Interactive Television Market Research Reports, Analysis & Trends
Interactive TV (ITV) is referred to two types of interactivity, one that allows participation and usage and the other is the technology. The former allows you to have an engaging experience, such as a participatory experience with content on the TV screen; the latter is where the converged form of additional data services is transmitted. In ITVs, the interaction is used to refer to a various kinds of interactivity, in usage and technology that is. There are three different levels of interactivity in computer based instruction which may look like future’s ITV.
First, interactivity with a TV set. Here, the interaction is as much limited to controlling as channel surfing, pause, rewind, fast forward and commercial skipping using the remote. Second is the Interactivity with TV program content, in which viewers get to choose or influence content details according to their wish. Although this type of interaction poses a lot of challenges and many technical and business road blocks, there is still uncertainty in implementing on a larger scale. For example, by the production studio the interactive content of the game Hugo was allowed to be controlled using telephone buttons in real time. Third is Interactivity with TV-Related content, in which viewer might get more information about what is on TV, weather, pay bills, what is advertised and the ability to buy it.
The booming technology of interactive television is gaining viewers by the millions and is improving day-by-day. With future communication becoming virtually instant, ITV is about engaging with content on the TV, and not the hardware. The growth for ITV looks absolute comfortable and unhindered as playing games, answering riddles, buying merchandise, competing for prizes, holding forth with opinions both social and political and going head-to-head with the experts is all virtually present in the TV set in front. Television suddenly is more than a window to look at the world which was inaccessible earlier.
Interactive Television Market Current Trends
As technology is progressing, means to education are broadening. ITV allows people to educate themselves on all sorts of topics at any place and at any time. There are options that allow you to learn a new language, read and write something new in a different language and see the intricate details of Solar System in High Definition (HD) and much more. Distance learning is the option that allows you to learn from any part of the world. The student and teacher need not be present physically in the same room but can be in different parts of the world and still be able to teach and learn. Various institutions use this feature where students can see all other students and the teacher at any moment in time and are involved throughout the lessons. Cameras are used to transmit the video and microphones and speakers are used for audio. With ITV constantly innovating, tablet phones and mobile devices can act as the remote control. Instead of button press, the gesture options allow for the program to detect the requirement and instantly make the switch.
According to Strategy Analytics, for online video content, Microsoft's Xbox 360 and Nintendo's Wii account for 12% of U.S. households. Consoles were in more than 60 million households as of third-quarter 2011, according to Interpublic's MagnaGlobal unit. The prominent ITVs entering the market, over-the-top boxes from various companies that offer viewers to access streaming content are depleting. The latest ITVs entering the market make watching online content more seamless. iSuppli estimates sales of internet-enabled TV sets to hit 148 million by 2014.About 31% of U.S. households use a device or internet-connected TV to watch online video, according to market researcher Parks Associates. About 17 million U.S. households own a connected TV.
With advertising being the key factor of revenue ITV brings the power of internet advertising -- which is better able to target users -- with the impact of a huge screen on the wall. According to eMarketer, just 8% of advertisers invested in connected-TV video ads in 2011. Advertisers in particular are interested in managing ad campaigns that coordinate across the multiple screens in the home Networks are increasingly looking for ways to increase engagement with their programs. And it is clear that the multi-screen environment accommodates social TV activities if for no other reason that it is easier to communicate over a smart phone or tablet rather than a TV remote.
Interactive TVs will bring games, virtual worlds and new video applications drawing us physically closer to the TV screen. Gaming is a huge industry- with almost $50B spent on gaming consoles, software and accessories. IMVU, with over 50 million registered users, is a social game where people can develop personal avatars and spend time in virtual worlds chatting and interacting.
Major Interactive Television Players
The ITVs are increasing in demand and the major players to have acquired majority of the market are ActiveVideo Networks (formerly known as ICTV), T-commerce, BBC Red Button, ATVEF - Advanced Television Enhancement Forum, MSN TV, Philips Net TV, Interactive TV purchasing system and BrightLine.