Introduction Television is an important area of concern for the people. We can get a lot of information from television.

When first time television technology was introduced in the world that time an inventor of television had positive benefits in his mind. But also where there will be positive effects then negative effects are also taking a place between them. Television (TV) is a telecommunication medium for transmitting and receiving moving images that can be monochromatic (shades of grey) or multicolored. Images are usually accompanied by
sound. "Television" may also refer specifically to a television set, television programming,

and transmission. This word is derived from mixed Latin and Greek origin, meaning "far sight" Greek tele, far, and Latin visio, sight (from video, vis- to see, or to view in the first person.(wikipedia) Cable television is a "television system in which signals are sent to a central antenna and then transmitted by cable to subscribers [also referred to as cablevision, cable television, or community antenna television]" (MSN Encarta Dictionary, 2004, Online). Cable Television seems to have become an essential ingredient in the relationship between media and society. Although this relationship is yet confined to the viewer ship of the television screen, it has become quite a debatable and researchable issue in the media circles. This study will be aim at searching the effects of cable television on young generation of District pakpattan, this research deals with various areas of concern regarding the cable TV viewership. This study will be carry out to explore the extent of popularity and accessibility of cable television amongst youngsters with special reference to a comparison made between

availability of foreign channels and Pakistani channels shown on cable television. To make this study related

To the social conditions existing in the Pakistani society, this is an empirical effort to learn why cable television is popular. It also tells us why it is preferable if so; due to what psychological reasons/needs do young people have such preferences and due to what kind of programs do they define their preferences. Most important, it has also been carried out to mark the problems and opinions of the public. This shall also help organize in a proper way: "What does the youth want?" Since this seems to be the dilemma of the viewer ship issue of television in all circles of media studies. This study provides us the details about the actual preferences and demands of the public with reference to the cable television programs. The apprehension of media communication, as well as evidence for its effects, is as old as the history of the subject itself. People have always wondered how media message are affecting them by bringing them an imperceptible change in their culture, values and behavior patterns of life. They have always been concerned negative influence of a particular massages or massages system have been curious about the potential the prosocial effects of the others. When many critics charged that the motion picture had a negative influence on the children. The study of the anti-social effects of viewing television and motion picture is one of the intensely area of mass media. The impact of pro-social content is newer area and grew out of cognition that the some principle

underlining the learning of anti- social activities is more to apply to more positive behavior (Wimmer, 1993). Viewers have access to a variety of channels from local to foreign. The reason for this rapidly growth of cable television included easy access, and low cost, access to satellite channel and a huge television view ship interested in entertainment only. Cable television was initially in Karachi in early 1980s and by 1998 was introduced almost all the big cities in the country but functioned without rules and regulation. The 2000, witnessed mushroom growth of cable Television network all over Pakistan after the government legalized cable television network. Four million people were enjoying its services in the country. Cable television is no more restricted to the upper middle class only; with the availability of low prize cable connections, it has the common facility for the lower and middle class people. Viewers have access to a variety of channels from local to foreign. The reason for this rapidly growth of cable television included easy access, and low cost, access to satellite channel and a huge television view ship interested in entertainment only. The brief history of Cable Television: The traditional mass media had a confined sphere in countries where it initially grew, functioning strictly in line with the values, norms, traditions and basic requirements of the local populace. But, the invention of new technologies like satellite communication, cable television and internet has helped it across national boundaries and address the worldwide audience. These boosting inventions have, in fact, made the world a global village by transforming media into an international entity.

We are living in an era which has frequently been characterized as the age of communication revolution a cycle of profound and accelerating social and cultural change often attributed to the impact of new media technologies. This communication revolution is, in fact, a succession of three overlapping technological stages that have taken place during the last 150 years (Zia, 2003). Encyclopedia Britannica describes cable television that generally, a system that distributes television signals by means of coaxial or fiber optic cables. The term also includes systems that distribute signals solely via satellite. Cable television system originated in United States in the early 1950s and was designed to improve reception of commercial network broadcasts in remote and hilly are (Encyclopedia Britannica, 1986). Development of Television in Pakistan Authorities in Pakistan introduced television in 1964 with the aim to uplift the nation socially and culturally. As Pakistan was a newly-born state and under-developed, it was thought that television could help in achieving progress in the country through dissemination of information, knowledge, education and awareness. Before Pakistan television started in 1964, Pakistani public was a little bit familiar with television through an exhibition where Philips Electrical Company installed a few television sets and televised few foreign films. In October 1963, a national publicity conference was held under the chairmanship of the President Ayub Khan that decided to set up a television station in Pakistan. Hence Pakistan entered into television broadcasting age with a small pilot television station at Lahore on November 26, 1964 from where transmission was beamed black and white. This station telecast some live but amateur programs and some

of foreign films. Initially, television centre was set up with the help of UNESCO, Colombo plan and Japanese government. To meet the graving cost of television broadcasting, commercial telecast was also permitted but no license fee was charged on television set at that time.

