Abstract

The current research, titled "Perspectives of Housewives on ETV Prime Time Serials," was undertaken to gain insights into the viewpoints of Telugu-speaking female viewers regarding Telugu soap operas aired during prime time on ETV channel. The study was conducted in Guttavelli village, located in the Srikakulam district of Andhra Pradesh. Soap operas have gained significant popularity among other television programming due to their status as long-running serials that focus on everyday life. Since the 1980s, there has been a notable surge in the prevalence of soap operas within the Indian television business. The ubiquity of soap products has reached a level that cannot be disregarded. The question regarding the reasons behind the widespread appeal of these activities among women has emerged as a topic of particular attention. The act of watching television can provide both favourable and unfavourable outcomes. The present study employs a quantitative research approach, namely utilising a survey method, to investigate the perspectives of housewives towards prime time serials

Description