Singapore – Traditional media continue to sustain their mass audience presence in Singapore, according to the Nielsen Media Index 2007 survey. Meanwhile Internet and cable television, traditionally seen as ‘new’ or ‘alternative’ media, have moved a step closer to ‘mainstream’ media status with about half the population viewing cable TV weekly and slightly more than half using Internet daily. The Nielsen Media Index survey interviewed 4,723 respondents representative of the Singapore population, aged 15 and above. Despite the influx of changes, terrestrial TV continues to be a staple in people’s media diet — more than eight in 10 (83%) continue to view TV yesterday and 96% for the past week. With a three percentage point increase recorded from last year, almost half of the Singapore population (48%) now subscribes to cable television. Past week cable viewership increased by over two percentage point to 47%, while yesterday viewership also rose from 35% to 37%.