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	August 14, 2007 Interactive TV's Renaissance Electronic Program Guides Train TV Audiences To Interact With TV by James L. McQuivey, Ph.D. with Remy Fiorentino, Bradford J. Holmes, April Lawson	Average: 9  (3 ratings)

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Executive Summary

Television industry strategists are again whispering the once disgraced term "interactive TV." What failed in expensive tests that go back as many as 30 years is now poised to come to fruition thanks to advances in technology and changes in consumer behavior. The simplest form of interactivity is found in the electronic program guide (EPG) that 35% of viewers use an average of 4.7 times per day. It turns out that this rudimentary interactivity has served as a trainer for millions of people who are now 63% more likely to desire next-generation TV features than viewers who don't use an EPG. The time has come for TV service provider executives to turn up the interactive heat, and they can do so without investing heavily in new infrastructure; meanwhile, advertisers and content owners should experiment with interactive video advertising formats online.

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