ERIC Number: ED230655
Record Type: Non-Journal
Publication Date: 1981-Apr
Reference Count: N/A
Attracting Minority Audiences to Public Television.
Booz Allen and Hamilton, Inc., Washington, DC.; Corporation for Public Broadcasting, Washington, DC. Office of Communication Research.
This study focused on specific needs and interests of three minority groups (Blacks, Hispanics, and the elderly) as television audiences. The study was based on a survey of American television audiences, conducted by Ronald Frank and Marshall Greenberg for the Corporation for Public Broadcasting, to determine directions for television program content, production, scheduling, and promotion. The Frank and Greenberg study, which used audience interest segmentation analysis (a research approach that stratifies audiences along lines of common interests and needs rather than along the traditional lines of age, sex, ethnicity, socioeconomic status, and other demographic variables), identified 14 interest segments, or subgroups with relatively homogeneous patterns of leisure interests and activities. The present study found five of those interest segments to be highly relevant to the minority groups under consideration: (1) Money and Nature's Products; (2) Elderly Concerns; (3) Home and Community Centered; (4) Family Integrated Activities; and (5) Highly Diversified. This report analyzes those interest segments, describes minority group membership within the segments and discusses each of the three minorities as a separate audience with distinct patterns of media-related attitudes, interests, and behaviors, as identified by the interest segment analysis. (Author/MJL)
Publication Type: Reports - Research; Numerical/Quantitative Data
Education Level: N/A
Authoring Institution: Booz Allen and Hamilton, Inc., Washington, DC.; Corporation for Public Broadcasting, Washington, DC. Office of Communication Research.