Commercial television is a powerful medium that has rarely succeeded in bringing scientific and technological information to its vast viewing public. For approximately eight years Don Herbert and his series "HOW ABOUT..." has brought science news to millions of viewers across the country. This series is carried on over 150 commercial TV stations in 80% of the major markets. The objectives of the program are to further the public's understanding and appreciation of the importance of science, technology and medical research to our way of life. Research Communications Ltd. will conduct a two-tiered study to determine the impact and effectiveness of these news inserts. A telephone survey will be conducted with station managers and news directors to document the decision-making process. The second step involves a series of focus groups with home viewers to determine the effectiveness of the series. Viewers will be asked a series of questions as well as responding to sample news segments. The research firm and Prinicpal Investigator have extensive experience in the media research area. This project of $27,700 is a modest evaluation investment which could provide clues and insights in mapping further commercial media strategies.
With support from the National Science Foundation (NSF), National Public Radio (NPR) will provide five years of operation of NPR's Science Unit to provide science and technology news and information on NPR's MORNING EDITION, ALL THINGS CONSIDERED, and WEEKEND EDITION shows. Prior NSF support has allowed NPR to create stable, sustained in-depth science coverage on the national network of 335 local public radio stations. More than 9,000,000 people a month, or 2.5% of the U.S. population each week, listen to NPR's news magazines. Science coverage includes 400-500 science stories each year. NPR's News and Information Service is widely acclaimed; awards have included the Alfred I. DuPont Columbia University Journalism Award, and the Science Unit's staff's Westinghouse-AAAS Science Journalism Award and the National Association of Science Writers' Science in Society Award. With this five year award, NPR will consolidate the gains that have been made, continuing to provide the coverage that has earned their reputation, while moving towards financial independence from NSF. A FY87 30 month award of $574,449 and, subject to the availability of funds, following 12 month awards of $240,698 in FY89, $210,939 in FY90, and $180,623 in FY91 are recommended.