Study: TV is taking a back seat

August 22, 2007 Personal time that consumers spend on the Internet is rivaling their TV time, with user-generated content and networking sites among the most popular destinations for entertainment seekers. "Given the rising power of individuals and communities, media and entertainment industry players will have to become much better at providing permission-based advertising and related consumer-driven ratings services," said study co-author Bill Battino, communications sector managing partner at IBM Global Business Services. In the latest sign of television's decline as the primary media device, 19% of respondents said they spend six hours or more each day on personal Internet usage.

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