Article:
Convergent Television and ‘Audience Participation’: The Early Days of Interactive Digital Television in the UK

dc.creatorTheodoropoulou, Vivi
dc.date.accessioned2020-08-13T11:45:16Z
dc.date.available2020-08-13T11:45:16Z
dc.date.issued2014-12-24
dc.description.abstractThe paper focuses on the introduction of interactive digital television (DTV) in the UK at the turn of the millennium, and its take-up and use by early audiences. It discusses whether the processes of television technological convergence went together with ‘consumer behaviour convergence,’1 enhanced audience engagement with the interactive TV services offered, and participation. Based on findings from a UK-wide survey and in-depth interviews with early Sky digital subscribers conducted during the early days of the service, the article shows that early interactive DTV was taken up because of its multichannel offering and thematic orientation and, interestingly, was approached and appreciated mostly as a television content provider. It thus notes a divergence on industry’s attempts to promote convergence in broadcasting and on the level and pace with which users adopt and adapt to such change. In so doing it highlights the evolutionary nature and slow rate of change of cultural habits and forms.en
dc.identifier.doi10.18146/2213-0969.2014.jethc071
dc.identifier.doihttp://dx.doi.org/10.25969/mediarep/14109
dc.identifier.urihttps://mediarep.org/handle/doc/15073
dc.languageeng
dc.publisherNetherlands Institute for Sound and Vision
dc.publisher.placeHilversum
dc.relation.isPartOfissn:2213-0969
dc.relation.ispartofseriesVIEW Journal of European Television History and Culture
dc.rights.urihttp://creativecommons.org/licenses/by-sa/4.0
dc.subjectFernsehende
dc.subjectTV programmesen
dc.subjectuse habitsen
dc.subjectcomplementarityen
dc.subjectscreen entertainment mediumen
dc.subjectInteractivityen
dc.subjectcustomisation and individualization of viewingen
dc.subject.ddcddc:070
dc.subject.ddcddc:791
dc.titleConvergent Television and ‘Audience Participation’: The Early Days of Interactive Digital Television in the UKen
dc.typearticle
dc.type.statuspublishedVersion
dspace.entity.typeArticleen
local.coverpage2021-05-29T06:07:03
local.identifier.firstpublishedhttps://doi.org/10.18146/2213-0969.2014.jethc071
local.source.epage77
local.source.issue6
local.source.spage69
local.source.volume3

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