Interactive Television Trials and Marketplace Experiences |
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Authors: | Carey John |
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Affiliation: | (1) Greystone Communications, 17, Bellair Drive, Dobbs Ferry, NY, 10522 |
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Abstract: | This article provides a review of ITV trials and services from the 1970s through the mid 1990s. It presents an annotated history of ITV and draws a number of lessons about content, pricing, consumer appeal and advertising within an interactive television context. ITV has alternated between peaks of marketing hyperbole and valleys of skepticism. A realistic path of development may now be emerging. |
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Keywords: | interactive TV video-on-demand consumer adoption |
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