Exploring audience fragmentation and polarization in the Singaporean cable tv market.

Exploring audience fragmentation and polarization in the Singaporean cable tv market.

88 p.

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Bibliographic Details
Main Author: Heng, Victor Whoo Kai.
Other Authors: Schaefer
Format: Theses and Dissertations
Published: 2010
Subjects:
DRNTU::Social sciences::Mass media::Broadcasting::TV::TV studies
Online Access:http://hdl.handle.net/10356/35716
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Institution: Nanyang Technological University
id sg-ntu-dr.10356-35716
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spelling sg-ntu-dr.10356-357162019-12-10T11:23:18Z Exploring audience fragmentation and polarization in the Singaporean cable tv market. Heng, Victor Whoo Kai. Schaefer Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Mass media::Broadcasting::TV::TV studies 88 p. 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. ​Master of Mass Communication 2010-04-23T01:23:23Z 2010-04-23T01:23:23Z 2007 2007 Thesis http://hdl.handle.net/10356/35716 application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
topic DRNTU::Social sciences::Mass media::Broadcasting::TV::TV studies
spellingShingle DRNTU::Social sciences::Mass media::Broadcasting::TV::TV studies
Heng, Victor Whoo Kai.
Exploring audience fragmentation and polarization in the Singaporean cable tv market.
description 88 p.
author2 Schaefer
author_facet Schaefer
Heng, Victor Whoo Kai.
format Theses and Dissertations
author Heng, Victor Whoo Kai.
author_sort Heng, Victor Whoo Kai.
title Exploring audience fragmentation and polarization in the Singaporean cable tv market.
title_short Exploring audience fragmentation and polarization in the Singaporean cable tv market.
title_full Exploring audience fragmentation and polarization in the Singaporean cable tv market.
title_fullStr Exploring audience fragmentation and polarization in the Singaporean cable tv market.
title_full_unstemmed Exploring audience fragmentation and polarization in the Singaporean cable tv market.
title_sort exploring audience fragmentation and polarization in the singaporean cable tv market.
publishDate 2010
url http://hdl.handle.net/10356/35716
_version_ 1681037550331887616

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