Report: Combined TV and Internet Use Increasing

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More Americans are watching television and surfing the Web at the same time, according to Nielsen, a media ratings company.

The report finds a 35 percent increase in the number of viewers watching TV and going online at the same time. These numbers ease many TV executives fears that the Internet would cause a decease in viewership.

"The initial fear was that Internet and mobile video and entertainment would slowly cannibalize traditional TV viewing, but the steady trend of increased TV viewership alongside expanded simultaneous usage argues something quite different," Nielsen Co. media product leader Matt O'Grady told Reuters.

In fact, the report finds Americans now watch more TV -- almost 35 hours a week.

Experts say TV audiences are increasing, because of better viewing experiences due to high definition programming, flat screens, and digital video recorders.

"We seem to have an almost insatiable appetite for media, with online and mobile programming only adding to it," O'Grady said.

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