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iTVInteractivity comes to
Television
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What is iTV? Pay-per-view movies Surfing the Web on TV Ordering more information or a
coupon from an advertiser Chatting online with other
viewers of Survivor
What is iTV? Purchasing a CD of the band
playing on “The Tonight Show” Check stock quotes while
watching CNBC Playing along with Wheel of
Fortune
What is the potential for iTV?
Selecting which camera angle you want in your favorite sporting event
Participating in a live news opinion poll Making a bid on a live auction buying the tie that Frasier is wearing,
that lamp on Friends, or a translator for deciphering Dennis Miller on Monday Night Football
What about the advertiser?
Get closer to the consumer Target consumers in a more
focused way Engender a sense of immediacy
with the consumer Get closer to the point of sale
You need to learn the lingo.
Electronic Programming Guide (EPG) Interface Synchronous T-commerce Vertical Blanking Interval (VBI)
iTV - IThe First Attempt August
‘99
How would you like a free pizza with 2
toppings and soda?
Thanks for the order, your free
pizza and soda are on the way!
iTV - IThe Results
150 Pizza’s given away 10,000 WebTV owners in the Bay
Area Criteria: Watching the Star Trek
Marathon - Have WebTV - Seen one of the Domino’s spot that ran 13 times during the 12 hour marathon - Want Pizza!
iTV - IISing a song
March 16, 2000
iTV - IIThe Results
Based on the WebTV viewers who were watching the Melissa Etheridge concert
46% responded to the message
What about the viewer?
iTVA Boom or Bust?
iTVThe Reality
Dealing with Domino’s was more complicated than CDNow
All responses are funneled through RespondTV
If the interaction runs longer than 30 seconds
iTVThe Reality
The odds are it is happening right now on your station and you’re not getting any pizza
Revenue sharing - everyone wants a piece of the pizza
Thank You
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