There will be a gradual transition over time. There will be more and more people creating and demanding interactive content. We re starting to see the viewing experiences coming together, integrating everything. Eventually, the difference between the two will be impossible to discern. Content can be customized from a user s perspective.
Broadcast is the ultimate push metaphor.
With interactive TV, there s some control over that. It brings a whole new array of options to interactive marketers. In regard to a viewer watching TV, it s very difficult to direct ads. A television spot goes out to everybody with the hope that some percentage of the audience will respond. Broadband gives a much more efficient and immediate response.