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首页> 外文会议>Information Resources Management Association International Conference vol.2; 20060521-24; Washington,DC(US) >Interactive Television: A Study into the Diffusion of a New Technology in Britain and Ireland
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Interactive Television: A Study into the Diffusion of a New Technology in Britain and Ireland

机译：互动电视：一项新技术在英国和爱尔兰的传播研究

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摘要

This research involved a study of the diffusion of Interactive television in Ireland and the United Kingdom, in order to assess the current level of diffusion of Interactive Television services as well as analysing the potential links with Rogers's (1983) diffusion of innovations study. The research involved a series of semi-structured interviews with key individuals involved in Government, Communications Regulation and the Public Service Broadcaster in both countries. The interviews found that interactive features were not seen as the key driver for consumers moving to interactive digital television, but that they do improve the 'stickiness' of a channel. Choice and improved quality were the main reasons to move to the new technology. The interview results suggested that it was important to change the focus of the digital offering as it proceeds through the product life cycle to appeal to the relevant adoption group from the Rogers (1983) diffusion of innovation model.
机译：这项研究涉及对爱尔兰和英国的交互式电视传播的研究，以便评估交互式电视服务的当前传播水平，并分析与Rogers（1983）的创新传播研究之间的潜在联系。该研究涉及对两国政府，通讯法规和公共广播公司的关键人物进行的一系列半结构化访谈。采访发现，互动功能并不是推动消费者转向互动数字电视的主要驱动力，但它们确实改善了频道的“粘性”。选择和提高质量是采用新技术的主要原因。采访结果表明，重要的是改变数字产品的关注点，因为它贯穿产品生命周期，以吸引Rogers（1983）传播创新模型的相关采用群体。

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