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"3-2-1 CONTACT Extras" (Extras) are television specials produced by "3-2-1 CONTACT," a television series on science and technology for 8- to 12-year-olds. The production of each Extra is typically accompanied by an extensive program of formative research, designed to examine issues of comprehension and appeal, that helps guide development. Extras have explored timely topics, but two of the most recent dealt with particularly sensitive subject matter, sex and puberty, and drugs. These topics offered challenges above and beyond those typically presented in the context of production research. How the design of the formative research and the selection of methods in the development and production process met the challenges of each show is detailed. For both specials, qualitative techniques were heavily used to explore these sensitive and potentially provocative topics. For the show on drugs, the context needed to encourage and support openness and frankness so that children would feel comfortable sharing thoughts and experiences with drugs. For the show on sex and puberty, a similar concern required managing the research with clarity and discretion. For these reasons, research included surveys of parents to ensure that their comfort levels were also supported. Eleven tables summarize research development. (SLD)

Reality-based television programs showcase actual footage or recreate actual events, and include programs such as "America's Most Wanted" and "Rescue 911." To identify the features that typify reality-based television programs, this study conducted an analysis of formal features used in reality-based programs. Formal features are defined as specific production techniques that are independent of content, message, or story. These features include cuts, dissolves, fades, zooms, voice characterizations, sound effects, and music. Samples of programming broadcast by the ABC, NBC, CBS, and Fox networks were collected for analysis. Programs were classified into six categories: (1) humorous reality; (2) serious reality; (3) serious re-enactment; (4) humorous fictional, or situation comedies; (5) serious fictional, or dramas; and (6) factual, or primetime news. Based on Nielsen ratings for March and May of 1992, the three top rated programs from each of the six categories were selected, and one example of each program was videotaped. Two 5-minute segments from each program were selected for coding, and trained coders analyzed formal features of these segments. Analysis revealed that serious re-enactment and serious reality programs were similar to primetime news programs in terms of their formal features, and trained coders had difficulty in accurately distinguishing these two categories of reality-based programs from news programs. (MM)

A previous study of the perceived social realism of television series featuring families was both replicated and extended with a sample of 1692 second, sixth, and tenth graders in 42 schools in southern California. The "Viewing Frequency" instrument and the "Realism" instrument took children 10-15 minutes to complete. Content characteristics were again shown to influence perceived realism by themselves and in interaction with age. Developmental decreases were more likely for more not less realistic content and for more not less general content. A model for developmental patterns in the perceived realism of different types of content was elaborated, and predictors of the television family's general realism were assessed. Findings suggest that children do not generalize much about television reality and do not generalize consistently. (Five tables of data and three figures are included; 48 references are attached.) (Author/MG)

While contemporary communication perspectives often make a distinction between reality and the televised presentation of reality, viewers may find this distinction difficult to maintain. Television is imbued with perceived objectivity. The use of recreations in popular television programming requires a reconceptualization of how viewers perceive reality. Televised recreations potentially challenge credibility as they provide a point at which the believability of the narrative could be open to question. To study the effects of recreations on credibility, groups of 12 and 17 students (all were white) in an undergraduate communication class at a small northwestern university were asked to view a 12-minute portion of the reality-based television program "Rescue 911." Some students noted frustration in trying to distinguish actual events and recreated segments. Most enjoyed the perceived realism of the program, which seemed to contribute to acceptance of the story's social themes (for example, that a black man was portrayed as a criminal and that law enforcement reflected a racist discourse.) The disparity between fact and fiction in dramatic recreations may influence believability without undermining authenticity. Lacking recourse to experiences which discredit dramatic recreations, audiences will continue to rely on television as a source of information about other social groups. (SG)

A study was conducted to investigate the extent to which local television stations exhibited diversity in newscast content within three midwest broadcast markets. A second objective was to describe the nature of the news content characteristic of local news stories that were broadcast by only one station within a market (or unique news stories). A content analysis of 45 local television newscasts on nine different stations was followed by the administration of in-depth interviews with the stations' news editors. The interviews solicited information from the editors about sources of unique news stories and about their perceived newsroom philosophies in the coverage of unique news stories. Results showed that more than half of local stories analyzed were categorized as unique. These stories most frequently involved the topic Human Interest/Feature when analyzed with respect to all local stories. (Appendixes contain definitions of news story topics and brief summaries of each local news story analyzed.) (Author/FL)

