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Ongoing changes in the media landscape have led to ever-increasing levels of competition for viewers' attention and awareness. The profit to be gained by capturing the viewer's attention is automatically balanced by other players' failure to do so. Thus, nowadays consumer culture is engaged in consumption of a time interval rather than in consumption of a product per se. The following article portrays three features of on-air promotion time: zerosum time, timeless time and the pro-future track.doi:10.17646/kome.75672.43 fatcat:hu7ni3dxknesxgxmr4wfo3v3di