Viewers’ Perception of Independent Television

Abstract

The television industry is one of the most influential forms of mass communication worldwide. In Bangladesh, competition among private satellite channels is very high. For the channel's long-term growth and sustainability, understanding and addressing viewer perceptions is crucial. The primary objective of the study is to understand viewers' perceptions of Independent Television. This study examines how Independent Television is perceived by the general public and their level of satisfaction with its service. The study is descriptive in nature and follows a quantitative research approach. The SERVQUAL model is employed through a structured questionnaire that assesses five dimensions of service quality to conduct the survey. This report consists of six chapters: Introduction, Company and Industry Profile, Methodology, Analysis and Findings, Internship Experience, and Conclusion and Key Facts. The study shows that Independent Television is appreciated for professional appearance, breakless news, and up-to-date coverage. In contrast, the study reveals that viewers feel less emotionally connected when political neutrality and trust remain an issue. Independent Television should improve the relevance of its content, reduce the frequency of advertisements, and promote transparency in its reporting. In the competitive media environment, maintaining news reliability and accuracy is essential for Independent Television to build credibility.