ITV: Trends In Usage And Attitudes
David C. Tice Knowledge Networks/SRI
Introduction
At a time when television stakeholders are trying to prepare for an uncertain future in which technologies may drastically change TV commercial viewing, interactive TV (iTV) can be seen as an enemy (some claim it will reduce traditional ad spending[1] or a rescuer (a way to reach consumers with innovative, 'PVR-proof' marketing.[2]
But, as the word interactive implies, the opportunities will only be as effective as viewers allow them to be. For the most part, iTV features are optional consumers can...