Video tapes of three Rainbow shows for children were shown to a sample of 102 primary school children. Their responses to questions about liking characters and the programs revealed that less than one third would prefer them to their usual favourite shows. It also emerged that the children identified with both child and adult presenters although more frequently with one child who played a most prominent role. Identification was based on the assumption that a viewer will want to be like and will favour that character above others — both these variables having been measured by responses to the questionnaire.
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