To: Stoctrash who wrote (49686 ) 7/23/2000 12:47:59 PM From: John Rieman Respond to of 50808 Metadata......................................... allnetdevices.com July 21, 2000 Interactive television will significantly change the television business model and lower traditional advertising revenues but, overall, will lead to far more revenues, according to a new study by Forrester Research. Specifically, the study predicts that interactive television will drain $18 billion in ordinary TV advertising revenues, but it eventually will create $25 billion in new revenues from viewers who interact with their TVs. "Smarter TV devices like personal video recorders (PVRs) and interactive digital cable boxes will move viewers beyond the passive viewing experience, allowing them to watch TV on their own schedules, interact, and connect to on-screen services," said Josh Bernoff, principal analyst at Forrester Research. The study predicts that, by the end of 2000, 34 million U.S. households will use interactive program guides (IPGs), 5 million will interact with programs and commercials with interactive systems and 750,000 will record programming on PVRs like TiVo and Replay. By 2005, there will be 87 million IPG households, 65 million households that can interact with video, and 53 million PVR users, the study predicts. The study predicts that cable and satellite operators will build so-called walled gardens -- captive collections of commerce and ad-supported content -- for their viewers that will generate more than $3 billion in commerce by 2002. However, the study says that the true revenue potential of smarter television won't arrive until 2003, when it predicts networks and operators finally agree on standards for metadata -- information about programs and commercials embedded in video streams. Metadata will enable new consumer behavior such as user-customized video and layered commercials that invite viewers into ever-deeper interactions. Those new activities will generate new revenue streams, the study predicts. Specifically, by 2005 it will generate $7 billion in subscriptions, $17 billion in marketing fees and advertising, and $23 billion in commerce. "Rather than destroy traditional television, it will rejuvenate existing content and bring affluent viewers back to television," Bernoff said. "Smarter TV is good news for companies in the TV industry -- if they prepare for it now." said Bernoff.