Interactivity in television (and sustainability, thanks to virtualization) is a growing
phenomenon, driven especially by the implementation of the HbbTV (hybrid broadcast …

This research is focused on checking the theory about how the application of virtual reality
techniques in the audiovisual pieces alters the spectator level of implication with regard to …

This paper presents the main results of a study conducted in Portugal with the aim of
identifying the current trends of the television ecosystem, with special relevance to …

Advertising is changing the way to communicate with consumers. New forms of advertising
that are diversifying the types of Branded Entertainment are appearing. This type of …

In this paper, we discuss the push and pull dynamics of the introduction of interactive digital
television and the discrepancy between promised and actual practices as lived by the …

In this study, three arts programmes were analysed, each with an individual format and
specific function:(1) the arts diary which announces the cultural events in Belgium during the …

The effect of interactivity, content and type of instructions on emotions and enjoyment in
audiovisual fictions was observed in order to obtain data on interactive entertainment 310 …

Social media has become a relevant content dissemination channel in recent years. Each
user has the capacity to potentially reach others, and in this way, social media challenges …

This exploratory study investigates the knowledge, perceptions, and intentions of advertising
professionals in Belgium toward the introduction and use of IDTV as a marketing …

Traditional TV was based on a time-dependent and passive paradigm of use: the availability
of audiovisual contents was pre-defined by a rigid scheduling, and user's role was to choose …