Felton B J, Moss M L, Sepulveda R J
Exp Aging Res. 1980 Feb;6(1):29-45. doi: 10.1080/03610738008258344.
This study was conducted to 1) assess the effectiveness of an experimental two-way cable TV system in reaching the older people for whom it was designed, and 2) assess the attraction of this locally-based age-targeted system for its viewers. The study evaluates the system's effectiveness in reaching its target audience by examining information about the types of viewers--both younger and older--who have been attracted to the system. In addition, differences in factors that predict viewing frequency for younger and older people are used to illuminate life stage differences in people's attraction to locally-based TV programming. Findings show that the system had successfully reached its target audience within two years of inception. Watching the interactive TV programs because of the system's provision of information about local events and because of the senior citizens' focus strongly predicted viewing frequency for both older and younger respondents. The ability of locally-based interactive TV programming to serve social and informational needs of older people which are unmet by traditional broadcast television is discussed.
1）评估一种实验性双向有线电视系统针对其设计目标老年人群体的覆盖效果；2）评估这种基于本地、以年龄为目标受众的系统对其观众的吸引力。该研究通过考察被该系统吸引的观众类型（包括年轻观众和老年观众）的相关信息，来评估该系统在覆盖目标受众方面的效果。此外，通过预测年轻观众和老年观众收视频率的因素差异，来阐明不同生活阶段的人群对本地电视节目的吸引力差异。研究结果表明，该系统在投入使用的两年内成功覆盖了目标受众。系统提供的本地事件信息以及对老年人的关注，使得观众收看互动电视节目，这两个因素有力地预测了老年和年轻受访者的收视频率。本文还讨论了基于本地的互动电视节目满足传统广播电视未能满足的老年人社会和信息需求的能力。
