155596 Utilizing program diagnostic research to identify appealing health-promoting TV content

Wednesday, November 7, 2007: 1:00 PM

Fiona Chew, PhD , S.I. Newhouse School of Public Communications, Syracuse University, Syracuse, NY
Nirali K. Bhagdev, MS , S.I. Newhouse School of Public Communications, Syracuse University, Syracuse, NY
RESEARCH OBJECTIVE: Program diagnostic research tested the appeal of four health promoting TV program genres to develop educational and entertaining program content about nutrition and physical fitness to reduce adverse health outcomes and help young adults make optimal health promotion choices. STUDY DESIGN: Four program diagnostic research sessions were conducted among 56 total young adults aged 18 to 24 at a Northeastern university. Program genres included a scripted drama, a healthy makeover reality TV show, a cooking competition and a studio show about college drinking. Each group (10-17 persons) saw two program genres and continuously rated the programs minute-by-minute using handheld wireless response dials scaled from 0 (completely dislike) to 100 (completely like). Likert-scaled program engagement questions tapped enjoyment and information application among others. We collected written open-ended program likes, dislikes and improvement suggestions and qualitatively identified themes. We statistically analyzed and compared program summary ratings and evaluated program ratings for top program elements. PRINCIPAL FINDINGS: Overall, mean ratings were highest for the healthy makeover reality TV show followed by the cooking competition, scripted drama and studio show (p<.01 to .001). Subjects found the healthy makeover reality TV show motivating, and could relate to the two characters who were road-race training and trying to lose weight respectively. A majority enjoyed three genres -- the reality TV show, cooking competition and scripted drama. The studio show was considered long, redundant and needed re-editing. CONCLUSION: Program diagnostic research identified appealing/unappealing program elements in different health-promoting TV program genres targeted at young adults.

Learning Objectives:
1. Describe the program diagnostic research process in assessing the appeal of TV programs. 2. Identify appealing/unappealing health-promoting TV program elements. 3. Develop communication strategies to motivate young adults to take better care of their health.

Keywords: Communication Evaluation, Telecommunications

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None

Any relevant financial relationships? No
Any institutionally-contracted trials related to this submission?

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.