That doesn't mean interactive TV is on hold. TV programmers and other interactive content producers aren't waiting for the elusive, futuristic gadgets any more. Instead, they're developing and testing clickable applications for the millions of American homes that now have access to some form of interactive TV or for the some 20 million households that have a PC in the same room as the television set. Some four to six million U.S. homes will be interacting with their TV sets via cable or satellite connections by the end of the year, industry researchers estimate. For example, NBC programs 400 hours a week of interactive programming and just expanded its multi-year deal between CNBC and Wink Communications, says Carla Sinatra, vice president of business development at NBC Digital Media.
More interactive programming is on the way.
The cable network Comedy Central is working on several interactive TV projects. We want to be on the cutting edge of this stuff. Enhanced TV is great way to see what consumers want to do at the same time and what works and what doesn't. Not every consumer looking to scramble for the remote control and interrupt their experience. To be sure, much of the so-called interactivity is still pretty rudimentary.