More dominant in their inactivity: consumer response and the adoption of digital TV in Australia

After much hesitation, discussion, and power brokering, Australia adopted digital TV for its Free-to air broadcasting on January 1, 2001. However, by December 2002, only a few thousand homes had adopted the technology. This paper examines the implementation and regulation of digital TV in Australia from the point of view of the ‘established base’ the new technology will replace, theories on diffusion and innovation of new technologies, and the Justification Model, which sees technology choice as social gambling. It then evaluates the various protectionist regulations and limitations imposed on the technology to safeguard the various stakeholders, the implementation strategies used, lack of digital content, marketing efforts, negative media coverage, and the economic realities of the technology, and argues that if consumers reject the technology altogether, it would lead to Australia missing the future applications of digital technology and the opportunity to address the issue of the ‘digital divide’ in the 21st century.

Digital TV in Australia and the USA: a cross-impact analysis of the adoption and diffusion of digital TV in Australia and the United States

The paper examines the adoption and diffusion of Digital Television (DTV) in Australia and the United States, identifying historical, technical, regulatory, marketing, and other commonalities and differences that appear to be most significant to its adoption, as both countries have experienced a 'sluggish' diffusion and adoption of DTV so far. Using library research and borrowing the cross-impact matrix method from futures research, the authors develop J J events related to the various influences and groups of stakeholders that had shaped the policy making and adoption of DTV. We then carry out a comparative analysis between the two countries to make evident their impacts, strengths, and directions of influence. The authors suggest that the implementation of DTV in these two developed countries appears to be nearly identical. Even though Australian and US broadcasting models are fundamentally different, the diffusion process for DTV is primarily affected by the nature of digital technology and globalisation, two trends that may be diminishing the import of the nation-state in the technology adoption process. The paper concludes that these broader economic and technical events may have greater import to DTV's successful diffusion than do traditional, cultural, and nationalistic factors suggested in earlier comparative broadcast studies.

The present and the future of digital TV in Australia

Australia adopted digital TV (DTV) on January 1, 2001 but due to slow adoption by end users, the deadline to discontinue the analog signal has so far been postponed twice. This paper examines the history and current status of DTV adoption in Australia with reference to theories of adoption and diffusion and the Justification Model of Technology and why end users
appear reluctant to adopt-in spite of affordable converters. End user opinions are examined on ‘why they do not adopt’ and ‘what may encourage them to adopt’, using public submissions to the 2005 parliamentary ‘Inquiry into the uptake of digital TV in Australia’. The paper advocates relevant media literacy programs to address the low public awareness of DTV and its benefits because its rejection may result in less affluent end users losing the chance to receive a range of convergent services in the future via the ubiquitous and affordable television.

Determining the professional sport broadcasting landscape : an Australian football club perspective

The professional sport broadcasting landscape has received much attention from an economic and legal perspective. While the economic and legal focus has been the predominant association with sport broadcasting, there has been little research undertaken into the breadth of delivery and significance of broadcast coverage. The aim of this paper was to identify the professional sport broadcasting landscape in Australia. The sport broadcast landscape was examined from the perspective of two professional football codes. In-depth interviewing of senior managers of 11 AFL, and 10 NRL clubs was undertaken with the resulting data analysed, coded and emergent themes identified. Three core themes emerged: identified as territory, distribution and profile. A further seven sub-themes specific to the outcomes associated within each category were also identified. Major findings highlight the territorial nature of the Australian professional football league market, identifying the way in which clubs are representative of particular regions. Issues associated with free-to-air delivery, brand recognition and core market attributes were also identified. Results are presented; implications for management and opportunities for future research are discussed.

Indonesian masculinities : images of men in Indonesian TV advertising

This article examines images of men in Indonesian popular culture, focussing on TV advertising in particular.  Extending previous feminist scholarship on gendered representations in the Indonesian media, this article suggests that on the surface, Indonesian TV commercials reinforce and streobrthen male dominance in Indonesian society, promoting the notion that a man's primary roles are public ones, and a woman's primary roles are domestic ones. However, this investigation also suggests that so-called 'domesticated' women are also represented as actors in the public sphere, in roles as earners and spenders. This observation correlates with the argument that from the late New Order period, in media representation - and in some small sections of society, even in practice - women and men in Indonesia were becoming increasingly more equal (Sen, 1994, 2002). But is the pendulum of gender relations now swinging the other way? By examining Indonesian popular culture from the perspective of what it reveals about men and masculinity, this paper argues that a significant number of TV commercials may point towards another emergent trend in contemporary Indonesian popular culture: the rise of misandry, which is defined as a negative or contemptuous attitude towards men, 'the sexist counterpart of misogyny' (Nathanson and Young 2001, ix).

Relationship marketing and pay TV: satisfaction, complaining behavior, service recovery, and repurchase

The aims of this research included demonstrating the detenninants of Pay TV subscriber satisfaction, and displaying the relationships between key aspects of relationship marketing, such as perceptions of value, satisfaction, customer complaint behavior and service recovery, and the intention to repurchase. A survey of 171 Australian respondents suggested that the perceived quality of the variety of the programs available and the perceived quality of the monthly program guide were major contributors to value, and that value was the main driver of overall satisfaction, which in tum was the main driver of the likelihood of disconnection from the Pay TV service. Those respondents who reported having a problem but not complaining directly about it were significantly more likely to have the intention to disconnect in the future, but they were not significantly different in tenns of their value perceptions or overall satisfaction.

