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

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 gratiÆcations theory. Results reveal positive relation- ships between perceived motives associated with the use of both traditional television and emerging multimedia cable modalities. This Ænding is consistent with other work which ne- gates the displacement function of online services over traditional mediated communication use. ” 1999 Elsevier Science Ltd. All rights reserved.