The role of niches and elites in TV audience fragmentation

The paper describes a preliminary approach to understanding the dynamics of niche viewing populations and their role in supporting multiple viewing options within an increasingly fragmented television landscape.

The Role Of Niches And Elites In TV Audience Fragmentation

A preliminary case study

David LeRoyTRAC Media Services andStacey Lynn KoernerInitiative Media

The litany about fragmenting TV audience, especially in the United States, is by now quite familiar. Each year the networks' share of viewing decreases while the levels of viewing remain fairly consistent. Even the larger, more established ad-supported cable channels are beginning to lose audience. It is assumed that the viewers are going to other channels, most of which are specialty or niche channels (e.g., food, spirituality, financial news, car racing).

Niche Theory and...

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