Past, future and change.
Contemporary analysis of evolving media scapes.

Title chapter: From Eyeballs to Click-through: The Role of the User/Consumer as Actor in the Television Value Network as TV Makes the Transition to a Digital, Connected Era
Author: Iris Jennes
Keywords: digital television, audience, users/consumers, digitalisation, television value chain
Abstract: This chapter aims to highlight some of the central concepts and theories used to describe the changing role of users/consumers as actors in the television value chain, as TV makes the transition to a digital, connected era. The present study is part of a longer-term PhD project that examines the changing role of the audience in the television value network, as television enters the digital and connected era in Flanders. Particular consideration is given to how the role of the user is changing in relation to the affordances digital/connected television offers.
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