Abstract:
In light of the drastic changes in the German television market within just a few years, this paper asks how the audience has changed its viewing behaviour in the new television landscape. The main point is to show that the viewers switch more often between channels than they did a few years ago. A comparison will be made to the development of the programme length. An analysis of the amount of changes during the various programme types and a case study will give an idea of how the audience behaves during programmes. From these findings we derive the hypothesis that channel loyalty has become marginal and that programme ratings in a competitive market depend highly on the various programmes offered at any given time.
Research Papers
The German example
Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Author: Robert Nicklas
Company: GfK
June 15, 1996
Research Papers
Television usage in a multi-channel environment
Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions
Authors: Tony Dent, Nicholas Winkfield, Sian Lloyd
 
June 15, 1987
Research Papers
The Dutch public broadcasting services in a multi-channel landscape
Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions
Author: Wim Bekkers
 
June 15, 1987
