Interactive Digital Television

Interactive Digital Television

Margherita Pagani (I-Lab Research Center on Digital Economy, Bocconi University, Italy)
DOI: 10.4018/978-1-93177-738-4.ch005
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Abstract

Interactive television (iTV) can be defined as the result of the process of convergence between television and the new interactive digital technologies (Pagani, 2000). Interactive television is basically domestic television boosted by interactive functions that are usually supplied through a “back channel” and/or a modern terminal. The distinctive feature of interactive television is the possibility that the new digital technologies give the user1 the opportunity to interact with the content that is offered. The evolution towards interactive television has not an exclusively technological, but also a profound impact on the whole economic system of digital broadcasting—from offer types to consumption modes, and from technological and productive structures to business models. This chapter attempts to analyse how the addition of interactivity to television brings fundamental changes to the broadcasting industry. The chapter first defines interactive transmission systems and classifies the different services offered according to the level of interactivity determined by two fundamental factors such as response time and return channel band. After defining the conceptual framework and the technological dimension of the phenomenon, the chapter considers the impact generated by interactive digital technologies on the whole broadcaster economic system. Some dimensions of the economic sub-system of reference are considered such as new types of interactive services offered and new competitive system emerging. The Interactive Digital Television (iDTV) value chain will be discussed to give an understanding of the different business elements involved. The results of the present section allow for an understanding of the impact of interactive television on the whole economic system, together with the significant changes in the market, operator types, and distributive systems. There are many problems that management has to deal with as a result of the changing behaviour of the audience, the status of the viewer, and the nature of the medium and its function. Technological, organisational, and service innovation is undoubtedly the key for understanding the behaviour of firms and institutions in the development of interactive television.

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Dedication
Table of Contents
Acknowledgments
Margherita Pagani
Chapter 1
Margherita Pagani
The world’s emerging multimedia market results from the process of convergence of three industries which were created at an interval of 50 years... Sample PDF
The Digital Metamarket
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Chapter 2
Margherita Pagani
As discussed in the previous chapter, the technological innovation process has a pervasive influence on the whole digital metamarket featured by the... Sample PDF
New Digital Media and Devices: Measuring the Potential for IT Convergence at Macro Level
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Chapter 3
Digital Television  (pages 53-74)
Margherita Pagani
With the introduction of digital technology in the production, distribution, and reception of the TV signals, an actual technological discontinuity... Sample PDF
Digital Television
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Chapter 4
Margherita Pagani
Having described the technical characteristics of the different digital signal transmission methods, it seems appropriate to investigate the... Sample PDF
The Economic Implications of Digital Technologies
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Chapter 5
Margherita Pagani
Interactive television (iTV) can be defined as the result of the process of convergence between television and the new interactive digital... Sample PDF
Interactive Digital Television
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Chapter 6
Margherita Pagani
In the previous chapters, technical features and economic implications following the digitalisation of the TV signal as well as the development of... Sample PDF
Branding Strategies for Digital Television Channels
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Chapter 7
Margherita Pagani
The advent of digitalisation is providing big opportunities which are changing the shape of the broadcasting industry. New business models and... Sample PDF
The Critical Role of Content Media Management
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Chapter 8
Digital Rights Management  (pages 180-195)
Margherita Pagani
Digital Rights Management poses one of the greatest challenges for multimedia content providers and interactive media companies in the digital age... Sample PDF
Digital Rights Management
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Chapter 9
Conclusions  (pages 196-200)
Margherita Pagani
Interactive multimedia and the so-called information highway, and its exemplar the Internet, are enabling a new economy based on the networking of... Sample PDF
Conclusions
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About the Author