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...