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From Ross Dawson, author of Living Networks. Also included in the downloadable Future of Media Report 2008. (See article for link.) \n\nKey highlights of the 7 driving forces below. (BTW, #2 on Fragmentation is a graph I now keep next to the TV remote to justify to my wife why I'm compelled to switch channels obsessively.) ;-)
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1. Increasing Media Consumption
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Implications:
Average total media consumption will exceed waking hours. Most media will be consumed with partial attention. Advertising impact will decrease.
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