Interactive TV is not an attempt at technical convergence between a computer and a TV set, its a hybrid of Internet and television content.
Earlier we looked at the failure of Interactive TV back in the Dark Ages (1992!), but it doesn’t take a rocket scientist to see the writing on the wall (OK, maybe the screen!) when you digest the following:
Why make an interactive rock video…? Why not make an interactive commercial…? NIKE recently allowed online viewers to choose the ending of a TV commercial by viewing the initial content and voting on the Internet. This is truly interactive.
The concept of interactive TV is never more crystal clear than in the sports genre.
Imagine this:
There’s a lull in the action during the hockey game you’re watching on TV. A commercial is coming up. Suddenly, in the upper left-hand corner where the game’s score is usually displayed, you’re presented with a choice of four possible commercials to view during the break.
In this case, Toyota sponsors an interactive commercial by allowing the viewer to choose (via keyboard or remote control) which Toyota commercial they want to watch.
- F1 = Toyota Camry
F2 = Toyota Corolla
F3 = Toyota Tacoma Truck
F4 = Toyota Sienna Wagon
The advantages for the triad (viewer, broadcaster, and advertiser) are obvious. This interactive system is already in trials in the Boston market during Bruins games. It’s another good example of how advertisers have re-invaded the screens.
In another case, a gameshow is utilizing the Internet to allow viewers/surfers to participate in the contest. However, there is an interesting caveat: if the viewer decides to change channels during the game to check out what else is on, they lose their score and have to start over. Obviously this is an incentive to keep them tuned in. Imagine advertising using this model!
One need only look at the back of the new digital cable boxes to see the future of interactive television (and the Microsoft influence by the way). Both a phone RJ-11 phone connector and a data port are ready and waiting, not to mention a slot for a credit card, the reader for which is already pre-installed!