Online Sources as Alternative Media for Sporting Events’ Consumption in Algeria: Assessing Receivers’ Gratifications Using TAM & UGT Approaches

This research delves into the evolving landscape of sport media broadcasting in the MENA region, emphasizing the dynamics of sports program consumption in Algeria. It highlights the rising influence of Over-The-Top (OTT) technologies, particularly focusing on cost-effective IPTV services. The study aims to unravel the shifts in sports event consumption, employing the Technology Acceptance Model (TAM) alongside a mixed-methods approach surveying both technophile and technophobic individuals. This investigation seeks to uncover distinct consumption trends and underlying motivations driving media choices in these divergent groups. Key findings indicate a widening disparity in consumption patterns and preferred technological mediums between tech-savvy and tech-averse individuals. Moreover, it underscores the critical impact of socio-economic factors in escalating the adoption of affordable or free sports program mediation, whether through legitimate or illicit means. Additionally, the study sheds light on emerging sports program mediation forms, predicting future broadcaster adaptations to cater to the needs of the digitally connected new generation.

Other Information

Published in: Asian Journal of Sport History & Culture
License: http://creativecommons.org/licenses/by-nc-nd/4.0/
See article on publisher's website: https://dx.doi.org/10.1080/27690148.2024.2304318