Opinions about Future Programming Content & Services

All 601 respondents were asked to rate their level of interest in each of a series of programming categories on a scale of 1 to 5 with a "5" being "very interested" and a "1" being "not interested at all." In general, the programming category receiving the greatest level of interest across all subgroups is emergency information with almost half (47.4%) of all respondents giving it a "5-Very Interested" rating. When combining the "5-Very Interested" rating and the "4" rating to gauge a more general level of interest, again, emergency information is the programming category receiving the greatest level of general interest as almost two-thirds (65.7%) of all respondents rated it a "5" or a "4."

However, perhaps of even greater interest is an examination of other highly rated programming categories broken out by levels of awareness of CTTV and viewership of CTTV sub-samples. For example, viewers (197 respondents out of the total sample size of 601) rate neighborhood information, as the second most interesting category with 51.8% giving it a rating of "4" or "5." However, both respondents who are not viewers but are aware of CTTV (173 out of the total sample size of 601) and respondents who are non-viewers and unaware of CTTV (231 out of the total sample size of 601) rate live concert programs as the second most interesting category as 28.9% and 51.8%, respectively, give it a rating of "4" or "5."

Further, when looking at the top six programming categories first ranked by the number of respondents giving a "5-Very Interested" rating then ranked by combining the "5-Very Interested" rating and the "4" rating, additional meaningful differences emerge between viewers, non-viewers who are aware of CTTV and non-viewers who are unaware of CTTV. The tables below illustrate.

1. Emergency Information 50.3%	1. Emergency Information 40.5%	1. Emergency Information 50.2%
2. Neighborhood Info 35%	2. Military News 16.2%	2. Neighborhood Info 22.1%
3. Tampa History Prgms 32.5%	2. Neighborhood Info 16.2%	3. Live Concert Programs 20.8%
4. Candidate/Election Info 27.4%	4. Live Concert Programs 15.6%	4. Candidate/Election Info 19%
5. City Services Info 23.9%	5. Candidate/Election Info 13.9%	5. Military News 18.2%
6. Busy Intersection Video 19.3%	5. Tampa History Prgms 13.9%	6. Tampa History Prgms 17.3%

Ranking based upon % giving a "5-Very Interested" or "4" rating

As discussed above, respondents across the board appear to be most interested in Emergency Information programming. Also, there appears to be generally consistent and reasonably robust levels of interest, across the board, in other programming categories; specifically, programming about neighborhood information & issues, as well as, candidate debates & election information.

However, viewers and non-viewers of CTTV do exhibit significant differences in levels of interest when asked to rate other programming categories. For example, as the graphs on the following page illustrate, viewers appear to favor programs about Tampa's history while non viewers appear to favor live concert programs.

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