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instantly updated media such as the Internet and popular TV programmes of science and technology. 4. Conclusions Despite the inevitable methodological challenges,
In reaction to these concerns Dr. Würzel (a researcher on nano therapies) argues on the ZDF TV news show that successes have outweighed the fatalities:
public broadcasting (both TV and radio; e-mails and others yet to be created alongside the conventional
in the display and large-screen TV segment, in the last decade, there have been some major market launches of such new technologies as liquid crystal display, plasma display panel, surface-conduction electron-emitter display, organic
New applications and consumption opportunities have become ever more widespread Internet, digital camera and camera phones, pay-TV, sport events, home cinema and film (video) on demand, game consoles,
in order to deepen the investigation of state uncertainty (e g. evolution of demand for new Internet-based services on TV),
Two empirical case studies on future TV experiences for/by users Katrien De Moor a b, 1,,
Innovation Foresight User involvement User practices Future TV experiences Interaction A b s T R A c T This paper discusses the need for a shift towards more Foresight-based inclusive innovation processes
This paper discusses two empirical studies that closely involved users in the exploration, imagination and creation of future TV experiences.
Study 1 aimed to identify users'specific (future) needs and possible Lead User ideas concerning digital TV (DTV) in Flanders through an online survey (N=11.802 digital TV users.
which focused on‘Future TV experiences, 'consisted of a multi-method research approach in three phases,
imagination and creation of (future) TV experiences are presented in Section 3. Study 1 focused on the identification of unfulfilled needs and possible Lead User ideas related to interactive digital TV;
Study 2 investigated‘Future TV experiences'.'A multi-method approach was used to stimulate users'imaginative potential.
We now zoom in on two empirical studies in which current users have been involved closely in the exploration, imagination and creation of (future) TV experiences.
a‘Lead User'approach for digital TV Study 1 aims to identify users'specific (future) needs concerning interactive digital TV in Flanders.
Previous research on this topic has shown that there is a large gap between the adoption of digital TV and the actual use of its interactive features and applications, i e.,
and behaviour and to identify users'specific (future) needs concerning digital TV. A large group of 46.000 Flemish DTV-users as key stakeholders were invited to fill in the survey by email.
In crowdsourcing on the other hand, an unsolved problem or question in this case what are (future) needs concerning digital TV is submitted to a large‘crowd'of users, drawing on knowledge that is available in the crowd.
or do things with digital TV which were not possible at the time of the study (the questions can be found in the appendix).
In a next research phase, these potential Lead User-ideas were evaluated by a group of 15 Flemish experts in the field of digital TV (consisting of content managers and innovation managers from Flemish broadcasters
and digital TV providers, representatives from digital TV hardware companies and independent digital TV consultants.
'degree of newness/innovativeness and degree to which some players in the digital TV business were already working on the idea at hand.
Most of these‘needs'were already possible with other digital TV-providers or contained straightforward suggestions.
/Futures 59 (2014) 39 49 42 survey was taken (end 2009) in percentage of Flemish digital TV-viewers.
or more of the digital TV-viewers and is also at a more advanced stage of development.
They even consider it to have the lowest actual market potential for digital TV-users.
future TV experiences Study 2 was set up in collaboration with a‘Philips Consumer Lifestyle'group2 and explicitly focused on‘Future connected TV experiences'.
'Current and prospective users (i e.,, TV viewers) were involved actively. Television is one of the most widely adopted and domesticated media,
which occupies an important place in people's media use and leisure activities. The starting point for this study was the observation that this very popular medium has been the subject of rapid technological evolution over the last few years.
, immersive 3d TV experiences), ubiquitous TV experiences via mobile devices, advanced possibilities for on demand viewing, etc.
Another crucial evolution concerns the growing convergence of TV and the Internet and the introduction of new hardware systems and services.
which tries to combine the best of TV with the best of the internet (such as e g.,
This technical perspective however does not take the evolution of TV as a medium from the user's perspective into account
From previous research we know that TV is seen still as an accessible and relatively simple to use medium.
and on how the TV of the future should address these evolving practices in order to stay close to the users.
