Audience Diversion Due to Cable Television

An Application of Nonlinear, Nondiagonally Weighted, Generalized Least Squares

by Rolla Edward Park

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A model of television audience shares is estimated and applied to simulate the effect of cable TV carrying distant signals on local stations' audience shares. The model is nonlinear, with a complex error covariance matrix; transformations are used to obtain generalized least squares estimates using an ordinary nonlinear regression package. The conclusion: TV broadcasting will continue to prosper, despite increasing competition from cable.

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