<strong>Background</strong>

The client wanted to capture a comprehensive picture of the audience’s understanding of current 
TV schedules and to explore any ‘rationale’ viewers used in making sense of their viewing.

<strong>Objectives</strong>

To explore the audience’s perceptions and requirements of the schedules; to determine the 
role that ‘key’ programmes play in the structure of the schedule - and to examine the audience’s ideal 
schedule; and to hypothesize the impact of the growing number of channels available.

<strong>Methodology</strong>

The boundaries and content of the research was determined by an initial round of group discussions. 
Respondents were asked to complete a viewing ‘diary’ in the week leading up to the group, which 
they brought to the groups for probing. Ideal schedules were designed and plotted across a typical 
evenings viewing for an autumn season. This was followed by a series of interactive hall tests - 
a combination of depths and quantitative interviews.

<strong>Outcome</strong>