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It is shown that audience members actively select amongst available programmes on television. This selection is based upon the social role and situational characteristics of the viewer and it is also directly related to the reasons given by viewers for watching television. Patterns of programme selection are related to three clusters of needs and reasons. The two most important of these are composed of needs relating to information and diversion. The least important cluster is concerned with the self and social contact. Escape and diversion needs are satisfied by almost any programme; selection is minimal by those viewers expressing these needs. Information needs are best satisfied by news and other informational programmes, while social and self needs are best satisfied by quiz and variety programmes, popular drama and movies.
Kippax et al. (Sun,) studied this question.