R. Abelman et al., WHAT VIEWERS WATCH WHEN THEY WATCH TV - AFFILIATION CHANGE AS CASE-STUDY, Journal of broadcasting & electronic media, 41(3), 1997, pp. 360-379
The investigation reported here lends further support to the interrela
tedness of television use motives, the identification of instrumental
and ritualized patterns in how television is used, and the generalizab
ility of these patterns to rimes when local television stations change
network affiliation. By augmenting traditional measures of viewing af
finity and viewer perceptions, this study expands the known parameters
of television viewer uses and gratifications and identifies three maj
or viewer archetypes-medium-oriented viewers, station-oriented viewers
, and network-oriented viewers. Implications for theory building and t
elevision network audience maintenance and generation strategies are d
iscussed.