Government access cable television is being used more and more to reach diverse audiences. However, the methodology to determine how many viewers are tuning in to such programs is piece-meal with the pieces not interconnecting to form a complete process. The paper explains the methodology used to estimate number of viewers for one television series which airs a new program each week with the same program appearing three times a day for a total of 15 showings each week. Three procedures were used to arrive at an overall estimate: telephone survey of cable subscribers. questioning a sample of first-time callers and visitors to the Extension office as to how they learned about the office. and synthesis and application of a number of studies described in the literature. The three procedures together provide what is believed to be a more accurate estimation of number of viewers than anyone by itself: and all are applicable to other Similar television series.
Smith, M. F. and Yates, Judy
"Determining a Standard for Number of Viewers of Educational Programs Delivered Through Government Access Cable TV,"
Journal of Applied Communications:
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