For Consumer Technology Professionals

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	November 30, 2004 The Internet Battles The TV For Attention by Charlene Li with Chris Charron, Sally M. Cohen

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Executive Summary

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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