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Article: INTERACTIVE TV: Passing the baton.
- Article from:
- New Media Age
- Article date:
- November 30, 2006
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. 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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Having built up the iTV ad industry from nothing, several of its pioneers are now quitting the sector. But Clare Goff discovers a new generation ready to fill their shoes
Interactive TV is at a crossroads. This month Honda, which has been a red-button pioneer since 2003, announced it will drop iTV from its schedules next year. The platform is criticised as costly and clunky in comparison to the internet. And leading figures in the industry are leaving.
Head of interactive services at Sky Media, Robert Leach - known as the godfather of interactive TV - has been at the broadcaster for a decade, launching the first i-ads on the Sky platform in 2000. Yet ...