1. Synopsis 2. Introduction 2.1 New services and market opportunities 2.2 Definitions 2.3 Personal TV (choose and control) 2.4 Electronic/Interactive Program Guides 2.5 T-Commerce 2.5.1 Earlier developments - South Korea 2.6 Broadband or IPTV 3. Market analysis 3.1 iTV - 35 years on 3.2 How will it succeed? 3.3 Digital TV (DTV) second Internet platform 3.4 Shock to the ‘couch potato’ syndrome 4. iTV innovations 4.1 Interactive applications that enhance TV 4.2 iTV based on User Generated Content (UGC) 4.2.1 Facebook Diaries 4.3 iTV gambling 4.4 Mobile iTV 5. i-Advertising analysis 5.1 Individually addressed advertisements 5.2 And again…permission-based models 5.3 Revenue opportunities 6. Market leaders - Europe, Asia 6.1 United Kingdom 6.2 Sky Active 6.3 Asia 6.3.1 Japan 6.3.2 South Korea 6.3.3 Hong Kong 7. Business modelling 7.1 Real-time or non-real-time 7.2 Permission-based through SMS 7.3 Subscription or itinerary? 7.4 Technology issues 8. interactive TV - early developments 8.1 QUBE 1970s 8.2 VNU trial the Netherlands 1981 8.3 Other trials in the 1980s 8.4 Web TV arrived in the mid-1990s 9. Related reports Exhibit 1 - Interactive Program Guides versus Electronic Program GuidesExhibit 3 - SkyLife and T-CommerceExhibit 3 - Other past and present iTV examples
