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Television Versus the Internet by Barrie Gunter

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Audience evolution patterns

New communications technologies have opened up significantly enhanced choices for media consumers in obtaining entertainment and information. This development has not simply been reflected in the growth of television channels facilitated by digital transmission technology, but also in the range of other technologies – fixed and mobile – through which electronic content can be received. Multi-channel TV packages have spread far and wide and the majority of viewers in the UK had adopted them even before the digital switch-over. In consequence, television audiences have fragmented and the major channels that have been broadcasting the longest have experienced significant erosion of their audiences with important implications ...

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