Abstract
As television extends its reach beyond the urban centres of Asia and into the vast rural periphery, the ever expanding rural audience remains an enigma. Based on a survey of 1200 Filipino respondents from the province of Negros Oriental, this study examines how the mix of urban-centre and foreign television programmes is perceived by this rural audience. The findings suggest that television has quickly become an important medium for most residents of the province. Domestically produced programmes originating from Manila are by far the most watched and the most liked. However, a majority of viewers expressed their dissatisfaction with the low production standards of domestic programmes and the lack of local programming. Foreign television programmes occupy a small, but important place in the viewing habits of rural viewers. There is evidence though that a new media elite is forming with greater access to and liking for foreign television programmes among cable subscribers.