Single versus multiple‐system cable television

The senior author is an assistant professor of radio‐television at Indiana University, where Robert Blau is working toward a PhD. The article which follows is based on research done originally for an Indiana cable company for which the authors served as consultants.     

Electronic monitoring of in‐home television RCD usage

This study electronically‐monitored in‐home RCD activity. The frequency of channel changing and other RCD behaviors were recorded and discrepancies between self‐reported and actual RCD use are examined. This is one of a few academic studies of RCDs that does not rely on a survey (respondent recall) or on observation, but rather records actual behaviors in the participants’ home. This study also examines viewers’ uses of RCDs within the framework of selective exposure.

Slightly over 374 hours of television viewing by 44 participants yielded 13,680 channel switches. It was found that viewers made an average of 36.6 channel changes per hour. In other words, they watched channels for an average of one minute and 38 seconds between switches. Further analyses revealed an audience of “rapid‐fire”; channel grazers as 80% of the switches took place after a channel was on for less than five seconds.     

A closer look at the non‐television household

The growth in percentage of American homes with television over the past dozen years has outstripped even the adjectives used to describe the phenomenon. Although the period of greatest growth was between 1950 and 1955, the proportion of U.S. homes with television has climbed from two out of every three in June of 1955 to nine out of ten today.

The non‐television owner has become something of a rare bird, not necessarily needing sanctuary, but certainly worthy of study. At the time this research was performed, the Census Bureau reported 85% set ownership in the sample area (a figure in excellent agreement with findings in the present study).

This study was financed in part by a grant‐in‐aid from the National Educational Television and Radio Center. Field work was conducted by students of Professor Ralph O. Nafziger. Dr. Richard F. Carter, now of Stanford University, also contributed to the study.     

A cross‐cultural analysis of children's television use

This study compared uses of U.S. television by foreign children residing in the U.S. and their American counterparts in light of theories of acculturation, cultivation, and uses and gratifications. Compared with U.S. children, foreign children: used television more for learning purposes, were relatively more interested in television programs, spent more time watching television, identified more frequently with television characters, and expressed stronger beliefs in the social reality portrayed by television.     

Individual differences in on‐air television and radio personalities

This study examined on‐air television and radio newscasters' traitlike communication dispositions. Television and radio personalities were found to be less apprehensive, less shy, less responsive, more assertive, more willing to communicate, and more extroverted than the average individual. The study also indicated that individuals working for higher paying/ranked television or radio stations/ markets are more willing to communicate, more extroverted, more assertive, less responsive, and less shy than those in the same field working at smaller, lower‐paying/ranked stations.     

The radio‐television curricula in American colleges and universities

This article is based on the information provided by seventynine of the approximately ninety colleges and universities offering a degree or major emphasis in broadcasting. The original data was collected in the Fourth Annual Survey of Colleges and Universities Offering Course Work in Radio and Television, 1958–1959 (published in the Fall 1959 issue of the Journal of Broadcasting).

Detailed tables, listing all of the broadcasting courses of each of the seventy‐nine schools, are available in limited supply from the author.     

Designing infopoint: A multi‐purpose multimedia library guide

This paper describes the design and development of a multimedia guide to Learning Services. The package which encompasses library and computing facilities, subject resources, floorplans and site personnel is described in detail. The problems associated with introducing large numbers of students to Learning Services are discussed and the advantages of the multimedia approach explored. The multipurpose nature of the package is outlined and plans for future evaluation and developments are described.     

Instruction in radio and television in twenty‐five selected universities

The mushroom growth of radio and television instruction taking place since the end of World War II has left in its wake a patch‐work guilt of academic programs in colleges and universities from coast to coast. The importance of trying to answer the question ‘Where are we going?”; indicates a need for realistic stock‐taking and thorough curriculum evaluation.

In keeping with its policy of seeking to advance the field of knowledge as to education for broadcasting, the Journal presents a special report on the current state of the curriculum which, it is hoped, will prove of value to all those interested in education for broadcasting.     

