Technology fluidity and on-demand webcasting adoption

The Internet, a truly “on-demand” medium and not bound by geographic location, is a natural sphere for local broadcasters to obtain further branding advantages and additional advertising revenues by providing entertainment, infotainment and shopping services. This scenario could become a reality, provided that the broadband technology allowing for instant and smooth streaming video broadcasting over the Internet is made economically and technically viable for most Internet users. For those individuals who value the “anytime anywhere” on-demand viewing experience, watching webcasts with the use of a PC or a mobile hand-held device (e.g., a video I-pod) is a rapidly emerging trend.This study proposes to assess the market potential for webcast program offerings as an ancillary interactive service from a local broadcaster. In particular, it evaluates audience interest in adopting webcasting services as a fluid Internet communication technology and the potential factors determining such audience interest. Findings suggest that the Internet users who are most interested in adopting webcast viewing also have the tendencies to: (1) capitalize on the fluid nature of the Internet, (2) seek to satisfy their affective gratification expectations, (3) substitute radio listening with online-radio access, and (4) stay online for a longer duration of time each visit.