An Analysis of MSFC Public Affairs Television and Target Audiences with Suggestions for Future Growth and Directions

Because of profound changes in government and the space program, this may be an ideal time to evaluate MSFC's Public Affairs television efforts. The changes are continued downsizing of government programs; reduction in research and development; changes in the space program from periodic manned launches to a full-time presence in space with Space Station; and greater emphasis on science and communicating science information. At the same time that NASA is undergoing change, the media and society are also undergoing substantial upheaval. Twenty-five years ago, the three main over-the-air television networks (ABC, CBS and NBC) had a 93 share of the television audience. We now have four popular over-the-air networks (ABC, CBS, NBC and Fox) who maintain a 52 percent share of the television audience. Technological development, competition, and changing consumer tastes have created specialized media and audiences. This media fragmentation is part of a normal maturation cycle of use or adoption. While phases in the cycle vary in length due to many factors, the cycle has been consistent and reflects patterns of adoption. The cycle is: (1) Elite Media usage, (2) Popular or Mass Media usage, and (3) Specialized Media usage. Another factor that affects the media development and adoption cycle is the creation of new and competing mass and personal mediums. While television remains the dominant and most popular mass medium, it is declining and we see (via cable television) specialized networks catering to small audience segments. Because of changing technology and consumer behavior, we may not see a dominant mass media like television again.