New Media - New Formats

How do consumers handle TV offers that really work like Internet websites? That is the main question of this research project.

It is based on the so-called &ldquospotlight services” - interactive offers in the Microsoft Windows Vista Media Center, which possess the look and feel of television, but work with the programming logic of websites. These spotlight services can offer entertainment, information or merchandise.

The concept of the study is modular, so that participants can decide whether they would like to do their research with a test dummy or offer their own live service.

Research questions:

• Which contents do consumers use?
• How can different brands attract attention?
• How does an interactive TV service have to be structured?

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