Pre-Testing Technological Developments and Their Market Introduction
The German Experiences with DVB-T
Media Research Department, ZDF, Germany
GfK AG, Germany
THE NEED FOR PRETESTING TECHNOLOGICAL DEVELOPMENTS
Over the past 50 years, almost all of the technological innovations in television were launched directly on the market. There was more demand for technological innovation than technology could supply, which meant that all technological innovation was successful. There was no need to build up test markets or carry out market research into the acceptance of technological innovations in television.
The pace of technological advances has resulted in more technological innovations than the market will accept or pay for today. It is therefore necessary to pre-test the acceptance of technological innovations in order to decide which will survive in the market.