The all-powerful viewer

12/19/2005 | Adweek

The shift of advertising dollars from passive, broadcast media to interactive and on-demand media is taking place at a faster clip than earlier shifts from radio to network TV or from network TV to cable, Adweek's Noreen O'Leary writes. Research suggests that while only 10% of Americans consider themselves "on-demand media consumers," those users are extraordinarily passionate about on-demand media and the devices and platforms required for its use.

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