Audience behaviours and digital television policy measures in Italy: A qualitative investigation

Abstract

Abstract A transition process to new Digital Terrestrial Television (DTT) technologies is in progress in Europe, connected to the release of the 700 MHz band. In the management of this new technological transition, the experience gained in the previous transition process (from analogue to digital) could provide useful insight to help reduce costs and promote citizens’ uptake of new technologies. This article presents an investigation into the use behaviour of adults not using the Internet during the DTT transition and their future expectations regarding TV services. As a broad reference, we adopted both user experience and user acceptance models, in particular the Unified Theory of Acceptance and Use of Technology (UTAUT). Following a qualitative methodological approach, three focus groups were carried out, involving adult non-Internet users. The results confirm that user segmentation is critical not only on the basis of socio-demographic variables but also according to the definition of appropriate cultural models. A segmentation into four micro-cultures (‘Ideologically against’, ‘Inadequates’, ‘Enthusiasts’, ‘Indigents’) emerges. This segmentation can inspire different tactical interventions to encourage the adoption of digital media and different policy measures, such as communication campaigns, specific support modalities and economic incentives. In order to face the 700 MHz band transition process, it is advisable to carry out ad hoc qualitative surveys with the direct involvement of citizens, in order to identify the most appropriate measures to be implemented in favour of the corresponding user segments.