Enhancing value through new media and channels: The evolution of TV consumption and the Internet integration into the viewing experience

Abstract

The thesis wants to explore the evolution of consumption patterns for television viewers. The role of new media in this process is taken into consideration and an effective integration with the Internet is seen as a possible solution to increase the value for the audience. Media users’ behavior is analyzed accordingly to Uses and Gratifications Theory, which implies the existence of an audience who actively choose media based on its needs. The research moves gradually from a TV concept where the interactivity is limited to complementary services to a higher integration that culminates in social practices typical of online communities. Sky Italia customers are taking into exam as a premium audience for television, because of their high involvement in the product; their attitude towards Internet integration and towards its perceived relative importance, compared to other factors, is analyzed. The results show how the audience considers important the Internet to enhance the television experience, but do not show a significant interest for an integration that goes beyond a consumption facilitator role.