Agreement between trained and untrained coders in assessing television content was investigated. A model integrating the different approaches to content analysis was proposed. The model contains three dimensions: audience coders versus expert coders, microanalysis versus macroanalysis, and quantitative versus qualitative analysis. The audience versus expert coders facet of that model was evaluated by having university students watch and assess the content of 24 television programs chosen from prime-time on the basis of their popularity. They were not trained in content analysis and did not know the questions about which they were asked until after viewing their program. Their evaluations were compared with similar evaluations given previously by trained (expert) coders. Each of the 24 programs was watched by 5 male and 5 female naive coders (total N=240). The groups were balanced for ethnicity and socioeconomic status. A statistic developed especially for this research was used to compare the naive and expert ratings on 22 selected variables. The results indicated that untrained and trained coders in general evaluated the programs similarly. Moreover, the questions on which the experts tended not to agree (that is, were unreliable) were generally the same ones on which the untrained coders did not agree, both amongst themselves and with the experts. / Arts, Faculty of / Psychology, Department of / Graduate

An accurate television viewing choice model is an important tool for television industry executives, as well as advertisers. An efficient model can help television channels maximize ratings by improving both scheduling and the characteristics of their shows. On the other hand advertisers can predict ratings and demographic composition of audiences with better accuracy. Though there is considerable evidence to suggest that individual viewing choices are strongly affected by one's family members, quantitative models in marketing literature typically focus on the individual as the unit of analysis without incorporating the influence of family members. / Key Words: viewing choice modeling, television rating, group decision making / This thesis proposes a three-stage model to capture the process of household television viewing behavior. We divide the household viewing process into three sequential and interrelated decision stages (pre-decision, joint decision, and final-decision) according to the group decision making framework suggested in prior research. By defining utilities of different programme types on different channels, and weighting parameters of each family member, each family member's three decisions (pre-decision, joint decision and post-decision) are modeled as a function of these parameters with three sub-models. The model was estimated with maximum likelihood estimation, duly validated with simulation studies. Meanwhile, the model was extended to be time-dependent to allow past viewing history to influence current viewing choice, and applied on the people meter data for primetime telecasts on weekdays for the whole of 2006. The results indicate that our model has better prediction accuracy compared with models being currently used (Rust and Alpert 1984; Yang et al. 2010). Furthermore, we are able to demonstrate that models that ignore the influence of family members yield biased estimates. Our model also has better prediction accuracy compared with the traditional model proposed by Rust and Alpert (1984), and has more flexibility to fit households with different compositions. Finally, we find that there exist different household decision structures, initial latent preferences, and influences of past viewing history across different families and their members, and the heterogeneity can be explained by demographic variables. / Su, Lei. / "December 2010." / Advisers: Jessica Yuk-yee Kwong; Kin-nam Lau; Jian-min Jia. / Source: Dissertation Abstracts International, Volume: 73-04, Section: A, page: . / Thesis (Ph.D.)--Chinese University of Hong Kong, 2011. / Includes bibliographical references (leaves 126-133). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. [Ann Arbor, MI] : ProQuest Information and Learning, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. Ann Arbor, MI : ProQuest dissertations and theses, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstract also in Chinese.

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This thesis has investigated the local Indianapolis television news viewing habits of the residents of Muncie, Indiana. The thesis also explored similarities between Muncie TV news viewing habits and those of the rest of central Indiana.The study used a random telephone survey method to gather data. Past area viewing trends recorded by the Arbitron Company of Chicago were also used for informal comparisons of Muncie and central Indiana viewing preferences of Indianapolis TV newscasts.Demographic analyses of TV news audiences of the Indianapolis commercial network television affiliates were conducted in order to help describe the participation of each station's Muncie audience.

