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Research Article Open Access
Causes of popularity of ARY news among Pakistani youth
Abstract
This study examined the popularity of news channels on social media platforms and
the news consumption habits and opinions of young people in Pakistan using the
uses and gratification theory. The results showed that ARY News has experienced
a significant increase in popularity on social media following the ousting of Imran
Khan in April 2022 and is the most preferred news channel among respondents
aged 16 to 32. This popularity may be due to the perception that ARY News is more
unbiased and less prone to spreading misinformation compared to other news
channels, as well as its alignment with the interests and values of its audience. The
survey results also revealed that a significant majority of respondents use social
media as their primary source of news and are interested in political news. These
trends show, most respondents believe that ARY News provides the most accurate
and reliable news coverage. These findings suggest that news channels should
focus on building their presence on social media and strive to be perceived as
unbiased and reliable sources of information to attract and retain young viewers.
In addition, it may be beneficial for news channels to use social media analytics
tools to understand the demographics and interests of their audience and tailor
their content accordingly.