Appendix D
Characteristics of Interactive Digital TV
Jupiter (1) has categorised the types of interactivity as: -
Interactivity can be divided into two types:
The method of accessing interactive services is through the remote controller or a remote keyboard sending an infrared signal to the set-top box. The set-top box then requests that information is displayed on the TV if it is already stored in the set-top box or from regularly updated data re-broadcast on a carrousel basis, or the set-top box may request specific information via the "return" channel through an existing telephone line. This information may come back via the broadcast link or via the telephone line depending on what service is requested. Alternatively, with cable networks the request for data is sent via the cable system which itself is a two-way broadband system if the cable system is an advanced one.
"Enhanced TV" means that the viewer can do more than passively watch a TV programme. For example, they could be:
"Interactive services" involve accessing information independent of a TV channel. For example, it could mean:
Many of these services are also becoming available via the web. In fact interactivity through the TV and through the web are bumping alongside each other on an imaginary racecourse. But the finish to the race is not clear and the convergence of the technologies over time may mean they become integrated together before they reach the finishing line.
Differences in interactivity between the web and interactive TV
Jupiter (3) considers that interactive TV provides
Instant-on consumers do not have to log into interactive TV or boot up a computer to access services. Interactive services on interactive TV are continuously sent to set-top boxes as part of a digital broadcast.
Simple user interface. Viewers will navigate the new interactive TV user interface with a remote control, making it simpler to use than a PC – in which the operating system dominates the screen – and allowing extensive use of audio and video. Consumers would generally use four colour-coded buttons to navigate instead of using web hyperlinks.
However, a key point needs to be made when comparing web-based developments with those of interactive TV. The web has evolved with end users having a lot of control over the content and what they want to select. They can also easily publish material themselves. Interactive services via the TV will develop in a more traditional manner, just like TV programming, where end users have not been involved in the innovation process and have not been able to express their interest in interactive services or systems through purchasing and use in the home (4). The impact of this on new interactive services has yet to be realised and will be a key factor on whether they will be able to compete with web-based services.
While many companies are racing to join the digital TV market, the potential of the technology is too new for standards to be in place for such elements as conditional access and EPG systems. This presents a dilemma for a manufacturer or designer who wants to be in the market, but is wary of starting out with what will become proprietary technologies or processes (5).
According to a report from Strategy Analytics (6) new technologies will let broadcasters offer interactive services which will bring consumers from their PCs back to their TV sets. It says the rapid developments in hard disk drive storage technologies will allow broadcasters to build new revenue streams from value-added interactive services.
The report identifies such US-based start-up firms as TiVo (7) and Replay Networks (8) as having pioneered these developments, which are now being supported by leading service providers and electronics manufacturers such as DirecTV and Philips. New advanced set-top boxes should start to appear on the market later in 1999, says the report, which also predicts that a high-capacity hard disk will become a regular feature in next-generation set-top boxes, allowing temporary or permanent storage of massive amounts of data, including high-quality video. Broadcasters will offer such services as "virtual VCRs", video-on-demand, and fast access to interactive information.
Strategy Analytics say the two main strengths of broadcasters in this interactive market of the future are that they: