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Defining Viewer Typologies: Identifying Television Channel Repertoires in Multi-Channel Television Environments
Unformatted Document Text:  29 11 C-Span 11 -1.022 24 Game Show Network 24 -1.046 4 BET 4 -1.203 19 ESPN Classic 19 -1.339 29 Home Shopping Network 29 -1.857 20 EWTN 20 -2.039 34 QVC 34 -2.171 38 TBN 38 -2.280 Once again this factor is fairly easy to identify, a look directly to the top of this list shows that ABC, CBS and NBC are all right there in alphabetical order. They are in alphabetical order because statistically they are in a dead heat. The rest of the list is narrowly defined as well. PBS, HGTV, Discovery, A&E and Animal Planet, arguably AMC, are educationally oriented channels and Fox merely rounds out the networks. This group uses television educationally. Either they study the medium in their careers or they learn how to do things from programming aired by it. One member mentioned his most frequently channel, Tech TV, was not included in this sort. This may indicate these individuals seek out other narrowcasted channels if the topics suit their interests. Because of this, this group might be seen as attendants of TV Tech. Concerning demographic characteristics, this group is also narrowly defined. Their ages range from 48 to 55. Two of them are professors whose research focuses on television. Three out of the four members of this group are female. The channels that statistically differentiate this factor from the others are PBS, Food Network, HBO, ESPN and TBN (See Table 18). Table 18: Distinguishing Statements for Factor 4 (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 50 PBS 50 -4 -1.14 -1 -0.30 1 0.23 4 1.72 3 1.04 21 Food Network 21 -1 -0.46 -1 -0.39 3 1.33 1 0.48 -1 -0.31 25 Home Box Office 25 5 2.15 4 1.22 5 1.68 1 0.33* -5 -1.97 17 ESPN 17 4 1.34 5 2.09 -3 -1.01 0 0.05* 5 2.04 38 TBN 38 -5 -1.59 -4 -1.42 -4 -1.41 -5 -2.28 4 1.12 Table 18 is intriguing from the perspective that what distinguished this group from the others was composed primarily from channels these viewers feel neutrally concerning. Food Network, HBO and ESPN were all ranked 1 or 0 by this

Authors: Reber, Bryan. and Harriss, Chandler.
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29
11 C-Span
11 -1.022
24 Game Show Network
24 -1.046
4 BET
4 -1.203
19 ESPN Classic
19 -1.339
29 Home Shopping Network
29 -1.857
20 EWTN
20 -2.039
34 QVC
34 -2.171
38 TBN
38 -2.280
Once again this factor is fairly easy to identify, a look directly to the top of this list shows that ABC, CBS and NBC are
all right there in alphabetical order. They are in alphabetical order because statistically they are in a dead heat. The rest
of the list is narrowly defined as well. PBS, HGTV, Discovery, A&E and Animal Planet, arguably AMC, are
educationally oriented channels and Fox merely rounds out the networks. This group uses television educationally.
Either they study the medium in their careers or they learn how to do things from programming aired by it. One
member mentioned his most frequently channel, Tech TV, was not included in this sort. This may indicate these
individuals seek out other narrowcasted channels if the topics suit their interests. Because of this, this group might be
seen as attendants of TV Tech.
Concerning demographic characteristics, this group is also narrowly defined. Their ages range from 48 to 55. Two
of them are professors whose research focuses on television. Three out of the four members of this group are female.
The channels that statistically differentiate this factor from the others are PBS, Food Network, HBO, ESPN and
TBN (See Table 18).
Table 18: Distinguishing Statements for Factor 4
(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
50 PBS
50 -4 -1.14
-1 -0.30
1 0.23
4 1.72
3 1.04
21 Food Network
21 -1 -0.46
-1 -0.39
3 1.33
1 0.48
-1 -0.31
25 Home Box Office
25 5 2.15
4 1.22
5 1.68
1 0.33*
-5 -1.97
17 ESPN
17 4 1.34
5 2.09
-3 -1.01
0 0.05*
5 2.04
38 TBN
38 -5 -1.59
-4 -1.42
-4 -1.41
-5 -2.28
4 1.12
Table 18 is intriguing from the perspective that what distinguished this group from the others was composed primarily
from channels these viewers feel neutrally concerning. Food Network, HBO and ESPN were all ranked 1 or 0 by this


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