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Author : Phillip Palmgreen, J.D Rayburn II
Abstract :
Using a discrepancy model, this study contrasted the gratification sought from television in general with gratification that respondent perceived they obtained, or would obtain, from public television ( PTV). Information was gathered through telephone interviews of random sample of heads of households, both viewers or nonviewers of public television, in Lexington, Kentucky. Data were gathered on the respondent’s educational and income level, the number of children living at home, the number of televisions in the household, and what members of the household made the viewing decision.


Result indicate that the model predicted successfully the level of exposure to PTV content among respondent who made their own decisions concerning what programs to watch, but that the level of exposure was unrelated to the discrepancy measure among those who let others make the viewing decision.
When each of eleven gratifications items was considered separately, the model discriminated between viewers and nonviewers of PTV on eight of the items. The result also indicated the importance of social determinants regarding the viewing decision and perceptions of PTV content as predictors of PTV consumption.