Changing user roles in ICT developments; the case of digital television

This paper focuses on the question: what active user roles concerning digital television can be distinguished and how can these be classified in a way they can be related to business models? It will look at the value chain for digital television and try to show where users are enabled to be more active and value adding. The paper will continue with an exploratory look at current interactive television practices. But since interactive television is still in its infancy, to look beyond what is happening in digital and interactive television at this moment, may provide useful insights.