also allowed the industry to measure year-round, rather than the quarterly "sweeps" periods. Researchers believed that the LPM more accurately reported the full range of programming viewers watched, including that while channel-surfing. Arbitron's Portable People Meter uses a microphone to pick up and record subaudible tones embedded in broadcasts by an encoder at each station or network. It has even been used to track in-store radio. The introduction of the digital terrestrial television (DTT) around the world brings new problems to the television audience measurement process. In a multisignal context, with the emergence of new contents and squarely in front of the contemporary technological convergence, the correct representation of the viewing behaviors faces methodological challenges. New methodologies (Audio or Video Matching, Water Marketing) are needed in order to measure the digital television audiences. The measurement using audimeters enters a new era, facing the dual challenge of analog and digital measurement in a mixed television broadcast. Because of the internet, many businesses can easily sell outside their local markets, as they can serve customers across much larger territories. This development helps them to offer low-occurrence niche items that would face challenges in finding customers their specific market area. In his Journal of Advertising Research, author Chris Anderson remarks: "for some internet-based businesses, locality no longer regulates the market." Offered wider choices, consumers award fewer of their "votes" to the big hits and more to specialized niche choices. Anderson argues that people always wanted more choices, but their desires previously were obscured by distributional bottlenecks imposed by cost or locality. Software New digital technologies initially complicated in-home measurement systems. The DVR, for example, initially seemed incompatible with a Nielsen box, which was designed to register the frequency of the television signal in order to measure the channel being viewed. As a DVR always produces the same frequency, an A/P or active/passive meter could be developed to read audio tracks of a particular program rather than the frequency of the television. Another challenge to the industry was consumers' turning to digital cable, the internet and devices other than their television sets to view entertainment content. As new ways of measurement were becoming readily available and people could easily be tracked and monitored for content and use, the industry worried that traditional sampling techniques might become obsolete. Furthermore, the increasing fragmentation of viewing across different technologies posed difficulties in reporting actual viewer numbers for