Alcohol on the television and in viewers' experience.

This study explores television viewers' perceptions of the portrayal of alcohol use in prime-time television programmes, and viewers' attitude toward alcohol use in real life. The actual incidence of the portrayal of alcohol use on television during the same period of the survey was also taken into consideration. These perceptions and attitudes were scrutinized for factors of risk in terms of the development of alcohol-related problems in South Africa with a view to assisting preventive agents in devising rational and timeous preventive programmes.