The Study of the DTV Innovation Adopters' Social Information Processing in Taiwan's Terrestrial Broadcasting Companies - The Case Studyies on the News Departments of CTV & CTS
The purpose of this research is to explore the dynamics of the digital television(DTV) innovation adopters' social information processing in Taiwan's four terrestrial television broadcasting companies. The present researcher interviewed the managers and visited the TV companies to confirm the current DTV adoption developments in all the TV companies. The findings were then served as a base for the researcher to choose CTV and CTS news departments as the cases of this study. This study adopts the systems approach to analyze the TV companies' adoption of DTV innovation facilities. The result indicates that FTV is now taking the leading position in DTV innovation adoption. TTV, CTV and FTV have all adopted automatic news editing systems for a couple of years. CTV's and CTS' news departments were implementing digital video cameras and digital editing machines, and as a result, they were chosen as the study cases of this research. The present researcher distributed questionnaires to and made in-depth interviews with the reporters of the two TV companies to study their social information processing. The result has proven the interviewees' social information processing of the issue of DTV is related to the DTV innovation diffusion in the two companies. In the communication networks of the news departments, an individual's social information concerning DTV innovation mainly came from the closest colleagues, whom are included in an individual's "ego network". The change agents and early adopters, both having the personalities as opinion leaders and/or information brokers in a communication network, were found to be the sources of the innovation information in the two media organizations. This study also reassures the DTV-related social information formed from the communication networks includes "overt statements about DTV", "cues directing attention to certain features of DTV", "cues directing attention to DTV-related needs", and "interpretation of DTV-related events". The four sorts of information would affect an individual's perceptions and evaluation of DTV, as well as his/her adoption patterns and inclinations, and so do an individual's differences.
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