Also, a PC screen has many more pixels per inch than a television and the images are much better defined. Unless you have eyes like a hawk, surfing the web from the comfort of the settee is very difficult. But interactive TV is more than just a stripped-out web. Interactive spaces with a different look have also been created. These so-called walled gardens are more a blend of teletext with accompanying TV pictures and music than websites.
Navigation is basic via a remote control.
This means that advertisers are finding new ways of getting their message across. If nobody is watching conventional TV and conventional adverts, brands are having to look at new ways of doing things. Carlton has already joined forces with Sainsbury to create Taste, an interactive food channel. We are still trying to keep things simple for the viewer and work out what they like and don't like. Still, there is a lot of confu sion in the market.