Getting an IPG. Hypothesis vs. reality

The purpose of this paper is twofold: explore the impact of an Interactive Program Guide (IPG) on TV tuning once an IPG is deployed in a home; and explore the use of IPGs, user feedback, advertising exposure, and click through rates, with user profiles.

Getting an IPG

Hypothesis vs. Reality

Fontana FitzwilsonTV Guide Networks, United States

Stan SeagrenNielsen Media Research, United States

PROGRAM CHOICE BACKGROUND

In 1971, Paul Klein of NBC postulated that the program choice made by the average viewer was...