Interactive TV
Interactive TV (ITV) has been a hitherto elusive dream of RBB proponents, but in 1998 things started to roll. This year exited with roughly 400,000 ITV users, with expectations for continued growth. Ever since it became clear that TV was becoming digital, it is considered a small marketing leap to offer a service in which viewers could talk back to the TV. At the heart of the marketing problem of ITV thus far has been the idea that TV would replace the PC in the home.
However, as various trials came and went, it became clear that the TV should not try to compete with the PC directly for Web surfing, email, and the like, but it should augment the broadcast TV viewing experience. Thus, ITV would address a different market than ...
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