Looking for the audiences: The effect of using partial counterprogramming and a friendlier style of news presentation
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| Natura: | Artículo científico |
| Lingua: | en |
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Universidad Nacional de Colombia
2011
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| _version_ | 1876430159201959936 |
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| author | Rodrigo Uribe |
| author_facet | Rodrigo Uribe |
| contents | Looking for the audiences: The effect of using partial counterprogramming and a friendlier style of news presentation Rodrigo Uribe Cristian Buzeta Daniel Hurtado Administración y Contabilidad newscasts marketing television news delivery Media management In the context of a natural experiment, this study explores the effect on audiences as a result of a change in the style of the newscasts (friendlier delivery) and in the scheduling strategy (partial counterprogramming), which have not been reported by the previous literature. Two dependent variables are examined in this paper: Audience size and loyalty. Findings demonstrate the significant role of partial counterprogramming in changing both the total size of the audience and loyalty in all of the socio-demographic segments studied. Finally, audience program loyalty decreases when friendlier format elements are used. Results are discussed in terms of their implications for media management theory and the broadcasting industry. 2011 artículo científico 0121-5051 https://www.redalyc.org/articulo.oa?id=81822807013 en http://www.redalyc.org/revista.oa?id=818 INNOVAR. Revista de Ciencias Administrativas y Sociales application/pdf Universidad Nacional de Colombia INNOVAR. Revista de Ciencias Administrativas y Sociales (Colombia) Num.42 Vol.21 |
| format | Artículo científico |
| id | redalyc_81822807013 |
| institution | Redalyc |
| language | en |
| publishDate | 2011 |
| publisher | Universidad Nacional de Colombia |
| spellingShingle | Looking for the audiences: The effect of using partial counterprogramming and a friendlier style of news presentation Rodrigo Uribe Administración y Contabilidad newscasts marketing television news delivery Media management Looking for the audiences: The effect of using partial counterprogramming and a friendlier style of news presentation Rodrigo Uribe Cristian Buzeta Daniel Hurtado Administración y Contabilidad newscasts marketing television news delivery Media management In the context of a natural experiment, this study explores the effect on audiences as a result of a change in the style of the newscasts (friendlier delivery) and in the scheduling strategy (partial counterprogramming), which have not been reported by the previous literature. Two dependent variables are examined in this paper: Audience size and loyalty. Findings demonstrate the significant role of partial counterprogramming in changing both the total size of the audience and loyalty in all of the socio-demographic segments studied. Finally, audience program loyalty decreases when friendlier format elements are used. Results are discussed in terms of their implications for media management theory and the broadcasting industry. 2011 artículo científico 0121-5051 https://www.redalyc.org/articulo.oa?id=81822807013 en http://www.redalyc.org/revista.oa?id=818 INNOVAR. Revista de Ciencias Administrativas y Sociales application/pdf Universidad Nacional de Colombia INNOVAR. Revista de Ciencias Administrativas y Sociales (Colombia) Num.42 Vol.21 |
| title | Looking for the audiences: The effect of using partial counterprogramming and a friendlier style of news presentation |
| topic | Administración y Contabilidad newscasts marketing television news delivery Media management |
| url | https://www.redalyc.org/articulo.oa?id=81822807013 |