Relevant and timely information about the intended audience provides a strong basis for a good marketing strategy. There are many ways to gather marketing information, and governments often have some experience using different methods.
Media profiles can be grouped by age, gender, ethnicity, and place of residence, but further distinctions must be made. These include level of education, language, viewing times, types of shows watched, and even the use of remote controls.
Given the variables, some government access channels combine survey methods to develop audience profiles. Profiles identify and assess the issues or shows that will be most interesting, and those that may lose popularity quickly.
Timing is key in audience research because studies must capture current trends and predict future trends. Interests and tastes change rapidly due to the overwhelming amount of information available on television. Ongoing surveys help programmers keep up with changing interests, and use the survey results to keep shows fresh.
Whatever methods are employed, gather as much information as you can about the audience to support your strategy. Follow-up surveys are also helpful when updating your strategy as the channel matures.
A strategy based on accurate audience data can move you to the planning and rollout stages. This is true throughout the life of the channel.