Interactive TV in the UK

New advertising opportunities in comparison

Über dieses Buch

Art: MA-Thesis / Master
Autor: Barbara Katz
Abgabedatum: Mai 2001
Umfang: 102 Seiten
Dateigröße: 474,0 KB
Note: 1,4
Institution / Hochschule: Middlesex University Business School Großbritannien
ISBN (eBook): 978-3-8324-4352-8
ISBN (Paperback) :
978-3-8324-4352-8 P
ISBN (CD) :978-3-8324-4352-8 CD
Sprache: Englisch
Prämierung:
Arbeit zitieren: Katz, Barbara Mai 2001: Interactive TV in the UK, Hamburg: Diplomica Verlag
Schlagworte: Interaktives Fernsehen, iTV, Neue Medien, TV, Werbung

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MA-Thesis / Master von Barbara Katz

Abstract:

Interactive Television (iTV) has been around for several decades. Most people have probably heard the term before. Having started in the USA with some trials it is now conquering the UK. The first interactive services on Digital TV (DTV) have been broadcasted 18 months ago and are continuously growing in number. The four platform providers – Sky, NTL, ONdigital and Telewest – are trying to make their interactive services as appealing as possible and are, of course, offering new advertising opportunities for advertisers on that new medium.

The aims of this project are to analyse those new advertising opportunities and compare them to advertising on traditional TV and the Internet and find out whether advertising on iTV combines their strengths and overcomes some of their weaknesses. In order to achieve this, the literature review focuses on the identification of the strengths and weaknesses of advertising on traditional TV and the Internet and also provides a good overview over the iTV market in the UK and the current developments.

The UK is leading the way in the development of iTV and is even supposed to be 12 to 18 months ahead of the USA. The market is highly competitive and fragmented with the four different platform providers offering three different forms of receiving DTV, of which satellite is leading in the numbers of subscribers. The predictions of the DTV uptake are very positive and the spendings for advertising on iTV are supposed to be tremendous within the next couple of years.

The results of the interviews carried out with iTV experts from the platform providers, media and advertising agencies show that advertising on iTV indeed combines the strengths and overvomes some weaknesses and has the potential to be more successful than its two closest relatives. Due to the fact that it is still in its infancy and companies are just starting to test this new medium and no success stories have been published so far, advertising on iTV in its current form is not yet the killer application it was supposed to be and the uptake of T-commerce is quite questionnabel as well. It also becomes clear though that iTV does have a great potential and when the technology is creatively used to make ads more involving and engaging – it will be big.

Table of Contents:

1.	INTRODUCTION	6
2.	SETTING THE SCENE - LITERATURE REVIEW	8
2.1	TRADITIONAL TV ADVERTISING	8
2.1.1	Strengths of traditional TV advertising	10
2.1.2	Weaknesses of traditional TV advertising	11
2.2	ADVERTISING ON THE INTERNET	14
2.2.1	Introduction	14
2.2.2	Strengths of Internet advertising	14
2.2.3	Weaknesses of Internet advertising	16
2.2.4	Summary of Strengths and Weaknesses	19
2.3	INTERACTIVITY ON TV	20
2.3.1	Definition	21
2.3.2	Stages of interactivity on television	22
2.3.2.1	Basic interactivity	23
2.3.2.2	Advanced interactivity	24
2.3.3	Technological considerations for iTV content	24
2.3.3.1	Screen Resolution	25
2.3.3.2	Navigation	25
2.3.3.3	Font dimension, colours, and lines	26
2.3.3.4	Computer and Multimedia standards	26
2.3.3.5	Audiences	26
2.3.3.6	Download times	27
2.3.4	iTV in the UK	27
2.3.4.1	The main players - Digital Platform Wars	28
2.3.4.2	Interactive services provided in the UK	32
2.3.4.3	A special case: TiVo and other PVRs	34
2.3.4.4	The iTV market value and advertising spendings	35
2.3.5	Forms of advertising on iTV	36
2.3.5.1	Broadcast stream	37
2.3.5.2	Walled Gardens	37
2.3.6	The iTV audience	38
2.3.7	iTV in comparison	41
	Source: Bueno, 2000	42
3.	METHODOLOGY	44
3.1	INTRODUCTION AND RESEARCH DESIGN	44
3.2	SECONDARY RESEARCH	44
3.3	PRIMARY RESEARCH	45
3.3.1	Interviews	45
3.3.1.1	Sample size and composition	45
3.3.1.2	Structure of the interviews	46
3.3.2	E-mail questionnaire	48
3.3.3	List of statements	48
3.4	LIMITATIONS AND POTENTIAL SOURCES OF ERROR	49
4.	DATA ANALYSIS AND INTERPRETATION	50
4.1	INTRODUCTION	50
4.2	FINDINGS FROM THE INTERVIEWS	50
4.2.1	The iTV audience	50
4.2.2	Interest and attitudes of advertisers	52
4.2.3	Advertising on iTV	54
4.2.4	Audience measurement - new possibilities or threats?	59
4.2.5	Regulations	60
4.2.6	The different players - what they think of each other	61
4.3	FINDINGS FROM THE LIST OF STATEMENTS	62
5.	SUMMARY AND CONCLUSIONS	67
	LIST OF APPENDICES	75
	LIST OF REFERENCES	96