The New York Times writes:

People now surf the Internet while watching television. Their children instant-message friends while listening to music. They all talk on the phone and check their e-mail while they cook.

“Our research showed that people somehow managed to shoehorn 31 hours of activity into a 24-hour day,” said Colleen Fahey Rush, executive vice president for research at MTV Networks, which worked with an online research company, OTX, last year. “That’s from being able to do two things at once.”

For advertisers, the challenge is getting their message across in one medium while the consumer is active at the same time in several others. The buzzword these days is “engagement” as in how engaged, or involved, the consumer is in a particular activity, a notion that is still relatively new in a media world that has for decades relied on stable indicators like the Nielsen ratings.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.