Forced interaction

摘要

Interactive TV enabling technologies vary considerably. However, the emergence of IPTV has sparked a new debate about the importance of standards. Television industry technologists had high hopes for interactive television, and some thought it would transform the way that television was consumed. However, it could be argued that interactivity has failed to fulfill its promise. Peter MacAvock, executive director of the DVB says: "Currently interactive TV remains something that at best could be considered a valu&added service and at worst, a difficult-to-justify add-on feature. It remains an expensive set of options that require the right set of circum- stances to generate revenue."