As its name implies, the TV First project assigns pride of place to television rather than the Internet as the prime medium. It's an effective, accepted medium with almost 100 percent penetration. For most people it is part of the fabric of their emotional lives, unlike the Internet,'' says Van Donkersgoed. TV First aims to revolutionise the way we watch television, allowing us not only to choose what we want to see and when but also to one-stop shop for our leisure and information needs. The TV First prototype runs on Future TV technology, which works by hooking the television up to a set-top box connected to the Internet and video links.
Applications start by the click of a button on a remote control.
Van Donkersgoed believes that as the medium matures, the majority of consumer product manufacturers will seek to establish a television presence in much the same way as they have flocked to the Internet. Such a presence will likely take the form of sponsored programming, with advertising embedded deep in the application, he predicts. In addition service providers will likely use the medium as an alternative to call centres to answer consumer questions about their products, Van Donkersgoed believes. Users clicking on the PCM application will be able to select their evening's entertainment from an on-screen menu featuring cafes and bars, restaurants, cinemas, theatres and the like. Another click on the remote control overlays the video link with the restaurant's Internet home page, allowing users to review the dish of the day, available seating and to book.