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Defining Viewer Typologies: Identifying Television Channel Repertoires in Multi-Channel Television Environments
Unformatted Document Text:  16 25 Home Box Office 25 -1.200 34 QVC 34 -1.334 29 Home Shopping 29 -1.348 16 Encore 16 -1.427 4 BET 4 -1.436 36 Showtime 36 -1.528 5 Cinemax 5 -1.618 37 Starz 37 -1.643 41 The Movie Channel 41 -1.674 20 EWTN 20 -1.803 This factor had the smallest number of channels that it loaded onto significantly. There channel choices are made up primarily of channels available in the most basic of cable packages. A basic cable package will give this viewer everything he or she wants to watch. Factor 2 may be more defined by what it does not watch rather than what it does. Members of this factor do not seem to subscribe to pay movie channels. Like Factor 1, they also shy away from home shopping and religious programming. This factor also happened to have the largest number of people in it. It has nine members ranging from the ages of 22 to 67. Gender would not predict inclusion into this category and neither would occupation or time spent viewing. Members of Factor 2 watched television anywhere from 8 to 40 hours per week. Many members of this category remarked that they did not watch much television at all. It was not central to their existences. Factor 2 might be called the Minimalists because of their subscription to the most minimal cable packages and the small amount of time they spend viewing. Only two members of this group subscribed to a digital multi-channel service. Two members of this group said they frequently record what they want to watch and view it later. What differentiated the Minimalists from the other factors were the Weather Channel, Cartoon Network, Lifetime, HBO, Showtime and Cinemax (See Table 4). Table 4: Distinguishing Statements for Factor 2 (P < .05 ; Asterisk (*) Indicates Significance at P < .01) Both the Factor Q-Sort Value and the Normalized Score are Shown. Factors 1 2 3 4 5 No. Statement No. RNK SCORE RNK SCORE RNK SCORE RNK SCORE RNK SCORE 46 Weather Channel 46 0 -0.09 2 0.76 0 0.04 -2 -0.77 -2 -0.79 44 Cartoon Network 44 -1 -0.42 0 0.24 -2 -0.75 -2 -1.01 -1 -0.70 30 Lifetime 30 -4 -1.12 0 0.09 2 0.66 2 0.96 -3 -1.23 25 Home Box Office 25 5 2.09 -3 -1.20* 1 0.26 3 1.09 3 1.12 36 Showtime 36 4 1.35 -4 -1.53* 1 0.08 -1 -0.32 1 0.36 5 Cinemax 5 3 1.16 -4 -1.62* -1 -0.19 -1 -0.23 2 0.67

Authors: Reber, Bryan. and Harriss, Chandler.
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background image
16
25 Home Box Office
25 -1.200
34 QVC
34 -1.334
29 Home Shopping
29 -1.348
16 Encore
16 -1.427
4 BET
4 -1.436
36 Showtime
36 -1.528
5 Cinemax
5 -1.618
37 Starz
37 -1.643
41 The Movie Channel 41 -1.674
20 EWTN
20 -1.803
This factor had the smallest number of channels that it loaded onto significantly. There channel choices are made up
primarily of channels available in the most basic of cable packages. A basic cable package will give this viewer
everything he or she wants to watch. Factor 2 may be more defined by what it does not watch rather than what it does.
Members of this factor do not seem to subscribe to pay movie channels. Like Factor 1, they also shy away from home
shopping and religious programming.
This factor also happened to have the largest number of people in it. It has nine members ranging from the ages of
22 to 67. Gender would not predict inclusion into this category and neither would occupation or time spent viewing.
Members of Factor 2 watched television anywhere from 8 to 40 hours per week. Many members of this category
remarked that they did not watch much television at all. It was not central to their existences. Factor 2 might be called
the Minimalists because of their subscription to the most minimal cable packages and the small amount of time they
spend viewing. Only two members of this group subscribed to a digital multi-channel service. Two members of this
group said they frequently record what they want to watch and view it later.
What differentiated the Minimalists from the other factors were the Weather Channel, Cartoon Network, Lifetime,
HBO, Showtime and Cinemax (See Table 4).
Table 4: Distinguishing Statements for Factor 2
(P < .05 ; Asterisk (*) Indicates Significance at P < .01)

Both the Factor Q-Sort Value and the Normalized Score are Shown.

Factors
1
2
3
4
5
No. Statement
No. RNK SCORE
RNK SCORE
RNK SCORE
RNK SCORE
RNK SCORE
46 Weather Channel 46
0 -0.09
2 0.76
0 0.04
-2 -0.77
-2 -0.79
44 Cartoon Network
44
-1 -0.42
0 0.24
-2 -0.75
-2 -1.01
-1 -0.70
30 Lifetime
30
-4 -1.12
0 0.09
2 0.66
2 0.96
-3 -1.23
25 Home Box Office
25
5 2.09
-3 -1.20*
1 0.26
3 1.09
3 1.12
36 Showtime
36
4 1.35
-4 -1.53*
1 0.08
-1 -0.32
1 0.36
5 Cinemax
5
3 1.16
-4 -1.62*
-1 -0.19
-1 -0.23
2 0.67


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