Last spring 30 proposed pilots out of approximately 110 produced were built around teenage characters. Despite the number of programs targeted toward teens and about half of all teens have a television set in their bedroom, they are watchng less and less of the medium. In 1998-99 that figure dropped to 20 hours and 50 minutes per week. Unlike adults, female teens watch slightly less television than males. The role of music in the lives of teens has been well documented.
Teens remember the music popular from their first car, their first kiss, etc.
Teens have developed eclectic tastes through the years and now listen to a wide variety of radio formats. The musical tastes of teens can also change at a moment's notice. Both recording artists have also topped Billboard's pop album charts this year. Teens have responded that radio is the most effective medium to reach them. Each week however, 97.8 percent of female teens and 93.3 percent of male teens listen to the radio.