Young Kosovars, Their Preferred Television and Use of Viewing Devices

Abstract

Objective: To ascertain the interest of youth in this information medium at a time when television is no longer the primary media, as each individual carries a cellphone and when young people utilize alternative information sources through social networks   Theoric Framework: Other studies concerning media preference have argued that preference in media is a complex concept that needs to be studied on different levels.   Methods: During the research, an empirical study was conducted, specifically a survey with a focus group of young people aged 18-30, to explore their access to information, using television as the primary source, as well as other practical sources that replace it.   Results and Coclusions: This study made a distinction between television program viewership, creativity, reliability, and the way information is accessed because ultimately every preference and viewership is related to believing in facts or alternative truths. In this context, it can be observed that low television screen usage is associated with the possibility for young people to use alternative devices such as cell phones and laptops.   Implications of research: The research is focused on watching television channels by young people from Kosova, as their preferences, namely the young people's perception of the most reliable programs.   Originality/value: This study made a distinction in television program viewership, creativity, objectivity, and the way information is accessed among specific age groups of young people.