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Diffusion of iTV advertising in Malaysia: The industry players' perspectives


Sarif, Siti Mahfuzah and Abdul Mutalib, Ariffin and Mohd Rashid, Sabrina and Che Omar, Azizah (2013) Diffusion of iTV advertising in Malaysia: The industry players' perspectives. In: International Conference on Informatics and Creative Multimedia (ICICM), 4-6 Sept. 2013, Kuala Lumpur.

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Abstract

This paper reports on an ongoing initiative in proposing guidelines for iTV advertising, which leads to the implementation of t-commerce for iTV in Malaysia. While the infrastructures are ready for the innovation, this paper believes that it will get onto the track soon.Hence, the preparation for it should be commenced.In accordance, this paper discusses theories and concepts that support the innovation. On top of that, it details the findings of a series of interviews with entities that are directly involved with advertising practices. Based on the interviews, this paper deduces that even though Malaysians are not moving towards it yet, initiatives like carried out in this study are necessary to prepare Malaysia for the innovation.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: interactive television (iTV), iTV advertising, Diffusion of Innovation Theory, t-Commerce
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: School of Multimedia Technology & Communication
Depositing User: Dr. Siti Mahfuzah Sarif
Date Deposited: 10 Nov 2016 03:14
Last Modified: 10 Nov 2016 03:14
URI: http://repo.uum.edu.my/id/eprint/19118

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