Audience viewership survey of community antenna television (CATV) programs in three selected barangays / Orlando E. Peraz. 6

Thesis (M.A.) -- Pamantasan ng Lungsod ng Maynila, 2001.;A thesis presented to the faculty of Graduate School of Arts, Sciences and Education in partial fulfillment of the requirements for the degree of Master of Arts in Communication Management. 56

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ABSTRACT: The study answered the following questions: (1) What is the socio-demographic profile of the CATV subscribers in terms of: sex. Age, civil status, and educational background?; (2) What are the viewing habits and program preferences of the residents of the selected barangays in relation to national CATV programming?; (3) What is the satisfaction level of the respondents in terms of: educational, public affairs, sports, livelihood, and variety shows?; (4) Is there a significant relationship between the viewing habits and program preferences and the satisfaction level of the residents in selected barangays in Sta. Cruz, Laguna?; (5) Is there a significant difference between the socio-demographic profile and program preferences in terms of age, sex, status and educational background?; and (6) What program thrust would be suitable to the audience preference of the residents in selected barangays in Sta. Cruz, Laguna? The researcher used Descriptive one-shot survey design to gather the needed data. The local of the study were selected barangyas in Sta. Cruz, Laguna. The study had one hundred fifty Cable subscribers who were drawn through purposive sampling regardless of sex and socio-economic status. The data analysis was made using the computer program, Statistical Package for the Social Sciences for Windows (SPSSS Version 10.0). The percentage distribution, mean and standard deviation were used to describe the general information about the socio-demographic profile, viewing habits/behaviors, satisfaction level and program preferences of the respondents. The Pearson Product Moment of Correlation Technique was employed to determine the significance of the relationship between viewing habits and program preferences with the satisfaction level among the respondents. The Chi-square statistics was utilized to test the significant difference between the socio-demographic profile and program preference among the respondents. The level of significance for correlation was tested at .05 probability level while the significant difference was tested at 0.01 level. The respondents of the study came from three barangays in Sta. Cruz, Laguna, namely: Sto. Angel Norte, (39 or .79 percent); and Santisima Cruz (75 or .79 percent). Fifty one percent of the respondents were ale and 48 percent were female; college graduates (64%); married (48%); belong to the age bracket under 20-34 years old (73 percent) and with monthly income of 5,001-10,000. Sixty four percent of respondents have 5-7 members in their households and first exposed to Cable TV about three years ago (7.30 percent). The main reason they always watched Cable TV is to get information about what's happening here and abroad with an overall mean value of 4.28. The leasts of all the reasons is to get away temporarily from chores and problems of the day and marked sometimes. Sixty five percent of respondents agree that the CATV Company provides all types of programs preferred by the subscribers. The mean rate classification of CATV programs in terms of content or substance is very good for foreign but only good for local / national programs as indicated by the mean values of 3.67 and 3.31 respectively. Thirty six point seventy (36.70) percent of respondents watch educational programs regularly. As to the must preferred programs to watch in CATV, the respondents ranked livelihood as number one followed by public affairs, sports, variety shows and educational. The CATV programs as effective means in delivering information, the mean satisfaction level of the indicated five types of programs to be featured, namely: educational (mean= 3.97), public affairs (mean= 4.01), sports (mean= 4.00), livelihood (mean= 3.63) and variety shows (mean= 4.12) are very effective. There is a significant correlation between number of tuned channel and variety show (r=.193, p<.01). The mean program actual program preferred is significantly correlated to educational (r=.167, p<.05). The study revealed that majority of the respondents watched seven times a week and the usually viewing time is from 6:00PM-9:00PM and tune from two to four channels. The main reasons why they watched Cable TV always were: to get information about what's happening here and abroad and to learn something from the programs. In terms of program preference, both local and foreign programs were rated good but in terms of substance or content, foreign programs were rated very good and being watched regularly and respect CATV Company to feature drama, musical and about environment. These programs must be available at least one hour a day. The mean on reasons applied on watching CATV is significantly correlated to livelihood and variety show. The mean program actual view is significantly correlated to sports. The mean preferred is significantly correlated to educational programming. There is a significant difference between the socio-demographic profile and program preference among the viewer respondents. The null hypothesis stating that there is no significant relationship between CATV programming and the viewing satisfaction of the residents in selected barangays in Sta. Cruz is therefore rejtected. The null hypothesis stating that there is no significant difference between the socio-demographic profile and their program preferences among the residents in selected barangays in Sta. Cruz is therefore rejected.

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