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Although FCC policy has mostly focused on broadcasters, the digital transition of television has involved a number of other players, notably cable television, DBS, and other multi‐channel video providers (MVPDs). What have been the economic effects of this transition on these various industry players and on viewers? The paper aims to answer this question.

This paper assembles an historical database to compare changes over time in consumer spending, television advertising revenue and related economic data extending back to the 1950s.

The authors show that non‐broadcast suppliers of TV programming, especially cable operators, have been able to take much greater economic advantage of the digital television transition than have broadcasters. Cable and DBS systems have used digital technology to greatly expand the amount of programming available and to more efficiently price discriminate on the basis of program quality – including the direct sale to consumers of broadcast and other HD programming. The result has been rapidly rising cable and DBS revenues since the mid‐1990s, and a general shift from advertiser to direct payment support for television services. Overall, digital transition has enhanced the economic viability of cable and DBS delivery, and decreased that of broadcasting. It is evident that consumers have much higher quality and variety of programming available as a result, though usually at higher prices.

The statistical analysis of this paper has been broad. Other factors have undoubtedly affected the aggregate trends.

The overall pattern of television industry trends makes evident that FCC digital conversion policies have worked to the disadvantage of the traditional broadcast model.

The television business, traditionally static and conservative, is undergoing a deep transformation process in the multimedia age. Technological (r)evolutions are driving important changes in the market offer and broadening the boundaries of the television business. These are becoming fuzzier and fuzzier and opportunities for new entrants have been largely increasing. This article provides an exhaustive review of the ongoing processes changing television and proposes a strategic reference framework for comprehending the new structure of the television business.

This article focuses on Brazil’s migration to digital television. It shows how, in the case of Brazil, unicasting solely reflected the interests of commercial broadcasters. Comparing Brazil to France and the United Kingdom, it explains why the European choice for multicasting is one of the reasons for the success of digital television penetration in these two countries.

By analyzing viewing shares and the financial relevance of the public broadcasters, BBC, and France Televisions, to the national broadcasting spaces, the study concludes that these European traditional broadcasters profited from digital television, despite their exposure to a more competitive environment.

As I will discuss, the model chosen in Brazil continues to hamper Public Service Broadcasting (PSB) and national audiovisual industries’ developments, as well as slowing digital take-up. In Brazil, public broadcasting continued to play a marginal role in the national broadcasting space and the audiovisual market, concentrated in a few local companies.

The findings of this comparative study, developed from a political economy perspective, provide important insights into both Brazilian and European telecommunications policy.

This paper aims to estimate the social gains from an analog TV switch‐off in 13 EU countries, focusing on the value of TV band spectrum in alternative uses.

By using data from existing mobile phone markets, changes are projected in retail prices for wireless voice services, assuming a reallocation (to mobile telephony) of about 42 percent of TV band spectrum.

It is forecast that retail mobile phone tariffs would substantially decline if a transition to digital television led to enhanced availability of VHF/UHF spectrum for wireless telecommunications. Consumer surplus gains offset transition costs by at least 2‐to‐1, and as much as 45‐to‐1. These net benefits are conservatively estimated in that other services (apart from mobile telephony) could prove more socially valuable, and because we ignore the considerable increase in video choices the transition could provide. It is also found, however, that wireless operators' profits sharply decline with additional spectrum, due to more intense competition. This suggests a public choice dynamic, often overlooked, that potentially helps to explain the slow pace of the digital TV transition.

Regulations blocking TV band spectrum from reallocation to non‐TV applications ought to be re‐examined in light of the associated costs and benefits.

This paper quantifies, using conservative methods, the cost of current spectrum policies.

Social television (Social TV) viewing of live sports events is an emerging trend. The realm of transformative service research (TSR) envisions that every service consumption experience must lead to consumer well-being. Currently, a full appreciation of the well-being factors obtained through Social TV viewing is lacking. This study aims to gain a holistic understanding of the concept of digital sports well-being obtained through live Social TV viewing of sports events.

Focus group interviews were used to collect data from the 40 regular sports viewers, and the qualitative data obtained is analyzed thematically using NVivo 12. A post hoc verification of the identified themes is done to narrow down the most critical themes.

The exploration helped understand the concept of digital sports well-being (DSW) obtained through live Social TV sports spectating and identified five critical themes that constitute its formation. The themes that emerged were virtual connectedness, vividness, uncertainty reduction, online disinhibition and perceived autonomy. This study defines the concept and develops a conceptual model for DSW.

This study adds to the body of knowledge in TSR, transformative sport service research, digital customer engagement, value co-creation in digital platforms, self-determination theory and flow theory. The qualitative study is exploratory, with participants’ views based on a single match in one particular sport, and as such, its findings are restrained by the small sample size and the specific sport. To extend this study’s implications, empirical research involving a larger and more diversified sample involving multiple sports Social TV viewing experiences would help better understand the DSW concept.

