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Defining Viewer Typologies: Identifying Television Channel Repertoires in Multi-Channel Television Environments
Unformatted Document Text:  26 characteristics. First, the cable packages they subscribe to tend to be digital. Second, they watch three primary groups or types of channels: movie, sports and networks. The Classics The Classics factor load positively with ESPN, NBC, CNN, ABC, ESPN2, HBO and others (See Table 14). Negatively loading channels include QVC, EWTN, PAX, Country Music Television, Home Shopping Network and the Disney Channel. Table 14: Normalized Factor Scores -- For Factor 2 No. Statement No. Z-SCORES 17 ESPN 17 2.091 56 NBC 56 1.682 9 CNN 9 1.516 53 ABC 53 1.369 18 ESPN 2 18 1.368 25 Home Box Office 25 1.224 19 ESPN Classic 19 1.158 13 Discovery Channel 13 1.124 32 MTV 32 1.107 55 CBS 55 1.085 26 HGTV 26 -1.089 10 Court TV 10 -1.278 30 Lifetime 30 -1.291 38 TBN 38 -1.423 14 Disney Channel 14 -1.563 29 Home Shopping Network 29 -1.579 7 Country Music Television 7 -1.740 12 PAX 12 -1.890 20 EWTN 20 -1.919 34 QVC 34 -1.989 The noticeable characteristic of this channel list is the inclusion of all possible sports channels. After that, the obligatory networks are apparent, In terms of news, this factor depends on CNN over Fox News possibly indicating this factor’s political ideology, but definitely indicating a desire to be aware of world events. The channels loading negatively for this factor included the shopping and religious channels. Channels primarily targeting female viewers like HGTV and Lifetime also loaded negatively on this factor. Demographically, this factor has a very strong indicator. All, but one, of the six respondents in this factor were currently students at a major university with a nationally established athletics program. Four respondents loading on

Authors: Reber, Bryan. and Harriss, Chandler.
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characteristics. First, the cable packages they subscribe to tend to be digital. Second, they watch three primary
groups or types of channels: movie, sports and networks.
The Classics
The Classics factor load positively with ESPN, NBC, CNN, ABC, ESPN2, HBO and others (See Table 14).
Negatively loading channels include QVC, EWTN, PAX, Country Music Television, Home Shopping Network and the
Disney Channel.
Table 14: Normalized Factor Scores -- For Factor 2
No. Statement
No. Z-SCORES
17 ESPN
17 2.091
56
NBC
56
1.682
9 CNN
9 1.516
53
ABC
53
1.369
18 ESPN 2
18 1.368
25 Home Box Office
25 1.224
19 ESPN Classic
19 1.158
13 Discovery Channel
13 1.124
32
MTV
32
1.107
55
CBS
55
1.085
26 HGTV
26 -1.089
10 Court TV
10 -1.278
30 Lifetime
30 -1.291
38 TBN
38 -1.423
14 Disney Channel
14 -1.563
29 Home Shopping Network
29 -1.579
7 Country Music Television 7 -1.740
12 PAX
12 -1.890
20 EWTN
20 -1.919
34 QVC
34 -1.989
The noticeable characteristic of this channel list is the inclusion of all possible sports channels. After that, the
obligatory networks are apparent, In terms of news, this factor depends on CNN over Fox News possibly indicating
this factor’s political ideology, but definitely indicating a desire to be aware of world events. The channels loading
negatively for this factor included the shopping and religious channels. Channels primarily targeting female viewers
like HGTV and Lifetime also loaded negatively on this factor.
Demographically, this factor has a very strong indicator. All, but one, of the six respondents in this factor were
currently students at a major university with a nationally established athletics program. Four respondents loading on


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