| Chapter 2: | Background |
|
|
Research conducted by eMarketer found the average television viewer spends 34.5 hours per week watching television while viewing the same 13.6 channels. The study found consistent results with other media as well. Internet users spent an average of 7.5 hours per week surfing the Web but limited their surfing time to an average of 17 sites. The average radio listener spent her/his weekly time with an average of only 3.2 stations (Mandeses, 2005). In addition, a study conducted by Nielsen Media Research (2003) reports that even consumers with the option to view up to 120 channels on average still only view 16.5 channels. Those who can view 120 channels average one additional channel compared to the average of those who can view only 51–60 channels. Loyalty remains a constant regardless of the medium and amount of choices.
In addition to audience and personal fragmentation, media fragmentation has also occurred. Media fragmentation refers to the individualizing of content in any form such as broadcasters and/or cable companies offering á la carte content, individual songs, personalized reading lists, or any other situation with individualized, delivered content (Schatsky, 2006). In terms of television, media fragmentation involves the selective personalization of programming as well as the ability for á la carte delivery of video content to alternative viewing devices.
The selective personalization of content on the television screen comes from the increasing aid of digital video recorders (DVRs) and video-on-demand (VOD) options. To sum it up best, digital video recorders are to digital television what VCRs were to analog, while video-on-demand allows viewers to choose from stored content. Both allow a viewer to use a digital guide provided by the cable/satellite company or a third party to select television content. DVRs and VOD also enable the viewer to pause, rewind, and fast forward recorded programming.