12 The qualitative studies investigated the views, behaviours and needs of both clinicians and parents when managing RTI in children.
It seems that viewing behaviour is becoming increasingly dominated by a desire to control broadcasts.
The big change in viewing behaviour is the lack of loyalty to programmes.
"The aim was to update a series of analyses of viewing behaviour from 20, 25 years ago," says Scriven. "We found that viewing behaviour has changed, though not as much as you'd imagine".
Besides, fragmented viewing behaviour means that broadcasters need to look away from traditional advertising models for new sources of revenue, so why not perfume?
However, while the numbers may in total be small, they need to be measured as they are beginning to drive fundamental change in TV viewing behaviour.
For Mattias Hjelmstedt, the Stockholm-based founder of a new service called Magine, the trick is to think about viewing behaviour when predicting trends.
The measurement system that has served the industry well for many years is evolving to match the changes taking place in viewing behaviour.
The viewing behaviour could include "an action performable by the viewer and detectable by one or more sensors, such as a depth camera".
Barb said its viewing panel consisted of 5,100 households, each representing about 5,000 households across the UK, to give an accurate sample of viewing behaviour across the nation's 26 million households.
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