In the United Kingdom some 85% of homes have a television set capable of receiving at least two different channels. The results to be described in this paper concern the use these viewers make of the choice available to them. There has been much speculation in the past on the ways viewers use television, the extent to which they identify with particular channels or stations, the lengths they go to to seek out particular programmes and so on. . This paper presents quantitative results on actual viewing behaviour.
Authors: Andrew S. C. Ehrenberg, Pamela Mills
May 1, 1994
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