Statement of problem:
Finding of previous researcher to conclude that television have some direct indirect on viewers but no study has been carried out from Pakpattan, Pakistan, regarding effects of cable television prior to this study. And with the popularity of different television channels, fears have been expressed that life style of the viewers may be effected. As Schiller (1976) confirms, importing programs is importing lifestyles and exposure to foreign television programs may transform the values of the youth. Concerns over the impacts/effects of media always reinforce whenever a new communication technology is introduced in the society because has always positive and negative impact. The question arises that cable television, as a communication technology, is quite affordable, available to majority for 24 hours, enhance the choices and provides a variety of channel and programs that are foreign may have effects. Schiller (1976) defines cultural imperialism as a process of imposition of cultural institution of values of less developed nation and dependent state by developed country.

Objectives:
1. To study the socio Economic condition of the respondent. 2. To find out the effect of Cable TV on the life style of the people.
3. To explore the role of it in awareness of diseases 4. To study the cultural transmission through television.

5. To dig out the health issues to viewing of cable television. 6. To suggest policy implication to minimize the negative effects of cable television

Significance of the study

In this study how cable television effects on the life of the young generation through both negative and positive aspects. Due to cable television people are wasting their golden times such as to watch movies, to watch that programs which are not informative for them. Now days cable television is considered on the broader form of information. But the half of the population of Pakistan is not getting benefits from it. Illiterate people are more effecting as compare to others. They are watching the TV day and night without some good relevance. They do not given a proper time for their studies. On the other hand their norms and values also effected due to cable. Religion believes also affected due to cable. The major of which is its ill effect on the young generation. Besides these there are other bad influences of television on young generation as well. The youngsters who watch more television are found to be very subdued and unenthusiastic. Similarly those youngs who give much more time to television are found to have ill health. They get very minimal exercise as well. Obesity, laziness and weak eyesight are some of the problems, which the youngster gets, that are associated directly with watching more television. The major of which is considered to be the lack of interaction with people.

Due to this, the children who are much into watching television are found to slowly drift apart from the society.

Review of Literature.
Literature review is considered to be the most important stage of the research process as it allows to earn from (and eventually add to) previous researches and also saves time, efforts and money. Therefore, the researcher reviewed all the relevant literature available on internet and in major libraries across Pakistan. A logical and systematic review of the literature made the completion of this study possible.

A study by Norman Herr, Ph. D (Professor of Science Education California State University, Northridge) shows that on average American youth spend nine hundred hours per year in school, and one thousand five hundred hours watching television. Therefore the television is having a greater affect on children than school, which is the foundation of this nation. In another study he found that fifty-three percent of TV broadcasting is devoted to stories about crime, disaster and war. The average child is watching one thousand five hundred hours of TV, so nearly eight hundred of those hours are about violence. The number of hours spent watching violent programming is virtually equal to the amount of time student spend in school. The media is flooded with violent images that influence the psychology of children, bringing forth negative and violent effects. Pakistan is one of those developing countries which is suffering from Americanization and cultural invasion due to the foreign channels on satellite transmission and cable TV network, and the situation remains blurred because of the lack of research and investigation in this field. This research study has been undertaken to identify and

analyze cultural aspect with regard to the entertainment programs of Pakistani private TV channels and it has been investigated that how much it has effected the youth of Multan For this purpose it has been explored what effects foreign channels have on Pakistani channels then these effects have been correlated with the effects on society through the analysis of survey data, by using two methodologies of content analysis and survey research. The results of survey study prove that foreign TV entertainment programs are changing the minds and beliefs of the youth by influencing Pakistani independent channels. Schiller (1976) in his work Communication and Cultural Domination proposed the use of the term Cultural imperialism to describe and explain the way in which large multinational corporation, including the media, of developed countries dominated developing countries. He has been lauded as one of the major proponent of cultural imperialism theory. He interpreted that western civilization produce the majority of the media (film, comics etc) because they have they money to do so. The rest of the world purchases those productions because it is cheaper for them to do so rather than produce their own. Therefore, third world countries are watching media filled with the western world's way of living, believing and thinking. The third world cultures then start to want and do the same things in their countries and destroy their own culture Ogan (1988) also propagate the same views about media hegemony. Thus the findings of the research unequivocally corroborated the research hypotheses which are as follows: the greater the exposure to