A study was conducted to determine (1) if the gratifications sought and obtained model were applicable to local television news viewing, and (2) if the scales constructed from factor analyses of gratifications sought and obtained could predict television news viewing. The focus of the study was a new television station in central Illinois that offered itself as an alternative to commercial television and promised to feature religious and family programs. Prior to the station's broadcast debut, approximately 300 residents of the area were surveyed to ascertain their media use habits, opinions of commercial television, and demographics. The dependent measure was the perceived need for the proposed station in terms of its religious and family programs. A second survey took place following the station's debut, with approximately 250 respondents supplying data concerning gratifications served by the news offered by the station. Data were gathered relating to their gratifications sought from news in general, and from the stations' news in particular. Results revealed that respondents thought there was a need for the station, but that its programing did not meet that need. News viewers were similar to general viewers in their opinions. Findings suggest that the gratifications sought and obtained model is not applicable to local news viewing and that gratifications sought and obtained are not valid predictors of news viewing behavior in general. (FL)

Uses of the gratifications sought and gratifications obtained distinction in explanations of media effects have taken two conceptually distinct forms. The discrepancy approach poses that the difference between what is sought and what is actually obtained, expressed effectively as a discrepancy score, significantly aids effects explanations. The transactional approach postulates that unique contributions of both sought and obtained variables may be masked when that difference is expressed in terms of a single discrepancy score. A study tested these competing models with regard to dependency on and frequency of viewing the network evening news and "60 Minutes." Telephone interviews were obtained from 306 male and female heads of households. Gratifications sought and obtained were each measured by 12 statements encompassing four categories of gratifications. Data analysis revealed that both models could be effective frameworks for understanding the role that gratification plays in mediating different effects. The transactional model explained program dependency more effectively than frequency of viewing. Conversely, the discrepancy model was more effective in explaining frequency of viewing than dependency. (HOD)

One hundred seventy-one middle school students participated in a study to assess cognitive activity during television viewing. Students completed a questionnaire about their favorite programs, viewing habits, and social reality beliefs, then viewed a 17-minute professionally edited episode of a family drama and answered a multiple choice questionnaire. The subjects also kept diaries of their home television viewing for three days, from which the amount of viewing was determined for six categories: comedy, crime-adventure, drama, cartoons, public affairs, and variety. The three main learning measures were central content learning, incidental learning, and inference-making abilities. Distinguishing between attentiveness and amount of viewing, the results indicated that viewing and preference were predictably related. However, viewing was much more weakly related to attentiveness. In general, older children, girls, and those who scored higher on school achievement tests learned more from viewing the family drama episode, confirming that learning more reflected more advanced information processing skills. In contrast, attentiveness to television was unrelated to sex or academic achievement and related to grade only in ways that reflected changing program preferences with age. Surprisingly, correlations between attentiveness and learning indicated that more attentive viewing over a long term was associated with reduced learning from a specific television program. (HTH)

To assess the quality of local news programs, a News Quality Index was develped for a study that consisted of three parts: a content analysis of local television news, an audience analysis of the kinds of news stories that are most important, and an outside the market viewer analysis of the way in which anchors for news, sports, and weather are perceived. A recording was made during the week of May 24-28, 1982 of the half-hour, early evening newscasts of the three network affiliates in the Mobile, Alabama-Pensacola, Florida market. One videotape for each station, with three minutes of news anchor reporting followed by three minutes of sports anchor reporting and three minutes of weather reporting, were presented to 37 students from a vocational school and community college outside the Mobile-Pensacola viewing area. Results showed that only one measure, the average number of minutes of commercials, revealed significant differences across stations. Concerning the technical quality of the newscast, analysis showed that the station that scored highest in the rankings contained more techniques per video tape recordings, more slides and stills accompanying the news anchor reporting, and a greater amount of video accompanying the sports reporter. Audience preferences revealed almost no relationship or a negative one between audience ratings of the relative importance of different kinds of news stories and the station's attention to these stories. Four categories were ranked as important in determining news quality, in the following order: news substance, technical quality, the association between public preference for news stories and the amount of time stations devoted to them, and the ratings of news, sports, and weather anchors. (HOD)

The quarterly report for the Children's Television Workshop describes the major activities and accomplishments in production and research for the Sesame Street and Electric Company programs. In addition, activities in public affairs, personnel, budget, and community education services, including services to the mentally handicapped and disadvantaged, are described. (DAG)

