The internet and interactive television

Can the internet rise to the challenge of interactive television or will it crumble under the onslaught ? A recent poll predicted that interactive TV and not the pc was likely to be the consumer's preference for home shopping.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands