A rapidly growing "fully connected" segment of the population - with both broadband access and digital TVs - is the group most likely to watch the top broadcast shows, writes MediaWeek, citing a CBS report.

This viewer segment, which CBS claims has grown nearly 10 percent in the past year to encompass 30 percent of the overall population, is also more likely to visit network websites and watch streaming shows on the internet.

The findings steer toward a multi-platform approach in entertainment rather than the complete abandonment of TV.

"By offering them new ways to connect to their favorite shows, whether it's websites, podcasts, ringtones or other mobile features, we've been able to deepen the bond these fully connected viewers have with our programming," said network research chief David Poltrack, who authored the new report.