Consumers watching less live TV

Market Research World looks at how young adults are moving away from watching live TV and instead moving to online television consumption. Overall, three in five US consumers are watching programming on something other than a television, leaving only 41% of adults 18 to 34 to watch television live. The most popular alternative medium is online, but DVDs and DVRs also have similar consumption rates. These numbers will continue to grow, as the youngest generation is feeding their television viewing habits off the tube. How do you think this will change the marketing landscape of traditional TV?