An empirical analysis of the terrestrial television viewing patterns of subscribers and non-subscribers to pay-TV channels is presented. A logit discrete choice model is estimated using data on audience size and composition and dummy variables identifying programme types, over three two-week periods in 1996 and 1997. Although there are variations between the terrestrial TV viewing patterns of pay-TV subscribers and non-subscribers, such variations are not statistically significant. This suggests that factors other than differences in tastes may play a role in the decision to subscribe.
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Document Type: Research Article
Department of Management, University St. Andrews, St. Katharine's West, The Scores, St. Andrews, Fife KY169AL Scotland, UK
Department of Economics, University of Wales Swansea, UK
Centre for Management under Regulation, Warwick Business School, University of Warwick, Coventry CV4 7AL, UK
Publication date: 12 August 2003
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