Television Viewing and ABC Program Policy: An Econometric Study

There has been a long-standing debate over whether the ABC should engage in programming that is directly competitive with commercial television stations. This study uses an econometric model of television viewing to examine determinants of television set ownership and use, of ABC viewing levels and of diversity in programming. It is established that complementary not competitive programming most enhances ABC viewing levels, though production of greater diversity of television programming may require higher levels of ABC expenditure.