CorpComms Magazine

The MTV generation lives on as a new study reveals 79 per cent of 18-24 year olds have chatted about a programme online whilst watching it on television.

YouGov is calling this phenomenon of multi-tasking and integrating our entertainment channels 'media stacking'. With television becoming increasingly interactive, and many shows opening the floor to audience votes and feedback, viewers are no longer content with watching and absorbing but are intent on becoming active participants in the dramas on screen.

But this urge to do several things at once is not limited to young people. A further 45 per cent of those surveyed across all age groups would browse shopping sites whilst watching television, 16 per cent would check work-related websites, whilst nine per cent would play games like Mafia Wars or Farmville and listen to music with one eye on the TV

Some interesting gender differences emerge with 64 per cent of women checking their social network accounts whilst watching a programme compared to just 55 per cent of men, and 23 per cent of men checking the news against just nine per cent of women.

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