Interactive Digital TV Services – Viewers’ Perceptions

The last decade has brought phenomenal changes in the use of television. The growth rate of digital television leads one to think that it is increasingly becoming an important medium. With the DTV emerging as a major interactive channel, innovative interactive services that will be offered could affect audience perceptions and preferences. While these services promise to offer innovative ways to TV viewing it is essential to examine the viewers’ perceptions. However, there are few if any studies that examine how viewers perceive this new medium. To this end, this paper reports the results of a survey being carried out. Sample is drawn from three countries: Greece, Spain and Finland. The results of this study offer insights and implications to business practitioners.