BT has announced that it is to start consumer trials of BT Interactive TV, including video on demand, in the middle of next year, with 2500 households in Colchester and Ipswich. This follows the success of its technical trials held with 60 BT employees.
During the trial BT aims to offer shopping on demand, video on demand, educational programming for homes and schools, a home banking service, a magazine service and a community link. Additional services will be introduced during the course of the trial.
The shopping service will be offered under individual brands, by Thomas Cook, Sears, WHSmith and Safeways. The TV service will be developed with the help of BBC, Carlton, Granada, Kingfisher, Pearson and BSkyB will provide sports programming. NatWest Bank is offering the home banking service, and IPC Magazines are offering the magazine service.
Advertising will be introduced during the trial; BT is currently working with Zenith Media to explore options for interactive advertising.
Oftel, the telecommunications regulator said it welcomed the trial, but would look carefully at the effect on competition, ie cable, before allowing a more widespread introduction.
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