Exploring the role of media uses and gratifications in multimedia cable adoption

Results reveal positive relationships between perceived motives associated with the use of both traditional television and emerging multimedia cable modalities, consistent with other work which negates the displacement function of online services over traditional mediated communication use.

Abstract

As new technologies prompt a convergence of content and delivery modalities, traditionally distinct media are now beginning to compete for audiences, program inputs and advertising dollars. The present study explores audience demand components for enhanced (multimedia) cable service in the context of uses and gratifications theory. Results reveal positive relationships between perceived motives associated with the use of both traditional television and emerging multimedia cable modalities. This finding is consistent with other work which negates the displacement function of online services over traditional mediated communication use.