This article attempts to construct and test a typology of television viewing based on a combination of various measures of the amount of watching of various TV genres. Unlike earlier typologies, ours relies on several dimensions of content, time and devotion, yielding a categorization of viewers according to the pattern of their TV consumption. The data come from a British sample of more than 3700 households, using a viewing diary for all the programmes aired by the four television channels, during two weeks in 1989. The suggested typology, based on combining the measures of the amount of viewing and devotion to certain television genres, results in four types of viewers. The efficiency of the typology was tested by its reliability across days or weeks, and its discriminatory potential in terms of programme patronage, content appreciation, consistency of viewing, composition of programmes or TV diets and other attributes. The comparisons between the viewership types reveals the predictive potential of the typology: the four types proved to differ in various aspects of their television consumption. These differences may suggest that different uses and gratifications are guiding these groups to various television genres and to their composition in their daily TV diets. Yet, this typology should be regarded only as a first, demonstrative step which future research should improve by adding and weighting additional dimensions and attributes of television viewing.
ASJC Scopus subject areas
- Language and Linguistics