Creating the Viewer Market Research and the Evolving Media Ecosystem

A smart study of television market research written by a veteran researcher. It offers a legit insider's view of a complex topic. (The Film Stage) Creating the Viewer is vast in scope, content, and firsthand knowledge, making for an impressive exploration of an underresearched corner of the media industry. (Film Quarterly) A thoughtful contribution to its subject. (CHOICE) Wyatt conducts a uniquely informed examination of how the television industry has traditionally constructed its audience, how recent changes in culture and technology challenge those traditional methods, and how the industry might effectively adapt to those changes. Along the way, the reader learns much about how the business of television works and how its insiders understand their relationships to the viewing public. The book is an important contribution to the study of today's popular culture, valuable especially for its up-to-date exploration of a rapidly changing media landscape. (Popular Culture Studies Journal)