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What is all this fuss about interactive
Many of the largest companies in the world, and numerous smaller operators,
have invested hundreds of millions to extend television’s capability into
interactivity. There are a number of reasons why they think this is a clever
thing to do:
However, the experience
in the UK and across Europe over the last few years has shown that interactive
television is far from a commercial sure thing. Lots of interactive television
services have been closed down and companies have gone out of business.
This may, in some ways, be a good thing. It means interactive television
producers can learn from the mistakes of others - and build on their successes.
already makes money – big money.
is ubiquitous (at least in the industrialised world).
is in the home.
- The right
types of interactivity look likely to be popular and likely to add to the
money-making potential of television.
Commercially successful iTV services generally:
To get detailed
insights and tips on making money from interactive television, you can
buy the book Interactive Television
Production now. You may also be interested in links to sites that have information
about the commercial side of interactive television.
sure there is a large enough group of viewers (to realise significant revenues
or other benefits).
alignment with existing viewer behaviour.
a clear proposition.
effective marketing and promotion (particularly using television programmes
flexibility, so elements can be added and dropped, depending on how they
are received by viewers.
- If necessary,
get partners involved in development.
- If necessary,
include other media as part of the final offering (the internet and mobile
phones, for example).
KEY LINKS: MAKING MONEY FROM INTERACTIVE TELEVISION
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