POINTS of VIEWING

Press, Volume CIX, Issue 32273, 16 April 1970, Page 3

POINTS of VIEWING

Doubts On Efficiency Of Audience Research

Television probably takes pride of place over Rugby football as a topic of conversation among New Zealanders in the winter months, even when an All Black tour is in the wind. Personal views which conflict widely are very firmly held, warmly expressed; and it is largely on these personal opinions that the corporation is expected to base its programme purchasing and arranging.

There must be many viewers who have distinct doubts about the efficiency of the audience research section of the corporation, doubts based on the schedul-. ing of some programmes, and on their own experiences. The work of the section was explained last week in a reply to questions put in the House by Mr P. V. Blanchfield (Lab., Westland). He asked: (1) What methods did the programme staff of corporation employ to gauge public opinion on television presentation: (2) Was the aim to give satisfaction to the greater number of viewers rather than to the lesser: (3) Was the staff certain that the changing of the news feature from 7.30 p.tn. to 7 p.m. in the best interests of most viewers in New Zealand? Mr H. J. Walker, Minister of Broadcasting, replied: “(1) The corporation’s programme staff obtains public opinion of its television programme from its own audience research section, from expression of opinion by viewers in letters and telephone calls, from the corporation’s three programme advisory committees and opinion expressed in newspapers. In addition the staff relies on its own professional judgment and experience in programme matters:

“(2) The corporation has a responsibility to cater for all interests of viewers. In general the most popular programmes are placed during ‘peak’ viewing time, but many programmes of minority interest are also scheduled: “(3) The staff of the corporation believes' that the majority of listeners and viewers throughout the country are satisfied with the new format arising from the change of viewing time of the news from 7.30 p.m. to 7.00 p.m. on television and complimentary changes in news and current affairs programme times on radio. The corporation’s research section (as part of its normal investigation into television audience preference and size) is paying special attention to this subject The results will be studied by the corporation's staff and if any action is considered necessary in the interests of viewers it will be taken.” ;

There are now so many : vidual experience as an indi- ' cation of a pattern. But we ■ conducted a very small poll of viewers among friends : and acquaintances: 20 of I them. One who has had a television licence for almost nine years has yet to hear from the audience research section. In fact, of the 20, only one had ever been asked to contribute his views ; on programme ratings—this in a collective viewing time of about 100 years. Again, the television cor--1 respondence on this page offers a small hint that the research section could, posj sibly, be out of touch with public opinion. There have been a good many letters lately on the “Star Trek” programme on Saturday evenings. Most viewers do not like it. That is not the point. Some do like it, very much, and a place should be found for programmes of this nature. But it may be of some significance that over 80 per cent of the letters on “Star Trek” objected to the programme, and the very strong suggestion was that if it was to be screened, it should not be included in the Saturday evening programmes. Obviously, the correspondence column in one newspaper, and the views of as small a group as 20, can carry little weight. But these reactions perhaps show which way the wind blows. Presumably, audience reaction j surveys are costly: but the average viewer would be very I much happier if there were more of them, if the results were published more frequently. Then he would have the satisfaction of knowing that if his dislike of a particular programme was not \ supported by a majority of others, it was a democratic ' arrangement. >s * xs Having no great affection . for westerns, we find it strange that the great out- ' doors dramas appear so . regularly on evening pro- ; grammes, but perhaps this i does not reflect public preference. “Lancer" on Tues- . day night seemed to us to i be a bit flat It appeared to i fall between its efforts toi Jamuse and its attempts at, drama. Irish roguery can be amusing in small quantities. There was an over-dose from

