Interactive TV

The computer has transformed from a work tool into the heart of multimedia home entertainment. Television and the Web are merging. The interactive possibilities are offering new distribution channels, media strategies and presentation formats for many brands.

That is why “Zukunft Digital” is doing research on interactive television. The platform is the Microsoft Windows Vista Media Center that can also be operated via remote control. Viewers can enjoy programmes in a relaxed lean-back position.

Research questions:

• How does interactive television influence media strategies and business offers?
• Which types of users can be addressed?
• What should interactive information, entertainment and advertising formats look like?

The research projects:

• Acceptance of new formats such as spotlight services
• Acceptance of interactive advertising
• Acceptance of electronic programme guides (EPG) - users arrange programmes according to individual criteria

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