This article examines recent changes in the media situation in Bulgaria, particularly in the field of television supply and consumption. It focuses on the problem of how changed social conditions have influenced the adoption of home satellite TV reception equipment. The growing pluralization of Bulgarian society and the increasing differentiation of personal information and entertainment needs are indicated as major prerequisites for the diffusion of the new communication medium. The results of an in-depth study of the motivation of early adopters are reported. An attempt at a typology of satellite television use patterns is made.
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