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- 2 - Study Made by Smythe and Campbell The Los Angeles study was made by Dallas W. Smythe, Research Professor at the Institute for Communications Research and Professor of Economics at the University of Illinois, and Angus Campbell, Director of the Survey Research Center and Pro¬ fessor of Psychology and Sociology at the University of Michigan. Professors Smythe and Campbell set up a monitoring room with nine television sets in a large suite of the Chateau Elysee in Hollywood, and employed a corps of 1*0 - trained monitors. These were graduate students and advanced undergraduates at both the University of California at Los Angeles and the University of Southern Cal¬ ifornia, as well as professional research interviewers. These monitors operated under three basic rules: 1. All time when the station is on the air (not counting test patterns) was credited to some program. 2. Time used for advertising was carefully defined. ("Advertising" meant the time used by a station on behalf of commercial purposes other than its own. That is, the promotion of the station or its programs was not considered to be advertising.) 3. Classification of a program in accordance with the nature of its predominant elements. (Where a program contained two or more characteristics, each of which would suggest placing it in different classifications, the decision was made on the basis of the predominant element.) Domestic Programs—16 % The NAEB Los Angeles TV Report shows that after Drama programs, the next largest^ single portion of the week was devoted-to Domestic programs (16 per cent) including telecasts on cooking, shopping, personal care, variety programs for housewives, and similar presentations. News reports contributed 12 per cent of the total, a proportion considerably in¬ flated by the telecasting over two Los Angeles stations of a series of "special events" programs in connection with a kidnapping in Southern California which shortly preceded the test week. These broadcasts amounted to approximately eight per cent of the total time on the air. Children’s programs and Variety programs for general audiences each occupied ten per cent of the total time. Music of all types, although largely popular, took six per cent of the total programming. Eighty per cent of the total television time during the week of monitoring was taken up with the above type of programs. The remaining time was taken up by a variety of program classifications, none of which commanded more than a small amount of the total programming. Information pro¬ grams, including travelogues, scientific presentations, information programs for children, and the like, took approximately three per cent* Programs dealing with Public Institutions (i.e., the Police Department, Los Angeles Harbor Authority, etc.) took almost two per cent. Religion as a program class had less than one per cent of the total time. Public Events and Weather each amounted to less than one per cent.