Media fragmentation. Ignore new media opportunities like video at your peril

This paper will highlight the impact of media fragmentation on overall television viewing habits in the United Kingdom and describe how the viewing of pre-recorded videos fits into this environment.

Media fragmentation. Ignore new media opportunities like video at your peril

Elaine Safier andCaroline Stott Media Vision Research Limited, United Kingdom

MEDIA FRAGMENTATION

With a proliferation of new channels offering more viewing choice every day, television advertisers are finding it increasingly difficult to reach their target markets by relying solely on traditional media. This paper will illustrate the impact this greater level of choice has had on television viewing habits and shed some light on a substantial, but often overlooked viewing alternative - pre-recorded videos. Based on a new technology which measures video viewing on the...

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