The impact of cable TV on the viewing shares of Canadian stations / prepared by Donner and Lazar Research Associates. : Co23-18/1974E-PDF

"The significant penetration of the Canadian market by cable television (CATV), since the late 1960's, and the probability that market penetration will continue to grow in the future, pose a serious challenge to Canadian regulatory authorities because of the potential effects on viewing habits. Rather surprisingly, many of the studies and analyses undertaken in Canada by official bodies rarely go beyond simple aggregates when the issue of audience fragmentation is concerned. Our work, though preliminary and tentative, suggests that aggregate data and analyses are disguising some very complex shifts in viewing patterns that have accompanied increased CATV penetration in Canada. While cause and effect cannot always be sorted out as neatly as one would like, we have discovered that through judicious massaging of raw data, considerable light can be shed on this very complicated issue"--Introduction, page 1.

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