US Consumers Still Need Persuading On iTV

Interactive applications pose a valuable new revenue stream for service providers, IDC analyst, Jason Armitage, notes, and technology providers are now leveraging existing applications, or low-cost solutions. To date, iTV growth has been impeded by the cost of reprogramming content for individual platforms, but technology providers are now speeding the development of new applications and solutions for open platforms. Consumers with set-top box access are most keen to interact with TV programs, according to Statistical Research, with 73 per cent of those with pay-per-view access, buying movies online.

Personal video recorder (PVR) and video on demand (VOD) services are the most appealing features of iTV, at 59 and 58 per cent, respectively, according to the Cable & Telecoms Association. T-commerce (or commerce through iTV) lags at 31 per cent, due to being at a nascent stage, while Internet access via iTV comes in at 43 per cent, and interactive TV programs, at 53 per cent. Interestingly, Myers Medianomics expects slack uptake for individual PVRs, since new set-top boxes will have greater functionality than stand-alone PVRs such as TiVo and ReplayTV.

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