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Strategies & Market Trends : The New Economy and its Winners

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To: Bill Harmond who started this subject	7/24/2000 4:17:21 PM
From: art slott	Read Replies (2) of 57684

25% Liberty Media owned Iatv owns the killer app. for inteactive televison. Actv's(iatv) DIGITAL ADCO HIGHLIGHTED IN FORRESTER "SMARTER TV" REPORT: This is pulled from the Forrester Report on interactive TV, called "Smarter TV": Smarter TV will generate data never before seen in TV --reams of information about what each household watched,what viewers clicked on,and what they bought. Advertisers target individuals by household, not by content. With services like ACTV’s Digital ADCO, cable operators can fill their “local avail ” commercial slots with ads targeted at specific viewers.The result --car buyers will see car ads and stay-at-home parents will get soap commercials, no matter what they ’re watching. These commercials could make local cable ads far more attractive and decrease the importance of content as a targeting proxy. Demographically targeted networks like Discovery and HGTV will respond by demanding a cut of interactive video revenues from any commercials run by operators during their content.

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