Analiza uwarunkowań dyfuzji innowacji na przykładzie telewizji interaktywnej w Polsce

Celem niniejszej pracy doktorskiej jest analiza i określenie uwarunkowań wpływających na dyfuzję, czyli rozprzestrzenianie się usług telewizji interaktywnej w Polsce. Autorka definiuje cechy telewizji interaktywnej, jako innowacji w sposobie konsumpcji mediów. Ponadto dokonuje charakterystyki potencjalnych użytkowników interaktywnych usług medialnych i wyodrębnia cechy telewizji interaktywnej mające wpływ na jej rozprzestrzenianie się w Polsce. Praca łączy w sobie tematykę technologiczną, marketingową i socjologiczną. Badania przeprowadzone przez autorkę w formie badań jakościowych- wywiadów eksperckich oraz badań ilościowych- na bazie kwestionariusza ankiety, na reprezentatywnej, ogólnopolskiej próbie ponad tysiąca respondentów mogą posłużyć oferentom „nowej telewizji” do opracowania strategii produktowych i marketingowych. The aim of this doctoral thesis is to analyze and determine the conditions affecting the diffusion or spread of interactive television services in Poland. The main assumption is that the diffusion of interactive television in Poland depends on the attributes of the innovation and preferences regarding these features. The work is based on the combined technological, marketing and sociology aspects. The research was carried out in the form of expert interviews and a survey of a representative, nationwide sample of over one thousand respondents and was the basis for defining both -the desirable characteristics of the product itself as well as the general characteristics of the potential users. The results can be used to develop product and marketing strategies in the area of "new television”. The world of media and multimedia is one of the fastest changing realities, based on new technologies as a result of convergence of products and services. Viewer becomes interactive, given to the opportunity of selecting the device, software features and content as well as the time and place of consumption of media materials. As the interactive television one can define a way of sharing multimedia content, which is the result of a conscious choice of the subscriber and not a pure acceptance of the program pre-defined by the sender. Generally it creates a completely new way of watching television, with which must faced by broadcasting organizations and advertisers. Author of the study wants to contribute to the process of popularization a new way of consumption of television content by defining the conditions for the spread of innovation. The results of research can be used to formulate the main steps for the success of a new television in Poland. The reasons for choosing the Diffusion Theory of Everett Rogers, as the reference point to the own research, is that interactive television is a new phenomenon in Poland, and has features of innovation which the author found interesting to analyze. This theory not only allows specifying the characteristics of innovation itself, but also the characteristics of the users (adapters) and conditions to accelerate the diffusion of the new solution. There can be distinguished: innovators, early adopters, early majority, late majority and laggards. Rogers also identifies five attributes of innovation; relative advantage, compatibility, the degree of complexity, testability and observability. Interactive television means delivering by the Sender to the Recipient television content, to any device, time and place on the receiving end and the financial terms selected by the user. Distinguishing feature of interactive television services is the user identification and return channel for communication and interaction between the sender and the recipient.