Repeat Viewing in China: An Expansion of Determinants of Program Choice
Year: 2008
Type: article
Abstract: Repeat viewing focuses on the extent to which an audience for one program watches subsequent episodes of the same program, and is an important concept in "models of choice" theories of audience behavior.Research has examined repeat viewing in the U.S. and Europe, but no known studies have examined this phenomena in China, which is the largest and fastest-growing television market in the world.This study examined 300 episodes of television in China and found repeat viewing levels to be lower (22.28%)than studies in the U.S. and Europe.Ratings, daypart, availability, strip scheduling, story line and channel combined to explain 36.3% of variance in repeat viewing.Although ratings was still the strongest predictor, the correlation between ratings and repeat viewing only held true within three of six dayparts (noon, early fringe and prime time).Contrary to previous research, storyline was not a significant predictor.The lower repeat viewing rates and declining explanatory power of structural factors in predicting repeat viewing appears to be a function of a fragmenting audience.
Author: Yao Lin
Institution: Ohio University
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2247349137