The Influence of Network Branding on Audience Affinity for Network Television

The ongoing proliferation of programming sources greatly diversifies network-viewing choice and may present a basis for viewer confusion in markets where stations switched affiliation.

The Influence of Network Branding on Audience Affinity for Network Television

Carolyn A. Lyn David J. AtkinandRobert AbelmanCleveland State University

With today's multimedia environment, we see an unprecedented array of new channels - such as cable and the internet-competing for a fixed pool of audience leisure time, program inputs, and advertising dollars. In the realm of TV broadcasting alone, the number of stations on the air grew over 40 percent, from 1,013 in 1980 to 1,436 in 1990. The pace of station turnover accelerated in the wake of deregulation during the 1990s (e.g., Telecommunication Act of...

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