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Vecta on
Interactive TV |
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Interactive Television
is the name given to a derivative of digital television
in which various additional facilities enhance the
traditional TV viewing experience. |
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| Definitions of
interactivity vary from the "point and
zap" remote operation of TV and PVR
controls, via audience voting and multi-choice
answers to quiz shows, to the fully "lean
forward" games console interaction that
affects the second-to-second viewing experience
within a virtual 3D environment. Core features of
Interactive TV include Video on Demand - either
for "pay as you go for one time access
to" movies and events coverage or for
"subscriptions for several hours access
to" a set of programmes, enhanced TV to
supplement the picture with multiple viewpoints
or picture streams and additional information,
innovative advertising with product placement
cues, Internet access for e-mail and general
access, and television-based shopping -
T-Commerce.
Today's
Interactive TV experience is limited by
technology, especially capacity limitations in
the return channel carrying data back to the
broadcaster. However this is being improved and,
in any case, innovative "Over The Top"
combinations of broadcast TV with broadband
Internet, games consoles and Set
Top Boxes - with or without related shopping
opportunities - may help reverse the declining
trend in TV audiences.
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| Interactive TV
has the potential to attract a new form of home
shopping audience in which catalogue and routine
grocery shopping are supplemented by news of new
products and special offers, especially with
product placement increasing shopping prompts.
The use of short promotional videos could allow a
wider range of goods to be sold than is possible
by catalogue or Internet PC. It has the potential
to allow TV to win back eyeball time lost over
recent years to games, Internet PC, and video and
also to regenerate advertising revenues but not,
perhaps, in the traditional form. |
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Our
Digital Commerce Experts Network is dedicated to
exploring the key issues related to developments in
digital commerce and entertainment. This involves
projecting the evolution of the competitive platforms -
games consoles, mobile handsets, PC, and TV, identifying
popular applications and understanding revenue models and
valuations. It also requires identifying issues related
to supplier and partner selection for commerce.
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Our
extended network ensures we have the expertise to help
you solve just about any business or technology problem.
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More info from: Marian.Thomson@vecta5.com |
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Vecta Consulting Limited, Mulberry House,
2 The Spinney,
Cottenham, CAMBRIDGE, CB24 8RN
Tel:
+44 (0) 1954 250222, Fax:
+44 (0) 1954 252333
© 2001-2010 Vecta Consulting Limited
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Vecta5
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