ERIC Number: ED053562
Record Type: RIE
Publication Date: 1971-Apr
Reference Count: 0
Evaluating Non-Commercial Television: A Case Study. Final Report.
Adams, Paul D.
Public television differs from commercial broadcasting in its assumptions, goals, and approaches. While commercial television seeks the largest possible audience, public television seeks to maximize the effectiveness of a program for a specific audience, not maximize the size of the audience. This study sought to provide a method for determining whether a public television program was meeting its objectives. It used a series of mail surveys, personal interviews, and telephone follow-ups to gauge the effect of an interview show called "The Way People Live" on its audience in the Austin and San Antonio areas of Texas. Surveys, questionnaires, and analyses are fully presented here. Overall, it was found that social and demographic characteristics of viewers and not differences related to program impact most distinguished the audience. Attitudinal items and questions did not predict how frequently a viewer watched the show. (JK)
Publication Type: N/A
Education Level: N/A
Sponsor: Texas Univ., Austin. Hogg Foundation for Mental Health.
Authoring Institution: Texas Univ., Austin. Center for Communication Research.