Monday, March 10, 2008

Backchannel Takes on Interactive TV

Backchannel is pursuing that elusive pot of gold at the end of the TV rainbow -- interactive advertising. The company is tying overlay ads that show up on screen with the internet, according to BusinessWeek.

While going from the TV to the web may be the easiest way to track ads, enabling purchases using just the remote would be the most effective mechanism. Televisions are still designed to be one-way communication channels, but that could change.

Set-top boxes are becoming IP-enabled, and if you change the remotes from using infrared to WiFi, there's no reason why you can't unleash the interactivity of the internet through the handheld control.The next step is to put wireless chips directly on the TVs and elminate the need for set-tops.

Channel surfing and web surfing remain different user experiences because of the distance that people are from the screen, and some folks may never warm up to moving TV viewing from a passive to active experience. However, the current generation of those under 30 has become used to chatting, emailing, and browsing while watching TV, so things may change.

Fox should try to make American Idol interactive by enabling chat through TV screens. This would provide the scale to test whether or not people would enjoy interactive browsing.

Posted By John Gartner at 07:29 AM
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