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As for the study, the co-author of the Middletown Media Studies
Robert Papper offers, "These findings suggest a major shift
from just a few decades ago, when the evening news programs drew
the majority of viewers. Because of the introduction of new technologies
and cable television, consumers are taking control. They are telling
us that we'll consume the news when we want and the shows or networks
we want to watch'."
"If they want to watch the weather, they can tune into the
Weather Channel at any time of the day. Why should they wait for
the local news if a cable channel has it when they want to watch?"
he added.
The study was presented on 20 April at the Radio Television News
Directors Association and National Association of Broadcasters conference
in Las Vegas by communication studies professor Papper, Michael
Holmes and journalism professor Mark Popovich.
The researchers compared traditional phone surveys and diaries used
to measure media usage with direct observations - or shadowing -
of 101 people for a day to record media consumption, say media reports.
The studies also examined a wide range of media, including television,
radio, telephone, Internet, books, newspapers and magazines to review
consumer use of media.
Interestingly the study found that the early morning and early evening
newscasts had an equal number of viewers, but early morning viewers
spent more time watching news programming.
The study indicated that midday was popular with 29 participants
who logged 1,443 minutes. Late evening news programming from 7 PM
to midnight registered highly with 45 respondents who consumed 2,455
minutes.
"I think early morning news is more popular because people
have more time to watch it. They get up, flip on the television
and get ready for work. Because Americans are working and commuting
more than ever, they are getting home later. They may not be home
for the early news because of work or family obligations,"
said Papper said.
In the study, Papper even suggested that in the wake of the findings,
local television news producers and media companies are likely to
address the shift in consumer consumption of news programming. "Instead
of having a 5 to 6 PM newscast, you might see a 7 PM news program.
Producers will have to create news shows when viewers want to watch
them or risk losing those viewers," he suggested.
Amongst the other findings, it was observed that the average television
viewer was observed watching 94 minutes of news daily, nearly triple
the amount recorded by phone surveys and diaries.
Researchers discovered that people aged 35 and older are watching
television three times as much as people aged18 to 34 and consuming
nearly four times as much television news programming daily as their
younger counterparts.
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