The Archive Material

There are two primary uses for the archive. First as a source for content analyses of television programs and/or commercials. The CRETV lab conducts content analyses of the structure of the broadcast day and year as the data are collected. We can provide summary information concerning the number of commercials each hour and the amount of time devoted to them, as well as information about the types of products advertised, the types of programs shown, and so forth. All data are stored on computers and easily accessed for analysis. The raw material (on videotape) can also be viewed and analyzed for any type of content of interest. Because the archive is large, it provides a unique source for a wide range of content analyses, including historical data for more than a decade.

The second way in which the archive content can be used is as a source of illustrative material for research or live presentations. For example someone doing a presentation on television violence could find examples of violence from different types of programs and edit the segments onto a demonstration videotape. Several researchers have used the archive as a stimulus material in projects such as a study on emotional responses to television content, a study of children's comprehension of anti-drug PSA's, and two studies of children's understanding of moral issues in cartoons. Material from the CRETV archive may be used only for research or educational purposes and cannot be used for rebroadcast of any kind.

The archive is probably not useful in finding a specific episode of a program or a specific news story. While there is a chance that we might have it, it's not very likely that we will unless it happened to be shown on a day we were taping.