Opportunities and thresholds for advertising on interactive digital TV: a view from advertising professionals

This exploratory study investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium toward the introduction and use of IDTV as a marketing communication tool.
  

Opportunities and thresholds for advertising on interactive digital TV: a view from advertising professionals

Verolien Cauberghe and Patrick De Pelsmacker University of Antwerp (Belgium)

INTRODUCTION

The convergence of three industries – namely content (entertainment, publishing, advertising, etc.), telecommunications, and computing, made possible by digitalization, goes hand in hand with a divergence of new media devices (Negroponte 1995). Interactive Digital TV (IDTV) is the most visible result of this convergence; offering new opportunities, but also implicating new threats for broadcasters, marketers, and advertisers because the existing TV business model becomes unstable. Broadcasters face the threat that...

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