Alinhamento entre os valores do programa "Dois Às 10" da TVI e a sua perceção pública

Abstract

The main objective of this study is to understand whether there is congruence between the values that govern TVI's entertainment program “Dois às 10” and their perception by the consumer. The following starting question was defined: “Is there congruence between the values defended by the program and its perception by viewers?”. This report is based on a mixed methods approach using interviews and a questionnaire survey. Objectives were set to assess whether consumers of the programme “Dois às 10” recognize the values that govern the programme; and whether the values that govern the programme “Dois às 10” influence consumers' choice of viewing. It was possible to ascertain that the variables mentioned were not only positively perceived by consumers of the brand, but that the identification of values by consumers can be a differentiating factor from competing programs.

Date of Award	12 Mar 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Tavares (Supervisor)