Transnational Television and Pakistani Diaspora in Canada: “Uses and Gratification ” Approach

Pakistan’s media landscape has witnessed transformational change since 2002, with more than 90 private and liberalized satellite television channels growing from just three state-run channels. These flourishing transnational television channels broadcast news, views, sports, religious, glamour and entertainment programs in the Urdu language; not only for the local audience but also catering to the Pakistani diaspora around the globe. Through the ‘Uses and Gratification ’ theoretical approach, this paper investigates the consumption and motivation of viewers watching transnational television channels. The study used qualitative data collected from focus groups comprising various members of the Pakistani diaspora in Canada. Interviews with Pakistani viewers suggest that television watching is goal-oriented. The specific gratifications derived included cognitive, affective and, at times, social ones. Analysis of focus group interviews suggests that the audience did not find emotional relaxation or tension release. Age and gender were found to be significant factors in shaping patterns of media consumption and gratification. KEYWORDS: Pakistani diaspora, immigrants, transnational television, viewing patterns, media of the diaspora, uses and gratification