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\title{Impact of Television Food Channels on Society}
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             \author[1]{Dr. Suhail Aziz  Zaidi}

             \author[2]{Sehrish Suhail  Zaidi}

             \affil[1]{  Lahore Business School, University of Lahore, Pakistan}

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\date{\small \em Received: 10 December 2011 Accepted: 1 January 2012 Published: 15 January 2012}

\maketitle


\begin{abstract}
        


The objective of this is paper to study the impact of TV food channels on society, with respect to economic, social and psychological aspects. Survey method is used to collect the primary data. In subcontinent eating is source of pleasure, entertainment, fun, and way to express love & respect to others. No clear evidence, but assumed by anthropologists that cooking fires began only about 250,000 years ago, accidently. Television is most effective means of communication; it has altered our activities, family and social interaction patterns, cultural practices, domestic & personal expenditure, and has greatly influences in decision making procedure. In Pakistan there are three 24-hours dedicated food channels, and study depicts they have created three factors in society i.e. Improvement, Change, and Awareness.

\end{abstract}


\keywords{Food, Change, Impact, TV Food Channels, Effective Means, Society.}

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\let\tabcellsep& 	 	 		 
\section[{Introduction}]{Introduction}\par
"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.\par
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.\par
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.\par
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.\par
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.\par
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". 
\section[{Year}]{Year}\par
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.\par
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.\par
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.\par
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. 
\section[{II.}]{II.} 
\section[{Literature Review}]{Literature Review}\par
Jason C.G. et al. (  {\ref 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. \hyperref[b3]{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.\par
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.\par
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.\par
After reviewing existing discussions of medialization by Krotz (2007), Schulz  {\ref (2004)},  {\ref 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.\par
III. 
\section[{Objectives}]{Objectives}\par
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. 
\section[{IV.}]{IV.} 
\section[{Methodology}]{Methodology}\par
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.\par
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.\par
V. 
\section[{Analysis}]{Analysis}\par
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.\par
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.\par
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.\par
71\% of single persons watch food channels, 29\% do not watch. 76\% married persons watch food channels, 24\% do not watch.\par
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.\par
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.\par
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.\par
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\%. 
\section[{a) Factor Analysis}]{a) Factor Analysis}\par
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.\par
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  
\section[{Conclusion}]{Conclusion}\par
To the best of the knowledge this study offers the first insights into the benefits of TV food channels on viewers and society.\par
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.\par
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  
\section[{Impact of TV Food Channels}]{Impact of TV Food Channels} 
\section[{Improvement Awareness Change}]{Improvement Awareness Change}\par
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.\par
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.\par
Appendix -I   \begin{figure}[htbp]
\noindent\textbf{}\includegraphics[]{image-2.png}
\caption{\label{fig_0}}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{}\includegraphics[]{image-3.png}
\caption{\label{fig_1}}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{1} \par 
\begin{longtable}{}
\end{longtable} \par
 
\caption{\label{tab_0}Table 1}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{2} \par 
\begin{longtable}{P{0.183276740237691\textwidth}P{0.12843803056027164\textwidth}P{0.11400679117147706\textwidth}P{0.06782682512733447\textwidth}P{0.06782682512733447\textwidth}P{0.13853989813242784\textwidth}P{0.08225806451612903\textwidth}P{0.06782682512733447\textwidth}}
\tabcellsep \tabcellsep \tabcellsep \tabcellsep \multicolumn{3}{l}{of TV Food Chanel Viewership}\\
\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep Up to Matric\tabcellsep Yes No\tabcellsep 62 38\\
\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep Inter\tabcellsep Yes No\tabcellsep 73 27\\
\multicolumn{4}{l}{Demographic Sample (\% of participant)}\tabcellsep Education\tabcellsep Graduate\tabcellsep Yes No\tabcellsep 78 22\\
Gender\tabcellsep \tabcellsep Male Female\tabcellsep 14 86\tabcellsep \tabcellsep Post Graduate\tabcellsep Yes No Yes\tabcellsep 74 26 61\\
Marital Status\tabcellsep \tabcellsep Single Married\tabcellsep 58 42\tabcellsep \tabcellsep Above\tabcellsep No\tabcellsep 39\\
\tabcellsep \tabcellsep Up to 15 16-25\tabcellsep 12 51\tabcellsep \tabcellsep Student\tabcellsep Yes No\tabcellsep 71 29\\
Age(in years)\tabcellsep \tabcellsep 26-35 36-45\tabcellsep 20 13\tabcellsep \tabcellsep House hold\tabcellsep Yes\tabcellsep 85\\
\tabcellsep \tabcellsep above 45\tabcellsep 5\tabcellsep \tabcellsep \tabcellsep No\tabcellsep 15\\
\tabcellsep \multicolumn{2}{l}{Up to Matric Inter}\tabcellsep 10 21\tabcellsep Profession\tabcellsep Business\tabcellsep Yes\tabcellsep 78\\
Education\tabcellsep \tabcellsep Graduate\tabcellsep 40\tabcellsep \tabcellsep \tabcellsep No\tabcellsep 22\\
\tabcellsep \multicolumn{2}{l}{Post Graduate Above}\tabcellsep 24 5\tabcellsep \tabcellsep Private Service\tabcellsep Yes\tabcellsep 71\\
\tabcellsep \tabcellsep Student\tabcellsep 51\tabcellsep \tabcellsep \tabcellsep No\tabcellsep 29\\
Profession\tabcellsep \multicolumn{2}{l}{House hold Business Private Service}\tabcellsep 23 7 12\tabcellsep \tabcellsep Govt. Service\tabcellsep Yes No\tabcellsep 50 50\\
\tabcellsep \multicolumn{2}{l}{Govt. Service}\tabcellsep 6\tabcellsep \tabcellsep \\
\multicolumn{3}{l}{\% of TV Food Chanel Viewership}\tabcellsep \tabcellsep \tabcellsep \\
Gender\tabcellsep Male\tabcellsep Yes No\tabcellsep 54 46\tabcellsep \tabcellsep \end{longtable} \par
 
