Evaluation of a TV Science News Service

商业电视是一种强大的媒体，但很少成功地将科学和技术信息带给广大的观众。大约八年来，唐·赫伯特和他的系列节目“HOW ABOUT……”为全国数百万观众带来了科学新闻。这个系列在80%的主要市场上的150多个商业电视台播出。该计划的目标是进一步提高公众对科学、技术和医学研究对我们生活方式的重要性的理解和认识。研究通讯有限公司将进行两层研究，以确定这些新闻插页的影响和有效性。将对电台经理和新闻主任进行电话调查，以记录决策过程。第二步包括与家庭观众进行一系列焦点小组讨论，以确定该系列的有效性。观众将被问及一系列问题，并对一些新闻片段做出回应。该研究公司和首席调查员在媒体研究领域拥有丰富的经验。这个$27 700的项目是一项适度的评价投资，可以为拟订进一步的商业媒介战略提供线索和见解。

Commercial television is a powerful medium that has rarely succeeded in bringing scientific and technological information to its vast viewing public. For approximately eight years Don Herbert and his series "HOW ABOUT..." has brought science news to millions of viewers across the country. This series is carried on over 150 commercial TV stations in 80% of the major markets. The objectives of the program are to further the public's understanding and appreciation of the importance of science, technology and medical research to our way of life. Research Communications Ltd. will conduct a two-tiered study to determine the impact and effectiveness of these news inserts. A telephone survey will be conducted with station managers and news directors to document the decision-making process. The second step involves a series of focus groups with home viewers to determine the effectiveness of the series. Viewers will be asked a series of questions as well as responding to sample news segments. The research firm and Prinicpal Investigator have extensive experience in the media research area. This project of $27,700 is a modest evaluation investment which could provide clues and insights in mapping further commercial media strategies.