Abstract
The proliferation of television channels and alternative entertainment sources make establishing, maintaining and expanding television viewer market share increasingly difficult. Based upon 'models of choice', this exploratory study seeks to identify a relationship between Australian viewer preferences for content genre and viewer demographics. A survey of 427 Sydney adults explored preferred content genre and satisfaction levels to identify unmet needs by market segment. Simple discriminant analysis and explorative factor analysis identified seven dimensions of preferred genre. ANOVA testing of preferred genre and respondent characteristics identified age and education as statistically significant.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 2009 ANZMAC Conference, held in Melbourne, Vic., 30 Nov. - 2 Dec., 2009 |
| Publisher | Promaco Conventions |
| Pages | 1-8 |
| Number of pages | 8 |
| ISBN (Print) | 1863081585 |
| Publication status | Published - 2009 |
| Event | Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → … |
Conference
| Conference | Australian & New Zealand Marketing Academy. Conference |
|---|---|
| Period | 3/12/12 → … |
Keywords
- public-access television
- Australia