Revisiting Quality Television: Audience Perceptions

ABSTRACT This article analyzes what the audience understands by the concept of quality as applied to television channels. This research also examines the influence of the perceived quality of the different programs broadcasted by a channel on the perceived quality of the whole channel. The empirical part is based on the answers provided by a sample of 405 respondents in Spain. The factors found to be associated with the idea of quality television by the audience are somewhat different depending on the method used to assess it, which points to the existence of social desirability bias when asking directly about it. Notwithstanding these differences, entertainment is the characteristic that the audience most consistently associates with the concept of quality in television channels. The results also show that news programs, movies and magazines, and talk shows are the genres with a greatest influence on the assessment of the quality of a television channel by the audience.