#IJF14 #IJF14 / 30 april 2014 From couch potato to participatory, tech-savvy consumer: the transformation of TV and its viewers Federico Ferrazza Paolo Iammatteo Alberto Marinelli Monica Sardelli Federico Tarquini Francesca Traclò TV has changed. Digital has made it pervasive, multi-screen, on demand and participatory. The audience has changed. The couch potato has become a user of advanced technologies, who builds his schedule...