Already well under way, the first wave will center on the retail distribution of set-top NetTVs. Whether this phase is successful depends heavily on the cable industry's ability to execute on the tremendous infrastructure advantage it has established. Projected to last from 2004 to 2010, the third wave will commence when the standards for interactivity have settled down and a consistent hardware specification can be provided. While a confluence of factors are making the establishment of interactive TV services more viable in the United States from now until 2010, there still exists a number of key hurdles to overcome. Existing viewing habits.
TV is by nature a passive experience.
A great many viewers enjoy the ability to sit back, view, and become wholly engrossed in the program they are viewing. The furthest thing from their minds is the idea of becoming actively involved in the program and breaking away from their peaceful, serene existences. So far, these shows have enjoyed high ratings, but novelty is still drawing curious viewers. Once the genre is more mainstream, viewing levels may fall back to normal. Nonetheless, the bar on interactivity is being raised.