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Title: Exploring audience fragmentation and polarization in the Singaporean cable tv market.
Authors: Heng, Victor Whoo Kai.
Keywords: DRNTU::Social sciences::Mass media::Broadcasting::TV::TV studies
Issue Date: 2007
Abstract: This study explores audience fragmentation and polarization among the tv viewers with cable tv service in Singapore. The study is based on secondary analysis of tv ratings data from TNS Singapore. The data included was 42 channels, which consists of 7 terrestrial channels and 35 cable channels. Fragmentation was illustrated by channels' share. Polarization was showed by channels' rating, reach and time spent viewing. Audience fragmentation existed as most of the channels had a low share. Audience polarization was more prevalent among some viewers. In the era of evolving media environment, audience fragmentation and polarization will become more distinct and prevalent.
Description: 88 p.
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Theses

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