ERIC Number: ED119608
Record Type: RIE
Publication Date: 1975-Oct
Reference Count: N/A
Television in the After School Hours. A Study of Programming and Advertising for Children on Independent Stations Across the United States.
Barcus, F. Earle
A study analyzed the programing and advertising matter in the after-school hours on independent commercial television stations unaffiliated with the major networks. These stations, primarily UHF, relied almost entirely on syndicated programing that is often reruns of former network programs. These programs draw large after-school audiences. By collecting many different categories of data, an overall picture of independent station programing across the U.S., and an in-depth look at a sample of these stations through actual videotape recording and analysis were obtained. These procedures yielded data for 350 program segments broadcast on 68 of 73 independent TV stations in 43 markets. Analysis revealed a process of relabeling programs produced for prime time TV as "children's television." Approximately 60% of all programs were not originally designed for children. Nearly two-thirds of the audience for these programs were children 2-11 years old. About 20% of the viewing time is devoted to commercials, most of which contained little product information; 46% of these commercials were for edibles, usually for food with high sugar content. Appendixes and data tables throughout document the narrative of the extensive research report. (HB)
Descriptors: After School Programs, Audiences, Behavioral Science Research, Children, Commercial Television, Programing (Broadcast), Television, Television Commercials, Television Research, Television Viewing
Action for Children's Television, 46 Austin Street, Newtonville, Massachusetts 02160 ($10.00)
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: Action for Children's Television, Boston, MA.