I found this article on the guardians website, it explains how because of technological changes, such as catch up services, are changing the way society and audiences are watching their TV. It then goes on to explain how some industries are reacting to this in the way the broadcast TV.
http://www.guardian.co.uk/media/2011/oct/23/cinematic-tv-dramas-online-viewing?fb=native&CMP=FBCNETTXT9038
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