Audience duplication and its determinants: a study in the multichannel and multiculture television market in Guangzhou,China |
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| Authors: | Elaine Yuan |
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| Institution: | 1. University of Illinois at Chicago , Communication, 1007 W Harrison St. BSB 1148B, Chicago, 60607, USA eyuan@uic.edu |
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| Abstract: | This study examines audience duplication, the extent to which the audience of one program also watches the other, and its determinants. Using peoplemeter data from Guangzhou, a multichannel and multicultural television market in China, the study tests the intertwining effects of media structural factors and audience preference factors on audience duplication levels of program pairs. The results show significant effects of the two types of factors. A regression model was established in which these two types of factors together explained 59% of the total variance in audience duplication. |
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| Keywords: | audience duplication audience behavior cultural proximity |
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