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From...

How can TV and the Net work together?

October 29, 1998
Web posted at: 3:40 PM EDT

by Scott Reents

(IDG) -- Lots of researchers and media properties have spent the past year talking about how people are using the Web instead of other media Ð usually TV. Because the effects of no single medium occur in a vacuum, a discussion about how the Internet and TV work together is a much more productive dialogue.

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  • Online audiences watch less TV, but the decline is negligible. One-third of Internet users report watching less television as a direct result of their Internet use. But on a weekly basis, the decline amounts to 33 million hours, or less than 1 percent of all television viewing. And online users are actually more likely to pay for television content, including cable, satellite or premium cable channels.

  • TV drives traffic to Web sites. Overall, 24 percent of Internet users have accessed a URL they saw advertised on TV, which makes TV almost as important as word-of-mouth advice.

  • "Media junkies" provide new marketing opportunities. Over 8.5 million media junkies in the U.S. report going online while watching TV. Such viewers are more likely to use advance technologies such as Shockwave and chat. By developing online content for these viewers, networks can extend their brands and test methods for blending interactive and broadcast content.

The bottom line: Marketers who continue to view TV and the Internet as competitors will miss the opportunity to take advantage of the ways they work together.


Source: Cyber Dialogue

Scott Reents is an analyst at Cyber Dialogue.

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