WILLINGNESS-TO-PAY FOR PUBLIC TELEVISION AND THE ADVENT OF LOOK-ALIKE CABLE-TELEVISION CHANNELS - A CASE-STUDY

In this case study we examine willingness to pay (WTP) for PBS using an open-ended, single-question contingent valuation method. Using data collected from 128 mail and 101 telephone surveys, we develop illustrative findings with respect to ''look-alike'' cable television on WTP for PBS. Inverse demand equations were estimated. Statistically significant effects were found in models estimated with both biased and adjusted data using ordinary least squares, restricted least squares, and Tobit censored regression methods.