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Viewing report
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Australia - Digital TV - Interactive TV Overview and Analysis
Paul Budde Communication Pty Ltd., April 2008, Pages: 15
The cable TV industry in the USA and Europe were the first to look at interactive TV (iTV) opportunities. The earliest initiatives date back to the late 1970s. However, interaction with the TV content never generated sufficient interest to build a good business model around it. The latest developments are based around personal TV customer value proposition such ‘time management of their TV entertainment choices’ rather than new TV content. It is closely aligned with the triple play models based on broadband services. This report identifies some key issues and the state of play in the Australian market. Progress has been slow with limited new developments occurring, however in 2007 Foxtel revealed plans to implement a new interactive platform that will enable Foxtel and Austar viewers to receive ads based on their viewer profile and their viewing habits. More is expected for 2008 and 2009, but will it be enough to beat the video broadband developments?
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