The Internet and interactive television
Katherine ODonovan, Point4 consulting, analyses the potentially separate uses of iTV and the Internet
Can the Internet rise to the challenge of interactive television or will it crumble under the onslaught? Interactive television is potentially every advertisers dream to air an advertisement on TV and have viewers become customers instantly. The home shopping market has proved to be fairly lucrative, having been successfully exploited by QVC and the Home Shopping Channel.
Interactive TV (iTV) has the potential to be even more successful because viewers can buy instantly eliminating the need to pick...