Evaluation of a TV Science News Service

Commercial television is a powerful medium that has rarely succeeded in bringing scientific and technological information to its vast viewing public. For approximately eight years Don Herbert and his series "HOW ABOUT..." has brought science news to millions of viewers across the country. This series is carried on over 150 commercial TV stations in 80% of the major markets. The objectives of the program are to further the public's understanding and appreciation of the importance of science, technology and medical research to our way of life. Research Communications Ltd. will conduct a two-tiered study to determine the impact and effectiveness of these news inserts. A telephone survey will be conducted with station managers and news directors to document the decision-making process. The second step involves a series of focus groups with home viewers to determine the effectiveness of the series. Viewers will be asked a series of questions as well as responding to sample news segments. The research firm and Prinicpal Investigator have extensive experience in the media research area. This project of $27,700 is a modest evaluation investment which could provide clues and insights in mapping further commercial media strategies.