RTV Theory and Practice - Special Issue

the number of TV sets a.nd thus of TV viewers in absolute terms, whereas the percentage increase of the number of persons who regularly watch television cannot be expected to change to апу great degree. We consider that this implies that the further entrenchement of television will not depend exclusively on the increase of the purchasing power of the population, although this factor cannot be excluded in this phase, particularly not from the programme orientation of TV Belgrade and the other RTV stations in the framework of JRT. Naturally, the factor of leisure time is not without influence on the watching of television, nor аге the other activities of citizens. We аге not, however, in possession of апу data on the leisure time of the population but it is reliably known that a proportion of persons are not able to use television as an information medium because they are at work during the broadcasting of »impact« programmes. THE AGE STRUCTURE OF VIEWERS Must television be watched only from a person s own set? All our research shows that the answer to this is negative. There is always a greater number of viewers of individual programmes, regardless of possession of a set, than viewers who have their own small screens. We shah therefore survey the viewing level of TV regardless of whether this is done from the viewers own set or not. The average figures for viewers in a single day were calculated on the basis of fourteen series of research. If we survey the у oungest group, of 15-19 years of age, we shall get a figure of 718,000 viewers of whom 3 71,000 or 51.7 per cent watched TV for at least 15 minutes during one day (remember this relates to the day before the investigation was conducted). This is also the most relevant ratio of viewers (see fig. 1) and it can be concluded that the young are the loyalist TV viewers. Television is a daily need for them and perhaps a habit.

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