Applying program diagnostic research to develop effective alcohol abuse intervention TV content

RESEARCH OBJECTIVE: Formative program diagnostic research tested the appeal of a one-hour alcohol abuse intervention studio TV program to increase educational and entertaining elements, reduce adverse health outcomes and help young adults make optimal decisions about alcohol consumption

STUDY DESIGN: Two program diagnostic research sessions focused on a TV show about college drinking were conducted among 30 adults aged 18 to 24 at a Northeastern university. Each group (10-17 persons) continuously rated the program 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. We statistically analyzed and profiled program summary ratings identifying positive and negative elements. The program was reedited integrating the findings and the final 20-minute program analyzed in two program diagnostic research sessions with 25 subjects.

PRINCIPAL FINDINGS: Overall, the original TV show was considered long and repetitive. Its overall 32.5 mean was below the neutral ‘50' level, revealing general program dislike. After reediting, the new program's moment-to-moment likeability scores increased and averaged 55.3, a statistically significant higher rating than its previous score. Program engagement scores increased significantly particularly in program enjoyment and attention. Also, the young adults would more likely talk to their friends about the program, recommend it and apply the information.

CONCLUSION: Program diagnostic research identified positive and negative program elements in a TV program on college drinking which was reedited to increase its educational and entertaining elements.