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ERIC Number: ED048740
Record Type: Non-Journal
Publication Date: 1971-Apr-9
Pages: 176
Abstractor: N/A
Reference Count: N/A
KQED and Its Audience.
McKay, Bruce
KQED is the community-supported, non-commercial public television station for the San Francisco Bay Area and Northern California. A telephone survey was conducted to determine the size, composition, and general viewing patterns of the station's audience and to ascertain what programs were or were not popular. A total of 11,538 telephone interviews were completed between 6 p.m. and 10 p.m. during one week of November 1970. Respondents were asked if they had a television set and what program they were watching. Certain respondents were asked further questions concerning their age, educational background, opinion of the station and its programming, and their general television viewing habits. The results of the survey are presented at length in both expository and tabular form. Results include evidence that there has been a 20.6% growth in weekly circulation since 1966, that KQED now attracts an audience with a much younger age profile, and that the fragmentation of the station's audience into groups interested in particular kinds of programming is striking. Children's programs, educational programs, and news or public affairs programs stand out as KQED's greatest strengths. Survey design, sampling techniques, material design, interviewer training, and analysis methods used in the survey are discussed in great detail. (JY)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: Corporation for Public Broadcasting, Washington, DC.; Ford Foundation, New York, NY.
Authoring Institution: Stanford Univ., CA. Inst. for Communication Research.