Interactive Tv

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Interactive Tv

Abstract
The Web and the Internet are the latest technologies to
be harnessed by companies trying to develop interactive
television. This paper reviews the efforts of technology
companies and broadcasters to combine television and
the Web in their products and activities, and how users
are already using them both at home. It reviews some
research on the way that TV and the PC/Internet are used
at home, and suggests some way that the Web could be
integrated with television use. Unlike earlier interactive
television projects, where the innovation was largely
conducted behind closed doors and among consortia of
companies, the innovation environment in which
Web-based interactive television is being developed
includes a huge number of existing users, technology
and content suppliers who play an active role the
innovation process. The concept of social learning is
suggested as a area of development of tools for
understand the process of technical, social and cultural
change around innovation of this sort. In particular the
idea of poles of attraction is introduced to understand
why a huge numbers of supply side players and users are
orienting towards the Internet as a possible solution to
interactive television.
1. Introduction
Of all the visions of the future of television (note 1), interactive
television (i-TV) is perhaps the most radical and powerful. In
this vision the ubiquitous television set will change from being a
device to watch television shows or films into a home terminal
for access to and interaction with networked interactive
technology, programmes and services. The possibilities and
benefits of the technology seem self-evident, if only they can
be made to work effectively and at a modest price. Many times
we have been told to expect interactive television any day now.
(note 2)
However, after millions of dollars spent, and many pilots and
service closures, most of us are still no closer to having
interactive television than a few hundred searchable teletext
pages, and some phone-in TV shows.
In the efforts to create i-TV, numerous applications and
technologies have been tried, with companies attracted by the
possibilities of each new generation of technology, and
responding to the continuous pressure to develop new
products, be they technologies, services or programmes in
order to maintain their share of consumer spending. The
explosion of the Internet and Web is a new pole of attraction for
interactive television developers that ...

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