[...] there is much wasted watching by irrelevant viewers. Specification and fractionation of the audience leads to a form of concentrated viewing by the audience in which there is (from the point of view of advertisers) little wasted watching. Because that advertising time can be sold at a higher ate by the media, we can say that the audience organized in this manner watches harder and with more intensity and efficiency. In fact, because the value of the time goes up, necessary watching-time decreases, and surplus watching-time increases, thus leading to relative surplus value.

The other major way in which relative surplus value operates in the media is through the division of time. [...]