Chapter # 1:
One of the basic needs of mankind is “Communication”, and to fulfill this need in a better way man is working hard. From the age of stone writing to the era of digital development we are making our communication better. In this way journey the most dynamic and revolutionary development is “Internet”. The internet is computer based global information system. It is composed of many interconnected computer networks. Each network may link thousands of computers enabling them to share information. The internet has brought a transformation in every aspects of life. It is one of the biggest contributors in making the world into a global village. Use of internet has grown tremendously since it was introduced. It is mostly because of its flexibility. Nowadays one can access the internet easily. Without the coordination of internet, the transcend of communication would not be at the level, it is at right now. Internet makes possible for every one to read a web site from anywhere around the world but in this web conversation, one couldn’t have complete image of one’s personality or general life style. Therefore this communication was limited i.e. just to read a website. Such communication would be a low level of communication. This type of communication is now overcome by the increasing trend of Social networking sites. Social Media is the current big buzzword in the world of Internet Marketing, and with good reason. It is already such a big part of the Internet culture. Social networking is a way for one person to meet up with other people on the Net. That's not all though. Some people use social networking sites for meeting new friends on the Net. Other's use it to find old friends. Nowadays internet usage among youth is one of the most pressing issues. Various internet sites including Google, Wikipedia and social networks sites etc. are very popular among the people particularly youth. Although numerous investigations on other popular sites, especially social networking websites, have already been carried out. There had been quite a few cases regarding the usages of digital communication, one of which is You Tube. It is the most popular website among teenagers, according to a “European-wide survey” carried out in 2008 among 1270 teenagers during the International Youth Advisory Congress (IYAC). Of the 3200 youths researcher surveyed, 94% admit using You Tube on a regular basis, which confirms the popularity of the website revealed at the IYAC survey. You Tube being such a popular site among the youth, therefore the researcher wants to explore the habits of the youth for the usage of this site. Thus the youth ageing between 18-25 years is the target audience for this research. YouTube is among the most commonly used social sites nowadays.YouTube is a video-sharing website on which users can upload, share, and view videos. Three former PayPal employees created YouTube in February 2005. Before the launch of YouTube in 2005, there were few easy methods available for ordinary computer users who wanted to post videos online. With its simple interface, YouTube made it possible for anyone with an Internet connection to post a video that a worldwide audience could watch within a few minutes. It has grown at an extraordinary and accelerating rate. It now hosts around 85 million videos. According to researcher’s observation it has also become a very popular site among youth in Pakistan. Initially the youth of Pakistan used this site for entertainment but now it has become their need. This site has also gained social acceptance. It is being used for research and studies as well as for entertainment This study aims to explore the impact of YouTube on Television watching preferences of Youth.
1.1 Rationale of Study
Internet has made it possible for everyone to read a web site from any where around the world. It has also modified the modes of communication and has...