Az új médiaszolgáltatások terjedése
Proliferation of new media services

Summary/Abstract: The paper points out that in developed countries the structure of media services has recently been significantly transformed. Interactive media play an ever-increasing role, primarily via broadband Internet connection. However, we can also expect an increase in digital and mobile television broadcasting and reception. Besides technical innovations, the transformation of user habits reflects a significant impact of changing business environment and altered regulatory conditions. In addition to earlier user attitudes, individually tailored proactive media usage is spreading. The author analyzes the proliferation of new services on the basis of Rogers’s diffusion theory. Her empirical research showed that in Hungary the innovators in adapting broadband technology can be readily distinguished from the rest. However, even this apparently homogeneous group of users is by no means uniform but consists of clearly distinguishable types, according to demograpical features and the characteristics of actual media-consumption.

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