So I'm more than a little surprised to discover a simple and effective interactive TV system that, with little fanfare, has just become available nationwide. Wink doesn't do much, at least not yet, and some purists might argue the service isn't truly interactive. But Wink is very easy and inexpensive for cable or satellite operators to offer, and is free to consumers. What's inside the window depends on the program. Commercials, too, can be Wink-enabled.
Viewers can request a coupon or brochure, and in some cases even buy the product.
Manufacturers license that software to include in cable boxes or satellite receivers. These boxes are sophisticated enough that no extra hardware is required to support Wink, so added costs are minimal. The cable industry, however, is notoriously slow in upgrading its equipment. After several years, Wink Communications has only gotten 400,000 Wink-enabled cable boxes into homes in the United States. Both have committed to Wink, though Wink-enabled Dish Network receivers won't be available until next year.