From ‘Flow' to ‘Database': A Comparative Study of the Uses of Traditional and Internet Television in Estonia

Abstract

This chapter compares several basic statistical indicators of broadcast (traditional) television viewing and Internet protocol television (IPTV) use in Estonia and show how the structural difference between the two types of television results in different consumption models. The main conclusion is that the structure of the content to a large extent determines the uses of media. Flow-type media (broadcast television) appears to support routine and unconscious media use, while the use of database-like media (Internet television) could be characterised as being more purposeful and conscious. The study opens new perspectives on audience research and might be inspiring for further research and analyses focussing in detail on the use of IPTV.