Summary of Findings
2001 Viewership
Survey
In addition to probing general levels of awareness of
City of Tampa Television (CTTV), Channel 15, this telephone
survey of Time Warner cable subscribers in the City of Tampa
included questions regarding subscriber viewership habits,
as well as, interest in a host of specific CTTV programs and
programming categories. Questions were also asked regarding
the respondents’ opinions and attitudes about the value of
various services and programming options, and how well
Tampa’s CTTV provides these services.
General Observations
- Just under four out of 10 of all respondents were
aware of CTTV and have watched programming on it. About
40% of those who were aware of CTTV were able to correctly
identify the channel number as 15.
- Over three-fourths of the respondents who have watched
a program on CTTV first became aware of it by "channel
surfing." No other way of finding the channel (Preview
Channel, newspaper, website, etc.) was mentioned by more
than 5% of the CTTV viewers.
- The CTTV viewership base appears to be loyal, stable
and growing, as well as, interested in and knowledgeable
about the program offerings. Specifically, over six out of
10 of these viewers watch at least a few times per month,
with almost one-third watching at least a few times per
week. Over half watch between 5pm and 11pm and well over
half usually watch for more than 10 minutes.
- The Tampa City Council meetings are the most
watched program, as almost seven out of eight of all
viewers report having seen these meetings. This program
was followed by Community Affairs Report, Friday
Extra! Concert Series and The Mayor’s Hour, all
of which have been seen by well over half of all CTTV
viewers. All four of these programs are watched by more
viewers today than in the most recent previous audience
measurement survey (1997) further demonstrating the steady
growth of the CTTV viewership base.
- When these viewers were asked to grade the quality of
four services provided by CTTV, Channel 15, all four
services tested were given the highest possible
grade ("Extremely Well") by more than one-fourth of the
viewers. One service statement tested, provides a
valuable community service, was given the highest
grade by over one-third of the viewers. Only about 3% or
fewer gave the lowest grade to any of the four service
statements tested.
- When asked how interested they would be in watching
each of 17 different categories of programming, both
viewers and non-viewers were most interested in watching
emergency information. Following this category for
current viewers were neighborhood information & issues,
public safety programs, candidate debates &
election information and selected highlights of
City Council and other public meetings. Non-viewers
were significantly less interested in neighborhood and
public meeting programming and more interested in
public safety programs and military news.
- By a better than two to one margin, all respondents
preferred short "news magazine" style programming segments
rather than live gavel to gavel "window on government"
style coverage of public meetings. Non-viewers preferred
the "news magazine" style programming by a slightly
greater margin than did viewers.
- About one-fourth of the respondents who access the
Internet from their home computer have seen the City of
Tampa’s website. Less than one out of 10 of these
respondents were aware that CTTV can be viewed as a
streaming video webcast with less than one out of 20 of
them having watched this Internet webcast.
Next - General Awareness of CTTV Channel
15
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