Published Paper Details:

This study investigates media consumption patterns among audiences in Hyderabad, focusing on demographic variables such as age, gender, institution type, and household income. Using stratified random sampling and structured questionnaires, data were collected from 400 respondents and analysed through descriptive statistics, cross-tabulations, and chi-square tests. The findings reveal significant generational divides, with younger audiences overwhelmingly preferring OTT platforms while older groups remain loyal to television. Gender differences highlight men's longer viewing times and preference for sports and news, while women balance entertainment and cultural programming with household responsibilities. Institutional affiliation strongly influences language preferences, with private institutions fostering English-language consumption and government institutions sustaining regional identity. Income levels emerge as a critical determinant of access, with higher-income households enjoying extensive subscriptions and device ownership, while lower-income groups remain dependent on affordable television packages. These results underscore the importance of inclusive media policies that address generational divides, gendered experiences, institutional disparities, and economic inequalities. Media consumption is not merely entertainment; it is a form of cultural expression and democratic participation. Ensuring equitable access to diverse content is essential for sustaining cultural diversity and strengthening democratic resilience. By situating the analysis within Hyderabad's diverse media landscape, this study contributes to broader debates about digital transformation in India, highlighting the need for policies that balance technological innovation with cultural representation and social equity.