Exploring audience fragmentation and polarization in the Singaporean cable tv market.
Heng, Victor Whoo Kai.
Date of Issue2007
Wee Kim Wee School of Communication and Information
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.
DRNTU::Social sciences::Mass media::Broadcasting::TV::TV studies