ACCORDING to the Nielsen Media Index 2007 survey, traditional media continue to sustain their mass audience presence. But Internet and cable TV, traditionally seen as ‘new’ or ‘alternative’, have moved a step closer to ‘mainstream’ media status with about half the population viewing cable TV weekly and slightly more than half using the Internet daily.The television landscape in Singapore has experienced some changes in the past year – from the increase in cable television channels to the launch of IPTV and Video-on-Demand broadband TV services like mio TV, M2B World and MobTV. Despite the influx of changes, terrestrial TV continues to be a staple in the Singaporean media diet – more than eight in 10 (83%) viewed TV yesterday and 96% watched TV within the past week.“Television has evolved in recent years in terms of new and varied content, delivery and platforms. This fragmentation, together with the changing population dynamics and the increasingly hectic and mobile lifestyle of people in Singapore presents a challenge for broadcasters to hold their audience although terrestrial TV has so far managed to maintain its audiences,” said Rebecca Tan, Executive Director of Nielsen Media Research, Singapore.