The Uses and Gratifications of Rerun Viewing

Abstract

Even from the earliest days of commercial television in the 1950s, viewers have been able to pick betweeen first-run or rerun television programs. One way or the other, about half of today's television menu involves rerun material. This survey of viewers finds a number of motivations associated with the viewing of each type of program. For many viewers, nostalgia or pure enjoyment is associated with viewing reruns more than with viewing first run programs. But those with time to kill are more likely to watch first run programs; rerun viewing seems to require more motivation.