Resumo

URIBE, Rodrigo; BUZETA, Cristian  e  HURTADO, Daniel. Looking for the audiences: The effect of using partial counterprogramming and a friendlier style of news presentation. Innovar [online]. 2011, vol.21, n.42, pp.151-160. ISSN 0121-5051.

In the context of a natural experiment, this study explores the effect on audiences as a result of a change in the style of the newscasts (friendlier delivery) and in the scheduling strategy (partial counterprogramming), which have not been reported by the previous literature. Two dependent variables are examined in this paper: Audience size and loyalty. Findings demonstrate the significant role of partial counterprogramming in changing both the total size of the audience and loyalty in all of the socio-demographic segments studied. Finally, audience program loyalty decreases when friendlier format elements are used. Results are discussed in terms of their implications for media management theory and the broadcasting industry.

Palavras-chave : Media management; programming strategy; news delivery; newscasts; television; marketing.

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