THE INTERACTIONS BETWEEN COMPUTER AND TELEVISION USAGE

The discussion about the impact of the new digital media on the use of the traditional mass media has been dominated by predictions of a rap id decline in television viewing as a result of the increased populari ty of the Internet and other computer-based activities. New data do no t support such predictions, not even among regular PC users. Instead o f replacement, the data show interactions between the media in which t elevision often impacts PC activity and Internet use. The research sug gest that speculations about the disappearance of television should be dismissed and that content providers and advertisers should further e xplore the evolving interactions between the media.