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ABSTRACT
The ongoing proliferation of programming sources greatly diversifies network-viewing choice and may present a basis for viewer confusion in markets where stations switched affiliation. This study explores the influence of affiliate realignments on viewer attendance to and loyalty toward local stations. Perspectives on audience uses and gratifications are applied to viewership data collected from 836 viewers selected from four regions across the United States. The major theoretical assumption tested is whether viewing motivations, awareness levels, and viewing patterns will be interrelated. Results provide mixed support for our model, as prediction equations for audience affinity and awareness measures provide useful models that should help guide network promotions.
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