In this study, we therefore involved different types of users in an inclusive process to reflect on possible, probable and/or preferable‘TV experiences of the future (initial time horizon:
3. 2. 1. 1. Phase 1. In the first phase, literature and trend reports concerning current TV watching patterns,
In the first, exploratory phase, both primary and secondary data sources were used to scan the TV industry
and to identify the main competitors of Philips'Net TV platform. In this respect, platforms such as Hulu, Netflix, internet TV Samsung, Googletv and Appletv were evaluated in terms of collaboration with other players (e g.
content providers), hardware development, distinguishing characteristics, business models, etc. Additionally, different experts were consulted and asked for their expectations concerning the future of TV and their vision on the future TV user and TV SET of the future.
Among the experts were people representing stakeholders from different perspectives (from a commercial broadcaster, regulatory institute, large multimedia retailing company, online social platform, university and big telecommunication player in Flanders.
analogue cable TV viewers (S1 in Fig. 2), digital cable TV viewers (S2 in Fig. 2) and internet and connected TV viewers (S3 in Fig
imagine and create‘future TV experience'-scenarios. The probe consisted of seven small assignments/questions, one for each day in a week.
Day 2 of the probe focused on scent-TV and included a DVD with video sequences
Day 3 focused on holographic TV. Participants were asked to select adjectives from a list and to match them with pictures of different locations in
On day 4, the focus was explicitly on the combination TV Internet: participants were asked to indicate where they would want to watch TV
and have internet access in the future by pasting green and red stickers on pictures of different contexts-of-use (see Fig. 1 on the left).
participants were asked to cut out programmes from a TV programme guide and to paste them on paper planes
On day 6, a row of drawings on TV control by gestures was used to elicit 3 For the analogue viewers,
With respect to the digital Internet TV viewers finally, 4 positive and 2 negative users were involved in the cultural probing.
On the 7th and last day, the participants sent a postcard to the future describing their ideal future TV experience
and context. 3. 2. 2. Results 3. 2. 2. 1. Phase 1. The main aspects and trends mentioned by the experts in phase 1 in their vision on future TV experiences
and TV SET of the future viewer, included the increasing convergence between TV, PC and the internet, the shift from 3-dimensional television (3d TV) to holographic TV and 4-dimensional television (4d TV), in
which even more immersive TV experiences will be created by adding additional sensory effects to television viewing and the TV SET of the future.
meaning that the same content will be accessed from different screens including TV, PC, smartphone, tablet, thus enabling increasingly mobile and ubiquitous TV experiences.
Portable devices such as smartphones and tablets are seen as‘companions'for the user representing not only an additional screen,
for sharing and exchanging media content through connected TV platforms, for convergence with social platforms and gaming.
a review of the literature on current television viewing practices and time spending patterns confirmed the observation that TV is still predominantly a lean back medium.
Drawbacks and thresholds related to the convergence of TV and the web mentioned by users and in the literature in this respect relate to e g.,
a positive persona who still watches analogue cable TV. The positive analogue persona (PP1) represents a heavy TV viewer who follows the linear broadcast scheme
and watches her favourite shows on a daily basis. PP1 is familiar with and has domesticated the features and affordances of traditional analogue TV (e g.,
Teletext, subtitling...For this persona, TV is a social companion and part of everyday life. This persona does threatened not feel by new technology at all,
and is interested Fig. 1. Examples the cultural probe tools (Day 4 and Day 6). K. De Moor et al./
Fig. 3. Example of positive persona Aline (PP1) who watches analogue cable TV. K. De Moor et al./
and functionalities of idtv and is considering to adopt digital TV. However, the adoption decision is being postponed because of the associated costs
The negative analogue persona (NP1) on the other hand is a light TV viewer, who does not make intensive use of the specific functionalities offered by analogue TV
and sees no added value at all in switching to digital TV. TV does not hold a central place in the life of this persona
and the daily activities of this persona are structured not by what is shown on TV. TV is merely a means to get informed
and to relax from time to time, especially with other family members. As a result, upgrading to digital TV is not something that NP1 is willing to spend (additional) money on.
