Analyzing Pakistani Ramzan Transmissions through the-Lens of Uses and Gratifications Theory

Abstract

Ramzan television transmissions in Pakistan present a unique hybrid of religious instruction and entertainment. This study investigates audience motivations for consuming these broadcasts and the gratifications obtained, specifically examining the interplay between spiritual engagement and entertainment-driven content, and potential ethical implications. Applying the Uses and Gratifications Theory (UGT), a quantitative survey was conducted with over 300 participants (aged 15-60) from middle to upper socio-      economic backgrounds across Pakistan. The questionnaire operationalized UGT concepts into measurable variables to allow for statistical analysis. Findings indicate a significant positive relationship between exposure to Islamic segments and viewers' religious engagement (β=0.45, p<.001). Mediation analysis revealed that game show and prize segments partially mediated the relationship between Islamic content prominence and overall transmission perception. Viewers primarily motivated by religious purposes reported significantly higher satisfaction (M=4.20, SD=0.65) than those motivated by entertainment (M=3.50, SD=0.80), t (298) =5.87, p<.001. Furthermore, while entertainment segments positively correlated with audience engagement (r=.38, p<.001), they negatively correlated with perceived spiritual value (r=−.25, p<.01). This study highlights viewers' active role in selecting Ramzan content for both spiritual and entertainment gratifications. It identifies a tension between increasing viewership through entertainment and preserving the spiritual essence of the broadcasts. The findings offer insights for broadcasters to develop culturally sensitive and ethically balanced programming during Ramzan.

       Keywords: Ramzan transmissions, game shows, religious programs, Entertainment, faith, Commercialization