This medium puts product placement at a whole new level, says Matela. Matela sees this as an advantage for people who enjoy hobbies and crafts. Rather than just viewing, it's like going to a class. The ability to integrate e-commerce with television stands to change the fundamental approach of television advertising. Both Namer and Tercek say that e-commerce in the television medium will be extremely important, and that advertisers are just beginning to talk about creating enhanced material for commercials or for inclusion in programs.
Some deals are in the discussion phases, but there's nothing definite anyone can talk about yet.
Looking at the numbers An interactive lid to Pandora's box is definitely opening. But the lid is opening slowly. The predictions are for 30 to 35 million homes in a few years. Namer's numbers are in line with the rest of the television-industry experts' predictions, which are that in about three to five years, interactive television will reach broad popular acceptance. Internet analysts, though, present slightly different figures.