Trends Report

Interactive TV's Renaissance

Electronic Program Guides Train TV Audiences To Interact With TV

August 14th, 2007
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
With contributors:
Bradford Holmes , April Lawson , Remy Fiorentino

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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