Talk of the Trade: Switching off TV

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DESPITE the increasing choice of channels, we are watching less television. Figures from the Institute of Practitioners in Advertising show that total viewing in Britain was down to 3 hr 54.6 min a day in the first three months of this year, from 4 hr 4.2 min in the same period last year. We are now at the same level as five years ago, before satellite was a significant factor. Satellite services now account for 6.6 per cent of viewing.