ABSTRACT
In the United States, in particular, satellite television is a far more marginal technology and generally requires a subscription fee. For many Americans, Arab satellite television comes down in its entirety to Al Jazeera. It is the brand name they know, and for many it is the enemy. Some market research firms have conducted surveys on media and technology related use in the Middle East. For the most part, these efforts have concentrated on the wealthier countries of the Persian Gulf, where incomes are higher, consumption is higher, and brand advertising is more developed. Al Jazeera may reinvent itself to even better serve its audience, or it may prove unable to adapt to a more competitive media market. Changes could partly be brought on by Al Jazeera itself, as the channel and its competitors introduce new ideas and new formats in a struggle to retain the attention of their audiences.
