Read the passage below and answer the questions that follow based on your understanding of the passage:
Given the dependence on ratings, the total urban and upper class focus of the rating system has a huge impact on programming content. It is important here to distinguish between planned and unplanned programming. Marketing constraints cannot dictate content every minute on 24-hour news. News channels do cover rural areas and they do cover stories that may not get ratings. What tends to happen though is that when news managers plan their forward schedules, they always have to factor in corporate concerns of packaging and target audience. More often than not, planned programming is about ‘being as market friendly as possible.’ CNN-IBN’s editor-in chief emphasizes, ‘Beyond a point, you cannot be driven by ratings. Occasionally, you may have ratings on your mind, but it is not possible on a day-to-day basis to be obsessed with ratings’.
This disclaimer notwithstanding, in practical terms ratings are always an important factor in scheduled programming. A key example of this is the focus on genres like cricket. Cricket programming was not prominent on news channels till 2001 but since then it has emerged as a key formula for winning the ratings game. This has led to the emergence of cricket as the most expensive and prominent genre of news gathering across all news channels.
Q1. According to the author, what cannot dictate the content every minute on news channels?
(A) Planned approach
(B) Marketing constraints
(C) Unplanned approach
(D) Rural areas
Correct Ans: (B)
Explanation:
Marketing constraints cannot control content every minute on 24-hour news channels. Although ratings influence programming, channels still cover rural areas and low-rating stories. However, news managers must always consider corporate concerns while planning schedules. Ultimately, while ratings matter, they do not determine every moment of news content.
Q2. CNN-IBN’s editor-in-chief says
(A) Ratings govern all programmes
(B) Ratings matter only rarely
(C) Cannot be obsessed about ratings on a day-to-day basis
(D) Ratings are not needed at all
Correct Ans: (C)
Explanation:
The editor-in-chief of CNN-IBN states that channels cannot obsess over ratings daily. While ratings may sometimes influence decisions, they cannot drive every programming choice. News channels must balance market demands with journalistic integrity. Therefore, though ratings are important, they should not dominate content decisions.
Q3. According to the author, which of the following do the news channels cover?
(i) Rural areas
(ii) Stories that may not get ratings
(iii) Unpopular events
(A) (i) only
(B) (ii) only
(C) (i) and (ii) only
(D) (i) and (iii) only
Correct Ans: (C)
Explanation:
News channels report on rural areas and stories that may not attract high ratings. Although urban-focused ratings guide programming, not all coverage is market-driven. Channels include important but less popular stories in their schedules. However, planned programming still prioritizes market-friendly content.
Q4. According to the author, which of the following has become a winning formula for the ratings game?
(A) Programming for rural areas
(B) Programming with upper class factor
(C) Marketing programming
(D) Cricket programming
Correct Ans: (D)
Explanation:
Cricket programming has emerged as a top strategy for gaining high ratings. Before 2001, news channels did not focus much on cricket. However, since then, it has become a key attraction for viewers. As a result, channels now invest heavily in cricket-related content to boost ratings.
Q5. News gathering genre that is most expensive across all news channels is
(A) Cricket coverage
(B) Urban news coverage
(C) Rural news coverage
(D) General news coverage
Correct Ans: (A)
Explanation:
Cricket coverage is the most expensive genre across all news channels. Due to its popularity, broadcasters spend heavily on exclusive rights and special programming. Channels compete to provide in-depth analysis and live coverage. Consequently, cricket remains a dominant and costly news category.
