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Article: Interactive TV: from promise to profit. (Forum).
- Article from:
- Multichannel News
- Article date:
- April 21, 2003
- Author:
CopyrightCOPYRIGHT 2003 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Let's face it: Deploying interactive television services is a costly business. For many, the cost involved is the single, most serious obstacle to entering the market -- especially if there is no immediate financial return on the horizon.
There is clearly money to be made from ITV, though that is much more likely in the future, when the interactive infrastructure and return path expand to meet market demand. Unfortunately, the lion's share of revenue tends to be taken by the platform operator, the interactive-rights owner and, to a lesser extent, the return-path infrastructure owner, if there is. one. This often leaves the network, the production company and the ...