Arts Programming on Public Television

Abstract

In this study, three arts programmes were analysed, each with an individual format and specific function: (1) the arts diary which announces the cultural events in Belgium during the coming week; (2) the arts magazine which focuses on two or three works of art with topical connections; (3) the arts documentary which sheds light on an artistic movement or an artist, while under no pressure to be topical. A deliberate sample of 50 art-loving television viewers were surveyed. This sample, although not representative of the Flemish population, undoubtedly provides the greatest opportunity to analyse both the cognitive and emotional reactions of a potential viewing audience. This study is an example of an integrated programme and viewer survey, where both quantitative and qualitative methods are employed. The relevant characteristics of a programme, in terms of form and content, are presented to a selected group of viewers and, where necessary, alternative formats and contents are formulated. This survey was also intended to play a supportive role within the overall programme strategy of the public broadcaster. The questions asked of the viewing audience were in every case determined in consultation with the programme-makers: mostly questions of the viewer's appreciation (evaluation) of programme formats, but also regarding the transfer of knowledge and information achieved by the content of the programme. In addition to a series of questions on their prior knowledge and their knowledge (before and after the viewing session, respectively), those questioned also had to answer a set of evaluation questions. The participants were questioned both individually (by means of in-depth interviews) and in groups (in panel discussions).