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Real-estate agents and brokers traditionally build business through a combination of referrals, direct mail, and newspaper and billboard advertising. Because of the cost of producing and placing effective ads, television -- the most influential advertising medium in history -- is generally avoided by real-estate professionals. Avoided, that is, until the recent fundamental shift in delivery technology and viewing patterns.
The growth of special interest stations like The Golf Channel, The Travel Channel, ESPN, The History Channel, and the 24 hour news stations, CNN, MSNBC, and Fox News, plus the growing demand for high-speed internet access, has transformed cable TV from bit player to entertainment and communications star. Figure 1 indicates the relative household viewership of broadcast TV and cable TV over time.
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