Academic research into the adoption of Mobile TV services is still in its infancy. The literature suggests that there is no comprehensive theoretical framework for understanding the adoption of Mobile TV services, from an individual consumer's point of view. The purpose of this paper is to justify and propose a new theoretical framework as a foundation for better understanding and further analyzing the adoption of new mobile services for individual usage, with a focus on Mobile TV. We conducted an extensive review of the literature on ICT's adoption (including mobile services), Consumer Value models and the Uses and Gratifications' Theory and identified some gaps. Next, we carried out a qualitative study consisting on a series of personal interviews with selected key industry experts and focus groups with actual adopters and potential adopters of Mobile TV. Based on the literature review together with findings from the exploratory qualitative research, we present a new comprehensive value-centric framework that integrates the Uses and Gratifications theory for better understanding the adoption of Mobile TV services from a consumer point of view.

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