The positive digital viewer (PP2) has domesticated idtv and is a heavy digital TV viewer who is perfectly aware of its affordances.
This persona makes full use of the EPG and the possibility to watch TV‘a la carte'.
'The PP2 records a lot of content matching personal interests on the digital recorder and watches it at a convenient time.
This persona is very familiar with the set-top-box and its possibilities and has a subscription to specific channels and/or Video on Demand services.
The negative digital viewer (NP2) has adopted digital TV but keeps watching TV in a traditional, linear way.
This persona is aware of the possibilities with regard to time shifting and on-demand viewing, but does not use them.
Instead, the NP2 follows the traditional broadcast schemes. Moreover, the NP2 is not willing to spend additional money
Moreover, this viewer is interested not in TV connected through the Internet. The positive digital Internet TV viewer (PP3) is very much into new technologies
and has a real innovator profile. New gadgets and ICT products are adopted immediately, price is not an issue.
The negative digital Internet TV viewer (NP3) finally, currently has a TV SET that is connected over the Internet,
The NP3 is still watching TV in a more traditional way. This persona has adopted but not yet domesticated the technology.
which was conducted in phase 3 helped the respondents to reflect on how they might engage with TV as a medium in the future
and simplicity should still be key in the development of future TV experiences. This was the case for all 6 personas, both the positive and the negative personas.
Whereas the negative analogue cable persona wants TV to be inconspicuous and fears the feeling of being observed,
Similar observations could be made for the digital cable TV viewers: the negative digital viewer persona is overwhelmed by the possibilities
For the internet and connected TV personas finally, the biggest difference that was found between the positive and negative persona was that the former is ready and eager to experience future TV now and that the latter emphasises the importance of gradual change
In general, 4-dimensional television features that enrich traditional TV watching with additional sensual experiences (e g.
future TV should be multi-screen, flexible and mobile according to the participants. Especially for TV connected to the internet, this multi-screen aspect was found to be of crucial importance.
The third key aspect in our personas'expectations and visualisations of future TV experiences referred to the social character of the medium:
even in the future, TV should remain a medium that offers and enables shared and co-experiences (as opposed to future TV a personalised and individual).
This idea of shared TV was evaluated not as very innovative, yet it was very important for the users.
The participants were more sceptical towards motion-controlled TV and holographic TV which were identified as trends in phase 1
. Although holograms are fascinating in a sense, several participants perceived them as intrusive and feared the feeling of being observed.
It was perceived as a nice feature in a Science fiction movie, but not for a daily viewing experience. 4. Implications
and conclusions In the two empirical studies presented in this paper, users as well as other relevant stakeholders were involved in an inclusive and future-oriented process,
and to empower them to reflect on possible and preferable future developments in the context of TV experiences.
and needs with regard to future TV experiences, implying that it is insufficient to only rely on expert users.
Proceedings of the 8th international interactive conference on Interactive TV & Video, ACM, Tampere, Finland,(2010), pp. 15 22.25 E. Von Hippel, The dominant role of users
) music recording and publishing, film production, broadcasting (radio and TV), computer games, publisshin (newspapers and books) and cultural spaces (museums and libraries)( see Figure 1). This looks actually like a heterogeneous bundle of activities, with very different historical roots.
and computer games) Culture and media industries (books, film, entertainment, TV, radio) Related industries and crafts (printing, musical instruments) Informal arts activities (amateur communities) Support
(2) Most people are engaged actively in participatory entertainment like interactive TV (3) More than 20%of all books are purchased in electronic form and not as printed copies Mobile media use Eight
(28) Cable TV and satellite TV network operators are the predominant distributors of video-on-demand over the internet (30) Content creation for educational purposes (e-learning) reaches a 20%share
which was a local content provider (Concentra) with a proper local TV news channel (TV Limburg) and
even in living lab research the focus is still primarily on a certain technology or new application (e g. mobile TV),
TV, radio and print media. Information about new developments and also societal happenings can be obtained, even in real time.
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