\caption{\label{tab_1}Table 2 \%}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{3} \par 
\begin{longtable}{P{0.05323590814196242\textwidth}P{0.017153792623521225\textwidth}P{0.6654488517745302\textwidth}P{0.021885873347251217\textwidth}P{0.01951983298538622\textwidth}P{0.023068893528183716\textwidth}P{0.022477383437717467\textwidth}P{0.02720946416144746\textwidth}}
\tabcellsep \tabcellsep \multicolumn{5}{l}{Impact Of Television Food Channels On Society}\tabcellsep \\
\tabcellsep \tabcellsep \multicolumn{4}{l}{of The Responses Against Different Items}\tabcellsep \tabcellsep \\
\tabcellsep S. No\tabcellsep Items\tabcellsep Strongly Disagree\tabcellsep Disagree\tabcellsep Neutral\tabcellsep Agree\tabcellsep Strongly Agree\\
\tabcellsep \tabcellsep Food channels improve\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
\tabcellsep 1\tabcellsep cooking techniques for dishes already cooked\tabcellsep 4\tabcellsep 3\tabcellsep 12\tabcellsep 35\tabcellsep 21\\
\tabcellsep \tabcellsep at your home.\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
\tabcellsep 2\tabcellsep Food channels educate you about new dishes.\tabcellsep 2\tabcellsep 3\tabcellsep 5\tabcellsep 32\tabcellsep 32\\
2012\tabcellsep 3\tabcellsep After watching these channels you try new\tabcellsep 3\tabcellsep 3\tabcellsep 15\tabcellsep 28\tabcellsep 25\\
ear\tabcellsep \tabcellsep dishes These channels are\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
2\tabcellsep 4\tabcellsep necessary for public awareness regarding food\tabcellsep 2\tabcellsep 3\tabcellsep 17\tabcellsep 24\tabcellsep 27\\
Global Journal of Management and Business Research Volume XII Issue XVII Version I\tabcellsep 5 6 7 8 9 10 11 12\tabcellsep Do 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 the\tabcellsep 4 1 8 7 4 4 8 3\tabcellsep 10 7 15 11 6 7 15 10\tabcellsep 23 15 17 13 12 17 20 12\tabcellsep 28 36 24 24 23 26 20 27\tabcellsep 9 14 10 18 28 20 10 21\\
\tabcellsep \tabcellsep increased awareness\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
\tabcellsep \tabcellsep from these TV food\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
\tabcellsep \tabcellsep channels.\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
\tabcellsep \tabcellsep Budget of your kitchen\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
\tabcellsep 13\tabcellsep has increased due to\tabcellsep 4\tabcellsep 7\tabcellsep 14\tabcellsep 28\tabcellsep 21\\
\tabcellsep \tabcellsep these demands.\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \end{longtable} \par
 
\caption{\label{tab_2}Table 3 \%}\end{figure}
 			\footnote{© 2012 Global Journals Inc. (US)} 		 		\backmatter  			 
\subsection[{This page is intentionally left blank}]{This page is intentionally left blank}			 			  				\begin{bibitemlist}{1}
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