the satellite / cable TV entertainment programs, the greater the effects of foreign culture on our youth & cultural identity because cable TV channels are ruining the youth's mind of today, it exposes viewers to the taboos and immoralities of the modern world such as obscenities including profanities, eroticism and the like are supported to have huge effects on the mind of the young generation. Consequently whatever the viewers watch on screen definitely affect them to a certain degree. Similarly Hamelink (1983) argued that cultural globalization or imperialism refers to the process by which dominant cultures infiltrate and supersede satellite cultures where the values that may be perfectly harmless in one society are adopted by or imposed upon others, and then the effects can be devastating. According to Jeffery television and aggressive behavior were assessed over a 17 year interval is community sample 707 individuals. There was a significant association between the amount of time spent watching television during adolescence and early adulthood and the likelihood of sequent aggressive acts against others. This association remains significant after previous aggressive behavior, childhood neglect. Family income, neighborhood violence, parental education, and psychiatric disorder were controlled statistically. Three to five violence act or depicted in an average hour of primetime television and 20 to 25 violent acts are depicted in an average hour of childrens television. Research has indicted that viewing television violence is associated with aggressive behavior.

(Jeffery, 2002). According to Graig conducted his research on violent and film, video games, and music reveals unequivocal evidence that media violence increased the likelihood of aggressive and violent behavior in both immediate and long-term contexts. The effects appear larger for milder than for more form of aggression, but the effects on severe forms of violence are also substantial.

When compared with effects of other violence risks factors are medical deemed important by the medical community (e.g., effects on aspirin on hearts attacks). Short term exposure increases the likelihood of physically and verbally aggressive behavior, aggressive thoughts and, aggressive emotions. Recent large-scale longitudinal studies covering evidence looking frequent exposure to violent media and childhood with aggression late in life included physically assault and spouse abuse. Media violence produces short-term increasing but priming existing aggression scripts and cognition, increasing psychological arousal, and trigging an automatic tendency to imitate observed behaviors. Media violence produces long-term effects via several type of learning processes leading to the acquisition of lasting (and automatically accessible) aggressive script interpretational schemas, and aggression supporting beliefs about social behavior, and by reducing individuals normal negative emotion response to violence (Gaig, Dec 2003). According to the U.S. Surgeon General, Obesity is the fastest growing cause of disease and death in America (Carmona, 2003paragraph 5). And the crisis is not unique to the U.S.; according to the World Health Organization (2003), the obesity epidemic is a

major contributor to the global burden of chronic disease and disability (p. 1). The trend is especially disturbing among young people. Over the past 30 years, the percentage of children and adolescents in the U.S. who are overweight or at risk of becoming overweight has more than tripled to 37% and 34%, respectively(Ogden et al., 2006). This obesity crisis has been fueled by reductions in physical activity, as well as over consumption of foods high in fat and sugar(Institute of Medicine [IOM], 2006). Health authorities believe that the accumulation of unhealthy messages communicated to children through food advertising is a leading cause of unhealthy consumption (Brownell & Horgen, 2004; IOM, 2006). Every day, children view, on average, 15 TV food advertisements (Federal Trade Commission, 2007), and an overwhelming 98% of these ads promote products high in fat, sugar, and/or sodium (Powell, Szczpka, Chaloupka, & Braunschweig, 2007). Moreover, food advertisingto children portray unhealthy eating behaviors with positive outcomes. Snacking at non meal times occurred in 58% of food ads during childrens programming (Harrison & Marske, 2005). In addition to good taste, the most common product benefits communicated include fun, happiness, and being cool (Folta, Goldberg, Economos, Bell, & Meltzer, 2006; Harrison & Marske,2005).

The exposure of American children and adolescents to television continues to exceed the time they spend in the classroom: 15000 hours versus 12000 hours by the time they graduate. According to recent Nielsen data, the average child and/or adolescent watch an average of nearly three hours of television per day. These numbers have not decreased significantly over the past 10 years. By the time a child finishes high school, almost three

years will have been spent watching television. This figure does not include time spent watching video tapes or playing video games. Based on surveys of what children watch, the average child annually sees about 12000 violent acts,5 14000 sexual references and innuendos,6 and 20000

advertisements.7 Children and adolescents are especially vulnerable to the messages communicated through television which influence their perceptions and

behaviours.8 Many younger children cannot discriminate between what they see and what is real. Although there have been studies documenting some prosocial and educational benefits from television viewing,9 10significant research has shown that there are negative health effects resulting from television exposure in areas such as: violence and aggressive behaviour; sex and sexuality; nutrition and obesity; and substance use and abuse patterns. To help mitigate these negative health effects, paediatricians need to become familiar with the consequences of television and begin providing anticipatory guidance to their patients and families.10 In addition, paediatricians need to continue their advocacy efforts on behalf of more child appropriate television. Miriam E Baron 17july2010 The mass media are clearly vital in the worlds fight against the virus. Broadcasters are already undertaking impressive work on HIV, but much more needs to be done. The media can make AIDS programming a key part of their output and, indeed, their corporate strategy. This can be done in a number of ways, including the following:

