Abstract:

The paper on the above-mentioned topic outlines the development of a new method which was designed to give new information of the usage of mass media. Also, the main findings are reported. Today satellite television broadcasts can be received in close to forty different locations in Finland. The influx of VCRs - the population penetration being 72% currently - and the development of cable television are changing television viewing patterns. Also, the independent local radio started in 1985 and has changed the old set up of the electronic media in the country. Those new developments have not changed the advertising market, but clear signs of an escalating competition between media can be seen already now. The changes in media and their usage patterns create a need for new research methods.