| One of the most important innovations in communication technology in the last decade is digitalization. The trend toward digitalization is no exception in the area of cable telecommunications. Since the late 1990s, cable companies have been offering an upgraded digital distribution system featuring interactivity. The present study addresses the adoption process of digital cable, use patterns of the multifaceted elements of the service, and its impacts on subscribers' viewing behaviors. For this purpose, data were obtained from a telephone survey of 365 digital cable subscribers in a medium-sized midwestern community.;The first purpose of this study was to explore characteristics of digital cable subscribers by examining adoptive innovativeness and its relations to demographics, perceptions, motivations, and premium channel subscribership. Results indicated that demographic factors were important in predicting how early the current analog subscribers upgrade to digital cable. In particular, income was found to be the strongest predictor in digital cable adoption.;The second purpose was to examine the use patterns of the interactive programming guide (IPG), the most unique application of digital cable, which will eventually be an essential tool for navigating the plethora of television channels in the future. Results showed that perceived guide utility and premium channel subscribership were positively related to IPG use while age and perceived guide complexity were negatively related to the use of IPG.;The final objective of this study was to explore impacts of digital cable on subscribers' amount of television viewing, satisfaction with the service, diversification of program types, channel repertoire, and consumption of competing media. The study found strong evidence that digital cable has influenced users' viewing behaviors. Results revealed that digital cable features, especially IPG, enabled users to watch television more, increase satisfaction with digital cable, enrich use of program types, and have larger channel repertoires. It was also found that "near-video-on-demand" provided by digital cable could be competitive with video rentals.;The major findings of the study suggest that: (1) the IPG could be considered as a "revolutionary device" or "discontinuous innovation" in the hierarchy of cable technologies; (2) the IPG has the potential to be a TV portal for expanded television programming choices and t (television)-commerce. |
