‘Does interactive television imply new uses? A Flemish case study’ (Part of this article is based on an IWT-supported research project “Flanders Interactive”) Wendy Van den Broeck Jo Pierson Caroline Pauwels Wendy.van.den.broeck@vub.ac.be jo.pierson@vub.ac.be caroline.pauwels@vub.ac.be Studies on Media, Information and Telecommunication (SMIT) Vrije Universiteit Brussel – Free University of Brussels Pleinlaan 2, 1050 Brussel Belgium Abstract The success of digital television will depend largely on the reactions of the final user. In this paper, we explore some of these reactions focussing on the test-introduction of digital television in Flanders (Belgium). Based on the findings of two digital interactive test-projects in Flanders, we will look more closely into three specific topics: (1) the domestication of television and its consequences for introducing digital interactive television, (2) the expected use of digital interactive television and how it will change existing viewing patterns and (3) the importance of content for digital interactive television. Keywords Introduction of idtv, case study, user-behaviour, user studies Introduction Digital television is starting to become a widespread phenomenon around the world. In some countries like the US, UK and Finland, a large part of the population has access to digital television. In other countries like Belgium, research- and test-projects are being implemented, in order to provide the population with digital television in the near future. Digital television implies a better image- and sound – quality, more choices but also some possible interactive applications. As with each “new” technology a successful introduction of digital TV will to a large extent depend on the reaction of the final user. In this context, it needs to be stressed that TV in Flanders has some specific characteristics. First of all, The Flemish viewer is used to an extended offer of available channels since the eighties, which amounts to 33 channels today. In this wide offer, people prefer the five local channels and there is a large demand for local content and specific genres, like news, good fiction and soaps. Furthermore, the quality of the channels broadcasted has a high reputation, especially as compared to the quality of offer in some other countries, be it on commercial or public broadcasters. In contrast to television in other countries, image and sound quality of the channels broadcasted is finally not experienced as a major problem. It implies that The Flemish viewer doesn’t need digital television to have a better quality of sound and image. Taking these specific features into account, it is clear that the introduction of digital television in Flanders will demand a specific market approach and a recognised added value for people to make the digital switchover. Another introductory remark concerns the specific policy option of the Flemish government. The Flemish government wants to use interactive television as a platform to get everybody online and to offer some specific government – based services. In Flanders, it is stated, the MHP - platform will be THE platform to access the information highway and to make Flemish people participate in the information society, and thus bridge the digital divide. For it is clear -as in other countries -, that the PC and access to the Internet is not widespread. The Flemish government therefore believes that digital interactive television can be the ideal entrance. In the view of all this, some questions need to be raised. 1) Is television indeed that “domesticated” to justify this policy objective? Will people effectively use idtv to get access to online services and will it work against threshold fear? …Or to put it differently: Does the fact that television is a domesticated technology indeed help some people to use their television set in order to explore new services and applications? 2) The second question concentrates on the effective use of interactive digital television: do the results of two Flemish test projects permit to say that viewing patterns change, and so yes, in to what extent and what form? 3) A third focus will be on the use of content, as content will be the final trigger to encourage people to adopt digital television technologies. Which services should be offered in order to