Media planning: Interactive media

 

Ian Johnson outlines the growth of game playing on interactive TV. He differentiates between hardened gamers who use Play-Station type games and those who play on iTV whom he defines as playing simpl ...

This article describes the developments that are taking place as interactive TV becomes a more significant advertising vehicle. Several short case studies are described to illustrate how different ty ...

As new digital TV technologies change the expenence of watching TV from something that is largely passive to something offering interactive capability, viewers will find many new uses for their TV. Fo ...

WorldGate is the leading provider if interactive TV (ITV) solutions to the cable television industty. The company has built a strong reputation within the marketplace as a pioneering provider if ITV t ...

The interactive television guide is becoming an inherent component of the television viewing experience, and with it a new advertising platform emerges. This paper butlines the methodology and results ...

A new digital infrastructure is about to touch nearly every form of media and reshape all forms of human communication. This sets the stage for dramatic changes that are only beginning to have an impa ...

Direct response television is mostly incompetent at generating response. The rules for doing so are simple (eight are listed), but traditional agencies tend to ignore them. Creative teams dislike havi ...

This paper considers the future of interactive advertising (IA). While some suggest that IA is the wave of the future, others suggest that in five years IA will be mainstream marketing and will no lon ...

Argues that direct marketing specialists rather than above-the-line agencies, are best placed to exploit interactive TV. The separation between DM and brand advertising will disappear in the interacti ...

Saatchi & Saatchi's Digital Panel research reveals current consumer attitudes to interactive TV, and how usage varies between age groups. Children are leading the way in adopting and learning to use i ...

Argues that interactive TV offers a more rounded view of customers than any single marketer can achieve. Good targeting is not enough to ensure customers' willingness to engage with the marketer's mes ...

`Brandcasting' means using television-style content to drive desired consumer and customer responses. In contrast to traditional commercial broadcasting, the brand owner controls the channel content. ...

In order to play its full role, ITV will need to ensure that it gets its content right. For smaller television players content is also important, but they are looking to reach smaller target groups o ...

Tom Rayfield explores the opportunities provided by Sky TV's interactive services, using Open, the UK's first national provider of digital interactive TV. He finds that the ordering process for goods ...

Channel branding is a challenge for interactive TV. To be effective, this needs to reflect the channel's offering and separate itself from the competition with a distinctive, relevant on-air personali ...

Communications technologies and media are converging. NTL chairman and CEO of NTL (the former R&D division of the UK's public regulator of non-BBC television, now one of the UK's three main cable oper ...

Discusses the state of US Internet and interactive media in 1999, and predictions for the future.

Discusses interactive advertising, likely to grow with digital TV. Plans for introducing it and possible timescales: the value of interactive advertising to viewers: how it will be measured and costed ...

The current state of development and marketing of digital broadcasting services in UK. Possibilities for interactive TV.

An overview of the prospects for digital TV. Discusses: first steps; regulators; the market; infrastructure; consumers; and whether and how TV consumption habits will change. The difficulty of forecas ...

Digital delivery of TV and other digitally-delivered services is about to begin in the United Kingdom. Data gathered by the futura.com panel which was set up in 1996 indicate that consumer interest an ...

Discusses the new experiment to supply multichannel television by digital terrestrial transmission (DTT). Current proposals and the situation are explained. The author finds the idea controversial and ...

The paper describes people meter systems that are used for measuring television ratings and looks at the alternative measurement systems that are given by new media. The Internet is very much in the p ...

Describes the present situation and future prospects of digital, interactive media. Charts show the world-wide Internet growth from 1991 to 1996. The early problems of the Internet are described, and ...

Describes tactical advertising for the premium savings rates of the Bradford & Bingley Building Society during 1985. Tactical use of TV (humorous 'Early Closing' campaign), plus continuing press (news ...

The purpose of this paper is to look at how and why people watch television to provide a realistic basis for thinking about the future of the projected interactive television environment. The study be ...

The most powerful communication tool known to man is about to make a leap that few really understand. TV will, without doubt, be the leading interactive medium. This article suggests that the fate of ...

How new technology, especially digital, will change television; current changes; implications for viewing behaviour, marketing and advertising.

Describes the history of independent television during the past 25 years. ITV is ten years older than Admap, and BBC television older still. It is argued that, since 1964, the two have combined to pro ...

Discusses the changes in independent television over the last 25 years. The author regrets the abandonment of the concept of service and quality and the excessive concentration on money-making and 'ac ...