This research involved a study of the diffusion of Interactive television in Ireland and the United Kingdom, in order to assess the current level of diffusion of Interactive Television services as well as analysing the potential links with Rogers's (1983) diffusion of innovations study. The research involved a series of semi-structured interviews with key individuals involved in Government, Communications Regulation and the Public Service Broadcaster in both countries. The interviews found that interactive features were not seen as the key driver for consumers moving to interactive digital television, but that they do improve the 'stickiness' of a channel. Choice and improved quality were the main reasons to move to the new technology. The interview results suggested that it was important to change the focus of the digital offering as it proceeds through the product life cycle to appeal to the relevant adoption group from the Rogers (1983) diffusion of innovation model.
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