Effect of Three Communication Technologies on Mass Media Spending in Belgium

This study assessed the impact of color television, cable television, and the videocassette recorder on consumer mass media spending in Belgium. Using the concept of functional equivalence for theoretical guidance, it hypothesized that the introduction of these three communication technologies would not affect the overall level of mass media expenditures over time, as consumers are expected to compensate for these new expenditures by curtailing spending on traditional media. This hypothesis was not supported, though. Trend analyses revealed that these three technologies collectively played a major role in expanding the share of disposable personal income devoted to mass media in Belgium between 1970 and 1991.