The end result of this is that viewers will be put in control of what and when they do what they want to do with their TVs for the first time in TV s history. And this will change how we think about and use TV forever. It s difficult to predict because things are changing quickly. Viewers like playing games, they shop and use enhanced TV in sports coverage. Half the viewers who have the choice choose to interact.
Advertising is likely to become more varied as it becomes more targeted.
It will carry more content. It will be less intrusive, more focused, integrated, consistent and offer the viewer a lot more because it will need to attract and hold attention. This is good news and it s a very different picture from the TV shopping channel picture often painted by IDTV pundits because of their emphasis of IDTV s DR strengths. In the UK, the carriers or platform providers are primarily driving this. I believe this is damaging IDTV s future.