Local television news viewing : the relationship between anchor characteristics and frequency and exclusivity of viewing

Until the mid-to-late 1970s television news programming was produced simply because the FCC mandated it. Today, television news is big business. More and more Americans are relying on television for their news and information. Additionally, news revenues are soaringIn a recent Radio Television News Directors Association survey, less than 10 percent of responding local television stations reported losing money with their news programming. On average local television news programming is responsible for generating one-third of a station's revenues. This is a result of increased viewing and increased advertising.

Many researchers believe that the anchors play a significant role in attracting and holding audiences. This study recognizes the importance of news programming and the importance of news anchors to that programmingThis dissertation examines the relationship between eight professional news anchor attributes and the frequency and exclusivity of local television news viewing.

A telephone survey of Knox County, Tennessee residents was conductedA total of 676 completed surveys were obtainedRespondents were asked how important the various attributes were to their decision to watch a particular newscast. The data were examined to see if a relationship between frequency and exclusivity of viewing and the importance of the various attributes exists.

It was determined that respondents who said that an anchor's concern for the community is not important to them watched significantly more newscasts than those who said that this attribute is somewhat important. While few significant relationships between the variables and the frequency and exclusivity of viewing were found, it was determined which of the eight attributes were most and least important to viewers.