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Defining Viewer Typologies: Identifying Television Channel Repertoires in Multi-Channel Television Environments
Unformatted Document Text:  22 As one can see, this factor is only somewhat distinguishable from the others. Only three channels illustrate the differences, but the differences between how Factor 5 ranked VH-1, MTV and Comedy Central are notable. Each of these channels garnered a 4 or 5 ranking from Factor 5, while the other factors typically ranked these channels as 2 or lower. These distinguishing characteristics warrant calling this group the The Tweenagers. They are demographically and psychographically stereotypical of this segment of American society. Overall Overall, the focus of this analysis has been to highlight the differences between the five factors. Now, the similarities should also be examined. To begin, the NBC was positively present in the normalized factor scores for all five factors. ABC and CBS were positively present in four and Fox was positively present in three. This would lead us to believe that any prediction of death for the major networks is drastically premature. The networks may have to divide their time with greater and more various channel offerings, but the networks still warrant a considerable amount of attention from respondents in this study. The Discovery and History Channels each in appeared positively present in the normalized factor scores for four and three groups respectively. On the negative side of these normalized factor loading scores were the religious channels. Only one respondent claimed any viewing of TBN and EWTN and this viewer’s opinions were not enough to move these channels out of the negative loadings for any group. The shopping channels followed close behind displaying a negative presence in four of the factors. TV Land and BET finished negatively in three of the groups. Another way to analyze overall results is to observe those channels that do not distinguish any particular factor (See Table 11). Table 11: Consensus Statements -- Those That Do Not Distinguish Between ANY Pair of Factors. All Listed Statements are Non-Significant at P>.01, and Those Flagged With an * are also Non-Significant at P>.05. Factors 1 2 3 4 5 No. Statement No. RNK SCORE RNK SCORE RNK SCORE RNK SCORE RNK SCORE 7 Country Music TV 7 -2 -0.72 -2 -0.64 -2 -0.56 -2 -0.95 -4 -1.44 8* CNBC 8 0 0.16 0 -0.04 -1 -0.35 2 0.29 1 0.43

Authors: Reber, Bryan. and Harriss, Chandler.
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22
As one can see, this factor is only somewhat distinguishable from the others. Only three channels illustrate the
differences, but the differences between how Factor 5 ranked VH-1, MTV and Comedy Central are notable. Each of
these channels garnered a 4 or 5 ranking from Factor 5, while the other factors typically ranked these channels as 2 or
lower. These distinguishing characteristics warrant calling this group the The Tweenagers. They are demographically
and psychographically stereotypical of this segment of American society.
Overall
Overall, the focus of this analysis has been to highlight the differences between the five factors. Now, the
similarities should also be examined. To begin, the NBC was positively present in the normalized factor scores for all
five factors. ABC and CBS were positively present in four and Fox was positively present in three. This would lead us
to believe that any prediction of death for the major networks is drastically premature. The networks may have to
divide their time with greater and more various channel offerings, but the networks still warrant a considerable amount
of attention from respondents in this study. The Discovery and History Channels each in appeared positively present in
the normalized factor scores for four and three groups respectively. On the negative side of these normalized factor
loading scores were the religious channels. Only one respondent claimed any viewing of TBN and EWTN and this
viewer’s opinions were not enough to move these channels out of the negative loadings for any group. The shopping
channels followed close behind displaying a negative presence in four of the factors. TV Land and BET finished
negatively in three of the groups.
Another way to analyze overall results is to observe those channels that do not distinguish any particular factor
(See Table 11).
Table 11: Consensus Statements -- Those That Do Not Distinguish Between ANY Pair of Factors.

All Listed Statements are Non-Significant at P>.01, and Those Flagged With an * are also Non-Significant at P>.05.
Factors
1
2
3
4
5
No. Statement
No. RNK SCORE
RNK SCORE
RNK SCORE
RNK SCORE
RNK SCORE
7 Country Music TV 7
-2 -0.72
-2 -0.64
-2 -0.56
-2 -0.95
-4 -1.44
8* CNBC
8
0 0.16
0 -0.04
-1 -0.35
2 0.29
1 0.43


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