Abstract:
The study was conducted in three sections which included videotaping prime time hours of
children in mostly visible four channels, Self administered questionnaire for children and
self administered questionnaire for parents. When consider the advertising time per hour
nine minutes were allocated for advertisements during a hour. Advertisements were further
analyzed and found that processed food such as instant noodles, biscuits, cakes, flavoured
milk, soft and carbonated drinks, milk and milk products were advertised mostly
Advertisements on natural foods like fruits and vegetables were not advertised at all. The
children watched average of 18 hours of television per each week which means more than
two hours per day. There was significant association between Televisions watching time of
children and nutritional status which means a' positive trend of obesity among the children.
Majority of the parents (57.9 percent) disagree about the fact that advertising was good, but
64.5 percent said that they were encouraged to buy advertised food by their children. 85.2
percent of parents would purchased the advertised foods in the television when they were
forced by the children. The study indicates the television advertisements influence the
behaviour of children and it has adverse effects on nutritional status. It is recommended to
raise awareness among parents, teachers and adolescents themselves on watching TV for
long hours and adverse outcomes. The relevant authorities should consider advertising
natural foods and good habits through the television to promote healthy diets and life styles.
