The present study provides evidence of the many facets of a rapid change in media environment. Due to the unique circumstances of introducing cable television in Israel, the short-term effects of the new medium could be monitored and measured. Using a before-after research design, comparing cabled samples with matched samples unreached yet by cable, the effects of cable TV on the Israelis could be assessed. The findings highlight the changes on the behavioral, cognitive and even affective dimensions. It appears that within a year of introducing cable the Israelis experienced a significant change in their consumption of television, in their feelings towards the medium, in the social context of viewing, and in related aspects of leisure activities. Though some of the early, dramatic changes were clearly the result of the rapid transition that caused a temporal "cultural shock", the change in certain patterns of viewing and attitudes remained stable even after a year. Finally, the present study joins other studies in highlighting the complexity of the process of cable adoption and its variance over time and sub-populations.
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