Understanding the adoption of digital terrestrial, cable-based, and satellite-based television to speed up the analogue switch-off in Indonesia

• Published in: Telematics and informatics 2021-09, Vol.62, p.101633, Article 101633
• Main Authors: Ariansyah, Kasmad, Yuniarti, Diah
• Format: Article
• Language: English
• Subjects: Analogue switch-off; Cable-based pay TV; Digital broadcasting; Digital terrestrial television; Satellite television; Satellite-based pay TV; Technology adoption; Television
• ISSN: 0736-5853; 1879-324X
• DOI: 10.1016/j.tele.2021.101633

•Family earnings level is a relevant predictor for the adoption of digital terrestrial television (DTT) as well as cable-based pay TV.•Educational attainment plays an important role in shaping the decision to adopt satellite-based pay TV.•The awareness of DTT has an essential role in predicting its adoption.•Online video subscription is able to differentiate adopters from non-adopters of DTT, cable-based pay TV, and satellite-based pay TV. This study attempts to provide policy recommendations to drive viewers’ adoption of the digital terrestrial television (DTT), cable-based pay TV, and satellite-based pay TV by understanding the factors underlying the decision of each adoption. Primary data were collected during September and October 2019 through face-to-face structured interviews, yielding 762 valid responses. By utilising the standard neoclassical utility maximization framework and binary logistic regressions, the results show that family income is a relevant predictor for the diffusion of DTT and cable-based pay TV, but not for the satellite-based. Instead, educational attainment plays an important role in explaining the adoption of satellite-based pay TV. Being an online video consumer is the only factor associated with the three services. Furthermore, this study reveals that awareness of DTT can stimulate its adoption. Meanwhile, the insignificant of television media use variables in the three models can be attributed to the absence of the relevant contents broadcasted on the television, indicating underutilisation of the television to communicate information about new innovation. These varied findings may indicate that each television service is in a diffusion phase that is different from one another. Finally, policy recommendations are proposed, highlighting the need for different approaches to drive each television service adoption.