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Political orientation and perceived quality of television channels

Alberto Bayo-Moriones (Department of Business Administration, Universidad Pública de Navarra, Pamplona, Spain)
Cristina Etayo (Department of Media Management, Universidad de Navarra, Pamplona, Spain)
Alfonso Sánchez-Tabernero (Department of Media Management, Universidad de Navarra, Pamplona, Spain)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 9 November 2015




The purpose of this paper is to elucidate the relationship between the political orientation of television viewers and their perception of television programming quality.


Information from a sample of 2,843 viewers is used. Ordinary least square models are estimated to test the theoretical hypotheses.


The results suggest that the ideological position of viewers has a significant bearing on their evaluation of the quality of television channels. They also point to the key role played by news programming in the audience’s general assessment of channels quality.

Research limitations/implications

There are a number of limitations to this research, which are largely related to the data analyzed, since they are cross-sectional and measures based on a single item are used. Future research in this field ought to take the multidimensional nature of the concepts discussed here into greater consideration.

Practical implications

If political orientation colors viewer perception of quality television, it seems worthwhile for television schedulers to have more information about the political-ideological profile of their audience, so as to design a more appealing programming range for their target viewers. Regarding the impact of the perceived quality of news programs on the perceived quality of the whole channel, it would make sense for television managers to invest in news programs not only on the basis of the size of the audience reached, but also as a way to build up a strong brand and to differentiate it from competitors.


There is scarce empirical research on the perceptions of quality media and television by viewers. This paper develops and tests hypotheses that contribute to a better knowledge of the mechanisms that generate the perceptions of consumers about the quality of television channels.



This work was supported by the Spanish Ministry of Science and Technology under Grants ECO2013-48496-C4-2-R and CSO2010-20122. Data used in the paper have been provided by the Spanish Centre of Sociological Research (CIS).


Bayo-Moriones, A., Etayo, C. and Sánchez-Tabernero, A. (2015), "Political orientation and perceived quality of television channels", Journal of Service Theory and Practice, Vol. 25 No. 6, pp. 813-835.



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