iTV: trends in usage and attitudes

There is much current discussion of iTV finally reaching a critical mass. However, these discussions tend to lack context – how rapidly are interactive TV (iTV) applications being rolled out? How are nascent iTV applications capturing the attention of consumers and meeting their needs? The following paper – based on a series of large-sample ownership surveys and smaller-sample recontact studies – helps fill that void through detailed information on the availability, use of, and interest in, iTV applications in U.S.

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...

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