تكرار بث الفواصل الإعلانية التليفزيونية و علاقتها بمستويات متابعة المشاهدين للمسلسلات خلال شهر رمضان

Abstract EN

Repeating the television breaks and its relation to the levels of watching the serials during Ramadan

Advertisements are one of the most important sources of financing television channels.

These advertisements appear mostly in 'breaks' during broadcasting a program or television serials.

In the case of stopping a program for broadcasting advertisement breaks, the audience might form negative attitudes toward television channels especially if the content of advertisements is not satisfactory.

This study focuses on the advertisement breaks broadcasted on the Egyptian television as a unique case of an overwhelming amount of advertisements presented during airing TV serials.

Guided by the reception theory, the reaction of the audience toward TV serials should include four processes: attraction, understanding, perception, and interpretation.

Therefore, any obstacle like the advertisement breaks broadcasted during the television serials might obstruct the reception process.

Methodologically, a survey was used to collect empirical data from the Egyptian audience (n = 200), who watched TV serials during Ramadan2019.

The results showed that the television breaks distracted the attention of the audience to the content of the television serials, which largely obstructed the reception process.

In addition, it was found that the advertisement breaks hindered the understanding of the sequence of the events of TV serials and how the audience expect and interpret the events of the same episode.

This study proposes, from the audience perspective, that the advertisement breaks are one of the main factors of the decline of the popularity of the television serials industry in Egypt