ERIC Number: ED205162
Record Type: RIE
Publication Date: 1980-Mar
Uses and Gratifications Associated with Exposure to Public Television.
Designed to assess the motivations viewers have for watching public television (PTV), the gratifications they derive from programs they enjoy, and their expectations of PTV, the pilot study described was conducted to provide information for program decision-making and efforts aimed at attracting different types of audiences. The research strategy involved three phases of data collection: (1) focus group sessions, (2) pre-test telephone interviews, and (3) telephone interviews, which were based on a survey instrument including a researcher and respondent-generated list of 19 motivations and corresponding gratifications for watching PTV. Results indicated that PTV viewing seems to be motivated primarily by the desire for a change of pace from commercial TV fare, and the related expectation of being entertained by intelligent, well written, well acted, and well produced programming. The multidimensional nature of PTV viewing motivations and gratifications contradicted the stereotyped unidimension image of PTV as a dull, demanding instructional/educational service. (MER)
Publication Type: Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: Corporation for Public Broadcasting, Washington, DC. Office of Communication Research.
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