Attitude of Viewers towards Viewing Hardnews Talk Programme To Create Strategic Television Programme

Abstract

        The purposes of this research are: to examine viewers’ exposure to hardnews talk programmes; to study the attitude of viewers towards viewing hardnews talk programmes; to study television stations’ strategies in producing hardnews talk programmes. This research was qualitative and quantitative. Qualitative research was conducted by depth interviews with a total 15 persons who were news department directors, authorized persons, programme hosts, editors or producers from 5 hardnews talk programmes broadcast by 5 television stations. Quantitative research was conducted by data-collecting surveys upon 400 samples. Research instruments included interviews and surveys. Statistics used in this research consisted of content analysis for interview data, and frequency, percentage, means, and standard deviation analyses for survey data.

        The results show that news stations or producers consider that a successful and quality hardnews talk programme mostly relies on the host’s talents, followed by the news contents, crew members, and guests to attract viewers. Other effects such as settings and lighting are necessary not very important. On the contrary, viewers consider the news contents their top priority in viewing a programme, seeing that a successful and quality hardnews talk pogramme requires both contents and host’s talents equally, followed by guests, crew members, and other effects such as settings and lighting respectively.