Programme Makers Must Drive iTV Uptake
The uptake of interactive TV in the UK will be driven by innovative programming, according to Mike Bloxam, CEO of Netpoll.
Speaking at the New Media Age Congress last week, Bloxam said that it could take up to ten years to educate consumers to the potential of iTV unless programme makers start producing more engaging interactive programmes.
With the uptake of digital TV being driven by the desire for more channels and better quality Bloxam said that the majority of consumers are uninterested in iTV. He called on programme makers to raise the profile of interactive services so that the commercial potential of the medium can be realised.
He said: “Quality programming is the key to educating people to the possibilities of interactive TV. At the moment people turn on to watch TV not to interact, but this will change as viewers become engaged in programming and move from being passive users to active consumers.”
A recent survey by Netpoll found that banner ads on interactive TV are being ignored by viewers (see
iTV Viewers Ignore Banner Ads www.netpoll.co.uk
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