• WorldScreen.com, Tuesday, March 11, 2008 11 AM

According to a new study, television no longer captivates kids the way it once did, with 64% of them also going online while they watch -- and their Internet use is now a growing factor in what programs they choose to view. The "Kids' Social Networking Study," from independent research firm Grunwald Associates, also found that 17% of kids report they chose what to watch on TV based on what they were doing online, up from 10% six years ago.

Half of all teens say they go online frequently while watching television and Grunwald notes 50 percent of 9-to-17-year-olds visit sites they see on TV even as they continue to watch. Further, 47% say they focus their attention primarily online while multitasking, with most of the rest saying they focus on TV and online activities equally.

"Active multitasking and social networking present a tremendous opportunity to inform, engage and empower kids more deeply than ever before," says Peter Grunwald, founder and president of the firm. "At the same time, it's important for commercial efforts to be credible and respect kids' intelligence--and the content they produce."

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