Changing Channels

When do we watch our favorite TV shows? Do we watch the commercials, or do we fast-forward through them? And if we do watch them, is it too late for the commercials to matter?

How we watch television, when we watch it, and who watches the ads has changed a lot in recent years. As the Los Angeles Times explains, this has had a sweeping impact on television ads, which are still the main source of profits for the TV industry.

Questions...

•Name all the ways television and television viewing has changed in the last 20 years?(your lifetime, more or less)

•Do you think video on demand will replace the DVR? Why or why not?

•How will the new economic realities change what we see on TV?

•If you were a national advertiser--Proctor & Gamble, for example--would you buy more TV ads, fewer TV ads, or about the same?

•If you decide to buy fewer TV ads, what would you replace them with?