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Report: Some Viewers Going Web-Only for TV Shows

Web viewing of TV shows is replacing traditional TV time for a percentage of the viewing audience, according to new research from Integrated Media Measurement Inc. (IMMI). From Advertising Age:

… more than 20% of people watch some amount of prime-time TV programming online. Within that group of online viewers, 50% are watching programming as it becomes available and appear to be beginning to use the computer as a substitute for the TV set, the company said. The other 50% are using the web as a tool to watch past programming they have missed, or to re-watch segments of episodes they have already seen.

The full report is available here (PDF).

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