Noored Eesti Televisiooni auditooriumina aastatel 2003-2006
Date
2007
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The aim of this bachelor thesis (hereinafter referred to as the Thesis) is to analyze the
youth as the viewers of Estonian Television through their expectations and considerations
towards television in general and, specifically, towards Estonian Television. As to the
subject of the Thesis it is also important to analyze the importance of the youth in the
audience of Estonian Television during the years 2003-2006 and the characteristics of the
youth as audience.
In order to define the central concept of the Thesis, a theoretical basis for explaining the
term audience has been brought out regarding the context of this work and for defining
the concept of public broadcasting television, distinctions between Estonian Television
and commercial television have been explained, including differences between the
visions of audiences. In addition, theoretical basis for understanding the characteristics of
television viewing of the young and the importance of general television viewing and
Estonian TV, a general analysis has been written about the media use and television
viewing in Estonia during 2003-2006
The current Thesis is mainly based on a questionnaire conducted among students of the
10th
grade, aged 16-17, which analyzed the media use of the young and their expectations
and considerations towards TV program. In order to achieve the results, a quantitative
study methodology was used, which proved to be appropriate for achieving the purpose
of the Thesis.
The time spent on television is strongly differentiated by age. During 2003-2006, the
average television viewing time among 15-19-year-olds decreased as well as their part in
the audience of Estonian Television. The youngsters can be described as internet-centered
generation and the growing usage time of internet affects the usage of other mediums.
During 2003-2006, radio listening as well as television viewing has been decreased,
whereas internet is used more frequently.
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The media use of the youth is strongly influenced by their environment and the
restrictions thereupon. All the students who participated in the survey had a TV at home
and majority also had a personal computer and internet access at home. Despite the fact
that internet dominates over television among youngsters, the television has still refrained
it status as the main source for acquiring the daily news. Still, the majority of the students
claimed that their television viewing time has lessened due to the growing time spent
with computer and internet. Although all the TV channels in Estonia offer the opportunity
to watch television programs via internet, youngsters take advantage of this opportunity
rarely.
The young people in Võru view more television than the youngsters in Tallinn, despite
the fact that their choice between different channels in smaller than in Tallinn and the
students in Tallinn have better access to television, a lot of students having more than 3
televisions at home.
The most trustworthy channel for the youth is Estonian Television, however, compared to
other channels, youngsters view Estonian Television the least. Still, a lot of students
admitted that they find favorable programs on this channel and a lot of them also has a
favorite program on Estonian TV.
Regarding the expectations towards television program, the answers differed between the
youngsters of Tallinn and Võru. The students in Võru regard newscast as the most
important program, whereas according to the youngsters of Tallinn, foreign series and
films are considered most important. However, the aforementioned fact is not related to
their actual television viewing. The news is viewed by the youngsters of both cities most
often, followed by foreign series and films.
Although, the youngsters said that they find the majority of favorable programs on one of
the Estonia commercial channels, TV3, the programs chosen by youngsters which they
always try to follow are divided quite evenly between TV channels of Estonia. It is important to emphasize that the majority of those programs are not addressed to them as
specific audience.
Those young people who said that they do not find any favorable programs on Estonian
Television, brought out the fact that other TV channel of Estonia broadcast more exciting
shows, whereas the youngsters consider the theme of a show to be the most important
factor when considering whether to watch the show or not and the choice does not depend
on the popularity of a certain channel.
Keywords
H Social Sciences (General)