 Giving the epidemic prominent news coverage Dedicating airtime/space to HIV/AIDS public service messages Supporting the broadcasting of HIV/AIDS special programming Supporting the development of AIDS storylines in existing programming Making public service messages and original programming available to other outlets on a rights-free basis.

The task at hand requires vision, dedication and, above all, creative programming that truly engages audiences. Broadcasters can talk to listeners and viewers about HIV in a language they understand, appreciate and find entertaining. They can build partnerships and alliances. They can put pressure on the powerful to take the disease seriously and give people the information they need to protect themselves and those they love. In short, the media have an essential role to play in reversing the progression of HIV.
UNAIDS/03.58E (English original, January 2004)

To determine the level of awareness about five common diseases, namely: Tuberculosis (TB), Typhoid, Hepatitis B, Hepatitis C and HIV/AIDS among college female students of Karachi. A cross-sectional survey of female students aged 16-21 years from three colleges selected by convenient sampling method was conducted from January to May 2004. Data was collected through a self-administered Questionnaire. A large number of students (71%) knew that typhoid spreads by eating contaminated food and drinking

infected water. Majority (84%) knew about cough as a mode of spread for TB whereas 69% thought that TB could spread through sneeze of a TB patient. Regarding AIDS, 90% knew that it is sexually transmitted. Majority (87%) knew about the association of hepatitis B and contaminated needles; 64% were aware of hepatitis C and abuse of contaminated needles; 88% knew about the spread of HIV by the use of contaminated needles. A large number (92%) mentioned television as their main source of information. The general level of awareness regarding HIV/AIDS transmission was satisfactory among college girls in this study. The level of awareness of the young educated females about the modes of spread of typhoid, TB, hepatitis B and C is low. This study emphasizes the effectiveness of health education campaign regarding common infectious diseases, especially in young girls (JPMA 55:195; 2005).

Research Methodology
Methodology is the system of rules, principles and procedures that guides scientific investigation. Methodology tells researcher how and what steps need to be followed to collect the data. Research Methodology provides guideline for collecting evidence that takes place, for explaining why it takes place, and for doing so in such a way that other researcher can check the findings. It is understood that scientific validity of a research is based on the effectiveness of the methodology. This chapter points to the research procedure, which the researcher follows to conducting the study. Sociological research works vary with respect to methodologies. Methodology is linked to logic for the purpose of research and data collection. The choice of a particular method of collecting data depends upon the purpose of collecting information. Methods should bring us closer to phenomena under study and spark our ideas. Method provides guideline in selecting particular techniques in the field to collect in specific setting.

3.1 Universe
The entire group from which a sample is chosen is known as the population or universe. In other words, any set of individuals or objects having some common observable characteristics under study constitutes a population. The universe of the study was Pakpattan.

3.2 Research design:

In order to have systematic and deep understanding of the research topic, quantitative research design has been employed in this study.

3.3: Population:
Population is a set of element about which the researcher is interested to gather information. The population of the present study from Pakpattan

3.4 Sample:
Data for the study was collected from District Pakpattan. I selected my respondents from randomly sampling. Sample size was 320 from the population of District Pakpattan

3.5 Sampling Technique

Studying and covering the entire study universe is not permitted by resources and time constraints. Therefore, the researchers in majority cases employ sampling technique. According to Neuman (1989) sampling is a process of systematically selecting cases for inclusion in a research project. Sample then refer to the individual / unit of observation intended to represent the population to be studied. Researchers use simple random sampling technique as a technique of data collection.

3.6 Data Collection Tools

It is related to groups of information that represent the qualitative or quantitative attributes of a variable of set of variables. Data collection demands immense care and research skills. For the data collection of this research, great care was taken to ensure

both validity (the extent to which operational definition measure what they are intended to measure) and reliability.

