 | The 131st Annual Meeting (November 15-19, 2003) of APHA |
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| The 131st Annual Meeting (November 15-19, 2003) of APHA |
Cathy M. Lang, MPH, School of Public Health, Department of Community Health Sciences, University of California, Los Angeles, P.O. Box 951772, Los Angeles, CA 90095-1772, 310 267-0663, clang@ucla.edu and Deborah C. Glik, ScD, Health and Media Research Group, University of California Los Angeles, Department of Community Health Sciences, P.O. Box 951772, Los Angeles, CA 90095-1772.
Purpose. This study reports the evaluation of the coverage and outreach for a 2-hour PBS documentary on caregiving, “And Thou Shalt Honor” that aired nationally October 9, 2002. Insights into the implementation and production of this type of broadcast will be discussed. For the evaluation, we explored the use of nontraditional evaluative methods and tools, while working with producers, outreach coordinators, website administrators, PBS stations, and Nielsen Media Research experts. Significance. This study provides insight into the development of a viable methodology to evaluate a PBS documentary, as well as how this medium can be used effectively for health education and promotion. Methods. PBS station membership email lists were used to recruit survey participants and online surveys measured audience response. A separate online survey, located on the program’s companion website, was used to assess website visitor characteristics and gave indication to where visitors originated. Results. Establishing a collaboration with PBS stations for the survey effort involved both positive and negative experiences. In the end, seven stations participated and survey response rates varied. Results from the program’s website survey, as well as website activity logs and Nielsen ratings, were used to understand program reach and coverage. Conclusions. Research methods and procedures were constrained to the objectives and goals of the various collaborating partners. Having an understanding of each organization’s needs would facilitate research efforts. As health documentaries become more widespread as a means of communication, it is imperative that professional ties be established to ensure a successful program and evaluation.
Learning Objectives:
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Wiland-Bell Productions, who produced the PBS documentary, "And Thou Shalt Honor", received a grant from Atlantic Philanthropies and provided the funding for this study.
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.