Mobile Digital Television In Taiwan: A Preliminary Review Of Ratings And Lead User Response
Authors: Hu Anne Wan-Ling 
Published: February 2016

<p class="MsoNormal" style="text-justify: inter-ideograph; text-align: justify; margin: 0in 35.65pt 0pt 0.5in; mso-para-margin-top: 0in; mso-para-margin-right: 2.97gd; mso-para-margin-bottom: .0001pt; mso-para-margin-left: 3.0gd;"><span style="font-family: Times New Roman;"><span style="color: black; font-size: 10pt;">This is the first study </span><span style="color: black; font-size: 10pt; mso-fareast-language: ZH-TW;">to explore viewing habits and content selection of </span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;">mobile digital TV lead users</span><span style="color: black; font-size: 10pt;"> who install </span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;">MDTV</span><span style="color: black; font-size: 10pt;"> in their vehicles</span><span style="color: black; font-size: 10pt; mso-fareast-language: ZH-TW;">.</span><span style="color: black; font-size: 10pt;"> The study was carried out in two stages. The first stage employed a questionnaire to ascertain the viewing habits and content selection </span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;">from 614 valid respondents</span><span style="color: black; font-size: 10pt; mso-fareast-language: ZH-TW;">, whereas t</span><span style="color: black; font-size: 10pt;">he second stage employed a follow-up phone interview to determine the viewer opinions of different channels and programs. The results</span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;"> </span><span style="color: black; font-size: 10pt;">indicated that MDTV viewers</span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;">,</span><span style="color: black; font-size: 10pt;"> as opposed to traditional </span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;">stationary </span><span style="color: black; font-size: 10pt;">TV viewers</span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;">,</span><span style="color: black; font-size: 10pt;"> preferred news channels</span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;"> and expected more traffic information, variety shows and music. They also</span><span style="color: black; font-size: 10pt;"> reported a significant lack of program choice.</span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;"> The inconvenience of switching channels while on the move hence contributed to the retained loyalty of </span><span style="color: black; font-size: 10pt; mso-fareast-language: ZH-TW;">MDTV</span><span style="color: black; font-size: 10pt;">. </span><span style="color: black; font-size: 10pt; mso-fareast-language: ZH-TW;">Above all, the </span><span style="color: black; font-size: 10pt;">popularity </span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;">of MDTV </span><span style="color: black; font-size: 10pt;">is growing, and has surpassed some older technologies such as</span><span style="color: black; font-size: 10pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;"> listening to radio or CDs, or watching DVDs as their favorite drive-time activity</span><span style="color: black; font-size: 10pt;">.</span></span><span style="color: black; font-size: 10pt; mso-fareast-font-family: '?? Pro'; mso-fareast-language: ZH-TW;"></span></p>