eTV - Conclusion
Interactive programming has been initially confusing for both the industry and consumers. While some US companies scale back, most are moving ahead with plans to develop and/or expand their enhanced television services. Overseas the use of interactive TV services is going strong.
Research data optimistically suggests that enhanced TV will continue to grow and gain acceptability among consumers in the United States, reaching 65 million users by 2006 (Bird 2002).
DTV - Little is understood of the impact that the conversion to DTV broadcasting will have on the growth of enhanced television. According to the FCC, by 2006 TV stations should relinquish the analog spectrum, broadcasting only in digital. Considering content as a string of bits, broadcasters must decide how to most effectively use their limited resources and bandwidth. Expanded enhanced features and content might compete for the same bandwidth required by HDTV.
While the industry stumbles with implementing the changeover and consumers balk at the high price of DTV equipment, the low cost and existing infrastructure of eTV could easily fuel acceptance.
Considering the widespread acceptance of iTV in the UK and the wealth of opportunities that convergent media offers to advertisers and consumers through interactive content, it is likely that enhanced TV will make strong inroads in the near future.