Factors that Foster Engagement with Television Shows: Qualitative Study of Channel Identity, Product Characteristics and Audience Appreciation

Abstract

This mainly qualitative research project aimed at discovering which of the identity elements of the Channel (Brand) have an impact upon exposition and, thus, upon the development of engagement by the audience. The project had three separate research strands: the corporate identity of the cannel (Brand), a content/textual analysis of its products, and an overview of the general elements in the reception process that are relevant for developing engagement by the audience. Then, the information gathered through these processes was cross-checked, and it led to specific conclusions for the Channel (Brand) studied which can be extended to a certain degree to understand the engagement phenomenon in the Colombian television audience. Each of the three strands of research was undertaken through a suitable technique (in-depth interviews, content/narrative analysis, and focus groups). The results showed that for the contacted audience the more salient elements in the process of engagement are related to the identity displayed by the Channel (Brand) through its product, the expectations of the audience (especially concerned with learning), the topics addressed, the presence of advertisement and the programming criteria.