TV program preferences and viewership among selected female tourism students of Cavite State University / by Kimberly C. Daco.

Thesis ( BA Mass Communication ) Cavite State University

Includes bibliographical references.

College of Arts and Science (CAS)

DACO, KIMBERLY C. TV Program Preferences and Viewership among Selected Female Tourism Students of Cavite State University.Undergaduate Thesis. Bachelor of Arts in Mass Communication, major in Journalism. Cavite State University. April 2014. Thesis Adviser: Dr. Bettina Joyce Ilagan

This study was conducted to determine the TV program preferences and viewership among selected female tourism students of Cavite State University. Specifically, it aimed to determine the preferences of the participants on TV programs, which between ABS- CBN 2 and GMA 7 TV programs are more preferred by the participants, the level of viewership of TV programs having qualities in terms of:content, scheduling and programming and social context-based, the level of viewership of ABS-CBN 2 and GMA 7 Sunday shows among the participants; determinethe significant difference in the level of viewership of ABS- CBN 2 and GMA 7 Sunday shows among the participants; find out if there is a relationship between the TV program preferences and the level of viewership; and find out if there's a relationship between the TV program preferences and the level of viewership of TV programs in terms of content, programming & scheduling and social context based qualities. The descriptive survey method was used for data gathering. The survey questionnaireswhich were pre- tested and validated by three experts in the field. served as the instrument for the data collection. There were 201 participants in the study, which were randomly selected female tourism students of Cavite State University- Main Campus. The study was conducted from November 2013 to March 2014. Past studies mentioned that soap operas and serials are the type of TV program that most female viewers love to watch. Some even mentioned thatsoaps are an example of women's literature that supports the status quo regarding women's place in the social order. In opposition, the study revealed that other type of TV program such as Anthology Series, Teen- age Programs, News Programs, Situational Comedies, Variety and Musical Programs, Educational Programs, Serials, Games, Quizzes and Contest Programs, Discussion Programs, Women's Programs, Religious Programs and most especially Informational Programs, are also appealing to the participants.

Aside from TV program preferences, the viewership or rating of a TV program is another thing for TV networks to consider. It determines which of their airing TV programs are effective in attracting more viewers and advertisers as well. As a result, TV networks compete with each other by trying to outdo programs from other station.In the Philippines, two TV networks were much known as rivals regarding TV program ratings. But with this study, it was determined that between ABS- CBN 2and GMA 7, ABS- CBN has TV programs more preferred by the participants. However, there was no significant difference between the levels of viewership of TV programs from both stations. Also, content, programming and scheduling and social context- based qualities of a TV program are qualities which give appeal to a TV program, and TV programs attaining the said qualities appeared to have a viewership from the participants.



The study also found out that there is a significant relationship between the TV program preferences and level of viewership of ABS- CBN and GMA 7 Tv programs;and between TV program preferences and the level of viewership on TV programs having content, scheduling and programming, and social context- based qualities. This clarifies that the more a TV program is preferred, the more it will have a higher viewership.

Submitted copy to the University Library. 09/11/2015 T-5738