All rights reserved Technological developments have dramatically affected the visual and aural quality of television, increasing its diversity and changing the character of what is available to the viewers worldwide. This article points to several aspects in the technological advancement of television and their repercussions to audience behavior. The huge audiences worlwide, that attend regularly to television, are one of the most striking features of the medium. Among those who are readily able to watch television, the medium ranks as third in the consumption of time, behind sleep and work or school. Individuals vary greatly from day to day in their use of television, but the patterns of aggregate use within a country are proved to be very stable. info:eu-repo/semantics/article https://phaidrabg.bg.ac.rs/o:36192 cobiss:132345356 ISSN: 1450-5681 Šibalić, Vanja srp 2006 application/pdf 149367 bytes ТВ-аудиторијум, ТВ-програм, ТВ-технологија, културни империјализам Fakultet dramskih umetnosti, Institut za pozorište, film, radio i televiziju Нове могућности медијума, старе навике аудиторијума New faces of medium, old habits of audience Zbornik radova Fakulteta dramskih umetnosti number: 8/9 startpage: 365 endpage: 372