Media Outlook: Audience Fragmentation

This is one of a series of U.S. media reviews published in March 1988 looking back to the previous year, and looking forward to the next.

1998 Media Outlook: Audience Fragmentation

Gary G. Montanus Worldvision Enterprises Inc.

Much to my wife's chagrin, I recently opted for the new upgrade package on our cable system. When the kids informed her that there are now 110 channels on the television she was totally bewildered by the choices available. In our house, the cable remote is now the ultimate sign of household power and pity the poor person who cannot handle a half hour of grazing.

I explained to her that this cornucopia of viewing options is part of the great media tsunami known as the 'fragmentation' experience....

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