Due to advances in digital technology, the broadcasting media industry is transitioning from analog to digital, and telecommunications operators are on the verge of launching IPTV, a convergent broadcasting-telecommunications medium. While the legislation for IPTV has been delayed in Korea due to opposition from the existing broadcasting industry and regulatory conflicts with the government, telecommunications operators worldwide that have already commercialized IPTV are showing interest in the launch of IPTV in Korea, a global leader in high-speed internet. Although other media operators are also providing various types of interactive services, it has been pointed out that given the insufficient rate of digital conversion, strategies of "selection and concentration" of invested resources are needed while considering audience characteristics. This study derived implications to help operators preparing for IPTV develop a roadmap from the customer (audience) perspective when developing interactive services. To this end, we extended the Technology Acceptance Model (TAM), a model for the adoption of technologically innovative products, and analyzed the effects of factors such as individual characteristics, values, and quality on audience adoption choices for interactive services of IPTV as a convergent medium. While existing studies have been conducted from the audience perspective of traditional broadcasting media, the contribution of this paper lies in its focus on the interactive services of IPTV as a digital broadcasting-telecommunications convergent medium, providing a theoretical basis for operators preparing for launch to consider customer (audience) characteristics, values, and quality standards in selecting interactive services. In this study, it was found that the individual characteristic variables of self-confidence and innovativeness had significant effects on perceived ease of use; individual social values of subjective norms and economic benefits had significant effects on perceived usefulness; and individual media quality criteria of reliability and responsiveness had significant effects on usage intention. Through these findings, the researchers present implications for operators, including segmented target approaches by service type, differentiation of service quality, and customer communication strategies.