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other mobile TV usage and after two weeks of
usage, they were asked to give feedback on each
evaluated service by filling in a web questionnaire.
The focus of the study was on local TV content
as well as add-on interactive services (Figure
9). Altogether 10 pilot services were evaluated
(Kaasinen et al., 2009).
In the questionnaire the panelists first graded
eight qualities of the service based on TAMM
(Table 4.) on a scale “Agree, Somewhat agree,
Neither agree nor disagree, Somewhat disagree,
Disagree”. The questionnaire also included open
questions about problems in use, suggestions for
improvements as well as service-specific questions
planned together with the service providers.
The TAMM-based questionnaire facilitated
comparison of different services and identification
of the main user acceptance enablers and disablers
for different service types. At the end of the trial,
we used the same questionnaire to evaluate mobile
TV in general and the interactive services in
Figure 8. Typical mobile TV usage situation: having breakfast with the morning paper and Nokia N77
Figure 9. Some of the pilot add-on interactive services: From the left: Jukebox to order music, Radio
with interactive services, Teletext service
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