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When mobile phones meet television ...: An FGI analysis of mobile broadcasting users in Korea

Early adopters’ use of a new medium projects how it will evolve over time. Considering that Korea’s mobile broadcasting service is the first of its kind in the world, audience reaction will have meaningful implications for numerous other convergent services to come. Not only are the industry and policy sides of the new medium important, but user feedback is also essential for formulating strategies and programming mobile broadcasting service providers. This study, therefore, explores the use and adoption of satellite DMB users based on focus group interviews.