Zapping and zipping

Colin McDonald

Any suggestion that television viewers actively avoid commercials will cause advertisers concern. But how important is the problem?

Zapping and zipping

Any suggestion that television viewers actively avoid commercials will cause advertisers concern. But how important in the problem?

Colin McDonald

ZAPPING and zipping are two of the ways in which television viewers can, if they wish, avoid watching commercials. They are not the only ways, of course. As Franzen put it, they can also 'switch their attention to something else, give their thoughts free rein, or leave the room where the television is running to make a cup of coffee'. Zapping and zipping are not the same thing. Zapping means using the remote control...

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