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| Author: | Johnson, K. |
| Title: | Differences in the Consumption of Traditional Broadcast and VCR Movie Rent Rentals |
| Journal: | J. of Broadcasting and Electronic Media
1991 : SPRING, VOL.35, p.213-232 |
| Index terms: | |
| Freeterms: | Viewing habits, Mail survey, Focus groups |
| Language: | eng |
| Abstract: | A study was conducted to investigate television consumption to determine if a newer form of viewing, namely the VCR movie rental viewing, differs from traditional broadcast viewing. The concepts of active audience and audience consumption are used to explain differences on viewing experiences. |
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