Is the remote stuck or what? Network loyal, programme loyal, or both?

Brian Rock and Sally Pearse

The paper demonstrates that audiences have preferences for viewing specific networks that are not driven solely by program content, that this effect is consistent over time, and considers the implications for network promotion and for advertisers.

Is this remote stuck or what? Network loyal, programme loyal, or both?

Brian Rock and Sally PearseNetwork Ten, Australia

INTRODUCTION

What drives ratings? Obviously program content is the primary force. Big Brother and Desperate Housewives have content that appeals to viewers that repeats of the 2001 Tasmanian Darts Quarterfinals lacks. But are ratings driven solely by program content, or does the network that carries the program provide a multiplier effect to the program's appeal?

In other words, does the network “brand” impact on viewing? Do viewers give any sort of loyalty...

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