Viewers Overwhelmingly Approve Amount of Media Coverage Haiti is Receiving

Viewers Overwhelmingly Approve Amount of Media Coverage Haiti is Receiving

-- Stark contrast to the majority that reported coverage of Jackson's death was excessive --

FLEMINGTON, N.J., Jan. 20 /PRNewswire/ -- A new media study among 1,000 Americans revealed that the majority of viewers (71%) indicated that the amount of media coverage of the earthquakes in Haiti is appropriate.

(Logo: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO)

The recent study was conducted during January 19-20 by HCD Research using its MediaCurves.com® website, to obtain viewers' perceptions of media coverage of various news events in the past decade and was similar to a study conducted in July 2009. To view detailed results go to: www.mediacurves.com.

The majority of viewers (78%) indicated that they think there was too much media coverage of Michael Jackson's death, which is a greater percentage of viewers than a study conducted in July, in which 63% of viewers indicated that there had been too much media coverage of his death.

According to Glenn Kessler, president and CEO, HCD Research, the media coverage surrounding Michael Jackson's death was excessive. "The media coverage was over the top and as a result, the over coverage became the salient story for many viewers. The stark difference in viewers' perceptions of the Jackson coverage and other major news events suggests that there may be a limit regarding news and entertainment strategies," commented Kessler.

In addition, viewers generally indicated that they were more engaged with national issues than international issues.

Among the findings:

With regards to each topic, please indicate whether you feel there has been:

                              Haiti                     Michael Jackson   January 2010           Earthquakes   9/11 Attacks         Death   ------------            -----------  ------------    ---------------   Too much media    coverage of this    event                           22%            16%               78%   -----------------               ---            ---               ---   Appropriate media    coverage of this    event                           71%            74%               21%   -----------------               ---            ---               ---   Not enough media    coverage of this    event                            6%            10%                1%   -----------------               ---            ---               ---                                Indian Ocean        Economic   January 2010               Tsunami         Recession   ------------             ------------      ---------   Too much media    coverage of this    event                              6%               17%   -----------------                 ---               ---   Appropriate media    coverage of this    event                             77%               57%   -----------------                 ---               ---   Not enough media    coverage of this    event                             17%               26%   -----------------                 ---               ---                                Michael        Farrah                             Jackson        Fawcett     Iran Election   July 2009                  Death          Death         Protests   ---------                   -------     -------       -------------   Too much media    coverage of this    event                           63%             5%               7%   -----------------               ---            ---              ---   Appropriate media    coverage of this    event                           36%            56%              61%   -----------------               ---            ---              ---   Not enough media    coverage of this    event                            2%            39%              33%   -----------------               ---            ---              ---                               Bernie Madoff      Mark Sanford   July 2009                   trial            Affair   ---------               -------------      ------------   Too much media    coverage of this    event                              7%               36%   -----------------                 ---               ---   Appropriate media    coverage of this    event                             79%               57%   -----------------                 ---               ---   Not enough media    coverage of this    event                             14%                6%   -----------------                 ---               ---    

Please indicate how engaged you are in each topic when you are exposed to it in the media.

                              Haiti                     Michael Jackson                          Earthquakes   9/11 Attacks         Death                           -----------  ------------    ---------------   Extremely engaged in    the topic                       16%            49%                9%   --------------------            ---            ---               ---   Engaged in the topic             41%            36%               18%   --------------------            ---            ---               ---     Somewhat engaged in    the topic                       33%            12%               36%   -------------------             ---            ---               ---   Not at all engaged    in the topic                    10%             2%               36%   ------------------              ---            ---               ---                                Indian Ocean        Economic                              Tsunami         Recession                            ------------      ---------   Extremely engaged in    the topic                         14%               40%   --------------------              ---               ---   Engaged in the topic               41%               41%   --------------------              ---               ---     Somewhat engaged in    the topic                         35%               17%   -------------------               ---               ---   Not at all engaged    in the topic                      10%                3%   ------------------                ---               ---     

HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company's web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans' perceptions of popular and controversial media events and advertisements.

First Call Analyst:
FCMN Contact:

Photo: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO

Source: HCD Research

CONTACT: Vince McGourty, HCD Research, +1-908-483-9121,
vince.mcgourty@hcdi.net

Web Site: http://www.mediacurves.com/

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Profile: International Entertainment