Personalized Digital Television: Targeting Programs to Individual Viewers (Human-Computer Interaction Series, 6)
Telematics and Informatics - An interdisciplinary journal on the social impacts of new technologies
AdROSA-Adaptive personalization of web advertising
Information Sciences: an International Journal
Targeted Advertising Strategies on Television
Management Science
A target advertisement system based on TV viewer's profile reasoning
Multimedia Tools and Applications
Personalized and mobile digital TV applications
Multimedia Tools and Applications
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Digital television was introduced to the Belgian market in the summer of 2005. Compared to other European countries, this was fairly late. In the end of 2009, we have reached the 50% penetration threshold of digital television households. Considering previous research into user adoption of digital television in Belgium, it can be stated that the stage of adoption by the 'majority segments' has been reached. However, the research carried out shows that most people just enjoy the improved picture quality of digital television but have not changed their viewing habits and have, therefore, not adopted the use of interactive applications such as video on demand, time-shifted viewing, voting, e-mail, etc. The user adoption rate of 50% for DTV therefore does not imply a 50% use diffusion rate of interactive services. The most important challenge for the future will be to convince the remaining 50% of analogue viewers to make the switch to DTV. A review of the literature on the adoption and diffusion processes of technologies shows that these late adopters (laggards and late majority) base their decision on the behavior of peers who have already acquired the technology. As they are the least innovative market segment, they will require some compelling arguments to adopt iDTV. Compelling selling arguments for this technology could be related to the added value of interactive services which are currently not being used to their full potential by iDTV subscribers. This paper discusses two important research questions based on quantitative empirical data. Firstly, how can the 50% remaining analogue viewers be convinced to switch to iDTV? Secondly, how can the gap between the 50% of user adoption of iDTV and the lack of use diffusion of interactive services be bridged?