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This information is important for advertisers and contributes to a broad understanding of the television experience, but by itself, it provides a rather superficial understanding of the subject.Academic research, especially in recent decades, has emphasized the potential social impacts of content on audiences: for example, whether television content reinforces racial and gender stereotypes.
Some are under the control of the user, not requiring content created specifically for them.
For example, DVRs are under users’ control and do not require separate content from program providers (except for the channel guide needed for scheduling what programs will be recorded), although some producers offer content specifically for DVRs.
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Scholars have shown much interest in the impact of the current generation of new television technologies such as high-definition television (HDTV), digital video recorders (DVRs), portable video viewers such as advanced mobile phones and MP-3 players, and digital cable TV systems that support video on demand (VOD) and interactive program guides.
Do they fundamentally affect how people access, watch, and are influenced by television?How does technology affect the behavior of viewers, where TV viewing occurs, and the content created?In turn, how do other factors in the broad TV viewing context influence what new media technologies are developed and which succeed or fail?The cycles of interactions among technology, behavior, and programs can continue over many years or decades.At the beginning of the process, few observers can anticipate the longer-term effects of technological change.Technology is one factor that can contribute to a more comprehensive assessment of television viewing.What role does technology, especially new media technologies, play in the television viewing process?People old enough to recall when television first entered their homes in the late 1940s or early 1950s can recount strange tales of viewers so mesmerized by this new technology that they watched test patterns broadcast before or after the regular programming day.When programs were on the air, not only did the family watch television as a group but, on any given evening, friends and seemingly half the neighborhood might drop by to watch the magic box. press accounts of television indicate that much viewing occurred in public places, including bars that wanted to attract customers and department stores that wanted to sell TVs to consumers.A third variation occurs when new technologies such as advanced digital cable systems provide platforms for the development of new services, such as VOD or interactive program guides.New media technologies may also be distinguished by who controls services and content.