How Interactive TV is Changing the Television Experience for Everyone - By: Kathryn Dawson

The clearest sign that television is not what it used to be has been the arrival of interactive TV. Once, we set our watches by the time our favourite television programme came on, leaving work or friends to be home in time to tune in. Today, we can watch our favourite programme whenever we get around to it. Effectively, the viewers are now in control of scheduling, not the broadcasters.

But it is not only in the area of television programming that the interactive effect is being felt. Advertisers are finding it a more effective way in which to communicate their message to the viewership. The new targeted advertising technique, also known as advanced advertising, means a closer relationship with viewers is now possible, with ad insertion allowing even local advertisers to benefit.

It could be argued that the public had been force fed programming for decades, having what they watched decided by daily schedules. This prompted viewers to commonly complain that nothing was on even with dozens of channels to choose from.

However, for viewers and broadcasters alike, that frustration is now effectively removed with interactive television services that not only permit the public to choose their own television schedule, but allow them to fill play games, shop, and take part in quizzes and viewer polls.

It is no longer a strange thing to hear a television present asking viewers to press the interactive button on their remotes and vote for a song, choose a favourite programme or express their view on the latest political news story. As such, the viewer has become a participant, and whatever indifference may have been felt is now replaced with a sense of empowerment.

The technology involved in making such interaction possible is quite complex. It is a combination of factors, which a set top box receives to provide the range of options onscreen that a viewer can access through his remote control. Technology suites are now designed to serve multiple applications and play out to multiple platforms. The potential for interactive services is limitless, and while broadcasters have recognised the value of such a television experience, advertisers have recognised the potential for their aims.

Advertisers have embraced these technological developments that now allow the viewer to choose what advertisement he or she wants to look at, and ultimately be influenced by. Through targeted, or advanced, advertising the advertiser effectively communicates with whoever wants to listen, rather than hoping to catch the attention of someone. This is accomplished through aspects like programme choice.

For instance, advertisers can concentrate their ads for sports equipment around sports channels and events knowing that viewers who gravitate towards sports programming will be watching. A prompt can appear on screen, encouraging viewers who are interested to press the red button to find out details on a new brand of sportswear. There may even be a competition, with viewers encouraged to take part in a short quiz, with the prize being tickets to a major sporting event.

Switching to local advertising, despite the national or international nature of a broadcast, allows local advertisers to get in on the scene too. This switch often occurs when international sporting events draw a national audience but regional advertising is broadcast, typically from a business wishing to congratulate or support the team involved. From the point of view of the broadcaster, there may be several regions to cater for, but the advertisements are ready on the video servers to be transmitted in their respective region.

Through opt cuing equipment, the regional stations can switch from the principal broadcast, or main feed, to transmit these advertisements, and then switch back after the allotted ad break is over. Of course, opt cuing equipment must have the capacity to support more than one channel or event, while an ability to handle variety of signaling methods is also important.

As part of their overall capabilities, video data inserters with multi functional platforms, such as those used for inserting ancillary data, like captions and audio description, can provide quality opt cuing, allowing for specific ad insertion for specific regions or viewers.

There is no doubt that interactive tv is changing the way viewers experience television, as well as the way that broadcasters are delivering entertainment to the masses. Even advertisers are exploring new routes to markets thanks to targeted advertising.

About the Author

Kathryn Dawson writes articles for Softel, a key TV and video technology company, providing one of the most groundbreaking and top interactive tv, targeted advertising MPEG stream processing, ad insertion and opt-out cuing solutions currently available.

Article Directory Source: http://www.articlerich.com/profile/Kathryn--Dawson/78883

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