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Technology Stocks : IATV-ACTV Digital Convergence Software-HyperTV
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To: mike.com who started this subject5/3/2001 6:53:10 PM
From: art slott  Read Replies (1) of 13157
 
>>There’s also a boom in what’s called two-screen “enhanced” TV services which simultaneously deliver Web-based content with shows. In fact, the Web and TV initiatives like ABC’s “Who Wants to Be a Millionaire?” or “Monday Night Football,” sporting events on ESPN, or “CSI” on CBS are considered by some analysts to be at the forefront of the clickable TV movement.
“These are early attempts at merging the two environment of the Web and the TV,” says TS Kelly, director of media strategies at online measurement firm Nielsen//NetRatings. “Enhanced TV is great way to see what consumers want to do at the same time and what works and what doesn’t.”
Indeed, what consumers want and how many of them are already clicking are the big questions for the advertisers who are looking to sponsor interactive TV.
“A lot is being shoved down the pipe without a lot of thought of how it’s going to engage the customer,” says Russell Booth, interactive executive at Mediacom, a division of agency giant Grey Worldwide. “Not every consumer looking to scramble for the remote control and interrupt their experience.”
To be sure, much of the so-called interactivity is still pretty rudimentary. <<
msnbc.com
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