This report, the third in a series of four, describes part of a national study commissioned by the Corporation for Public Broadcasting to investigate audience awareness of public television, level of viewing, and reaction to programming and on-air fund raising. Data collected from 1,083 randomly selected adults living in telephone-and-television households assessed satisfaction with programming by both public and commercial television stations and examined respondents' comments regarding the quantity and subject matter of programming. In addition, a discussion is provided of the possibility for "mapping," or delineating audience preferences for one type of programming which extend to other types of programming. Appendixes include a description of evaluation methodology and a copy of the questionnaire used in the investigation. (KS)

This report, the second in a series of four, describes part of a national study commissioned by the Corporation for Public Broadcasting to investigate audience awareness of public television, level of viewing, and reaction to programming and on-air fund raising. Specifically, reaction to on-air fund raising is the focus of this discussion. Data collected from 1,083 randomly selected adults living in telephone-and-television households surveyed the following: awareness of funding sources, exposure and reaction to on-air fund raising, specific statements about fund raising, fund appeals and programming, reactions of nonviewers, and characteristics and attitudes of donors to public television. Appendixes include a description of evaluation methodology and a copy of the questionnaire used in the investigation. (KS)

This report, the first in a series of four, describes part of a national study commissioned by the Corporation for Public Broadcasting to investigate audience awareness of public television, level of viewing, and reaction to programming and on-air fund raising. Specifically, this segment investigated the level of awareness of public television, the degree of viewing of public television, and demographics of subsegments of the population identified in terms of their degree of involvement with public television. Data were collected from telephone interviews with 1,083 randomly selected adults living in telephone-and-television households. Appendixes include a discussion of evaluation methodology, a copy of the questionnaire used in the investigation, and an analysis of conceptual and procedural aspects of alternative definitions of awareness and viewing of public television. (KS)

"Feeling Good" is the first television series for adults produced by the Children's Television Workshop, aired in prime time during 1974-1975 by the Public Broadcasting Service. The series attempted to reach the general public and motivate them to practice health maintenance behaviors. Various presentation formats were used. It was carried out in three phases, and a summative research plan was designed and undertaken by four independent research contractors to assess the series' impact. Although there were limitations in the evaluation process, general findings concerning audience, viewing effect, and media environment have implications for future research, practice, and policy. The complete evaluation report is presented as a separate ERIC document. (SC)

This report provides an overview of the development and evaluation of an experimental television series for adult viewers on health care. The series was produced by the Children's Television Workshop and aired in prime time during 1974-1975 by the Public Broadcasting Service. The report synthesizes results of complementary impact studies conducted by four independent research contractors: a study of voluntary viewing by Response Analysis Corporation; an induced viewing field experiment by National Opinion Research Center; four national surveys by Gallup Organization; and national audience estimates by A.C. Nielsen Company. Chapters one and two describe the development of the series, summative research plans and findings. Chapters three and four examine media strategy issues concerning public television and its audience, and findings of the behavioral outcomes related to 24 specific health topics covered in the series. Limitations of the evaluation process, implications of the research findings, and suggestions for studies are discussed in the last two chapters. A summary of this report appears as a separate ERIC document. (SC)

During the third quarter of 1973 (July through September) the Children's Television Workshop (CTW) evaluated old material and planned new programing. The fourth season of Sesame Street and the second season of The Electric Company were rerun through the summer by most of the public and commercial television stations that carried the shows throughout the school year. A nationwide research study indicated that The Electric Company, now in its second season, is watched by 3.5 million in school, an increase of more than half a million viewers over the first season. Another three million watch the program at home. Research indicated that the series meets its reading instruction objective. No general changes in the curriculum for The Electric Company are planned, but there will be some changes in emphasis. Sesame Street's new programing will give fuller treatment in the bilingual/bicultural area as well as in the area of emotions and feelings. Because of reduction in funding from public sources, new funding sources and investments are being explored. (Author/WCM)

Groups of boys and girls at two summer day camps in 1970 were interviewed on the manner in which they viewed television, thought about it, and talked about it among themselves. The areas explored were: (1) the types of programs which they reported liking or disliking, (2) the types of programs which they felt informed them, (3) their attitudes toward commercials, and (4) the factors associated with their perception of the credibility of the various types of presentations of roles, situations, and information. Information also was sought on the manner in which disputes with parents or siblings over which programs to watch were managed. The children were found to prefer entertainment programs and to consider most commercials annoying. Family conflicts over which program to watch appeared to be a powerful stimulus for political interaction within the family. (Author/PF)

