Motivations for Popularity of Turkish Drama Serial "Ertugrul" in Pakistan: A Content Analysis.

Turkish television content has taken over Pakistani drama industry as Turkish drama serials are becoming popular among Pakistani audience. The latest Turkish drama serial "Ertugrul" is touching the peak of popularity in Pakistan. The research study is conducted with an aim to find out the motivations for popularity of Turkish drama in Pakistan through audience responses on Twitter. Twitter is regarded as "Second screen" as well as "Social television". It is used simultaneously by individuals while they are watching television. Besides, viewers get engaged in discussion on twitter regarding television content as well. In a bid to ascertain audience motivations with regard to watching "Ertugrul", a content analysis of tweets posted by Pakistani audience is undertaken. The sample consists of 100 tweets, which are posted in various related hashtags. Since people of Pakistan and Turkey share the common faith - Islam, and the drama tends to propagate the Islamic teachings and principles, that is why Pakistanis are eager to watch it enthusiastically. [ABSTRACT FROM AUTHOR]