Perception Levels as to the Diffusion of Digital TV Technology in Selected Areas in Cebu, Philippines

Jun-Jun A. Obiso

Abstract


The Federal Communication Commission (FCC) had urged that the television broadcasting industries worldwide must shift from the analog to digital TV technology. In consonance with this, the National Telecommunications Commission (NTC) mandated all the TV broadcasting companies in the Philippines to adopt in this digital TV transition by 2014. However, until now the terrestrial TV broadcasting is still analog. Hence, the study aims to determine the level of perceptions of the household members, broadcasters, TV suppliers, and NTC personnel as to cognizance of technology, adoption willingness, readiness of provision, and preparedness to the transition of digital TV technology. Also, this study compares the perceptions of the respondents as to the diffusion of the digital TV technology. The descriptive method is applied with the usage of the purposive random sampling. The research tools are the questionnaires given to the respective respondents. As for the statistical treatment of the data, the weighted mean and Kruskal-Wallis Test are used. It is found out that the different respondent groups had different levels of perceptions as to cognizance, willingness, readiness, and preparedness to the digital TV transition. The perception levels of the respondents as to the different facets as mentioned above are significantly different.  In general, there is a must for the diffusion of digital TV technology in selected areas in Cebu, Philippines. 


Keywords


terrestrial broadcasting, converter box, Technology Acceptance Model, Perceived Ease of Use (PEU), Perceived Usefulness (PU)

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References


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International Journal of Humanities and Social Sciences

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