This study examines the potential of PCTV (watching television on your PC) among
consumers. An intercept field study that included product demonstration with a
convenience sample of US adults was conducted (N = 309). Expectancy-value
theory was used to measure respondents’ interest in PCTV. While a majority
had heard of the product, expectations of what PCTV could provide remained low and
as a result, value and subsequent interest was low. As terrestrial broadcasting,
cable, telephone, internet companies and other programming providers explore the
potential market for PCTV and promote that market, the possibility exists that value
related to PCTV could be developed. In other words, PCTV remains an open field
waiting for leadership to manifest its diffusion.