Impact of multicultural television, Adelaide, 1985-1986

This study was carried out in two stages throughout 1985 and 1986. A pre-transmission study, before the arrival of SBS-TV in Adelaide, was carried out in May and June 1985, and a post-transmission follow-up was conducted in June 1986. The study's principal aims were to assess the impact of multicultural television on Adelaide viewers, and the extent to which SBS-TV was meeting its broadcasting and programming objectives. The pre-transmission survey provided rich baseline data on community attitudes, media habits, and respondent profiles. It included an attitudinal scale consisting of twenty-nine items regarding migrants and immigration, and social distance and social interaction measures. The Adelaide post-transmission survey included the same attitudinal measures as used in the pre-transmission survey (See Multicultural Television, Adelaide, 1985, pre-transmission survey). The more specific objectives of the study were to identify a profile of viewers and non-viewers; measure audience reactions to program content, type, scheduling and subtitling; assess the educational role of multicultural television; examine the role of multicultural television in informing, educating, and entertaining special needs groups; evaluate the role of multicultural television in assisting the settlement process of non-English speaking migrants; measure the extent to which multicultural television supplements existing services; and, gauge, in a longitudinal context, the effectiveness of multicultural television in promoting tolerance, self-esteem, understanding and multiculturalism. Topics covered were patterns of media usage (newspapers, radio and television); level of information on UHF and SBS-TV in Adelaide; perceived aims of multicultural television; government support for multicultural programs; and a twenty-nine item attitudinal scale, covering migrants and immigration, social distance and social interaction. The follow-up survey also included questions on multicultural television programming, types of programs, satisfaction with viewing, and frequency of viewing. Background information included age, sex, birthplace, occupation, education level, language facility, marital status, income and ethnic identity.