The evolution of viewers’ concerns and perceptions of television content quality

Abstract

This article examines perceived television quality by considering the role played by viewers’ concerns about television content. These concerns are classified into two categories: pragmatic and moral. The research question is analysed empirically for Spain. Results show that pragmatic concerns are more important for the audience than moral concerns both in 2008 and 2012. Both types of factors are considered to have worsened their development in this period. However, general perception of television quality in Spain has improved between 2008 and 2012. This is associated to a more positive opinion regarding national public service television, but to a more negative perception of the quality of television channels.

Keywords:

• television quality
• audience satisfaction
• moral concerns
• pragmatic concerns

ORCID

Juan P. Artero http://orcid.org/0000-0001-9913-2705

Cristina Etayo http://orcid.org/0000-0002-8464-0691

Alfonso Sánchez-Tabernero http://orcid.org/0000-0003-3392-1861

Additional information

Notes on contributors

Juan P. Artero

Juan P. Artero (Zaragoza, 1979) is an Associate Professor of Journalism at University of Zaragoza, Spain. Since then, he has taught Media Management and Structure of Media Industries at University of Navarra and University of Zaragoza. His research interests are focused on competition, strategy and quality in media environments. He is also an active member of the European Media Management Education Association and the World Media Economics and Management Conference and has attended scientific meetings in more than 25 countries.

Cristina Etayo

Cristina Etayo is Lecturer of Marketing Research at the School of Communication in the University of Navarra (Spain). She develops her research mainly in the area of mass media communication, especially in television. She has worked on several projects on new audiovisual consumption patterns in Europe, where she analyzes the impact of digitalization on media consumption by people and on the media industry.

Alfonso Sánchez-Tabernero

Alfonso Sánchez-Tabernero ([email protected]) is Professor of Media Management and President of the University of Navarra. He is mainly interested in two research areas: strategies of growth and diversification of media companies, and the concept of media quality. He has been Professor of Strategy at the Institute for Media and Entertainment (New York), Visiting Fellow at the European Institute for the Media (Manchester) and President of the European Media Management Education Association. He is a member of several editorial boards including the Journal of Media Economics and the International Journal on Media Management.