Screen proliferation and the demise of primetime in Australia

This report looks at the state of media fragmentation in Australia, as researched by Nine Entertainment Co, the media company, during the 2012 Olympic Games.

Screen proliferation and the demise of primetime in Australia

Stephen WhitesideWarc

Competition during the Olympics is always fierce, as the 10,000 athletes from 204 nations who took part in the Games in London last year would doubtless testify. An equally intense battle, however, has developed in the media sector, as television goes head-to-head with PCs, smartphones and tablets to attract viewer attention throughout one of the sporting calendar's true standout events.

Nine Entertainment Co, which held the broadcast rights to the Games in Australia along with Foxtel, has first-hand experience of this process in action, not least because the...

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