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Adoption versus use diffusion of iDTV in flanders: personalized television content as a tool to cross the chasm?

Published: 09 June 2010 Publication History

Abstract

Digital television was introduced to the Belgian market in the summer of 2005. Compared to other European countries, this was fairly late. In the end of 2009, we have reached the 50% penetration threshold of digital television households. Considering previous research into user adoption of digital television in Belgium, it can be stated that the stage of adoption by the 'majority segments' has been reached. However, the research carried out shows that most people just enjoy the improved picture quality of digital television but have not changed their viewing habits and have, therefore, not adopted the use of interactive applications such as video on demand, time-shifted viewing, voting, e-mail, etc. The user adoption rate of 50% for DTV therefore does not imply a 50% use diffusion rate of interactive services.
The most important challenge for the future will be to convince the remaining 50% of analogue viewers to make the switch to DTV. A review of the literature on the adoption and diffusion processes of technologies shows that these late adopters (laggards and late majority) base their decision on the behavior of peers who have already acquired the technology. As they are the least innovative market segment, they will require some compelling arguments to adopt iDTV. Compelling selling arguments for this technology could be related to the added value of interactive services which are currently not being used to their full potential by iDTV subscribers.
This paper discusses two important research questions based on quantitative empirical data. Firstly, how can the 50% remaining analogue viewers be convinced to switch to iDTV? Secondly, how can the gap between the 50% of user adoption of iDTV and the lack of use diffusion of interactive services be bridged?

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  • (2012)Changing Sports/Media Complex and Its Impact on the Regulatory Process of the Broadcasting SectorNew Media and Sport10.1007/978-90-6704-873-6_6(83-95)Online publication date: 4-Oct-2012

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    cover image ACM Other conferences
    EuroITV '10: Proceedings of the 8th European Conference on Interactive TV and Video
    June 2010
    328 pages
    ISBN:9781605588315
    DOI:10.1145/1809777
    • Conference Chairs:
    • Petri Vuorimaa,
    • Pertti Naranen,
    • General Chair:
    • Artur Lugmayr,
    • Program Chairs:
    • Célia Quico,
    • Gunnar Harboe
    Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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    Published: 09 June 2010

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    Author Tags

    1. audience research
    2. diffusion of innovations
    3. interactive digital television
    4. interactivity
    5. personalization

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    • (2012)Changing Sports/Media Complex and Its Impact on the Regulatory Process of the Broadcasting SectorNew Media and Sport10.1007/978-90-6704-873-6_6(83-95)Online publication date: 4-Oct-2012

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