The latest Ofcom report reveals the continuing decline in traditional television viewing in the United Kingdom. At this rate it will fall to an average of around three hours a day this year. That is still a lot of television, although much of it is watched by older viewers. Yet broadcast television remains socially important, with extensive reach and relevance. Despite their apparent popularity and relentless promotion, online viewing of all broadcaster services like the BBC iPlayer remained at an average of around 8 minutes a day, or 10 minutes for those aged 16-34.