ITV Worth Measuring?
iTV demand forecasting, trials and audience measurement
Robert J. BurgessMarketing Advocates Inc. and Maritza DiSciullo America Online Inc.
Introduction
It would appear that there is currently a fair amount of interests and attention being focused on the topic of 'how to measure the interactive television audience'. Often referred to as 'iTV', this new service is supposed to convert television from a passive medium to an interactive, content-rich device to use for everything from entertainment to home shopping and a service which consumers will pay a premium (over and above current cable...