ERIC Number: ED205975
Record Type: RIE
Publication Date: 1981-Aug
Reference Count: 0
An Analysis of the Impact of Cable Television on the Audiences of Local Television Stations in Three Markets.
Grotta, Gerald L.; Raskopf, Jack
A study examined the extent to which the availability of cable television service in a household diverted viewers from local television channels. Questions concerning media use were included in three comprehensive market surveys conducted in three diverse areas. Approximately 1,000 telephone interviews were conducted in the three areas. The findings revealed that cable television has made significant inroads into the viewing audiences of local commercial television stations. Not only has the share of the local commercial television audience dropped to less than half of the households among cable subscribers viewing television during prime time, but the demographics of the audiences that have been diverted indicated that they are comprised of those viewers most sought by advertisers. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Response; Media Use
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981).