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Television Viewing Preferences of Kannada Speaking Population of Bangalore – A Special Emphasis on Kannada Sports Channel

As a nation India has more than 1600 dialects, 30 plus languages spoken by more than one million people; there are around 32 million users of kannada language in the country (KPMG, 2017). Among the various entertainment that the masses enjoy, majority of the population enjoy playing and watching sports, it is believed that people enjoy watching sports or entertainment in the language that they are most comfortable to speak. Bangalore being the capital of Karnataka is an IT hub and has a wide floating population; the capital is trying to keep the state language alive. A well-known television network is planning to start a kannada sports channel. It is interested in knowing the feasibility of introducing an exclusive sports channel in kannada. The researchers have conducted this study to help the channel to understand the TV viewing habit & preferences, related to sports, of the Kannada speaking population of Bangalore. The researchers also aim to find out how likely, the target group is to watch their favorite sports in Kannada. Based on the results of the analysis of data collected, it can be seen that as a large percentage of respondents have interest in watching Sports in Kannada and have been watching and enjoying the IPL broadcasted in Kannada on Suvarna Plus in 2018, therefore investing in launching a Kannada Star Sports channel appears fruitful. Keeping the target audiences’ content viewing preferences in mind, major TV channels can aim at broadcasting sports such as Cricket, Football & Kabaddi in Kannada.