Abstract

The introduction of new technological platforms that have made it possible to widen and diversify the range of audio-visual products and services offered and make access to them more flexible and personalised, has established the conditions for a new expansionary phase in the Italian audio-visual market. In regard to the introduction of digital terrestrial television (TTD), the article discusses several factors of significance to adoption of the new audio-visual technologies by families (and related economic models - colour TV, video recorders, parabolic antennas, etc.) and considers factors that can accelerate or restrain the diffusion of digital terrestrial television in Italy over the next ten years.