The survey on morning TV shows on Serbian channels (December 2016, N=107) suggests that “morning TV” remains a relevant source of information, but it is also a format many people skip for a very practical reason: mornings are reserved for work, school, and university. Still, taken together, more than half of respondents watch a morning show at least occasionally: 11.21% every day, 27.10% almost every day, 15.89% two to three times a week, and 10.28% once a week. By contrast, 26.17% say they do not watch at all, 6.54% “can’t assess,” and some report rarer rhythms (“once a month,” “sometimes”).
When it comes to what determines the choice of channel, respondents most often emphasize the information provided (26.60%) and the topics covered (21.81%). Only then come hosts (17.02%), habit (12.77%), and guests (11.17%). Studio design is almost irrelevant (4.79%). This pattern suggests that audiences primarily treat morning TV as a “service”—a quick briefing for the day—rather than entertainment or a visual experience.
The most interesting finding is the distribution of trust/choice across TV stations. Among those who name one channel as their most frequent option, RTS dominates with 42.06%, while Pink comes second with 14.95%. Next are B92 (6.54%) and Studio B (6.54%), while Happy (2.80%) and Prva (1.87%) are much lower. At the same time, 13.08% explicitly say they do not watch morning shows, and 11.21% choose “something else” (with RTV, N1, and combinations of multiple channels appearing in the responses). RTS’s lead in this survey looks like the result of its status as a “default” information source, while commercial stations seem more dependent on habit and format.
The comments also include an important methodological point: some respondents argue the first question (whether you watch) should have been used as a filter, so non-watchers would not answer later questions; others note that a clear option is missing—“I don’t watch because I’m at work/school in the morning”—which can affect how non-viewing is interpreted.
Methodological notes: the findings are indicative because this was an online survey with a sample of N=107, with no information on representativeness, recruitment, or weighting. The “do you watch” question was not strictly used as a filter, so later questions may mix responses from viewers and non-viewers. Also, the morning time slot is strongly shaped by daily obligations, and the offered options do not always capture that “structural” reason—potentially leading to an underestimation of the potential audience.