Using entertainment television to build a context for prevention news stories

OBJECTIVE. A nationally syndicated television news series called "Following ER" was developed to educate viewers about the health issues dramatized on "ER," NBC's award-winning medical drama. This study investigated the impact of this prime-time link on viewer attention, satisfaction, information recall, and perceptions about the uses and gratifications delivered by a news story. METHODS: A total of 458 municipal jurors participated in a randomized 2 ("ER" tie-in vs no tie-in) x 2 (familiar vs novel story topic) experiment. The four experimental news stories required by this design were developed using footage of previously aired local newscasts. RESULTS: In the case of the familiar topic story, the "ER" tie-in enhanced the attention and satisfaction of viewers. Participants reported that the prime-time link added value by elevating the importance and relevance of the commonplace topic. However, the "ER" tie-in did not generate any beneficial effects when paired with the novel topic story. CONCLUSIONS: Framing news stories about familiar health concerns in the context of television drama represents a viable strategy for legitimizing them as important and timely topics for public consumption and debate.