TY - JOUR
T1 - Production values as program quality signals in Spanish linear TV
T2 - A comparison of two periods
AU - Kimber-Camussetti, David
AU - Guerrero-Pérez, Enrique
N1 - Publisher Copyright:
© 2022 Communication & Society.
PY - 2022/4/1
Y1 - 2022/4/1
N2 - Technology disruption, digitalization and media convergence have triggered a profound crisis in the television industry. In this context, quality is an essential strategic element for success, especially when consumers have learned through their experience with VOD, becoming more demanding and less loyal customers. Then, has the importance of quality signals changed with the emergence of new online alternatives? And the quality perception among viewers? Our research explores four production values (the host, content, the set, and technical quality) as TV program quality signals and their effect on the quality perception of entertainment programs of Spanish broadcasters. We compare two years: 2012 and 2016, a period during which the Spanish television market changed due to appearance of OTT services. Using t-tests and regression models, we establish that the importance of quality signals varied over this period, with content proving more important and the set less so in 2016 as compared with 2012. Additionally, in 2016, the results show that the quality perception of linear TV entertainment programs depended more on subjective elements such as liking and satisfaction than on objective elements, as it was in 2012. Finally, our findings are discussed, and some managerial implications and future research are suggested.
AB - Technology disruption, digitalization and media convergence have triggered a profound crisis in the television industry. In this context, quality is an essential strategic element for success, especially when consumers have learned through their experience with VOD, becoming more demanding and less loyal customers. Then, has the importance of quality signals changed with the emergence of new online alternatives? And the quality perception among viewers? Our research explores four production values (the host, content, the set, and technical quality) as TV program quality signals and their effect on the quality perception of entertainment programs of Spanish broadcasters. We compare two years: 2012 and 2016, a period during which the Spanish television market changed due to appearance of OTT services. Using t-tests and regression models, we establish that the importance of quality signals varied over this period, with content proving more important and the set less so in 2016 as compared with 2012. Additionally, in 2016, the results show that the quality perception of linear TV entertainment programs depended more on subjective elements such as liking and satisfaction than on objective elements, as it was in 2012. Finally, our findings are discussed, and some managerial implications and future research are suggested.
KW - Production values
KW - entertainment programs
KW - new media
KW - quality perception
KW - television
UR - http://www.scopus.com/inward/record.url?scp=85127608397&partnerID=8YFLogxK
U2 - 10.15581/003.35.2.107-120
DO - 10.15581/003.35.2.107-120
M3 - Article
AN - SCOPUS:85127608397
SN - 0214-0039
VL - 35
SP - 107
EP - 120
JO - Communication and Society
JF - Communication and Society
IS - 2
ER -