chapter  6
14 Pages


WithMercedes Medina

Time constitutes a fundamental factor in the strategies of media companies. According to some studies, audiences are attracted to the media depending on their supply of time. For example, the management of television programming is conditioned by the viewer’s time. Giving its time to media, the audience becomes powerful because the revenues of the commercial television companies depend on the audience’s viewing. That is why media try to get more time from the audience. Time demanded by the media, especially for television, is leisure time. But the distribution of audience time depends on many factors apart from media supply, such as work, family and social activities, and even the weather. The media does not control these factors, but the media can influence the viewers. According to Beesley et al. (1996), the influence of media on the audience depends directly on the amount and quality of time devoted to media.