VIEWER REACTIONS TO CONTENT AND PRESENTATIONAL FORMAT OF TELEVISION-NEWS

From the theoretical perspective of activation theory and using an on-line, real-time, computerized response system, the purpose of the present study was to investigate the pattern of viewer reactions to local television newscasts. Of specific concern was the overall interest pattern for the entire newscast, as well as comparative interest levels for the various component segments and the characteristics of high interest segments. The results suggest that significant audience adaptation does not occur during a 30-minute newscast. No relationship was found between segment placement and level of viewer interest. Explained from an activation theory perspective, these findings suggest that the audience rebound phenomenon overcomes the audience adaptation phenomenon during a standard length and format television news program. In general, news stories received the highest ratings, followed by sports, with weather and commercials competing for last place. Negative stories of accidents, violence and dramatic action, as well as commercials with strong visual and musical support, received the highest interest ratings. Implications of the findings and suggestions for further research are provided.