Abstract
Although programpreferences can be characterized on the basis of demographic attributes like sex, age or occupation or by taking the cultural studies approach focused on ethnic or social traits, preferences for programs often differ among people of the same sex, age, occupation and social class. We think that nothing can describe subjects’ viewing preferences more accurately than what programs they had watched in the past. To verify our hypothesis, we surveyed the viewing behavior of more than 1,600 randomly chosen individuals, and utilized this data to analyze people’s program choices. We categorized the respondents by the similarity of the programs they had watched and examined the groupings that emerged and the features of these groups.
From our analysis, it became clear that a ‘more/less serious’ and ‘more/less fictionaĽ axes are involved in program selection.
Our results show that eight groups (stereotypes) explain viewers’ contact with television, their motivation for choosing programs to watch, and their interest in matters other than television. Applying these stereotypes to the process of program selection or recommendation will be useful for the future design of personalized adaptive systems.
NHK Broadcasting Culture Research Institute
Yumiko Tomomune now works at the Japan Prize Secretariat in NHK.
Maki Shigemori now works at the Corporate Planning Bureauin in NHK.
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Hara, Y., Tomomune, Y., Shigemori, A. (2004). Categorization of Japanese TV Viewers Based on Program Genres They Watch. In: Personalized Digital Television. Human-Computer Interaction Series, vol 6. Springer, Dordrecht. https://doi.org/10.1007/1-4020-2164-X_6
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DOI: https://doi.org/10.1007/1-4020-2164-X_6
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