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Title:
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THE DYNAMICS OF mTV: TOWARDS A THEORY FOR MOBILE TELEVISION |
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Author(s):
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Luís Miguel Pato |
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ISBN:
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978-972-8939-46-5 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Mobile Television, Expectancies, Satisfaction Levels, Consumers, Portugal, Media Theory |
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Type:
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Doctoral Paper |
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First Page:
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601 |
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Last Page:
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605 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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With people's successful adoption of mobile devices and the imminent change to Digital Terrestrial Television, the ransition of TV to emergent mobile scenarios (Mobile Television - mTV) is foreseeable as the application of a near future. In this emergent medium viewing patterns and behaviors are defined by time dimension, place and social context. It is within these specifications that mTV's possibilities of a personal mobile TV reality have a tremendous end-user impact. Therefore, our methodological approach is based on mTV's fundamental social theoretical assumptions, interviews with Portugal's basic players in the mTV market and a statistical evaluation of Portuguese's mTV's viewing motivations and consequent satisfaction levels. We will be base our theoretical framework on the media gratifications theoretical perspective through a laboratory session where we will apply questionnaires to three samples of mTV users/adopters in Portugal. Through this doctoral investigations perspective we believe, it is possible to apprehend mTV's usage and current reality in Portugal and foreseeable future. |
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