Dual Users: Real Lessons from Reality Television

This study attempts to understand the differences in activity among an emergent television/Internet audience. The Internet has provided a new entertainment opportunity for producers of television programming. Those television viewers who have also reached out to their favorite television show websites have resulted in a new audience. Examining the programming genre of reality television, two constructs were developed and a written survey administered to a convenience sample of college freshmen. The construct dual users was created to examine the television audience that also visits television programming websites. Single users (those that only watch the television show) were compared to the self-reported levels of activity and involvement of dual users. Early findings suggest that the dual users are more involved during viewing of the television show and engaged in less secondary activity than the single users