Predicting the Adoption of Mobile DTV by Local Television Stations in the United States |
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| Authors: | Douglas A Ferguson Clark F Greer |
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| Institution: | 1. College of Charleston , USA fergusond@cofc.edu;3. Point Loma Nazarene University , USA |
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| Abstract: | Just a few years after local TV stations transitioned from analog to digital transmissions, dozens of stations across the United States have begun to provide live programming via mobile digital television (DTV). An exploratory study of television station managers (adopters and non-adopters of mobile DTV) focused on various perspectives of the technology, adoption motivations, and audience factors. Findings revealed that station owners and management were the ones who primarily determined whether to adopt mobile DTV. In addition, stations that had adopted the technology were more likely than non-adopters to be motivated by a desire to be the first to use mobile DTV. |
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