Abstract:

This paper will provide illustrations in relation to the viewing and consumption habits and the socio-cultural trends which have emerged in Europe over the last five years. It will bring some insight into the value profiles of the television channels in France, Germany, Italy, Spain and UK. There are clear connections between viewing and consumption habits and values which show significant similarities in the five major countries. An initial segmentation has been made in order to segment the five countries' viewers on the basis of their preferred programmes. According to preliminary results, the segments reveal quite homogeneous tendencies. These results strongly support the Finnish viewer segmentation analysis and the conclusion that there are other viewing models to be found, also connected with viewers’ values and attitudes.