November 30, 2004

The Internet Battles The TV For Attention

by Charlene Li

with Chris Charron, Sally M. Cohen

Executive Summary (This is a document excerpt)

As the Internet makes itself at home in the living room, multitasking poses a growing threat to traditional media. Online-TV multitaskers pay more attention to their PCs and are more active online than nonmultitaskers. News and sports programs are most adversely impacted by multitasking. Sitcoms, dramas, and awards shows are relatively immune.

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