Abstract:

Observations and models attempting to describe a multiplicity of interactions between media content, media usage and audiences, are designed to provide (temporarily) adequate, at most times, answers to a series of crucial questions, that enhance our understanding of this ever-continuing interplay. The standpoint of this paper is twofold : -to provide a broad frame of reference concerning media usage patterns within a diversified media universe and -to focus attention to the interrelations of audiences and TV programme content, both within the confines of a culture-specific environment.