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TELEVISION HOME VIEWING GROUP SCHEME
Background
The Television Some Viewing Scheme was introduced in 1982 with the aim of assisting the Television Authority and the Television Advisory Board to keep in touch with public attitudes towards programme and advertising standards for television. By mid-1986, 19 Home Viewing Groups were set up, one in each of the 19 City and New Territories Administration (CNTA) districts covering the whole territory.
Membership
2.
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Each Home Viewing Group comprises 30 members nominated by the respective District Offices of CNTA based on an agreed sampling frame- work. The sampling framework for each district is designed in consul· tation with the Census and Statistics Deparment based on the demo- graphic features and population profile of the district. The intention is that Group members selected through the process would be fairly representative of the general audience. Members are appointed to each group by the Office of Television and Entertainment Licensing Authority on an annual basis when the Scheme is first introduced, but they are now appointed on a two-year basis and receive formal appointment letters for their membership.
Activities
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On appointment, each member undertakes to complete a questionnaire every quarter covering a two-week viewing period specified by the Office. During this period, the member will record in a diary format the programmes he has watched and his reaction on them. He will also specify the television commercials which he likes or dislikes and give reasons. At the end of the period, he will mail the completed questionnaire to the Office. The Office operates a system by which at any one time there will be three or four Groups completing the questionnaires. With this method, the Office continuously receives retums from 3 to 4 Groups every two weeks throughout the year. These returns are then studied by staff of the Office and salient findings summarized in a report. The overall feedback is reviewed and assessed on a quarterly basis. These quarterly reports are dis- tributed to all Home Viewing Group members and the television stations. Any matters of concern will be reported to the Broadcasting Authority for consideration and follow-up action where necessary.
4.
Apart from completing questiomaires, group members will be invited to attend briefings and/or group meetings to exchange views on television programmes and commercials. Encouragement is given by the Office for each Home Viewing Group to arrange its own social activities thereby providing more and better opportunities for exchange of views on television programmes.
/Regional
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