A Strategic Perspective on the use of Interactive Television as a viable business channel

Please note this white paper was produced in 2001

Television has been a mass media channel for several decades all over the world. Recently, there has been a move from analogue television to digital television, a move fuelled by the convergence of several industries: technology, media, and telecommunications (TMT).
Interactive television (iTV) is an additional service to digital television offering viewers the chance to send information to as well as receive information from the broadcaster.
This White paper is a strategy document that investigates the interactive television industry in the UK and analyses the interactions and perceptions of two of the three key parties involved in this industry: consumers and advertisers, the third party being technology/service providers. The current consumer experience in using interactive TV is analysed to outline the future direction
companies must seek in order to grow this business channel in terms of sales volume and profit. The white paper is targeted mainly at advertisers, broadcasters, and service providers working in iTV. However, other companies, such as media agencies and technology start-ups will also find the white paper learning’s very useful.

This white paper is branded under Foviance’s previous name of The Usability Company.