Unveiling the determinants of audience knowledge of digital terrestrial television (DTT): empirical evidence from Indonesia

Diffusion of innovation theory considers the knowledge of innovation as the essential stage of the innovation-adoption decision. Thus, it is necessary to obtain information about the public knowledge of innovation and unveil its determinants. This study examines the relevant predictors of audience DTT knowledge in Indonesia. We analyze a large sample of respondents disaggregated by basic socioeconomic characteristics to provide a more detailed insight concerning audience DTT knowledge. The statistical summary shows that most respondents had limited familiarity with DTT. In addition, the econometric results indicate that audience gender, age, education, monthly household income, online video subscription, and participation in the DTT campaign are relevant predictors of DTT knowledge. Moreover, the results suggest other significant variables to raise DTT knowledge among subsamples of females (Talkshow and Direct-to-home TV) and those at the lower level of education (Sports and Direct-to-home TV) and income (Sports and Talkshow).