eTV - Impact of Enhanced Television
Impact on Broadcasters
Broadcast and cable networks must provide interactive content
corresponding to their programming or lose viewers. Every major network
is pursuing some form of two-way enhanced television.
- Enhancing TV shows with interactive
content is a major and costly undertaking. (Billions of dollars are
being invested in equipment and training).
- Development is time-consuming. It takes about
six weeks to develop interactive content for a “CSI” episode.
- Developers must work closely with
the show’s producers while ensuring they adhere to the technical
constraints of the platforms they are developing for.
must be compatible with a wide range of STBs and middleware architecture
to reach the largest audience possible.
- Traditional producers and personnel must re-organize
and learn new skills in order to create interactive content.
interactive content using applications such as
Wink must receive specialized training and certification to use
Impact on Programming:
- Interactive content isn’t
appended as an afterthought, but carefully integrated into the design
of the program.
- Content creation must be
rethought from the
ground up and addressed in the early phases of production.
are faced with the challenge of developing enhanced content for a
wide range of programming including news, sports, episodic and entertainment
TV Producers are looking for innovative ways to enhance
both new and old programming. At the American Film Institute eTV Workshop,
production teams demonstrated enhanced versions of “I Love Lucy,” “Sesame
Street” and “P.O.V.”
According to the BBC:
needs to be obviously beneficial and relevant
- Viewers respond more
frequently when alerted that interactive
content is available
- The information should be in small doses
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