141 KB23 KB199420242002Gálik, Mihályštevilka:4letnik:9str. 67-74ISSN:1318-3222COBISSID:21742685URN:URN:NBN:SI:doc-5DMFVLOCenEvropski inštitut za komuniciranje in kulturoJavnost (Ljubljana)communicationdigital televisiondigitalna televizijadigitalne komunikacijedohodekgledalcikomuniciranjestoritvetelevisiontelevizijaValue added services on digital television platforms|This paper examines the acceptance and use of value added or interactive services by viewers on digital television (DTV) platforms. These services likethe electronic program guide, enhanced background information on programs,internet access, video-ondemand, near video-on-demand, walled garden services have certain business value. The hype formulated in the mid-1990s gave them a priority over the good old television broadcasting service as mainvalue drivers but due to viewersí unfavorable reaction to iTV the hype hadnot met expectations and incomes generated by value added services on different DTV platforms remained rather modest up till now. Nevertheless, the huge popularity and the high penetration of mobile phone use in Europe combined with special television show formats led to fast-growing uses of textmessaging recently as a new way of interacting with television. The success of SMS demonstrates that viewers will change their coach potato habit if there is some real trade-off, some consumer surplus to get, and if the way of interacting is really user friendly. Itís worth mentioning yet that text message revenues do already represent an important element of proceeds generated by many shows on the screenČlanek obravnava odziv na interaktivne storitve med gledalci digitalne televizije. Storitve, kot so elektronski programski vodniki, obsežnejše informacije o programih, dostop do interneta, video "on demand", "near video-on-demand" in "Walled Garden", imajo določeno podjetniško vrednost. Promocija sredi devetdesetih let je poudarjala njihove prednosti pred dobro staro televizijo, toda zaradi nenaklonjenosti gledalcev interaktivni televiziji promocija ni dosegla pričakovanih učinkov, dohodki, ki so jih prinesle nove storitve, pa so bili doslej dokaj skromni. Kljub temu pa velika razširjenost mobilnih telefonov v Evropi ter posebni televizijski showi spodbujajo uporabo tehnologije za pošiljanje besedil kot novega načina interakcije s televizijo. Uspeh SMS kaže, da gledalci spremenijo svoje navade,če s tem kaj pridobijo in če je način interakcije uporabniku prijazen. Dohodki, ki jih prinaša pošiljanje kratkih besedil (SMS), že predstavljajo pomemben del dohodkov, ki jih ustvarjajo televizijski showiTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaEvropski inštitut za komuniciranje in kulturo - EURICOM