The authors examine the satisfactions obtained by audiences from different video media (broadcast television, cable television, videocassette recorders, premium cable television, and pay‐per‐view cable services) and examine the extent to which the different media compete in meeting those satisfactions. The study illustrates how merging niche theory with gratifications research can be used to effectively study competitive relationships.
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Albarran et al. (1993) studied this question.
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