Two-way television: An experiment in interactive programming for the elderly

This study was conducted to 1) assess the effectiveness of an experimental two-way cable TV system in reaching the older people for whom it was designed, and 2) assess the attraction of this locally-based age-targeted system for its viewers. The study evaluates the system's effectiveness in reaching its target audience by examining information about the types of viewers—both younger and older—who have been attracted to the system. In addition, differences in factors that predict viewing frequency for younger and older people are used to illuminate life stage differences in people's attraction to locally-based TV programming. Findings show that the system had successfully reached its target audience within two years of inception. Watching the interactive TV programs because of the system's provision of information about local events and because of the senior citizens' focus strongly predicted viewing frequency for both older and younger respondents. The ability of locally-based interactive TV programming to serve social and informational needs of older people which are unmet by traditional broadcast television is discussed.