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Two-Way Interactive Television : The Acceptance Process (2) : Viewing Patterns


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  • 会話型TVに対する地域住民の受容過程の研究(2) : 再放送の活用


An experiment in interactive television broadcasting, under the title, Hi-OVIS (Highly interactive-Optical Visual Information System), is currently being conducted in Higashi-Ikoma City, Nara Prefecture. This report is on that part of a series of studies on the process of acceptance of interactive television which was specifically planned to seek the characteristics of viewing patterns of programs produced by Hi-OVIS itself. Method: Subjects were the 154 Hi-OVIS monitor households. The survey was conducted between 7:20 and 9:40 p.m. on February 16th, 1979, and again between 7:20 and 9:36 p.m. on February 23rd, 1979. The programs used were a locally-produced interactive series, "Opinion 720, Parts 1 and 2." For each program, the first 50 minutes were on "Economic Viewpoints-Taxes," while the remaining portions were on "Traffic Conditions in Higashi-Ikoma." These themes had been selected based upon the needs of the monitor households. Viewing patterns were recorded by using the Hi-OVIS Genter's computer to print out, at one minute intervals, which monitor households were viewing the programs. Those households involved in two-way interaction were indicated on the printout with a small circle. Results: (1) Seventy-one of the 154 monitor households viewed the programs, however only about 76% of these viewed either of the two in its entirety. (2) About 35% of the house- holds viewed both programs from beginning to end. (3) Two-way interactive participation was more common for those who watched both programs in their entirety. (4) Comparatively speaking, those who interactively participated tended to be those who continuously viewed the programs from their beginning. Conclusions: We were able to understand some of the trends in viewing patterns for interactive programs from the above results. From our previous survey on viewing rates we had realized that interactive programming was becoming a part of the daily activities of the area's residents. This previous study also indicated that a consciousness of "participating in television" was being developed. The viewing pattern characteristics discovered this time tend to confirm the results of the previous survey. In the future, we are planning to conduct a study on the concrete influence of interactive TV in changing the daily lives of the residents of the area.



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