What do you get if you cross traditional media with the internet? A licence to print money apparently. But exactly how do you do that, production companies, broadcasters and film studios would like to know. They are being left in no doubt that interactive television is taking off. This is what the research consultancies indicate and what the digital TV platforms are quick to back up. Each platform, be it OnDigital, Open, Future TV, Telewest or NTL can show better-than-forecast figures for i-TV penetration or the willingness of their subscribers to buy through their TVs.
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