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Extra info for Advertising Age - 21 March 2011
Perhaps soon the only location where we will have a choice not to watch television is in our own home,” says Jean Lotus, founder of White Dot, a responsible-TV advocacy group. ” “Television sets now broadcast programs constantly in airports, train stations, bars, fast food areas and cafeterias on college and university campuses, elevators, and many restaurants,” says Wittner, the history professor whose encounter with TV in during his hospital stay we quoted earlier. ” 31 Noise Wars One place-based media executive has a term for the ubiquity of TV outside the home: life-pattern marketing.
Right now the consumers are not complaining much since many times there is an entertainment part to the content,” he says in an interview for Live Science. But for some people even entertaining content isn’t welcome because the intrusion isn’t invited. “It has come to this,” says Sally Kalson, who wrote about her experience with elevator TV for the Pittsburgh Post Gazette. “I actually miss Muzak. Another sensory frontier is breached. ” says Les Blomberg, executive director of the Noise Pollution Clearinghouse in Montpelier, Vt.
But as with other captive-audience platforms, the TVs are typically loathed as much as they’re loved. “Where I do cardio there’s six TVs up front,” one club member says in a discussion forum on gym etiquette. “One guy will come in and turn on four of them, or someone will come in and turn one up loud, then someone else will turn their TV up louder. ” For gyms as well as media companies, though, there’s no ambiguity about whether their business plans should include an integral role for TV. IdeaCast, a multi-platform out-of-home media company, with TVs in at least 1,000 gyms, said in 2008 it was on track to generate 500 million annual viewer impressions for the year, which would represent a 100-percent increase over three years.