My Goodness, Jermoluk (@Home CEO) must be talking about ACTV. Wait till the rest of the world finds out!
The television I look at differently. I [don't] believe in Web surfing on
TVs. I don't think people are interested in typing on keyboards and
leaning forward and trying to interact with their televisions. I believe in
one-button, one-click interactivity on the television set: See an ad, one
click, buy the product, or [with] one click, go to another. Or, say
you're watching CNN election news, and they start [announcing the
results from] Georgia. You can say, "I want to see [the results from]
California." You click a button and bring [them] up. It's interactive TV.
I almost hate to say that because five to 10 years ago, people had a
bad taste in their mouths [about interactive TV].
People have been talking about interactive TV for decades. But
it's here now. We're going to be able to do this. One-click interactivity.
People channel-surf today; it's nothing more than that. [Now] you'll
have a choice, and that's going to be killer, and [the whole thing will]
be funded by advertising.
Our best estimates are [that] in the year 2000, $288 billion will be
spent on television advertising. Today, the advertising [money] spent
on the Web [is about] $2 billion. During the next two years, how much
of that $288 billion do you think could shift into supporting interactive
TV? [That could be] a dramatic shift.
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