Is Participation TV when you play games against, or make bets with other people?

I would be really interested to see some research carried out asking existing digital TV subscribers and non-subscribers to list the top 5 features they would like to see on TV. By 'features', I include all possible functionality offered in the digital television environment, from channel tuning to VOD.

It would be interesting to see if the existing subscribers focus more on the 'simple' pleasures of being able to tune quickly and having a fast, accessible EPG as against the non-subscribers who, I suspect, will opt for the hyped up features such as email and shopping, having never actually experienced it.

Perhaps there is research along these lines already?

Hi Barney,

From my iTV experience (both from Open.... and client-side) the most successful iTV applications are those that deliver entertainment value to the user.

Viewers see their television sets as a device that delivers entertainment (TV programmes, DVDs, video games etc) - in the short term it makes sense that the interactive features they will use most are those that fit with this entertainment relationship.

The most popular uses at the moment are enhanced TV (interactive apps that contain content linked to programmes eg Big Brother, BBC Wimbledon) , standalone games (Playjam, Sky Gamestar etc), and other entertainment content (eg competitions, quizzes).

iTV usage at the moment tends to be characterised by shorter session lengths than the internet - general acceptance is that iTV usage is dominated by people "filling gaps" between their linear programme viewing. However I suspect the long term trend will be for session length to increase as interactive applications compete for viewer attention more effectively.

The key for broadcasters is to develop interactivity that adds value to programming for viewers, but also delivers incremental revenue streams for broadcasters/programme makers. The most common examples of this at the moment are premium rate telephony charges, premium rate text voting, and to a lesser extent sales of programme related merchandise.

iTV is still at an exploratory stage in its development, but things have already moved a long way on from the standalone "shopping mall" concept that was envisaged by Open on the Sky Digital platform in the UK. It is generally accepted that the UK market is the most advanced globally for iTV so should provide a good steer for international developments, although the importance of local factors (cultural, nature of other channels etc) will vary the model globally.

Cheers,
Simon

yes I agree - there are definitely structural differences in the international iTV market (satellite v terrestial v cable)

the bandwidth differences between these platforms will influence the way in which iTV develops, particularly those applications which demand high bandwidth (such as VoD)

the current state of our cable operators means iTV apps on cable are unlikely to progress particularly quickly. will be interesting to see the effect of broadband internet content on the development of cable TV interactivity - the two have things in common, but also some fundamental differences

On 10:57:49 9 August 2002 joe wrote:
>Hi Simon,
>
>I agree with you about the success of entertainment based
>applications, but would sound a voice of caution when
>stating that the UK is a good indicator of the future. You
>are right that the UK has been seen as the forerunner in
>iTV to date, but I would argue that the lead is rapidly
>being eroded, most notably in cable TV.
>
>The US is where the VOD action is happening and reports
>about the Optus network in Australia put the likes of
>Telewest and NTL to shame. Watch out too for what is going
>on on our doorstep - I wouldn't bet against UPC producing
>an excellent service if its dire financial situation is
>resolved.
>
>Just my thoughts and a warning against the complacency
>which could well see the UK lose the lead.
>
>Joe
>
>
>On 10:21:10 9 August 2002 wakey wrote:
>>Hi Barney,
>>
>>From my iTV experience (both from Open.... and
>>client-side) the most successful iTV applications are
>>those that deliver entertainment value to the user.
>>
>>Viewers see their television sets as a device that
>>delivers entertainment (TV programmes, DVDs, video
>games
>>etc) - in the short term it makes sense that the
>>interactive features they will use most are those that
>fit
>>with this entertainment relationship.
>>
>>The most popular uses at the moment are enhanced TV
>>(interactive apps that contain content linked to
>>programmes eg Big Brother, BBC Wimbledon) , standalone
>>games (Playjam, Sky Gamestar etc), and other
>entertainment
>>content (eg competitions, quizzes).
>>
>>iTV usage at the moment tends to be characterised by
>>shorter session lengths than the internet - general
>>acceptance is that iTV usage is dominated by people
>>"filling gaps" between their linear
>programme
>>viewing. However I suspect the long term trend will be
>for
>>session length to increase as interactive applications
>>compete for viewer attention more effectively.
>>
>>The key for broadcasters is to develop interactivity
>that
>>adds value to programming for viewers, but also
>delivers
>>incremental revenue streams for broadcasters/programme
>>makers. The most common examples of this at the moment
>are
>>premium rate telephony charges, premium rate text
>voting,
>>and to a lesser extent sales of programme related
>>merchandise.
>>
>>iTV is still at an exploratory stage in its
>development,
>>but things have already moved a long way on from the
>>standalone "shopping mall" concept that was
>>envisaged by Open on the Sky Digital platform in the
>UK.
>>It is generally accepted that the UK market is the
>most
>>advanced globally for iTV so should provide a good
>steer
>>for international developments, although the
>importance of
>>local factors (cultural, nature of other channels etc)
>>will vary the model globally.
>>
>>Cheers,
>>Simon

Barney - wow! That's given me something to think about! I am in the process of commissioning some research - the reason for my question in the first place. I have been having problems accessing similar information, that deals with the UK, and is not US centric. I'll be sure and share it with you (and the others) when it becomes available.
Clare
On 09:11:32 9 August 2002 Barney wrote:
>Hi Clare - that's a bold posting!
>
>I've got several questions:
>
>1.How many proprietary platforms are the for iTV
>developments (worldwide)? What are they? ... and, from
>with a European perspective, which would give access to
>a) the greatest number of households
>b) the most "active" housholds
>
>2. How incompatible are the platforms? Can any investment
>in one, reduce the amount of development time for another?
>
>3. Can "flash" animation / games be adapted to
>work on iTV?
>
>4. Some broadcasters are nervous that interactive features
>will drive people away from their channel and hence reduce
>potential advertising revenues. Am I right in thinking
>that iTV is audited by BARB as well? Is there any
>consolation for the Ad Sales guys/gals?
>
>5. What are current rate cards on advertising within iTV
>channels?
>
>6. What are current click-thru rates from a TV channel to
>an interactive channel when the "press red" now
>message appears?
>
>7. What are the most popular services?:
>a) information (similar to eTV)
>b) entertainment (games etc)
>c) competions
>
>8. Are there any good reports on usability, form factors
>etc relating to iTV?
>
>9. How long will it be before multi player gaming is
>developed for iTV?
>
>10. Are the hosting costs comparable to internet services?
>Are the bandwidth / satelitte costs more or less than the
>hosting costs?
>
>... looking forward to your thoughts
>
>Barney
>
>On 16:07:10 8 August 2002 clare bramley wrote:
>>What buring question would you like answered on the
>above
>>topics? I'm not promising immediate answers, but am
>>curious to know what concerns people most on these
>>embryonic (and probably over-hyped) issues.