Determinants of repeat viewing to prime‐time public television programming

This study explores the relationship between several structural level variables and repeat viewing of prime‐time public television programming. A strong positive correlation was found between audience ratings and repeat viewing. Analyses of variance were performed on repeat viewing using program scheduling, presence/absence of continuing dramatic story line, and household cable status, and significant effects for repeat viewing occurred for all. A regression model utilizing these variables accounted for a moderate degree of variance in repeat viewing.     

Evaluating carrascolendas: A television series for Mexican‐American children

Readers with young children may have noticed the occasional Spanish language vignettes appearing from time to time on Sesame Street, the popular public television program for pre‐schoolers. The following article describes the development and audience impact of a program designed to reach a Spanish‐American audience in a Texas city. The study is presented primarily as a guide for other programmers desiring to evaluate audience effects of such content. This article is a summary of a longer report done under an Office of Education subcontract to the Center for Communication Research at the University of Texas. Dr. Williams is Director of the Center and professor in the school of communications, while Diana Natalicio is now an assistant professor of linguistics at the University of Texas at El Paso after having completed her doctorate in linguistics at the Austin campus in 1970.     

How families select television programs: A mass‐observational study

Mass observation and survey data reveal how family position and family communication patterns influence the selection of television programs under naturalistic conditions at home.     

Household‐level demand for cable television: A probit analysis.

The authors explore demand for cable services in individual households and find that the quality of over‐the‐air reception, interest in nonprogramming entertainment services, and service quality directly affect that demand. The study also explores demographic and behavioral differences in demand for basic and pay services and outlines their implications for cable systems operators.     

The comparative “look‐up” ability of script readers on television

The authors present a detailed analysis of the major factors (sales price, net broadcast revenue, average daily audience size, program expenses vs. station profitability, and sales price) which help define a station's economic value. One major conclusion is that higher program expenditures appear to correlate with higher station profits (and economic value). Mr. Blau is a doctoral candidate in mass communications at Indiana University, while Drs. Johnson and Ksobiech are associate and assistant professors, respectively, in that university's department of telecommunications. The study was conducted with the support of grants from the NAB and an Indiana University Faculty, Grant‐in‐Aid. Naturally, the opinions and other content do not necessarily reflect the position or policy of those institutions, and no official endorsement should be inferred.     

Attitudes and parental factors as intervening variables in the television violence‐aggression relation

This study examines the relationship of cognitive and parental factors affecting adolescents viewing of television violence. Participants in the study were 422 adolescents and 298 of their parents who were surveyed for their viewing behaviors, perceptions of violent portrayals, and aggressive behavioral tendencies. Regression analysis indicated that attitude was the strongest predictor of aggression. The more adolescents reported liking television violence, the more aggressive were their intentions. Results suggested that while exposure to violence and parental factors both play a part in mediating subsequent aggression, viewing violence is less important than liking violence.     

Gender differences in television use: An exploration of the instrumental‐expressive dichotomy

This study applied an interpersonal approach to understand gender differences in television use. Research shows that males are socialized to be instrumental in communication while females are socialized to be expressive, or focused on relationships. We expected this instrumental‐expressive dichotomy to emerge in television use. In two studies we found limited support that males had an instrumental viewing style, with goal‐directed reasons for watching and intentional, concentrated, and selective use of television. Females had a relationship‐oriented approach to television similar to the expressive orientation. These findings are linked to prior research on the uses of television.     

An association of soviet‐sphere broadcasters: The international radio and television organization

Although American broadcasters are conscious of the role of the North American Regional Broadcasting Agreement, it may well be that few realize the existence of other regional broadcasting agreements and bodies, with different functions, and cast into a different mold. One such body is the International Radio and Television Organization (OIRT) which coordinates the broadcast activities of nations within or allied in varying degree to the sphere of influence of the USSR.