eTV - Applications
Two-screen systems
In lieu of superimposing additional information over the TV broadcasts, which can only be accessed by viewers with service plans and set-top-boxes or other decoders, broadcasters can provide time synchronous, program-related content over the Internet.
This provides a straightforward approach to reach the 30-40 million households.
Broadcasters want to maintain their viewers’ interest in the programming during, before and after the broadcast.
This is not interactive television, but it is interactive.
While ABC offers little or no interactive television programming, viewers watching shows like “Alias,” “Who Wants to Be a Millionaire” and “Sunday Night Football” can find ways to play along with their favorite shows on ABC's web site.
ABC’s eTV website offers viewers a chance to participate in polls, answer trivia questions, build fantasy football teams, play interactive games and even win prizes.
Web strategies - In a study of enhanced television websites, three strategic models have been identified according to intended target audiences and strategic functions (Ha, Louise 2002):
- “Welcome all”
- “Fans-friendly”
- "Hello”
“Welcome all” websites are targeted equally to viewers and non-viewers. Web visitors can find general information on services and the station’s programming.
The “fans-friendly” model is targeted specifically to TV viewers. Web visitors who may have just wandered by might feel like they’re missing out on something or a bit disoriented.
“Hello” model websites are geared towards those with no knowledge of the station’s programming.
Introduction - Applications - Models - Impact - E-Commerce - Conclusion - Reference