The beauty of enhanced TV. How interactive TV creates audience involvement in the Miss America Pageant

ABC Television and Initiative conducted research to quantify the impact of Enhanced TV (ETV), an interactive application employed during the primetime broadcast of Miss America on ABC Television, September 20th, 2003.

The Beauty of Enhanced TV

How Interactive TV Creates Audience Involvement in the Miss America Pageant

David ErnstInitiative Media, United States

Rachel Mueller-LustABC Television Network, United States

INTRODUCTION

Interactivity has the potential to alter the consumer media experience and in turn reshape how brands are marketed to consumers. The Internet, VCRs and DVD players all have been successful examples of interactive media devices, but so far only the Internet has the ability to reach large audiences with a 'two-way' interactive experience. And so, at the moment, the ability to interact with a television program is fairly limited, as...

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