The present study aimed at examining instructional paradigms and key factors for determining students’ rejection regarding TV and radio as sources of higher education services as opposed to face to face/ traditional learning method. Consistent with this rationale in this paper, the researcher adopted Higher Education Service (HES) quality indicators, proposed by Kwan and Ng(1999), to check the university student’s preference of a developing country i.e. Pakistan. The convenient sampling technique has been utilized, and date has been collected from 518 learners through a five-point (Likert scale) questionnaire. The results after calculating average values revealed that TV and radio are thrown out due to their unidirectional medium of instruction, and secondly, because of their total incapability to deliver few higher education services, which proved to be a major handicap. However, in traditional education, enough interaction takes place between teachers and students, which is deemed to be a vital component for instructional delivery and dissemination of information. Besides this, other portable devices should be checked as they not only reflect resilience but also appear to enhance performance and satisfaction of learners

Instructional paradigm, Higher education service (HES) quality indicators, face to face/ traditional learning method,Distance education, Interactive learning environment