First published in 1989. This volume holds a collection of papers to support a project looking at media content in the 1980s and the anticipation of audience behaviours. Some where presented at the conference of the World Association for Public Opinion Research in Montreux, Switzerland in 1987.

First published in 1989. Routledge is an imprint of Taylor & Francis, an informa company.

"All of the chapters offer very useful data and insights on audience uses and media penetration....a very solid and informative volume of results and insights on the topic, how audiences respond to increasing diversity in broadcast television, cable television and VCRs."
—International Journal of Public Opinion Research

"...a thought-provoking contribution to a new media literature..."
—Journal of Broadcasting & Electronic Media

"Becker and Schoenbach have laid an excellent foundation, which I recommend to anyone with an interest in television and horizons wider than his or her country."
—Journal of Communication