2001 Viewership Survey

Survey Instrument
Fielded Version 11/16/01

Hello, my name is ____________. I’m conducting a survey for the City of Tampa about local cable television programming and services. We’re talking with members of randomly selected households. May I please speak to the [female/male] head of the household?

REPEAT INTRO, AS NEEDED: This should only take a few minutes.
(IF NO: Is there a convenient time for me to call back? _______________ )

1. Do you currently subscribe to the Time Warner cable TV service?
  1. YES
  2. NO/DON'T KNOW (IF "NO" OR "DON’T KNOW," TERMINATE INTERVIEW)

2. Are you aware that the City of Tampa has a cable television channel called
 CTTV?
  1. YES
  2. NO (IF "NO", GO TO QUESTION 4)

3. Do you recall which channel number on your TV is used by City of Tampa
  Television, CTTV?
  1. YES, CHANNEL #_______
  2. NO/DON’T KNOW

4. Have you ever watched a program on channel 15, Tampa’s CTTV?
  1. YES
  2. NO (IF "NO", GO TO QUESTION 28)

5. How did you first become aware of Tampa’s CTTV, channel 15? (ONLY PROMPT
  AS NEEDED)
  1. Preview Channel on cable
  2. Schedule printed in newspaper
  3. Schedule posted on City’s website
  4. Found it "channel surfing"
  5. Schedule is mailed to us
  6. Someone told me about channel
  7. Other SPECIFY:__________________________________
  8. Don’t Know
  9. Don’t Remember

6. How often do you watch Tampa’s CTTV, Channel 15?
  1. DAILY
  2. A FEW TIMES A WEEK
  3. A FEW TIMES PER MONTH
  4. RARELY
  5. NEVER
  6. DK

7. When do you usually watch Tampa’s CTTV, Channel 15?
  1. 8AM TO NOON
  2. NOON TO 5PM
  3. 5PM TO 11 PM
  4. 11PM TO 8AM
  5. WATCH AT DIFFERENT TIMES (DON’T READ)
  6. DK

8. When you watch a program on CTTV, Channel 15, do you usually watch for
  more than 10 minutes or for 10 minutes or less?
  1. 10 MINUTES OR LESS
  2. MORE THAN 10 MINUTES
  3. DK

O.K., now I’m going to read a short list of regular programs that are shown on Tampa’s CTTV channel 15. After each, please tell me if you have ever watched the program. If so, do you watch this program on a regular basis? If you haven’t heard of a program or haven’t watched it, just say so. Let’s start with: (ROTATE ORDER)

23. Are there any programs that you watch on Tampa’s CTTV channel 15 that I
   did not mention?
   1. YES SPECIFY:________________________________________________________
    ________________________________________________________
    ________________________________________________________
   2. NO

Using an A,B,C,D,E grading scale -- where "A" means "extremely well" and "E" means "not at all" – please give a grade for how well each of the following statements describe the services provided by Tampa’s CTTV channel 15. Let’s start with: (ROTATE ORDER)

O.K., I’m going to read a brief list of categories or types of programming that are shown or could be shown on Tampa’s CTTV, channel 15. After each, please tell me whether you would be interested in watching this type of programming on a scale of "1" to "5" with "5" being "Very Interested" and "1" being "Not Interested at All." Let’s start with:(ROTATE ORDER)

45. Some people prefer to see programming on Tampa’s CTTV channel 15 that is packaged in short segments that are both informative and entertaining similar to a video news magazine, other people prefer to see programming that is live and covers public meetings from beginning to end similar to a video "window" on the government. Which type of programming do you prefer?
  1. SHORT SEGMENTS LIKE NEWS MAGAZINE
  2. LIVE MEETING COVERAGE LIKE A "WINDOW" ON GOVERNMENT
  3. BOTH (DON’T READ)
  4. DON’T KNOW

46. Are you aware that Tampa’s CTTV channel 15 can be viewed as a streaming
   video Webcast on the Internet?
  1. YES
  2. NO/Don’t Know

47. Do you have a computer in your home?
  1. YES
  2. NO (IF "NO," GO TO QUESTION 52)

48. Is your home computer used to access the Internet?
  1. YES
  2. NO (IF "NO," GO TO QUESTION 52)

49. Have you seen the city of Tampa’s website on the Internet?
  1. YES
  2. NO/Don’t Know

50. Have you ever watched the Internet Webcast of Tampa’s CTTV channel 15 on
   your computer?
  1. YES
  2. NO

51. If you could retrieve video coverage of previous programs and meetings shown
   on CTTV channel 15 by going to the city’s website, would you utilize this
   service?
  1. YES
  2. NO
  3. MAYBE
  4. DON’T KNOW

Now, just a few questions for statistical purposes. . . . .

52. Which of these ethnic or racial groups do you most identify with:
  1. Caucasian?
  2. Hispanic?
  3. African American? 7. REFUSED
  4. American Indian?
  5. Asian?
  6. Other? (SPECIFY: __________________________ )

53. Please tell me which of the following groupings includes your age:
  1. Under 30?
  2. 30 to 44?
  3. 45 to 54? 6. REFUSED
  4. 55 to 64?
  5. 65 or older?

54. Does anyone in your household use the "closed caption" feature when
    watching TV, due to a hearing impairment?
  1. YES
  2. NO/DON’T KNOW

55. And finally, could you please tell me which one of the following income
    groupings comes closest to describing your household income before taxes:
  1. Under $25,000?
  2. $25,000 to $39,999?
  3. $40,000 to $59,999?               6. REFUSED
  4. $60,000 to $99,999?
  5. $100,000 or more?

Thank you very much for your time. (TERMINATE)

56. GENDER:  1. Male  2. Female

57. ZIP CODE:_______________

Interviewer: _______________________________________ Date: _______________

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