is frustrating to end users and service providers alike. What is more, there is an emerging paradigm in the technology industry of multiple 'low profile' terminals for interactive services. This could turn investment and attention away from both the PC and the television. What links these issues is the importance of the end users as active players in the innovation-diffusion process. It was end- and intermediate-users adopting the Internet and Web that attracted interactive television developers, and it is these users who are now directly involved in the innovation process. This paper uses social learning as an analytic framework of socio-technical change that includes an integration of end users in the innovation and diffusion process. Social learning goes beyond the development and diffusion of technology and content to include the creation of new knowledge, regulations, expectations, institutions and cultural norms. In particular it focuses on the role of users in innovation, including the development of user knowledge and
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