Impact of Soap Operas on the Television Viewers: Experience from Pakistani Society

Purpose: Soap operas are popular genre in media industry from all over the world. Generally, Soap operas focus on family dramas, domestic issues and women plight. There were number of studies conducted to explore public perception regarding soap operas. The present study aimed to explore the opinion from Pakistani society regarding their experience of watching Star plus soap operas. Design/Methodology/Approach: The research based on Cultivation theoretical framework which intended to explore the difference between heavy and light viewers of Star plus soap operas. Research design is quantitative. Survey method is utilized to collect data from the respondents. Findings: The results showed that there was no significant difference exist between heavy and light viewers perception. Both type of viewers supported females’ educational, political and legal rights in the society. The time spent in watching Star Plus soap operas did not have great impact on heavy viewers in changing their minds and thoughts. Implications/Originality/Value: It is a unique study using survey method to gauge the opinion of heavy and light viewers of star plus soap operas. It will be very useful for other researchers who are interested in studying the impact of television in the lives of people. It will provide them with an excellent insight about the factors that mediate the cultivation process.