A survey by some company called
Ensequence found that
TV viewers want to interact with their TVs. In fact, 70% said that they would consider signing up to another TV provider if they offered advanced interactivity at no extra charge. Apparently, people aren't just talking back to their TVs--they're searching on-screen guides, viewing on-demand programming or using DVRs.
- 72% of viewers watching reality shows want the opportunity to interact with TV
- 65% said the same of sporting events
- 66% wanted to interact with commercials.
People should get ready for interactivity because it's coming via IPTV--that's essentially TV broadcasts delivered over managed IP networks. Here in the U.S., AT&T and Verizon have been rolling out IPTV services around the country.
Verizon's FiOS TV service is rolling out fiber to customer homes and now has over 1 million subscribers, which is pretty good for a new TV provider. However Verizon is just using IP for their VOD, not for broadcast TV. Essentially, Verizon is just using cable-type delivery for broadcast.
AT&T's U-Verse, on the other hand is using IP for both broadcast TV and VOD.
Adding IP to TV essentially means bringing the Internet to your TV. Imagine a future where viewers will be able to get scrolling tickers, interactive commercials, e-mail on TV, multiple video angles of a sporting event, phone calls on TV screens, and lots more. That's the promise of IPTV, however neither AT&T or Verizon have added much interactivity yet.
[tags] interactive TV, survey, research, Ensequence, IPTV, U-Verse, FiOS TV, AT&T, Verizon [/tags]
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