The research provides insights to Social TV live streamers of sporting events and digital media marketers about the DSW construct and identifies the valued DSW dimensions that could provide a competitive advantage.

To the best of the authors’ knowledge, the exploration is the first attempt to describe the concept of DSW and identify associated themes.

Examines abuse potential with regard to digital pay‐TV services and permitted competition which is allowed, and these are referred to as bottleneck facilities (technology). Looks at technical analysis ad bottleneck control in addition to self‐regulation and industry standard settings, and further discusses public policy concern. Concludes that it may be cautionable to pursue narrower objectives in the communications industry – especially where other declarations of public policy are feasible.

Role of digital channels in car buying has increased manifold and consumers are making significant use of various digital channels throughout the decision-making process. However, there are very less number of studies available if one wishes to understand the specific reason(s) for the use of a particular digital channel of communication. This study deals with the identifications of the reason(s) leading towards the usage of particular digital channel of communication while buying a car.

Quantitative methodology was adopted for the study. A total of 10 digital channels namely the websites, social networking sites, YouTube, Smartphones, Online communities, Digital TV, Digital Outdoors, e-mails and others were considered in the study. Data was collected from 603 car buyers from Delhi using digital channels of communication.

The results of the study revealed that Website and YouTube were used for being compatible. Social networking sites, smartphones, digital outdoors and e-mails were used for being informative. Online communities were used for offering customers and experts' reviews. Digital TV was used for being easy to use.

The study considers the respondents from Delhi only. A more representative sample covering various parts of the country would offer more relevant results for the marketers as digital divide existing between rural and urban India cannot be simply ignored.

The study reveals that car buyers are making ample usage of digital channels wherein website is the most used digital channel and smartphones are the most used digital devices used by the car buyers.

Study also reveals that car buyers might use search engines to reach the marketer's website, so effective search engine optimization (SEO) strategies should be adopted. Important keywords used in the search engines should be used in the website as well as in the links.

Majority of the available studies use digital as an umbrella term for myriad digital channels. So understanding about the usage of specific channel of communication remains an under-researched area. Such understanding strengths and broadens the existing knowledge about technology mediated consumer behaviour especially in extended problem-solving product category.

The learning outcomes of this paper are as follows: to understand the meaning of celebrity endorser, to understand factors that play a significant role in selecting a celebrity endorser for product endorsement, to decide when a brand needs a celebrity endorser and to generate option analysis factoring in the pros and limitations of celebrity endorsement.

Dish TV pioneered digital entertainment in India. It was July 2016, the first quarter board meeting of Dish TV India Limited at the company corporate office in Noida, India. One of the agenda items was whether the company needed to rely on celebrity endorsement 12 years after its inception. In three months, time, at its next meeting, the board was expected to come up with a product campaign that would most effectively impact its target customers.

The case is targeted at business management students pursuing a postgraduate management program.

Teaching notes are available for educators only.

CSS 8: Marketing.

This paper aims to present an application of the technology roadmapping approach for exploring the implications of technologies converging for a service sector.

The paper uses the fundamental concepts behind creating a technology roadmap. These include market and business analysis, product analysis, technology analysis and resource allocation.

The study demonstrates the use and modification of technology roadmaps for technology driven service business segments.

The process of developing a roadmap for services over broadband presented in this paper can be used as a standard process of developing a technology roadmap for any organization in a similar business.

TV changes in several disciplines concurrently: from analogue to digital, from scheduled broadcasts to on‐demand TV on the internet, from a lean‐back (passive) to a lean‐forward (active) media, from straight watching to the consumption of content connected to additional services, from the sole TV viewer to the viewer being part in social networks and communities regarding to the TV content, etc. The purpose of this paper is to demonstrate the adaptation of design and realization of TV program formats to the changes that happen to television. In addition, the paper would like find out how to support the design of interactions, dynamic narrations and content types as well as the role of the internet within these processes and this application area.

Currently, there exist many approaches towards the development of social, collaborative, and interactive TV program formats and systems. Within the scope of this paper, the authors present latest case studies and example program formats for each case. The paper examines them concerning their interaction possibilities and architecture as well as the influence and utilization of the web. Finally, the paper provides a simple categorization according to the narration character, content, and interactivity types of the listed TV program formats.

Caused by the collaborative and interactive characteristic of the web, a big influence of the web concerning the hardware‐ and content‐sided development of TV is discovered. Nevertheless, the web's potential is absolutely not exploited in this area, neither to give more dynamic to the narration, nor to appreciate the content type or the interactivity. Finally, the paper identifies a high effort, occurrence and development in the interactivity, in contrary to the narration characteristic and content types.

Only one representative, example TV program format enabling interactions by the viewer for each case in the paper, has been chosen. The authors make no claim to be complete, in covering all genres, possibilities of interaction or TV program formats existing for the field of interactive/social/collaborative TV.

This paper presents an extension of a previous paper presented at the MoMM2009.