THE PROBLEM OF THIS STUDY WAS TO FIND THE AUDIENCE OF EDUCATIONAL TELEVISION (ETV) AND TO STUDY IT IN DEPTH. THE AUDIENCES OF EIGHT ETV STATIONS - REPRESENTING THE PRINCIPAL TYPES OF OWNERSHIP, ALL SECTIONS OF THE UNITED STATES, AND BOTH VHF AND UHF CHANNELS - WERE STUDIED AND ANALYZED. IN EACH OF THE TEST COMMUNITIES, SAMPLES WERE DRAWN FROM THE TELEPHONE BOOKS WITHIN THE COVERAGE AREA. OVER 20,000 TELEPHONE INTERVIEWS WERE COMPLETED. FROM THE INTERVIEWS, SUBSAMPLES WERE DRAWN IN EACH COMMUNITY. THESE CONTAINED ABOUT THREE ETV VIEWERS TO ONE NONVIEWER. HOME INTERVIEWS WERE COMPLETED WITH ABOUT 87 PERCENT OF THE DRAWN SAMPLE--TOTALING ABOUT 1,600 RESPONDENTS. THE ETV PROGRAM SCHEDULE AND STRUCTURE WERE ANALYZED FOR EACH OF THE STATIONS. INCLUDED IN THE REPORT ARE--AUDIENCE SIZES AND CHARACTERISTICS, THE TYPES OF PROGRAMS VIEWED, REASONS GIVEN FOR VIEWING, WHAT IS THOUGHT ABOUT ETV, AND A DISCUSSION ON THE SIGNIFICANCE OF THE FINDINGS. FINANCING AND PROGRAMING QUALITY WERE CONSIDERED THE CRITICAL FACTORS IN THE FUTURE GROWTH OF ETV. (JC)