TV viewing among TV set owners and non‐owners in a remote Philippine province

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Abstract
Despite a slow start, television in recent years has been moving into areas outside the urban centers of Asia. Based on a survey of 1,200 respondents in the remote province of Negros Oriental in the Philippines, this study examined the presence of television in terms of exposure by TV set owners and non‐owners. The findings suggest that television's presence has become quite significant in outlying areas. Three‐quarters of non‐owners were regularly exposed to television and almost six out of 10 were planning to buy a TV set. Future intention to buy had a moderately strong correlation with regular viewing. The study concludes that in terms of programming choice and access there will continue to be a gap between the classes as upper and upper middle classes subscribe to cable. In addition, it suggests that as television continues to spread outside the major cities, it will need to provide more programming geared toward the tastes and interests of local populations.

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