A third variation occurs when new technologies such as advanced digital cable systems provide platforms for the development of new services, such as VOD or interactive program guides.
New media technologies may also be distinguished by who controls services and content.
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People old enough to recall when television first entered their homes in the late 1940s or early 1950s can recount strange tales of viewers so mesmerized by this new technology that they watched test patterns broadcast before or after the regular programming day.
When programs were on the air, not only did the family watch television as a group but, on any given evening, friends and seemingly half the neighborhood might drop by to watch the magic box. press accounts of television indicate that much viewing occurred in public places, including bars that wanted to attract customers and department stores that wanted to sell TVs to consumers.
Technology is one factor that can contribute to a more comprehensive assessment of television viewing.
What role does technology, especially new media technologies, play in the television viewing process?
The cycles of interactions among technology, behavior, and programs can continue over many years or decades.
At the beginning of the process, few observers can anticipate the longer-term effects of technological change.