The television of abundance arrives: cable choices and interest maximization

Utility theory offers some suggestions for how people react as the so-called “television of abundance” reaches the point where audiences can maximize their interests. Contrasting the interest maximization outlook with the media substitution hypothesis, this study explores cable channel repertoire patterns. A random survey of 319 cable subscribers in a major metropolitan area measured exposure to several dozen channel categories. Utilizing factor analysis, pattern repertoires were developed, comparing social category groupings. Overall, the findings support an interest maximization perspective, with individual category pattern repertoires providing insight into the use of abundant cable offerings to serve specialized needs.