Title: Television advertising and viewers' attitude : a comparative study of Fiji and India

Abstract: This study reports the results qf a survey conducted on IV VMwerS qf India and Fiji to compare Iww positWe consumer attitude is towards IV adJiertising in these two different geographical locations. The study finds that consumers' interest in watching IV Iws declined wlwn compared with past levels. But those who watch IV appreciate the sense qf hwnour in adJiertisements and they find the advertisements slwwn on IV entertoining. Some qf the respondents were qf the view that they like to watch advertisements not.fOr knowledge or information so much as for entertoinmenL The findings qf this research reveal that consumers in India and Fiji have positioe attitude towards IV adJiertising. The stut!Y also found that these is no significant difference in vim.vers' attitude towards IV adJiertising based on income, occupation, gender and education.