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

B J Felton, M L Moss, R J Sepulveda

Experimental Aging Research

|February 1, 1980

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An experimental two-way cable TV system successfully reached older adults within two years. Local event information and senior citizen focus attracted viewers of all ages, meeting needs unmet by traditional TV.

Area of Science:

Gerontology
Media Studies
Communication Technology

Background:

Traditional broadcast television often fails to meet the specific social and informational needs of older adults.
Locally-based, age-targeted media systems may offer a more effective approach to engaging this demographic.
Assessing viewer engagement requires understanding both reach and attraction factors.

Purpose of the Study:

To evaluate the effectiveness of an experimental two-way cable TV system in reaching its intended older adult audience.
To determine the factors contributing to the attraction of this age-targeted, locally-based system for diverse viewers.
To explore life-stage differences in viewing frequency and attraction to local interactive television programming.

Main Methods:

Analysis of viewer demographics to assess system reach among the target older adult population.

Related Experiment Videos

Examination of viewing frequency predictors for both older and younger respondents.

Comparison of attraction factors for locally-based, age-targeted interactive TV programming versus traditional broadcast media.

Main Results:

The two-way cable TV system successfully reached its target older adult audience within two years of implementation.
Viewing frequency for both older and younger individuals was strongly predicted by the system's provision of local event information.
A significant factor for viewing frequency was the system's specific focus on senior citizens, appealing across age groups.

Conclusions:

Locally-based, age-targeted interactive television programming can effectively reach and engage older adults.
The system's ability to provide local information and cater to senior citizens' interests enhances its appeal and viewing frequency.
This interactive system demonstrates potential for addressing social and informational needs unmet by conventional television services for the elderly.