iDTV and the e-Revolution

Discusses iDTV (interactive digital television). Evidence (the Vanson Bourne /CSC research study) that it will soon become a major force.

iDTV and the erevolution

Andrew Ashton

Interactive digital television: new opportunity, or threat? While many companies remain cautious, consumer opinion suggests that reticence may prove costly. The rapid growth of digital TV is fuelling growing consumer interest in information, games and shopping services.

The balance of power is shifting away from the advertiser to the consumer. Advertisers have in the past been content to passively promote their products. However, in todays world customers buying behaviour is much more sophisticated and dynamic.

With access to an unprecedented level of product and market information, today's consumers are much more discerning about their...

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