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This paper presents a consumption model of the DiTV in the context of intercultural Brazil-Spain from the validation of three dimensions: the value for the customer, analyzed from a marketing approach and having the culture as a symbolic dimension; the role played by the media in the society and the consumption in the pre-purchase. Hoping to understand better how the consumer behaves and how the media can influence this behavior, this study proposes to establish theoretical bases to he developed model starting from a content analysis to the referential exposed. The paper ends with a discussion for a future creation of a scale to be measured and analyzed throughout the Structural Equation Modeling, from which an audiovisual interactive programming can be created when it considers the consumers’ expectations

DiTV; value to customers; consumption; Media; Structural Equation Modeling.