Закономерности миграций телевизионной аудитории
This article describes regularities of television audience migrations. the author gives a definition of television audience migrations and results the author's original classification of this category highlighting extra-channel, interchannel, and intra-channel types of televsion audience migrations. It is emphasized that a detailed study of television audience migrations has become possible after the introduction in the industry practice the automated audience measurement systems in which measurements using representative sample of TV viewer, made at a high frequency, and data users receive contunually one-minute agregated parameters of the audience, including the switching on and off the television sets (i.e. parameters of extra-channel migrations) and the transition from channel to channel (i.e. parameters of iter-channel migrations). Through studying the television audience migrations were discovered effects of rapid movement from channel to channel, including zapping, flipping, serfing et al. These discoveries allowed to form the concept of a television viewing clipping style. The author argues that the clipping style of TV viewing is stimulated, and to a large extent due to the advertising cutaways that makes a significant part of the audience to turn off the TV or switch to other channels, then often to come back to abandoned channel. In the general migration picture on TV the extra-channel migrations dominate, and comparatively rarely observed transitions from channel to channel.