Participant Content Context Switching PCCS

Definition: The act of disengaging from a piece content that a viewer or active participant were currently captivated by. The content usually but not exclusive to; video, webpage or interactive game.
Descriptions of PCCS: A player of Angry Birds stops playing by clicking on the popup advertisement that caught the users interest. A viewer of a TV show when an advertisement starts switches to view another channel during that commercial, this is not to be confused with channel surfing where a viewer is constantly changing channels from becoming disinterested in the current program. A viewer of a show, stream or video during that instance the user interacts with a responsive advertisement placed within the show.