Mobile Digital Television In Taiwan: A Preliminary Review Of Ratings And Lead User Response

Abstract

This is the first study to explore viewing habits and content selection of mobile digital TV lead users who install MDTV in their vehicles. The study was carried out in two stages. The first stage employed a questionnaire to ascertain the viewing habits and content selection from 614 valid respondents, whereas the second stage employed a follow-up phone interview to determine the viewer opinions of different channels and programs. The results indicated that MDTV viewers, as opposed to traditional stationary TV viewers, preferred news channels and expected more traffic information, variety shows and music. They also reported a significant lack of program choice. The inconvenience of switching channels while on the move hence contributed to the retained loyalty of MDTV. Above all, the popularity of MDTV is growing, and has surpassed some older technologies such as listening to radio or CDs, or watching DVDs as their favorite drive-time activity.