The Interactive Telemedia Index: An Internet/ITV Impact Model
Craig Gugel
The ITI measures the entire interactive electronic networked media environment which encompasses four principal market areas: content, customer premises equipment, transport, and public policy. The ITI was developed to assist practitioners in determining the viability of Internet and ITV services as potentially prominent commercial media. As 1997 progresses all signs point to accelerating growth in the interactive telemedia arena.
A question of paramount importance to many employed in the advertising and marketing professions is 'When?' When will the Internet begin to contribute significantly to our sales goals? When will interactive...