Abstract
Backyard TV receive-only antennas (TVROs) developed as an offshoot of cable technology and permitted households to act as miniature cable systems. This technology is the forerunner to a new era of medium- and high-powered direct broadcast satellite experiments that are stretching throughout the world. This study examines the demand for household TVROs by comparing a survey sample of 125 TVRO households to 250 non-TVRO households—all located in 121 rural counties in Michigan, Indiana, and Ohio. Data were collected regarding the reasons for purchasing dishes by the TVRO households and the sources of important information in the purchase decision. These data were contrasted with reasons given for not yet purchasing a dish by non-TVRO households and their sources of information about the technology. A discriminant model further identified those explanatory variables that successfully predicted whether a household would purchase a TVRO.
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