, p. 179). .
Anderson's Research Findings.
1. Behaviour with Television .
It was found that viewers concurrently engaged in many activities with television viewing (Ibid., p. 180). The following table shows the observed behaviour associated with television viewing on various times of a day:.
Time segments Observed behaviour.
Weekday morning Entering and leaving the viewing area frequently.
daytime Television is likely used as a backdrop for household chores and background for play by young children.
late afternoon Television is watched by school age children who are frequently immersed in other activities such as playing games and reading story books etc.
early evening News forms backdrop for dinner preparation and mealtime Early prime time: interaction between parents and children (exiting during commercials is frequent).
late evening Greater attention to the TV and less frequent exiting during commercials.
Weekend Greater attention to the TV.
Saturday morning Children are more attentive than usual (less concurrent activities).
daytime Frequently, the father watches sports.
evening Social interaction among family members .
Source: Anderson, 1985, p. 180-181.
Anderson (1985, p. 181) concluded that "television forms part of a family ecology- and "the times TV is turned on, the programs watched, and the concurrent activities appear to be highly regular and predictable within a family-. The attractions and demands of alternative activities affect the pattern of attention. Indeed, television viewing is seen as an active cognitive transaction between the young viewer, the television and the viewing environment (Anderson & Lorch, 1983, p. 6). .
2. Viewing Distances and Viewing Angles.
Anderson (1985, p. 181) in his research discovered that "children in general sit closer to the TV than adults."" They also tend to sit themselves at a viewing position optimal for rapid picture perception, whereas adults' viewing positions appear to be more influenced by comfort (Ibid.