| This dissertation asks, "How does television viewing change when the number of available channels increases?" Based on emerging theoretical perspectives regarding choice under abundance, we begin with a set of audacious hypotheses that an increase in the number of channels available will lead to (1) spending less time watching television, (2) choosing fewer channels, and (3) watching the same genres. Coupled with this, we hypothesize that news viewing will decline as the number of available channels increases. We also try to understand whether psychological constructs such as maximizing and satisficing influence television choice. In order to research these problems, we conducted two studies. First, we designed an experiment in which subjects, exposed to different numbers of channels, were asked to choose programs from a menu of evening viewing. Second, we analyzed two days of individual-level viewing data from the Nielsen National People Meter Sample. Four fundamental findings emerge from our research. (1) As the number of available channels increases, there is no corresponding increase in the number of channels or genres chosen; however, the amount of time spent watching television does increase. (2) In the on-demand condition where the number of alternatives available reaches the point of hyper-abundance, the number of chosen channels and genres actually decreases, as predicted by our hypothesis. Furthermore, less time is spent viewing television. (3) Time spent viewing the news declines somewhat as the number of available channels increases, but number of available channels is not a powerful predictor of news viewing. (4) At the level of the individual, we find that---no matter the number of available channels---more than 80% of viewing is of the same dozen channels. This research makes direct substantive contributions to the area of current and future television viewing and goes on to contribute to the emerging theoretical perspectives on choice. The findings have direct implications for the theory of choice under abundance, for individual television viewers, for media providers (e.g. networks and cable companies), and for public policy makers. |
