Traditionally TV's ability to reach audiences in large numbers with an audio-visual message left few marketers in doubt as to its effectiveness. However, the promise of quantifiable and meaningful communication with consumers on a one-to-one basis via digital media has moved the goalposts for all media. At the same time, the way people access and consume TV content has changed and continues to do so. Digital TV and streaming via the internet has seen the number of channels balloon and the audience in most markets fragment accordingly. This does, however, open up the opportunity for TV to become a channel...
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