Degree Name
Master of Science
Department or Program
Mass Communication and Media Arts
Advisor
Torre, Paul; Love, Beverly
Abstract
Attracting and retaining teenage and young adult viewers has been a major challenge for most broadcasters. This study evaluates the perception of the U.S. Public Broadcasting Service (PBS) among young adults between the ages of 18 and 35. The objectives of this study were to examine whether or not PBS appeals to young adults between the ages of 18 and 35, the perception of the young adult viewer by media managers within a local PBS station, and to study efforts made locally and nationally to reach young adult viewers. A survey of 180 participants and interviews with five media managers within WSIU public broadcasting (Carbondale, IL) were conducted. The study found that the majority of young adults surveyed did not watch PBS and more found PBS to be appealing than unappealing. The study also found that more efforts could be made nationally within PBS to reach viewers within this age group.