Blumler and Katz Uses and gratifications theory

According to Katz, Blumler and Gurevitch's research there were five components comprising the Uses and Gratifications Approach. The components are: The audience is conceived as active. In the mass communication process, much initiative in linking gratification and media choice lies with the audience member.  the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification. This theory would then imply that the media compete against other information sources for viewers' gratification.