This tutorial will consider developments in the area of set-top box technology and middleware that allows the deployment of interactive television in consumer homes. The successes and challenges of current U.S. trials will be frankly discussed. Using those experiences future outlooks for the technology will be shared. This panel will focus on the deployment status of interactive services by cable and DBS operators in the Unites States. Traditionally, advertising is a one-way medium, with consumers responding later, if at all, to the stimulus.
Interactive advertising offers two-way, real time communication.
Revenue from advertising is critical to the success of almost every business model for interactivity in television. This tutorial will consider strategies currently being rolled out by programmers and providers that enhance this critical revenue stream. In addition to revenue from advertisers, interactive advertising is a value added service for consumers. T-commerce opens new possibilities to revenue and profits. The number of consumers with computers in the home continues to rise.