In search of television viewing styles

Predictors of television and online video platform use: A coexistence model of old and new video platforms

“…The present study also supports the previous studies that found that ritualistic viewing orientation positively influences television use (Hawkins et al, 1991;Metzger and Flanagin, 2002). Additionally, the current study further discovered that instrumental viewing orientation positively, rather than negatively, predicts the intention to use television, and has a larger influence on the intention to use television than does ritualistic viewing orientation.…”

Validity of Adults’ Retrospective Memory for Early Television Viewing

“…Rather than overall viewing levels, Potts et al's participants reported viewing levels for each of approximately 300 past TV series. Results showed that people reported expected ecological patterns, in that they reported many never-watched programs, some occasionally watched programs, and a small number of frequently watched programs, a pattern consistent with propositions of selective TV viewing (Hawkins, Reynolds, & Pingree, 1991;Rubin, 2002). Observed natural patterns also included infrequent viewing of programs broadcast in the same time slot as favorite frequently viewed series, and essentially no viewing of false but plausible program title foils inserted in the TV schedules.…”

Supplying and Viewing Diversity

“…The programme choice theories with which this section began, assume in this respect that viewers choose programmes rationally. Research shows that (in the US) some groups of viewers do indeed make deliberate choices, especially as the high number of available channels increases viewer options (Adams, 2000;Hawkins et al, 1991;Lin, 1994;Rust et al, 1992). On the other hand, broadcasters develop elaborate programme scheduling strategies to lock in viewers to their channels (Horen, 1980;Souchon, 1994b;Tavakoli and Cave, 1996).…”