Degree Name

Master of Arts (MA)

Semester of Degree Completion

2002

Thesis Director

Mark G. Borzi

Abstract

The American television broadcasting system is preparing for it's greatest upgrade since color television. This change will not only effect commercial television it will also effect our community public television stations.

Since it's inception in 1967 the public television system has been the innovation leader in the broadcast industry for using new technologies to benefit education and servicing the public. Public television was the leader in satellite programming distribution, descriptive television services and closed captioning. Public television has defined and demonstrated its role as a technology leader. This research study was undertaken to define from the public's perspective what it wishes to see from its local public television station and how our local financial dollars contribute to the programming funding organization.

This study review's the history of public broadcasting, investigates the identity crises, and examines the public's perspective of public broadcasting and examined the public's awareness of the convergence to digital. Central, Illinois was the primary market for this research, where two surveys were conducted to determine consumer's response toward public television in general and specifically the three focus stations serving the market.

The study found public broadcasting has done an excellent job of educating the public on the need for non-commercial broadcasting. However, we found a lack of a clear mandate for what programming is desired by the viewing audience. In fact, the respondents identified multiple programming options. For the local station programmer this presents a challenge in satisfying this diverse audience. For PBS national it exposes a potential weakness to cable networks programming to targeted audiences.

This study also found a lack of understanding of the convergence to digital broadcasting and how it benefits the viewing public. For the general public the convergence to digital represents nothing more than an expensive new option in television. Clearly, there is a need for educating the public on the benefits to this upgrade in the television broadcasting system.

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