by Leung Wai Lun Nicholas, Tse Chung Yan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 47). / ABSTRACTS --- p.1 / Chapter CHAPTER I --- INTRODUCTION --- p.5 / Background --- p.5 / Market Coverage of ACNielsen's ratings measurement --- p.5 / Methodology of Audience Rating Measurement by ACNielsen --- p.6 / TV Ratings Measurement --- p.7 / Differentiation by Dayparts --- p.7 / Differentiation by Programmes --- p.8 / Use of Program Audience Rating --- p.9 / Strategy Formulation from Audience Rating --- p.10 / Chapter CHAPTER II --- LITERATURE REVIEW --- p.12 / Television Channels and Advertisements: --- p.12 / New Forms of TV Advertising --- p.13 / Chapter CHAPTER III --- RESEARCH OBJECTIVES --- p.14 / Chapter CHAPTER IV --- RESEARCH METHODOLOGY AND PROCESSES --- p.15 / The Data Set --- p.15 / Database Description --- p.15 / Sample Composition --- p.15 / TV Rating (TVR) --- p.16 / Data Structure --- p.16 / TABLE 1 --- p.16 / Data Cleansing --- p.17 / Phase I Process一Data Extraction --- p.17 / Phase II Process´ؤData Conversion --- p.18 / Phase III Process´ؤDatabase Mapping --- p.18 / Phase IV Process一Data Transformation --- p.18 / "Tabulation, Sorting, and Descriptive Statistical Analysis" --- p.19 / Chapter CHAPTER V --- RESULTS AND ANALYSIS --- p.20 / Descriptive Statistics --- p.20 / Analysis By Programmes --- p.24 / Analysis By Day --- p.28 / Analysis by week --- p.29 / Analysis by time slots/dayparts --- p.29 / Weekdays TVBJ and ATVH Mean Ratings Per Minute --- p.30 / Audience movements in channel switching --- p.32 / Interpretation from 2:00am to 7:00am --- p.33 / Interpretation from 7:00am to 11:00am --- p.34 / TV News Increases Switching Phenomenon --- p.35 / Analysis of Prime Time --- p.35 / Program types' effect on commercial break --- p.37 / Analysis of commercial break --- p.37 / Commercial Break Effect --- p.37 / Chapter CHAPTER VI --- LIMITATIONS OF ANALYSIS --- p.40 / Numbers of TV channels taken into account --- p.40 / Program categories --- p.40 / Rating of those not watching TV --- p.40 / Size of database --- p.40 / Factors affecting ratings --- p.41 / Audience size --- p.41 / Chapter CHAPTER VII --- CONCLUSION --- p.42 / Chapter CHAPTER IIX --- FUTURE RESEARCH --- p.45 / Proposed Regression Analysis´ؤChannel Switching Analysis --- p.45 / Channel Switching Regression Model Building --- p.45 / BIBLIOGRAPHY --- p.47 / APPENDIX / Appendix A: SAS Outputs Statistics --- p.57 / Appendix B: Sample of Commercial Log File --- p.82 / Appendix C: SAS Programs Codes --- p.85 / Appendix D: Data Cleansing Programs in C --- p.89 / Appendix E: Full view of Mean Ratings Plots --- p.95

This creative research project explored the relative values of the use of aural and visual elements in the production of a television program produced by the writer for the Public Affairs Department of WANE-TV, Channel 15, Fort Wayne, Indiana. The program dealt with the migrant farm and factory workers mho move into the community each year, work for a few months, and then move on again. The project utilized both aural and visual elements in the production of the program, and then sought to measure the relative value of those elements through a test designed specifically for that purpose. The test attempted to measure the degree of change in attitudes and knowledge levels of a select audience over against the living and working conditions of the migrant workers.The results of that test were then evaluated through the aid of an IBM 1130 Computing System. The mean, standard deviation, and t-test scores were employed in an effort to extrapolate, to some limited degree, for general principles of mass communication.

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by Ip Hak-shiu. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 54-55. / PROLOGUE --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Development of the TV Industry --- p.3 / Chapter 1.3 --- History of ATV --- p.8 / Chapter II. --- LITERATURE REVIEW --- p.10 / Chapter 2.1 --- Analytical Framework for Marketing --- p.10 / Chapter 2.2 --- Background to Warfare: Positioning --- p.13 / Chapter 2.3 --- Marketing as Warfare --- p.15 / Bibliography --- p.19 / Chapter III. --- ATV'S APRIL 1990 LAUNCH --- p.20 / Chapter 3.1 --- Basis for the Launch --- p.20 / Chapter 3.2 --- Assessment of the Market --- p.22 / Chapter 3.3 --- Launch Strategy --- p.25 / Chapter 3.4 --- Anticipation of Competitor's Moves --- p.28 / Chapter 3.5 --- Intrinsic Weaknesses --- p.29 / Chapter 3.6 --- TVB's Moves --- p.31 / Chapter 3.7 --- Results of ATV's Launch --- p.32 / Chapter IV. --- EVALUATION OF ATV'S APRIL 1990 LAUNCH --- p.35 / Chapter 4.1 --- Theoretical Options for ATV's Attack --- p.35 / Chapter 4.2 --- Corresponding Response to TVB's Moves --- p.39 / Chapter 4.3 --- Applications of Marketing Warfare Theory --- p.41 / Chapter 4.4 --- ATV's New Direction: Looking for a way to Survive ？ --- p.44 / EPILOGUE --- p.46 / APPENDICES --- p.47

by Li Yiu-Ming. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaves 82-84.