Abstract:

The following paper represents part of a large research project commissioned by the Austrian Federal Ministry of Education and Arts, Vienna. The primary purpose of the study consisted in gaining empirical data for practical application in the planning of a parental aid-project. The study was designed and conducted as a joint project involving the Institute of Empirical Social Research and the Fessel+GfK-Institute. A main point of interest centered upon exploring the motivational structures underlying televiewing behaviour of both parents and children, intra-familiar reception strategies, and the collection of quantitative data relating to frequency and intensity of television-consumption.