Human brains 'programmed for TV'

A Manchester University study found watching television exercised both sides of the brain, making information easier to understand.

Researchers said that the brain also assimilates information best through sound and vision, which is why TV works so well.

It will be welcome news for the TV industry given the ongoing advertising recession.

Professor Geoff Beattie, professor of psychology, said: "The brain simply likes telly.

"Even I am surprised at how powerful television has been proved to be. No wonder it is the world's favourite medium."

Gestures

The study was set up to investigate why television has become such a popular means of communication.

It found not only did the brain take information that has both sound and vision quicker, but it retained it for longer.

It also found that because TV has no-verbal communication such as gestures, it was similar to face-to-face communication.

In the test 150 people were exposed to the same message through audio video, text and sound.

The study found respondents remembered more information from the audio/visual message than any other.

The findings of the three-month study will be unveiled at the British Museum on Tuesday.