New digital media forms have broaden new business opportunities. Internet Protocol Television (IPTV) has emerged as a major contender, from these new digital media options. Agricultural and food industries are especially excited and looking forward to employing IPTV as they see it as a viable means in promoting their markets. This study examines whether the effects of media attributes and motivations affect cognitive necessity and usefulness on viewers. 254 observations of survey were collected from members of an agriculture-related web-site which shows how media attributes can impact the cognitive necessity of viewers and how motivational factors of use can influence cognitive usefulness of those viewers. From these results, IPTV service providers can obtain insight on their future programs and the proper use of their application.