A study was initiated to answer questions concerning television programing during "people's time" in a medium-sized market. "People's time" is defined as local prime time from 4:00 p.m. to 8:00 p.m. as contrasted with prime or network time and is considered a time when local broadcasters have an opportunity to serve their audience's nonentertainment needs. Content analysis was applied to the "TV Guide," and the findings indicated that: (1) six of the 21 program types identified accounted for 70.2% of the programing during people's time, (2) overall, no significant difference was found between three stations' program offerings, (3) of the total broadcast hours considered, 0.6% were identified as both "children" and "local public affairs," (4) "local news" comprised 10.6% of the aggregate content, and (5) nonentertainment programing, consisting of the sum of five program types, cumulatively accounted for 22.7% of people's time. (MKM)