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Modern Television The attempt to spread propaganda nationwide in the thirties developed into the most used media within the federal republic over time. It still took another few decades for the television to spread into private use, but the foundation was laid. Private television only really started in 1984 through cable networks that were available nationwide and has steadily been expanded and modernized. Nowadays 98% of all households have at least one television and use it daily, and on average there are even 2.2 appliances per family, according to the GfK- consumer panel. In the course of modernization viewers are constantly offered innovations. While the introduction of color television in the sixties was still celebrated as a breakthrough, today there are HD TVs, mobiles, three-dimensional TV as well as video-on-demand. The varieties as well as the transmission modes have changed: cable and satellite are still on top, but reception of channels through DSL has increased sevenfold just between 2008 and 2010. But traditional television has gotten some stiff competition due to advances in technology - the internet. The World Wide Web started spreading rapidly in 1993, the year the first web browser was introduced and today already half of the German population has internet access. The possibilities are obviously infinite in the virtual world, no matter if private individual or company. Not only does the new mass media take away plenty of screen time from the television, the newest development could make traditional television obsolete: online TV. That doesn't mean user-generated content like you see plenty of on websites like YouTube and Vine. Instead these are television shows, which were exclusively or mainly produced for the internet and are shown through video streams. Web TV of this kind can be turned on and off like the traditional kind, but the user can design the process of watching TV more individually and interactively. The strict show times of the classic television can be bypassed and furthermore the use is mainly free of charge. The only requirement for reception is a compatible audio-video output device. There is no channel stop on the internet, either, which offers the users a broader spectrum of shows. While the innovation has had a slow start in Germany, other countries have found an enormous amount of followers a few years ago already. A Google study in Canada shows that 45% of adults watch traditional as well as internet television, even 16% just watch the latter. According to an EIAA study 48% of Americans use mainly the internet to watch the news. Younger age groups especially follow the "online streaming" trend, which also goes for the federal republic per an analysis of the "Allensbacher Meinungsforschungsinstitut". The number of German internet televisions is rising noticeably in the meantime, according to the Federal Statistical Office the percentage of consumers of online TV and radio rose by 38% in 2008 compared to the previous year. When it comes to production, the popular TV channels want to benefit from this new expansion as much as the new providers do, although most of them are relying on commercials for their sole source of income. So it's no surprise that the diversity and variety of providers continues to rise. There were already over 1300 online channels just in Germany in 2010 according to Web-TV-Monitor. 47% of what is offered comes from traditional channels like ARD, ZDF and Arte, which offer nonlinear channels in their media counter. The second biggest part of the virtual television market is taken by so called internet-only-channels with 34%, and their video clips can only be spread online. This includes the website TipstR.TV, which produces and broadcasts internet shows. It is obvious that online television has gained importance over the past few years. This development leads you to believe that it will only continue to spread even more and turn into a serious competitor for traditional television. How the classic stations will react to this, and how the user structure will change remains to be seen right now.
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