A study was conducted to assess the dimensions of a National Public Radio (NPR) audience's interests in programing, and how these interests define subaudience groups. Telephone surveys were conducted with 276 persons who were over 18 years of age and who usually listened to the local university operated NPR station at least one day per week. The…

Concludes that the advent of an independent television station had little apparent effect on the programing of three network stations in the same market. (FL)

Three studies were conducted to replicate and extend research on advertisements for children on Saturday morning television, and during children's programs at other times. Resarch focused on amount and frequency of advertisements, as well as the types of products advertised. Study 1 concerned the Saturday morning time period, when children…

A study investigated the dimensions of gratifications sought (GS) and gratifications obtained (GO) from two competing network television programs--ABC's "Good Morning America" and NBC's "Today"--in terms of (1) the differences between the dimensional structure of GS and GO for the viewers of each separate program and (2) the…

Major differences in results obtained from three audience measurement methodologies (telephone coincidental, multi-media diaries, and personal interviews with roster recalls) confirm the need for a new methodology or technique by advertisers and their agencies. (RL)

Summarizes an evaluation of the impact of the 1976-77 Florida Drug Abuse television campaign, targeted at middle- and upper-class individuals. The article reports audience viewing frequency of the TV campaign announcements, differences between viewers and nonviewers, plus viewing and reaction differences between target and nontarget audience…

A study examined the organization, content and audiences of four public access channels to determine whether public access on cable television can be described as mini-communication and, if so, whether cable television is fulfilling some of its promises as a mini-medium. Organization was categorized as reflecting little or no hierarchy of…

The results of research on the amount of information retained by television viewers from weather broadcasts suggest that audiences retain little information on weather conditions even though they are interested in it, and that more information is retained when the report is presented via the spoken word than with extensive use of visuals. An…

This 2-year study was conducted to investigate the nature of religious television, its viewers, and its effect on mainline or other local churches. Four specific areas were addressed: the nature of the viewing audience, the content of religious television, the appeals and satisfactions (uses and functions) of religious programs, and behavioral…

During the gavel-to-gavel coverage by public television of the Watergate Hearings of the Select Committee on Campaign Practices, audience makeup and attitudes in Florida were surveyed and profiled. Findings showed that blacks were attracted in greater proportion than whites, and males more than females. Spanish-speaking persons tended to avoid the…

In addition to determining the value of television viewing as a teaching tool for reading, a study examined the relationship between reading achievement and the amount of time spent watching television. During a 10-week period, 21 fourth grade students of various races and ethnic backgrounds recorded their television viewing schedule. The Step…

Seven countries--Belgium, Bulgaria, Canada, France, Hungary, Italy, and Japan--participated in a comparative study of television programing and audiences. Four statistical indicators--structure of programs broadcast, availability of programing, potential viewing and actual viewing--were used to analyze over 25 categories of programing, which for…

Focusing on changes in the minds of the audience, this study of the impact of television programs provides a general analysis of the perceptual spectrum of the television audience and its values, preferences, and attachments to the content of television programs. Influences are identified and cued to the development of programming, and findings of…

This paper describes a study which compared an actual television schedule with an "abstract" schedule in order to determine what the forces are that forge a television schedule and how these forces interact. The report is presented in six sections: (1) a statement of the problem; (2) a discussion of the notion of the abstract schedule…

The third in a series of four, this report describes part of a national study commissioned by the Corporation for Public Broadcasting to investigate audience awareness of public radio, reaction to on-air fund raising and programing on public radio, and audience reactions to on-air fund raising by public television stations. This segment of the…