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Diversity in Broadcast Television: An Empirical Study of Local News
| In: The International Journal on Media Management, Vol. 6, No. 3&4, 2004. |
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Keywords:
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Parent document:
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Text type:
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journal paper
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Language:
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English
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Quality:
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double-blind reviewed
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Authors:
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Alexander, Peter J.
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Cunningham, Brendan M.
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| Abstract: |
The relation between the structure of a market and the diversity of its product offering has been extensivelyexplored by theorists. We develop 2 measures of diversity and explore the content of local news for 60 stationsand 20 designated market areas (DMAs) in the United States. Using a relative station-level diversitymetric, ordinary least squares (OLS) estimates imply that relative diversity of local news content decreasesas market concentration increases. This result is not, however, robust to an instrumental variables specification.Using a total market diversity metric, the Herfindahl–Hirschman Index (Hirshman, 1964) is significantin OLS and robust to instrumental variable estimation. Because the total market diversity metric is arguablysuperior to the incremental metric as a measure of overall diversity, this result is useful—it suggeststhat the total diversity of local news content within a DMA is sensitive to the level of concentration.
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| Citation: |
Alexander, Peter J., Cunningham, Brendan M.(2005): Diversity in Broadcast Television: An Empirical Study of Local News, in:The International Journal on Media Management, Vol. 6, No. 3&4, 2004., http://www.mediajournal.org/modules/pub/view.php/mediajournal-199, [07/25/2008]
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| Full text download: |
http://www.leaonline.com/doi/pdf/10.1207/s14241250ijmm0603%264_6
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| Statistics: |
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