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Two-Way Interactive Television : The Acceptance Process : 1 Viewing Rates


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Other Title
  • 会話型TVに対する地域住民の受容過程の研究 : 視聴率


This report is on a field research project involving Hi-OVIS (Highly Interactive-Optical Visual Information System) in HigashiIkoma, Ikoma City, Nara Prefecture. The purpose of this research is to discover how the lives of the people in the community have changed due to the appearance of this two-way interactive TV system. As a first step, this part of the research project was undertaken in order to clarify the process of acceptance by comparing the subscriber family viewing rate for a Hi-OVIS program with those of standard TV fare. The research involved 157 subscriber families. The program used was an interactive program titled "Let's talk." The survey was conducted from 7:55 to 10:24 P.M. on Saturday, November 25, 1978. The viewing rates were computed from data shown at one minute intervals on a display system within the Hi-OVIS Center giving the number of subscriber households tuned to various stations. The results definately showed that the viewing rate of subscriber families for the Hi-OVIS program was much higher than that for any individual regular TV station. Even though the survey was conducted during a Saturday night "prime time," when the regular TV stations broadcast popular programs with high viewing rates, the-people in the subscriber community were participating in the Hi-OVIS program. This fact indicates that the Hi-OVIS subscriber community is beginning to accept the new media, not as "present-day TV viewing" but as "a participatory communication media."



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