There is much current discussion of iTV finally reaching a critical mass. However, these discussions tend to lack context – how rapidly are interactive TV (iTV) applications being rolled out? How are nascent iTV applications capturing the attention of consumers and meeting their needs? The following paper – based on a series of large-sample ownership surveys and smaller-sample recontact studies – helps fill that void through detailed information on the availability, use of, and interest in, iTV applications in U.S.
ITV: Trends In Usage And Attitudes
David C. Tice
At a time when television
stakeholders are trying to prepare for an uncertain future in which
technologies may drastically change TV commercial viewing, interactive TV...