Volume 11, Issue 1, October 2014, Pages 158–170
S. Arulchelvan1, Pedro Almeida2, and Jorge Abreu3
1 Assistant Professor, Department of Media Sciences, Anna University, Chennai, Tamil Nadu, India
2 Associate Professor, Department of Communication and Art, University of Aveiro, Portugal
3 Professor, Department of Communication and Art, University of Aveiro, Portugal
Original language: English
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
This research focuses on the study of the uses of TV and the potential for interactive TV services among the Indian users and operators. A survey and in-depth interviews were conducted as part of the study. The results show that TV, computer and mobile phone usage is high among the respondents. Concerning TV viewing habits, most do it in a collective manner. While watching TV viewers do other activities like working on computers, speaking with others and domestic work. Two thirds of the participants regularly recommend TV programs, but they do it in traditional ways, none mediated, since the iTV domain in the Indian market is still in its early stages. Regarding the expectations for upcoming iTV services, the majority of respondents are highly interested in having more interactive services for communication, recommendation; participation in shows/contests and a small percentage for shopping through the TV. There is a warm welcome for social interactive features in TV among the users and operators. The study has also confirmed that there is a good scope and market for ITV services.
Author Keywords: iTV, Social iTV, Viewing habits, India, TV Distribution.
S. Arulchelvan1, Pedro Almeida2, and Jorge Abreu3
1 Assistant Professor, Department of Media Sciences, Anna University, Chennai, Tamil Nadu, India
2 Associate Professor, Department of Communication and Art, University of Aveiro, Portugal
3 Professor, Department of Communication and Art, University of Aveiro, Portugal
Original language: English
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
This research focuses on the study of the uses of TV and the potential for interactive TV services among the Indian users and operators. A survey and in-depth interviews were conducted as part of the study. The results show that TV, computer and mobile phone usage is high among the respondents. Concerning TV viewing habits, most do it in a collective manner. While watching TV viewers do other activities like working on computers, speaking with others and domestic work. Two thirds of the participants regularly recommend TV programs, but they do it in traditional ways, none mediated, since the iTV domain in the Indian market is still in its early stages. Regarding the expectations for upcoming iTV services, the majority of respondents are highly interested in having more interactive services for communication, recommendation; participation in shows/contests and a small percentage for shopping through the TV. There is a warm welcome for social interactive features in TV among the users and operators. The study has also confirmed that there is a good scope and market for ITV services.
Author Keywords: iTV, Social iTV, Viewing habits, India, TV Distribution.
How to Cite this Article
S. Arulchelvan, Pedro Almeida, and Jorge Abreu, “Interactive Television: Knowledge, Attitude, Practices and Potential Opportunities in India,” International Journal of Innovation and Scientific Research, vol. 11, no. 1, pp. 158–170, October 2014.
