There are more or less standardized TV-show/movie formats and recommended timings:

1.

By the early 1960s, television companies commonly presented half-hour long "comedy" series, or one hour long "dramas." Half-hour series were mostly restricted to situation comedy or family comedy, and were usually aired with either a live or artificial laugh track. One hour dramas included genre series such as police and detective series, westerns, science fiction, and, later, serialized prime time soap operas. Programs today still overwhelmingly conform to these half-hour and one hour guidelines. Source

2.

In the United States, most medical dramas are one hour long. Source

3.

Traditionally serials were broadcast as fifteen minute installments each weekday in daytime slots. In 1956 As the World Turns debuted as the first half-hour soap opera. All soap operas broadcast half-hour episodes by the end of the 1960s. With increased popularity in the 1970s most soap operas expanded to an hour (Another World even expanded to ninety minutes for a short time). More than half of the serials had expanded to one hour episodes by 1980. As of 2010, six of the seven US serials air one hour episodes each weekday. Source

Interesting. Are there any standards of timing in game development?

Well, 5-20 minutes casual games, of course. There is even a "5-minutes-game" site. And 1-hour-gamer site. Are there 1-week, 1-year, 1-eternity game formats? Chess and Go - deep games that you can study all your life; but they are played in hour or several days (pro games). Addictive long-term online role-playing games (without win-condition) are played in monthes and, possibly, years. Replayability is an important factor to consider.

It's good when game design document contains a line: "A game is designed for solving in X hours". How can it be measured before there is any prototype or demo? When you know your game format, you know your audience (and vice versa). It is practical question.

Are there psychological researches about dynamic of gaming interest and involvement?

And is there a correlation between game format and game genre?