A study compared the perceived value of a product by children who had viewed a commercial with that of others who had examined the product. Data indicate that, when television commercials exaggerate the virtues of the products, boys are more apt to be misled by the advertising claims than girls. (JEG)

Although circulation of public television increased because of cable's extension, the amount of public television viewing as a portion of total TV use fell. This decrease follows no strong pattern of market characteristic, dial position, day part, or age of viewer, but does relate to the kinds of available competition. (MER)

Investigates the efficacy of including peer interaction in television advertising directed to children. Results suggest that this variable provides increased liking for commercials, but does not affect product desirability. Nine references are cited. (Author/MER)

Describes research undertaken to determine third- and fifth-grade children's television viewing preferences in a choice of adult or children's television shows. Two studies were carried out: (1) distribution of a forced choice questionnaire, and (2) showing of an edited videotape introduction to shows listed in the questionnaire. (SW)

This article discusses how the pattern of motives that people have for watching television is affected when cable television greatly expands available content. (Author/STS)

Investigates differences among children, young teenagers, and adolescents in television viewing program preferences, attitude about the medium, and motivation to use television. (Author/JEG)

A set of surveys was conducted among elementary school students to provide basic information on exposure patterns to television newscasts on the local and national level. (Author/STS)

This study suggests that cable television services currently available on high capacity cable systems receive frequent use and have considerable impact on the subscriber's use of competing media. (Author/STS)

Surveyed 449 Blacks of varying ages to examine patterns of television use, amount of television viewing, attachment to the medium, and the differences in Black viewers' motivations for watching television. Fifteen references are cited. (FM)

This study of children's understanding of commercial audio and video network techniques which are designed to communicate the balanced breakfast concept indicates that children show a general lack of concept understanding. Thirteen references are cited. (Author/MER)

Reviews a project to promote the incorporation of commercial television viewing experiences as a topic of parent and child interaction, examining specifically how to promote joint viewing of programs by parents and children for conversational purposes, and whether changes in the nature of interaction would result. (CWM)

Discusses a study to determine if anticipatory reactions contribute significantly to children's television-viewing behavior. Four form complexity variables (set, shot, verbal interaction, and modal complexity) and two visual/verbal interaction variables (congruence and independence) are studied using groups of children 4 to 5 years old and 7 1/2…

Questionnaires distributed to adults in a midwestern city provide the data for this analysis of television viewing purposes and life-styles. The 12 viewing uses identified were factor analyzed separately from the 14 life-styles, and canonical correlation analysis was used to determine relationships between the two factors. (SW)

A language sample and television viewing log were collected from 93 preschool children to explore the relationship between viewing habits and spoken language. Findings showed a negative inverse relationship between language sophistication levels and television exposure, and suggested support for an environmentalist theory of language development.…

Results of this study indicate that violent content in comic cartoon programs is recognized as violent by children, and not regarded as merely humorous. (Author/STS)