ABSTRACT
TV affinity is an attitude toward the medium that reflects the importance people assign to TV or specific programs. Greenberg first reported using a three-item Likert scale to measure the intensity of one’s attachment to TV. Rubin used that measure, and later increased it to five items. Affinity measures have been used often in uses and gratifications studies in which affinity is not usually the primary focus of the research. Affinity is usually used to mediate or moderate the relationships between other TV viewing variables such as motives and exposure. Establishing validity for the Television Affinity Scale has not been a primary research focus. Although there is no discussion of scale development in the literature, the scale items appear to have face validity. Because affinity measures how important people believe TV or its content is, analyses do provide support for construct validity.
