| Abstract: | Older adults have been identified as heavy consumers of information delivered via the electronic media. They appear to have established a dependency on television in excess of other viewing populations. The major preference of the older viewer is for news and public affairs programming. This implies a utility value of television for this audience as an information system, a link to the common pool of knowledge, and as a “window to the world.” The present explosion of new communications technology will result in a major change in information transmission. The expected proliferation of cable systems, interactive television, and concepts of specialized programming will result in a deliberately frationated audience. It can be projected that this will have impact on the older viewing population. The potential for specialized information targeting the interests of older adults in a variety of program formats is in the immediate future. Educators and advertisers alike have the opportunity to capitalize on the new broadcast technology for influencing the lives of older people. |