3.7 Survey Method

The researcher used the survey method or techniques as a data collection. Survey research is one of the most important areas of measurement in applied social research. The broad area of survey research encompasses any measurement procedures that involve asking questions of respondent. Different studies come up with similar results

Percentage
For the attainment of frequency of the personal attributes of respondents, simple percentages were calculated. Percentages were calculated directly with the help of following formula: P = _ F 100 N Where: N = Population

P = Percentage F = Frequency of the class

3. 12 Field Experience
Approaching respondents is useful and practical way of learning, polishing the skills in the research. I met different people in the schools and colleges and their attitude towards me was very admirable. All of my respondents was very cooperative accept two or three persons because they are very fared about me that they were considered me as an income tax officer.

DATA ANALYSIS AND PRESENTATION

In this chapter the research focuses on the analysis and presentation of relevant data collected from the study locale. Since the study is located in quantitative research, therefore SPSS was used for analysis of primary data. The data then has been presented in tabular form with explanation, description and interpretation. Keeping in view the objectivity of the study, the research has tried to present data without incorporating her liking and disliking. However at the end of the each explanation below the table, the researcher has deconstructed the statistics which depicts the researcher personal opinion or more or less subjective approach. This chapter consisted of items, each table represents statistical and descriptive information.

FINDINGS, CONCLUSION, AND SUGGESIONS

After analyzing the data in previous chapter, now the research describe the findings of research. To describe the findings research should be unbiased and must not interfere personal interests in the findings and describe the true findings of the research work.

After describe the research findings now the time to get conclusion it must based on the findings that researcher acquire from research. In short word it is a paragraph or a short description of the whole research.

After describing the conclusion now the researcher must offer some suggestions about the results of conclusion to make it better or better.

Refrences
Aziz, Y. (2003). Cable television, A vision of the future. A report published by Pakistan Electronic Media Regulatory Authority (PEMRA). (pp. 13-16). Islamabad, Pakistan.
Strasburger VC (1993) Children, adolescents, and the media: five crucial issues.Adolesc Med: of the Art Rev 4:479493. SNielsen Media Research, New York, 1998 Roberts DF, Foehr UG, Rideout VJ, Brodie M (1999) Kids and media at the new millennium: a comprehensive national analysis of children's media use. (Kaiser Family Foundation Report, November, Menlo Park, CA Jordan AB, Jamieson KH Mares M-L (1998) Children's use of VCRs. in Children and television. Ann Am Acad Pol Soc Sci, eds Jordan AB, Jamieson KH 557:120131. American Academy of Pediatrics, Committee on Communications (1995) Children, adolescents an television. Pediatrics 96:786787. American Academy of Pediatrics, Committee on Communications (1995) Sexuality,

contraception and the media. Pediatrics 95:298300. American Academy of Pediatrics, Committee on Communications (1995) Children, adolescents and advertising. Pediatrics 95:295297.

Gerbner G, Gross L, Morgan M, Signorielli N (1994) Growing up with television: the cultivation perspective. In Bryant J, Zillman D, eds. Media effects: advances in theory and research. (Lawrence Erlbaum, Hillsdale, NJ), pp 1741. Friedrich LK, Stein AH (1975) Prosocial television and young children: the effects of verbal labeling and role playing on learning and behavior. Child Dev 46:2738. Corporate Research Department (1991) What research indicates about the educational effects of Sesame Street. (Children's Television Workshop, February, New York, NY). Jeffrey G. Johnson, Patricia Cohen, Elizabeth M. Smailes, Stephanie Kasen, Judith S. Brook Science, New Series, Vol. 295, No. 5564 (Mar. 29, 2002), pp. 2468-2471 Mullen, M. (2008). Television in the multichannel age: A brief history of cable television. Malden, Mass.: Blackwell Publishing 238 pages. Schiller, Herbert. (1976). Communication and Cultural Domination. International Arts and Sciences Press. New York : North Broadway Wimmer, R. D., & Dominick, J. R. (1993). Qualitative Research Methods. Mass media research. (pp. 63-64, 139-161, 342, 512). California: Wadsworth Publishing Zia, A. (2003). Cable television network in Pakistan: Introduction, development, prospects and dilemmas. (pp. 1, 3, 10, 137, 135, 160). Unpublished M. Phil thesis, department of Mass Communication. University of the Punjab. Lahore, Pakistan. Ogden, C. L., Carroll, M. D., Curtin, L. R., McDowell, M. A., Tabak, C. J.,& Flegal, K. M. (2006). Prevalence of overweight and obesity in the U. S., 19992004. Journal of the American Medical Association, 295(13), 15491555. Joint United Nations Programme on HIV/AIDS (UNAIDS) http://www.unaids.org\

Awareness

about

Common

Diseases

in

selected

Female

College

Students

of

Karachihttp://www.ghdonline.org/uploads/738.pdf