Abstract:

Due to the improvements in the ways of penetration (via cable and satellite) and the ongoing increase in TV stations (full scale programmes and field programmes) it is made sure that most of the viewers in Germany have the opportunity to compile their individual programme range from an abundant variety of programmes. 10 years ago the audience only had the choice of two public TV stations. Decreasing market shares of these public TV stations and the new private televisions' success indicate the audience's acceptance of this new programme variety. It may be assumed that further technological developments will both multiply and diversify this programme range in the future. Simultaneously, the role of television will change from a comprehensive mass media to a target oriented television. Information concerning target groups will heighten in importance. This information should be sociodemographic in nature and should also be subdivided into psychographic and market oriented groups by using other criteria. Without this information, TV stations will be unable to react appropriately to alterations in target groups' habits, attitudes and interests. The range of programmes offered should be a direct consequence of this detailed knowledge.