Still Glued to the Box? Television Viewing Explained in a Multi-Platform Age Integrating Individual and Situational Predictors

Harsh Taneja, Vijay Viswanathan


This study examines the factors that influence time spent with different genres of television content in the contemporary media environment. An integrated framework of television use, incorporating both situational and individual determinants, is tested on data obtained by observing the cross-platform media use of 495 individuals in the United States. The findings indicate that even in this high-choice media environment, situational factors such as availability and group viewing moderate the roles of individual traits and needs. In addition, the study reveals the complementary relationship between entertainment and news, and the substitution of these genres on live television by time-shifted television.


television viewing, audience availability, program choice, media consumption, group viewing gram Choice, Media Consumption, Group Viewing

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