I Want My iTV - 2/19 1pm McCune Conference Room

Event Date: 

Thursday, February 19, 2009 - 1:00pm

Event Location: 

  • McCune Room IHC

Ronald Rice

The beginning of the talk was cut off.

This study explores the extent to which traditional television use motivations, need for innovativeness and Internet self-efficacy, and demographic factors influence the extent to which college students view television content via the Internet in four different ways, as well as how they find out about that content (the content source, and the medium and social relation of the recommender source). An online survey was administered to undergraduate and postgraduate students from one Australian university, and undergraduate students from one West Coast US university (N=310). IPTV is not associated with television viewing or change in television viewing, or internet use. While entertainment, information, companionship and pass time were all valid motivations for viewing traditional TV as well as the four types of IPTV, only the entertainment motivation was a significant predictor for TV and IPTV. Need for innovativeness had no relationship and Internet self-efficacy had a marginal relationship with IPTV use. In addition, college students primarily access IPTV content directly from IPTV content provider websites using keyword searches, but when they are supplied with links to content by another person, these are sent to them most frequently through social networking sites, and primarily by their friends; however, the more frequently one receives information about such content through another person, the more frequently the medium used is email, and the more frequently the social relationship with that other person is as a coworker. Some implications of IPTV use, delivery and content are also discussed.

Beverly A. Bondad-Brown has a B.A. in Communication from UC San Diego and an M.A. in Communication and Education from Columbia University. She is currently a doctoral candidate in the Department of Communication and her research explores the social and psychological effects of the media. She is particularly interested in pro-social media effects, narrative persuasion and media enjoyment.

Katy Pearce has a B.A. in Near Eastern Studies and American Culture, with a minor in Soviet History from the University of Michigan and an M.A. in International Studies from the University of London School for Oriental and African Studies. She is currently a doctoral student in the Department of Communication and her research explores the the diffusion of communication technologies (Internet and mobile phones in particular) and factors which moderate diffusion: cultural, political, economic, etc. Most of her research takes place in the Former Soviet Union. She is also an RA for CITS.

Ronald E. Rice (Ph.D., M.A. in Communication Research, Stanford University, 1982; B.A. in English Literature, Columbia University, 1971) is Arthur N. Rupe Chair in the Social Effects of Mass Communication in the Department of Communication, and Co-Director of the Carsey-Wolf Center for Film, Television, and New Media, at University of California, Santa Barbara. He has co-authored or co-edited Media Ownership: Research and Regulation (2008); The Internet and Health Care: Theory, Research and Practice (2006); Social Consequences of Internet Use: Access, Involvement and Interaction (2002); The Internet and Health Communication (2001); Accessing and Browsing Information and Communication (2001); Public Communication Campaigns (1st ed.: 1981; 2nd ed.: 1989; 3rd ed.: 2001); Research Methods and the New Media (1988); Managing Organizational Innovation (1987); and The New Media: Communication, Research and Technology (1984).