Interactive TV moves the point of purchase to the point of advertising.
This is an incredible improvement in the effectiveness of advertising. Such capabilities, he said, increase the value of advertising. Perlman noted that it is sometimes difficult to get consumers to respond to an ad in 30 seconds. On the other hand, WebTV will soon be offering its service on a system sold by Echostar that can store portions of a program and replay them, as well as give consumers the ability to skip commercials. Perlman said that the advantage of the new device is that it also stores information about the commercials and can even be used to download infomercials.