Abstract:

To the outside observer, audience research appears essentially as the production of a set of 'objective' results on audience size, reactions or attitudes. It is tempting to feel that, because such results are often provided in the context of broadcasting decisions, audience research is actually having a direct effect on such decisions. The authors argue that this is not the case, and that audience research cannot make a real contribution to broadcasting decisions if it does not understand the broadcasters' 'culture' and the thinking process behind the making of programmes. In that respect the researcher’s relation to the broadcasters must parallel the relation of the broadcasters to the listeners: in both cases, a balance needs to be achieved between professional integrity and the needs of the 'client'.