Market potential exists for the development of cable television video programming aimed at middle-aged and older adults. To date, 12 cable companies have stated their intention to purchase quality older adult programming. These companies perceive the market as currently lacking in such quality programming.Evening Star Productions of Ohio plans to produce this programming, geared to topics of interest expressed by the elderly and formatted to enhance learning/functioning among older viewers. Qualitative discussion groups and quantitative mall intercept research will be conducted to elicit from older viewers unmet needs in cable programming, topics perceived as most beneficial to them, and the format they consider to be most informative and entertaining.
Anticipated Results:Cable companies and advertisers have expressed an interest in purchasing programming targeted at the over-50 age group. With almost one-third of the population projected to be age 55 years and above by the year 2020, advertisers recognize the need to market their products and services to this population.National Institute on Aging
