From content creation to distribution: Utilizing programmatic research to develop an engaging TV drama series on healthy and risky behaviors

RESEARCH OBJECTIVE: Identifying appealing content and a distribution strategy for a health TV drama series through programmatic research.

STUDY DESIGN: Utilizing programmatic research (series of research steps) we developed content for a TV drama series on healthy and risky behaviors targeted at young college adults. First, formative focus group research tapped interest areas that were storyboarded and tested further. We produced a pilot show and assessed its appeal with program diagnostic research including moment-to-moment responses and Likert-scaled engagement measures (both affective and behavioral). Concurrently, we surveyed all first-year students at a mid-sized university for their health information sources. Finally, we polled campus TV administrators about transmitting the six-part TV series.

PRINCIPAL FINDINGS: Overall, subjects were positive towards the concepts of character transformation and goal-setting. The pilot show received more favorable ratings on affective engagement than behavioral engagement. Program diagnostic information identified story elements to develop in further episodes. The optimal communication strategy to reach students was through college-based TV systems and health promotion Internet sites. College TV administrators indicated interest in transmitting the health-focused six-part TV drama series.

CONCLUSION: Programmatic research identified positive and negative issues in TV program development as well as appealing and boring message elements. In addition it pinpointed the optimal communication strategy to deliver health promotion messages to young adults.