haku: @author Lee, B. / yhteensä: 18
viite: 10 / 18
| Tekijä: | Lee, B. Lee, R. |
| Otsikko: | How and why people watch TV: implications for the future of interactive television |
| Lehti: | Journal of Advertising Research
1995 : NOV-DEC, VOL. 35:6, p. 9-18 |
| Asiasana: | ADVERTISING FUTURE |
| Kieli: | eng |
| Tiivistelmä: | The purpose of this paper is to look at how and why people watch television to provide a realistic basis for thinking about the future of the projected interactive television environment. The study began with 18 focus groups which served as a basis for a national probability sample survey of 1,872 viewers. An analysis of patterns of viewing and viewing gratifications suggests that interactivity could fit into but not displace the functions television serves best. People have different intensity levels of viewing which vary with the content of what they are watching. |
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