This report, the first in a series of four, describes part of a national study commissioned by the Corporation for Public Broadcasting to investigate audience awareness of public television, level of viewing, and reaction to programming and on-air fund raising. Specifically, this segment investigated the level of awareness of public television, the degree of viewing of public television, and demographics of subsegments of the population identified in terms of their degree of involvement with public television. Data were collected from telephone interviews with 1,083 randomly selected adults living in telephone-and-television households. Appendixes include a discussion of evaluation methodology, a copy of the questionnaire used in the investigation, and an analysis of conceptual and procedural aspects of alternative definitions of awareness and viewing of public television. (KS)