The viewer can navigate program enhancement options with the use of arrow keys on the remote control. Echostar officials say that starting sometime this summer, subscribers to DISH Network will have access to several interactive TV channels via their systems. Echostar has announced partnerships with content providers Bloomberg and SimplyTV, but several others are in the works, says Doug McGary, manager of broadcast data services at Echostar. The interface for the new system is still in the design and test phase, but in other deployments of OpenTV technology by European satellite operators, such as SkyDigital in Britain and TPS in France, providers offer highly localized weather, entertainment, shopping and sports channels. The channels look similar to Web pages and include hyperlinks users can click on with a remote to navigate through various levels of content.
Pages also contain interactive advertising with links users can click for more product information.
Echostar officials said this would be the first phase of a multi-phased integration of interactive content into its programming. Traditional broadcasters are already unsure of how consumers will react to the new digital broadcast format, however. Even though HDTV is being broadcast in several major markets, they are unlikely to roll out digital interactive TV before digital TV itself has had a chance to sink in. Satellite TV providers, like DirecTV and DISH Network, are well positioned to more quickly implement new styles of content from the standpoints of consumer attitudes, business models and technology. From a business standpoint, satellite TV companies can more quickly implement interactive TV because they are more streamlined.