By constructing program type categories that can tap into the program type distinction in viewers’ minds and by developing a more elaborate measure of program choice options, this study investigated how the increase in program choice options affects the role of program type preference in program choice. The result indicated that viewers’ program choice coincided with program type preferences significantly more in a multichannel situation than in a broadcast‐channel‐only situation.
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Sugmin Youn (1994) studied this question.
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