Television and Its Audience

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SAGE, Nov 24, 1988 - Language Arts & Disciplines - 220 pages
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This book by two leading experts takes a fresh look at the nature of television, starting from an audience perspective. It draws on over twenty years of research about the audience in the United States and Britain and about the many ways in which television is funded and organized around the world.

The overall picture which emerges is of: a medium which is watched for several hours a day but usually at only a low level of involvement; an audience which views mainly for relaxation but which actively chooses favourite programmes; a flowering of new channels but with no fundamental change in what or how people watch; programmes costing millions to produce but only a few pennies to view; a wide range of programme types apparently similar to the range of print media but with nothing like the same degree of audience 'segmentation'; a global communication medium of dazzling scale, speed, and impact but which is slow at conveying complex information and perhaps less powerful than generally assumed.

The book is packed with information and insights yet is highly readable. It is unique in relating so many of the issues raised by television to how we watch it. There is also a highly regarded appendix on advertising, as well as technical notes, a glossary, and references for further reading.

 

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Contents

The Giant Medium
1
1 Introduction and Overview
3
2 Watching Television
12
Watching Programs
23
3 Choosing Different Programs
25
4 Watching Different Episodes
38
5 How Much We Like What We Watch
49
How Programs Reach Us
61
9 How We Pay
104
Television Today and Tomorrow
121
10 Television as a Medium
123
11 Concerns About Television
136
12 The Future
154
Television Advertising
167
Who is Viewing?
175
References
179

6 Broadcast Channels
63
7 The New Channels
76
Paying for Television
89
8 What It Costs
91
Glossary
189
Index
197
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