The success of digital TV offerings has spurred interest in new interactive services, with mixed results.
Online betting and weather services find an audience, but other services remains more tenuous.
A Mipnet panel explored how interactivity and television can be linked in a more cost-effective way.
Channel Four’s head of interactive and enhanced TV, Peter Good, lamented the time production companies waste with tech companies. “Broadcasters can manage applications better because they own the bandwidth and are more apt at marrying the right format with suitable technology partners.” Good said the real issue for a lot of independent producers is to survive the commissioning process.