Talk of the Trade: Switching off TV

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.