The exciting question for the future is how revolution in technology meets evolution in human behaviour. With the study Future Media Trends we focus on the evolution of human behaviour: A theoretical framework for understanding this change is the concept of "liquid modernity". This approach points out that lives becomes more liquid: time use and time structure is no longer fixed, human togetherness is changing, real worlds become virtual worlds. "Liquid life' influences also media usage/habits and the relevance of brands. That implies more freedom of choice in all areas of human life. On the other hand, there is a risk of senselessness, missing structures, unattainability, and under-defined state of life.
This paper provides an experimental design, where the calculation methods for the different media are used for all media and then compared. In this multimedia world, it is practical to have more key performance indicators available in order to describe different situations.The aim of this paper is to highlight the fact that worldwide multimedia measurement is not simply a question of measuring, but also and above all of analysing the measured data appropriately. The issue is to be able to render the media comparable, whilst also taking account of the differences in media usage.
There is a special type of convergence between TV and the Internet. With an increasing number of channels the process of search in TV becomes more similar to the process of search in the Internet. The criterion of 'stickiness' therefore becomes more important for television. This paper describes the effect of short time viewing patterns on the performance of different channels, programs, genres and time slots. The paper also shows the distribution of search activities for television programs.