How People Watch Television As Investigated Using Focus Group Techniques

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Abstract
Using focus groups the study found viewing to be a complicated mix of both the passive and active theories of programming. While there is a real love for the medium itself, that love is based on specific programs, perceived content and a strong comfort level connected to the feeling that programs will be there when they are wanted. Participants had clear mental images of the schedule and tuned in with specific programs or channels in mind.

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