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UKTV is also focusing on digital viewing, offering audiences greater opportunities to watch programmes outside the traditional linear schedule.
Film buffs looking for the ultimate in picture quality could thus create renewed interest in this much-promised, much-delayed, digital viewing experience.
Comcast, which is the majority owner of NBCUniversal, said it was in the process of renegotiating many of its existing content agreements as it looks to capitalize on growth in digital viewing.
It may not get there, but it won't half be a close-run thing, by which time all the people who prefer VoD or digital viewing will enter the fray.
The shift to digital viewing more than offset a 6.8% fall in the sale of physical DVDs to £1.4bn, reversing a five-year decline in total video sales, which managed 3.7% growth to £2.06bn last year.
The report highlights a clear generational digital viewing divide, with adults watching a daily average of just 5 minutes of online video – a sixth that of children – accounting for just 2% of total daily viewing.
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WHAT YOU GET -- A year of hard work, and a digital view of the city.
A few nightclubs now sport Digital View's cigarette machines with built-in televisions, to advertise different parts of the venue.
And, although Digital View also make Viewloos screens placed tastefully by the basin it has no plans for a female equivalent to the Viewrinal.
And when the digital view focuses on the little donkey, an artist's skill and a mystic's vision become one.
Already positioned in roughly 100 nightclubs and bars, their makers, a firm called Digital View, hope to see them adopted everywhere.Viewrinals are just the latest (and most peculiar) example of how moving pictures are replacing conventional advertising.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com