Adoption Intentions Toward Interactive Digital Television Among Advertising Professionals

Verolien Cauberghe and Patrick De Pelsmacker

Digitalization has changed the media landscape by blurring the lines between existing forms (Edelman 2007). For example, interactive digital television (IDTV) is an outcome of this convergence that merges traditional broadcasting and digital (telecommunication) technology to allow viewers to interact with the television, using remote controls.

For this research, we define IDTV as (1) a group of technologies that gives (2) users the (3) possibility to take control (4) over their TV experience, (5) enabling interactivity with the content (6) (in)dependently of the distribution channel. First, IDTV encompasses a group of technologies, such as the television screen, a set-top box, personal video recorders (PVR), interactive program guides, and the remote control, rather than representing a single advance. Second, rather than viewers, people who consume IDTV are users, who can employ their televisions for various activities, such as banking, e-mailing, gaming, watching television, or playing along with a televised game. Third, the user is not required to take control over the television; it is possible to use IDTV in a traditional, linear way. However, he or she may choose what to watch and when to watch it by employing a PVR or video on demand (VOD) services. Fourth, the experience of using IDTV extends traditional television viewing. Fifth, this experience includes all three aspects of interactivity (McMillan and Hwang 2002), namely, user control, two-way communication, and synchronization. Sixth, IDTV is a new medium that may be broadcast through different platforms, including terrestrial (DVB-T), satellite (DVB-S), telephone cable (DVB-C), or broadband (IPTV), such that it could be independent or dependent of the channel. We also acknowledge that digital broadcast channels can be transmitted through satellite and terrestrial infrastructures, though these methods do not allow for real two-way communication, because there is no means for immediate feedback. In these scenarios, short messaging, e-mails, and telephone contacts must serve as feedback channels.