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Factors Influencing the Adoption of Multimedia Cable Technology

The continuing convergence of communication technologies is prompting a reconceptualization of media channels and their content, involving traditional mass media and point-to-point communication content delivered via wired or wireless channels. One of the more widely touted multimedia video technologies involves the provision of several hundred voice, data, and video channels via an interactive coaxial cable system. The present study explores audience intentions to experiment with or adopt such a multimedia cable technology service.