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Article: Can interactive TV ever make money?
- Article from:
- Marketing Week
- Article date:
- May 17, 2001
- Author:
CopyrightCOPYRIGHT 2001 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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Recent announcements from BSkyB, NTL and Telewest suggest that interactive TV is failing to fulfil its much-touted promise.
Just as cable giants NTL and Telewest announced the launch of a shared ad sales venture on their broadband and interactive services (MW last week) to challenge Rupert Murdoch's BSkyB, the latter decided to downgrade its loss making interactive platform, Open.
Sky's decision to merge Open with its Sky Interactive operation, at a cost of [pound]40m and an estimated 300 job losses, raises more questions about the future of interactive television and highlights the format's failure so far to make any real impact on digital viewers.
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