HDTV 조기 수용자의 능동적 미디어 이용행태에 관한 연구

다국어 초록 (Multilingual Abstract)

In an effort to identify the detailed pattern of digital audience's media usage, on-line surveys were conducted targeting the early adopters who would be playing the most important role in diffusing the use of HDTV. This research analyzed the amount of time spent on viewing HDTV and the preferred genre of programs as well as the audience activities. The most note-worthy aspect of the early adopters' usage was their proactive utilization habits. While the old analog TV viewers had only enjoyed limited selectivity, involvement and utility, the early adopters of HDTV could now proactively control the timing and contents of programs using innovative digital technologies such as EPG and PVR. The digital audience retrieved information on news and stock prices, processed home-banking and home-shopping transactions using two-way data communication features. They now have the freedom of storing and sharing various other data using combined media linked with computers, high density hard disk drives and so on. Such a phenomenon materially supports the discussions which predicted that digital audience would no longer be mere consumers, but would also function as producers of media at the same time by controlling broadcasting timings and contents.

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