inter10 21ProfessionBusinessYes78EducationGraduate40No22Post Graduate Above24 5Private ServiceYes71Student51No29ProfessionHouse hold Business Private Service23 7 12Govt. ServiceYes No50 50Govt. Service6% of TV Food Chanel ViewershipGenderMaleYes No54 46 3Impact Of Television Food Channels On Societyof The Responses Against Different ItemsS. NoItemsStrongly DisagreeDisagreeNeutralAgreeStrongly AgreeFood channels improve1cooking techniques for dishes already cooked43123521at your home.2Food channels educate you about new dishes.235323220123After watching these channels you try new33152825eardishes These channels are24necessary for public awareness regarding food23172427Global Journal of Management and Business Research Volume XII Issue XVII Version I5 6 7 8 9 10 11 12Do you think that in the result of increased awareness about food and taste health related problems have been reduced? Viewers are receiving better information regarding food impacts on health? Do you feel comfortable if you cannot afford a food you like? Do you want to change your kitchen style as shown in cooking shows? You think that some parts of society cannot afford the ingredients commonly used in TV food channels. consumption of junk food among viewers especially kids, has increased significantly You think that awareness regarding new dishes has created frustration in society. You think that market has been exploiting the prices of ingredients just because of the Do You think that the4 1 8 7 4 4 8 310 7 15 11 6 7 15 1023 15 17 13 12 17 20 1228 36 24 24 23 26 20 279 14 10 18 28 20 10 21increased awarenessfrom these TV foodchannels.Budget of your kitchen13has increased due to47142821these demands. © 2012 Global Journals Inc. (US) ## This page is intentionally left blank * My life in France AAlfred Knof Julia Child 2006 * Research Methods for Business 1992 University at Carbondale Uma Sakeran. Southern Illinois * Effect of television advertisements for food son food consumption in children "Department of Psychology, Kissileff Laboratory for the Study of Human Ingestive Behavior CGJason JaneHalford VictoriaGillespie EleanorEBrown TerenceMPontin Dovey 2003 UK University of Liverpool, Eleanor Rathbone Building * Effects of Cable Television On Women In Pakistan: A Comparative Study of Heavy and Light Viewers in Lahore AnjumZia 2007 Department of Mass Communication LCWU, Lahore * The Role of Television Advertising in Children's Food Choice BrianYoung PaulWebley by University of Exeter * StigHarvard The Mediatization of Society-A Theory of the Media as Agents Of Social and 2008