A study was conducted in conjunction with the first public announced broadcast of dual audio television--a new method of combining simultaneous radio instruction and commercial entertainment TV. The study was designed to determine the audience which would be attracted to dual audio, the practicality of such instruction, and the correlation between number of days listened and scores on tests of material taught. The results of the study indicated that dual audio could attract 24% of the target age range children watching the TV show, that it was practical as far as the TV station and parents were concerned, and that there was a positive correlation between number of days listened and test scores. These results, confirming data collected in a number of previous studies indicate that dual audio is now sufficiently developed so that its effectiveness as a mass medium should be tested over a full broadcast season. (Author)

This study was made to evaluate the success and potential of the Columbus Video Access Center (VAC) and compare it with other access organizations operating throughout the nation. Basic trends, issues and problems now confronting public access television were related to Columbus, Indiana. The survey data were collected by: (1) telephone interviews, (2) a diary survey of subscribers, and (3) 150-in-depth questionnaire interviews. The study concluded that: (1) the Columbus VAC appeared superior in facilities, equipment, staff, hours of operation and funding to any public access center in a comparable or larger market situation, (2) the audience of the VAC was small and undifferentiated, (3) a venture such as VAC will never successfully counter mass appeal programing, (4) VAC can build an audience by selecting a specific audience and one audience need, and programing consistently, directly to that need, and (5) future success of VAC depends on community support. (WCM)

Using a modified television set that required them to depress a foot pedal in order to view the material, 77 subjects watched a nonviolent segment of the film, The Chase, and either a violent sequence with consequences to the victim or violence without consequences. Subjects were randomly assigned to each treatment on the basis of Buss-Durkee Aggression scores. Allowed to choose to respond or not to respond to the material, 58 percent of subjects chose not to attend at the rate necessary to continually view the program. No relationships were found between the subject's Buss-Durkee score and the subject's behavior elicited by the stimulus materials. (SK)

A survey conducted by the National Cable Television Association found that cable television (CTV) is not now being utilized for "hard" instruction to help solve some of the current problems in higher education. Since CTV is being merely used as an extension of what exists, it has become an added cost rather than a method of reducing costs. Consequently many educators are calling for action now while CTV is just in the development stages--programs must be developed and empirically tested, and in some cases the FCC must act to support educational provisions. All these require time and the leadership of educators. (SK)

A telephone survey was conducted in an attempt to test the veracity of some of the traditional questionnaire items commonly associated with the assessment of the Public Television image. The results of the survey indicated that items commonly used in these assessments (production competency, worthwhileness of minority programing, interest of the managers in community issues, and the amount of educational programing) did not scale when a Guttman Scalogram analysis and a varimax rotated factor analysis were applied to these items. Future research should be concerned with a more sophisticated assessment procedure. (Author)

Trends in violence in television drama were measured over a seven-year period climaxing with 1973-1974. About 70 percent of programing in 1973 contained violent episodes, as opposed to 80 percent in 1967. However the proportion of domestic crime programs increased, while programs of historic or exotic episodes declined, so that violence was increasingly depicted as occurring in present society. The number of violent episodes per hour was gauged at about eight for cartoons. Violence rates for Westerns were also measured. Types of persons most frequently shown as victims were tabulated. The relative violence rates for each of the three networks were charted. Tables showing each trend were prepared, along with those showing involvements in violence and risks for different groups. Other tables depicted those who watch violent programs by years of education, newspaper readings, and other indexes. (DGC)

A summative research program sought to determine the impact, benefits, and consequences of "Feeling Good"--a series of hour and half-hour broadcasts oriented toward health, produced by Children's Television Workshop for airing on public television, and targeted toward the adult viewing population. The research procedure was a variant of experimental design embedded in a survey research context. The research findings demonstrated that a television health series like "Feeling Good" can effect improvement in reported viewer health behavior and knowledge. Also, it was felt that evaluation of the net impact of "Feeling Good" on viewers beyond a simple assessment of reported selected behaviors and knowledge was not possible due to the subtlety of program topics. (HAB)