A STUDY WAS MADE OF THE DETERMINANTS OF AUDIENCE COMPOSITION AND AUDIENCE REACTION TO AN EDUCATIONAL TELEVISION PROGRAM BROADCAST BY A PHILADELPHIA STATION IN COOPERATION WITH THE UNIVERSITY OF PENNSLYVANIA. CHARACTERISTICS OF THE AUDIENCE INCLUDED SOCIOECONOMIC STATUS, PARTICIPATION IN CULTURAL ACTIVITIES, PATTERNS OF ATTENDANCE, INFORMATION SOURCES AND CRITERIA OF DECISION, GENERAL OBJECTIVES FOR ENROLLING OR VIEWING, SATISFACTIONS DERIVED, ATTITUDES TOWARD THE COURSES AND THE PROFESSORS TEACHING THEM, AND TOWARD THE MEDIUM OF TELEVISION AS AN INSTRUCTIONAL DEVICE. THE PROBLEM WAS TO IDENTIFY CHARACTERISTICS COMMON TO ALL MODES OF TELEVISION PARTICIPATION (INCLUDING NONVIEWING), AND THOSE ASSOCIATED WITH DIFFERENT MODES OF PARTICIPATION. DATA WERE ANALYZED ON ALL PEOPLE WHO ENROLLED IN COURSES, BOUGHT A SYLLABUS, ANSWERED ADS AND REQUESTED INFORMATION, OR WROTE LETTERS. THE MAJOR INSTRUMENT, WAS A DEPTH INTERVIEW WITH 187 PARTICIPANTS. THE TELEVISION AUDIENCE FOR THE SEMINAR WAS FOUND TO BE DRAWN IN HIGH PROPORTION FROM THE "MIDDLE" AND "UPPER MIDDLE" STRATA OF THE COMMUNITY. AUDIENCE CHARACTERISTICS, ACTIVITIES, PATTERNS OF ATTENDANCE, DECISION FACTORS, AND MOTIVES, SATISFACTIONS, AND REACTIONS WERE DISCUSSED. (JC)