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INTERACTIVE TV RESEARCH - UITV.INFO
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papers > Lee95
Barbara Lee and Robert S. Lee (1995).
How and Why People Watch TV: Implications for the Future of Interactive Television.
Journal of Advertising Research, vol.35, no.6, pp..
http://www.warc.com
Abstract
The objective of this paper is to look at how and why people watch television in its present form. In doing this, our aim is to provide a realistic basis for thinking about the future of the projected multichannel interactive television environment. In order to develop an audience centered understanding of the prospects for interactive TV, we shall examine various aspects of viewing behavior as follows: (1) attention to the set, (2) routinization of viewing, (3) viewing as a solitary versus social activity, and (4) motivations and gratifications of viewing.
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