Exploring audience fragmentation and polarization in the Singaporean cable tv market.
88 p.
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2010
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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 |
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DRNTU::Social sciences::Mass media::Broadcasting::TV::TV studies |
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DRNTU::Social sciences::Mass media::Broadcasting::TV::TV studies Heng, Victor Whoo Kai. Exploring audience fragmentation and polarization in the Singaporean cable tv market. |
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88 p. |
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Schaefer |
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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 |
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1681037550331887616 |