Net and TV can live happily ever after, says comScore

MUMBAI: With information just a click away, Internet is becoming indispensable just like television.

A recent survey by comScore Media Metrix shows that 45.1 million adults had a TV and a personal computer in the same room; with 47 per cent saying they use both simultaneously. About half the respondents said they did not have a PC and a TV in the same room.

Despite a large number of people who admit to the concurrent use of the telly and the Net, most (74 per cent) admit that their Net browsing is unrelated to the programmes they watch on TV.

According to comScore Media Metrix, Division President Peter Daboll, "The research shows that the Internet can act as a complimentary advertising platform. Also, programmers need to be aware that viewers can just as quickly turn to the Internet as they can reach for the remote, so TV programmes need an online component."

Interestingly, while TV shows frequently encourage viewers to go online for further information or to participate in online polls, comScore found that only 15 per cent of respondents visit sites related to the show they were watching. About 11 per cent said they sent e-mails or instant messages about the show, while another 11 per cent searched the Web for show listings.

"While the early fears of the Internet were that it would steer people away from prime-time viewing, the real threat to TV is that the Internet is steering away viewers' attention while they are watching TV and surfing at the same time," Daboll says.

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