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What does the phrase more of it mean in the following sentence?

Viewers want better television, and more of it.
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and more of it: and more television
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Hi,

It usually means television programs of a better quality.

Cliveh
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Comments  
What does television stand for in that sentence? Does it stand for TV channels?
 Clive's reply was promoted to an answer.
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Thank you, Clive.