Mediators of the relationship between maternal education and children's TV viewing

Background: Maternal education is consistently found to be inversely related to children’s television viewing and is associated with aspects of the family television environment. This study investigates whether family television environment mediates the relationship between maternal education and children’s television viewing.

Methods: Parents of 1484 children reported maternal education, time their child spends watching television, and 21 aspects of the family television environment (potential mediators) during 2002 and 2003. Separate regression analyses were conducted in 2006 for each potential mediator that met two initial conditions for mediation (associated with both maternal education and children’s television viewing (p<0.10)), to assess whether inclusion reduced the association between maternal education and children’s television viewing. Multivariable regression assessed the combined impact of all mediators.

Results: Twelve of 21 potential mediators met the initial conditions for mediation. Inclusion of each resulted in decreased β values (3.2% to 15.2%) for the association between maternal education and television viewing. Number and placement of televisions in the home appeared to have the greatest mediating effect, followed by frequency of eating dinner in front of the television with the child and rules about television viewing during mealtimes. Together, the 12 mediators accounted for more than one-third of the association between maternal education and children’s television viewing time.

Conclusions: This study suggests the strong inverse relationship between maternal education and children’s television viewing is partly mediated by aspects of the family television environment.

Neighborhood walkability and TV viewing time among Australian adults

Background
Built-environment attributes of a neighborhood are associated with participation in physical activity and may also influence time spent in sedentary behaviors. Associations of neighborhood walkability (based on dwelling density, street connectivity, land-use mix, and net retail area) and television viewing time were compared in a large, spatially-derived sample of Australian adults.

Methods
Neighborhood-level variables (walkability and socioeconomic status [SES]) were calculated in 154 Australian census collection districts using Geographic Information Systems. Individual-level variables (TV viewing time, time spent in leisure-time physical activity, height, weight, and sociodemographic variables) were collected from adults living in urban areas of Adelaide, Australia using a mail survey (N=2224) in 2003–2004. Multilevel linear regression analysis was conducted in 2006 separately for men and women to examine variations in TV viewing time across tertiles of walkability.

Results
Neighborhood walkability was negatively associated with TV viewing time in women, but not in men. After controlling for neighborhood SES, body mass index, physical activity, and sociodemographic variables, women living in medium- and high-walkable neighborhoods reported significantly less TV viewing time per day (14 minutes and 17 minutes, respectively) compared to those residing in low-walkable neighborhoods.

Conclusions
Built-environment attributes of neighborhoods that are related to physical activity also may play an important role in influencing sedentary behavior, particularly among women. Considering the effects of prolonged sedentary time on health risks, which are independent of physical activity, there is the need for further research to explore how environmental characteristics may contribute to the amount of time spent in sedentary behavior.

The impact of technology on the supply of sport broadcasting

The demand for sport content by broadcasting organizations has undergone a major redefinition in the last 15-20 years. Television has become predominantly a private good, subject to deregulation and technological revolution. The traditional approach to presenting sport content predominantly live and exclusive through one distribution channel has evolved considerably into one represented now by a multi-faceted, multi-organizational approach. This paper will introduce the two markets of sport and broadcasting through the supply network of broadcasting rights and sports programming, and how this network is affected by the emerging broadcasting technology that is appearing in the digital environment. The era of digital broadcasting creates a significant alteration to the supply of broadcasting content developed by professional sport leagues, competitions and events. A number of emerging distribution system components linked to the digital environment can be identified and associated with sport broadcasting, all of which are having a profound impact on the way sport is being presented now and into the future. The various distribution components are introduced and examined in terms of their impact on the professional sport broadcasting markets. Each distribution component is addressed from the perspective of the regulatory, marketing, and economic impacts on channel management that apply.

Associations of TV viewing and physical activity with the metabolic syndrome in Australian adults

Aims/hypothesis We analysed a sample of Australian adults to determine the strength of associations of TV viewing and participation in physical activity with the metabolic syndrome.

Methods This population-based cross-sectional study included 6,241 adults aged ge35 years who were free from diagnosed diabetes mellitus and self-reported ischaemic disease and were not taking lipid-lowering or antihypertensive drugs. The metabolic syndrome was defined according to the 1999 World Health Organization criteria. Participants self-reported TV viewing time and physical activity time for the previous week.

Results The adjusted odds ratio of having the metabolic syndrome was 2.07 (95% CI 1.49–2.88) in women and 1.48 (95% CI 0.95–2.31) in men who watched TV for >14 h per week compared with those who watched le7.0 h per week. Compared with those who were less active (<2.5 h per week), the odds ratio for the metabolic syndrome was 0.72 (95% CI 0.58–0.90) in men and 0.53 (95% CI 0.38–0.74) in women who were active (ge2.5 h per week). Longer TV viewing (>14 h per week) was associated with an increased risk of insulin resistance, obesity and dyslipidaemia in both men and women. A total physical activity time of ge2.5 h per week was associated with a reduced prevalence of both insulin resistance and dyslipidaemia in both sexes and reduced prevalence of both obesity and hypertension in women.

Conclusions/interpretation Increased TV viewing time was associated with an increased prevalence of the metabolic syndrome, while physical activity was associated with a reduced prevalence. Population strategies addressing the metabolic syndrome should focus on reducing sedentary behaviours such as TV viewing, as well as increasing physical activity.

TV interview

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