Measuring the Changing TV Audience |
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| Authors: | Ton Broeders |
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| Institution: | 1. AGB Group TV Research Unit;2. Associate Director, Intomart b.v., The Netherlands |
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| Abstract: | A review of existing audience measurement techniques in Europe is presented. The main characteristics of the future media landscape are described in relation to the cable developments in Europe. 'Greater viewer choice and audience segmentation are the keywords; the main requirements for future audience measurement are discussed. |
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