The article presents television studies based on the analysis of data of TV meter surveys from the Baltic countries (Lithuania, Latvia, Estonia) and Scandinavia (Norway, Denmark). Despite the fast processes of globalization affecting television, it remains first of all a national phenomenon, and individuals within each nation state tend to relate to television in different ways. The differences are caused by demographic, socioeconomic and cultural factors. The different models in which audiences relate to television, measure and quantify it are discussed using Lithuania as an example.

Keywords: mass media sociology, TV, public opinion, public policy