The spaces and places of audience research in Australian television

Lawe Davies, Chris and Sternberg, Jason (2007) The spaces and places of audience research in Australian television. Media International Australia, Incorporating Culture & Policy, 122: 28-42.

Author Lawe Davies, Chris
Sternberg, Jason
Title The spaces and places of audience research in Australian television
Journal name Media International Australia, Incorporating Culture & Policy   Check publisher's open access policy
ISSN 1329-878X
Publication date 2007-02
Sub-type Article (original research)
Issue 122
Start page 28
End page 42
Total pages 15
Place of publication Nathan, Australia
Publisher University of Queensland, School of Journalism and Communication
Language eng
Subject 2001 Communication and Media Studies
Abstract The history of TV ratings and developments in audience measurement has been well documented in Australia, but little attention has been paid to TV networks' use of ratings in their decision-making processes. This paper examines changes to the structure of the TV ratings industry since 2000, when ATR/OzTAM replaced ACNielsen as the official provider. It also examines the changing functions of audience research by Australian television broadcasters, highlighting three trends. Increased efficiency in ratings provision has made commercial broadcasters more reactive and conservative in programming decisions. At the same time, however, the increasing sophistication of ratings data enables broadcasters to strategically reposition themselves in response to the changing media environment. Market fragmentation has seen increasing importance placed on commissioned and in-house research in a shift away from mass audience capture to establishing and maintaining an audience bond.
Keyword Commerical television
Public service television
TV networks
Audience research
Q-Index Code C1

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
School of Communication and Arts Publications
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Citation counts: TR Web of Science Citation Count  Cited 1 times in Thomson Reuters Web of Science Article | Citations
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Created: Thu, 03 Sep 2009, 10:19:35 EST by Mr Andrew Martlew on behalf of Faculty of Social & Behavioural Sciences