2.00 p.m.: Headline news. 2.03: On Camera. With Julie Cunningham. 2.45: The Mothers-In-Law—“l Haven’t Got a Secret.” 3.10: One Pair of Eyes—“As in a Dream We Discover We Can Fly.” Play by Michael Frayn. 3.53: Country Calendar. 4.10: Play School. 5.36: Rocket Robin Hood. 4.55: Hound For Hire. 5.03: Marine Boy. 5.26: Headline news, weather. 5.28: Ah De Doo Ah De Doo Dah Day. Folk music, with Christine Smith, Jae Renaut, Phil Garland, and the pupils of Cathedral Grammar School. 5.44: Maya-—“ Legend of Whitney Markham.” 6.40: Gardening with John Oliver. 7.00: Network news. 7.15: Weather. The South Tonight. 7.40: Coronation Street. 8.10: The Andy Williams Show (Ray Stevens, Victor Borge, Danny Thomas and the Osmond Brothers). 9.08: Newsbrief. 9.10: Gallery. 9.38: Antidote to Monotony. (Repeat). 9.46: The Bold Ones—“ Rebellion of the Body.” 10.40: The Science Report. 10.54: Late news, weather.

NATIONAL LINK [lncluding 3YA, Christchurch (690 kilocycles): 2YA, Wellington (570 kilocycles); 4YA, Dunedin (780 kilocycles); and 3YZ. Greymouth (920 kilocycles).] 7 p.m.: N.Z.B.C. Sporting Service. 7.1: Music from the Shows. 7.30: In Your Garden This Week. 7.45: Star Time in Paris. 8.0: The Land of the Shamrock. 8.30: Weather and News. 9.0: Waitemata Silver Band. 9.30: The Archers. 10.0: Night Surgeon. 10.30: N.Z.B.C. News. 10.45: Vai Doonican. ; 11.0: 8.8. C. News and Commentary. 11.15: All night ( National Programme. 12.6 , a.m.: Pick of the Goons ' (8.8. C. 1.0: Melody Time from Germany. 3.3: Short Story. 4.9: Folkways. 3YC, CHRISTCHURCH (960 kilocycles) 7 p.m.: David Parkhouse , (piano), The Music Group of , London Quintet for wind , and piano (1963) (Raws- i thorne). 7.23: Sattvik Dass (sitar), Raman Chibba (tabla) —Raga Yaman, Folk Tune, Folk Tune in 8 beats (arr. Sattvik Dass). 7.33: I Poetry. 8.4: Rodney Macann ' (bass-baritone), Maurice Till 1

(piano) Winter Journey, cycle to poems by Wilhelm Mueller (D. 911 (Schubert). 9.13: Music by Busoni. Berlin Symphony Orchestra under C. A. Buente —Rondo Arlecchino, Op. 46, Concertino for clarinet and small orchestra, Op. 48, (soloist, Walter Triebskorn), Divertimento for flute and orchestra, Op. 52, (Soloist, Hermann Klemeyer), Concerto Study for piano and orchestra, Op. 31a (soloist, Frank Glazer). 10.10: Poetry by Byron. 10.22: Luciano Sgrizzi (harpsichord)—Suite in C (Zipoli). 10.32: Covent Garden Orchestra under Charles Mackerras Ballet: The Two Pigeons (Messaged. 3ZB, CHRISTCHURCH (1100 kilocycles) 7.2 p.m.: New Zealand Top Ten. 8.2: Trans-Tasman Requests. 8.32: World Record Club on the Air. 9.2: Thursday Night with George Taylor. 10.2: Looking Back. 3ZM, CHRISTCHURCH (1400 kilocycles) 7 p.m.: Movin’ with Nancy. 8.0: The Beatles. 9.0: The Top Ten Five Years Ago. 9.30: Paul Desmond. 10.0: From

' an old friend, Mr Smith of • “Lost In Space” fame, this : time as the head of the I “Black McGloins.” But there : was very appealing Irish : charm from Stephanie i Powers. >:< * « Later in the evening, an--1 other splendid session with ■ the Corner family ip “Not in 1 Front of the Children” and ! our first look, in “Softly, 1 Softly” at .Barlow working 1 for Mr Gilbert, the new co-ordinator. The authenti- ’ city of “Softly, Softly” never ■ fails to impress. Barlow and ! Gilbert seemed to find the ’ dual harness chafing a little; 1 but there was certainly no 1 reduction in efficiency. ; PANDORA.