Pre-Testing Technological Developments and Their Market Introduction

The German Experiences with DVB-T

Bernhard Engel
Media Research Department, ZDF, Germany

Robert Nicklas
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.