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Article: Hitching a ride on the best shows: As Sky Active has discovered, the best way to encourage interactivity is to tie it into popular programming. (Analysis).
- Article from:
- New Media Age
- Article date:
- January 17, 2002
- Author:
CopyrightCOPYRIGHT 2002 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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The iTV industry was given a much needed boost last week when Sky's fledgling interactive service, Sky Active, revealed that over half of Sky's subscribers are pressing the red button and going interactive. 7m viewer's have used Sky Active since January last year.
While t-commerce had been hailed as iTV's holy grail, for the moment at least it seems people are much more comfortable using their TV as an entertainment device and not for buying cars, holidays or insurance.
Last year Sky scrapped its walled garden shopping service, Open, and replaced it with Sky Active, claiming that it wanted to focus solely on boosting interactivity around its existing ...