Jim Rowson GS Tonight and Kurt, the assistant

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Jim Rowson (G/S Tonight and Kurt, the assistant)

• Jim Rowson has a BS, MS, and PhD from
  Caltech. He spent 20 years building tools for
  chip designers at VLSI Technology, Cadence, and
  at the startup Redwood. He was CEO of a dotcom
  called OneSpot and is now a Principal Scientist
  at HP Labs working on the Social Media project.

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Brief Timeline of the History of Interactive
Television (iTV)

• 1953 1977
  1979
  1994
• WDY Qube
  Teletext
  FSN

BBC
Warner Communications
Time Warner
Winky Dink You
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Continuum of Assumption

• Assumption of Traditional Television
• Passive Viewer
• Push Model
• Advertising-driven Revenue Model
• Broadcast Programming Model
• Linear Programming
• Device Centric
• Usage Primary for Entertainment

Assumption of Interactive Television Active
Participant Pull Model Commerce-driven
Revenue Model Library Programming Model
Participatory Programming Ubiquitous Usage
Expands to Include Shopping, Communications,
Social Interaction, and Education Two-way
Communications Platform Role of the Players Is
Fluid and Requires Significant Integration
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iTV Service Offerings by Model

• Internet
• Chat
• Web on TV
• Enriched Content from the Internet
• Multiplayer Gaming
• Interactive Program
• Video on Demand
• E-mail
• Home Shopping
• Banking
• Interactive Gaming
• Targeted Ads
• Enhanced Content
• Control
• EPG
• (e.g. OpenTV)

MSO Interactive Program Video on Demand E-mail
Home Shopping Banking Interactive Gaming
Targeted Ads Enhanced Content Control
EPG (e.g. Microsoft WebTV)
Interactive Level
Simulated Delayed
Realtime
PVR Control EPG (e.g. TiVo)
Time
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Highlights Today
BananaTV
BroadBandBananas
Akimbo
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Summary of the Current iTV Landscape

Key Payers
Key Issues

• Infrastructure
• Providers
• Middleware and DEBS
• Set-top boxes and PVRs
• Content providers and
• advertisers

Echostar, DirecTV, AtT, Insight, Comcast, AOL
Time Warner Liberate, OpenTV, MicrosoftTV,
Wink Communications, TiVo, UltimateTV, Meta TV
Motorola, GI, Scientific Atlanta, Pace Micro,
Philips, Sony Paramount TV, Universal Studios,
Sony, CNN, Clients like Packaged Goods, Auto
Manufactures
Migration to digital Pressure on profits
Customer-service skills Control of consumer
interface Lack of standards Many languages
Alliances and partnerships Lack of standards
Manufacturing capabilities Lack of standards
Greater customization Need to increase
production budgets New revenue sources
Programming approach
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V.O.D.

• Video on Demand The marriage of TV and the
  Internet
• Examples
• Set top boxes/media hubs
• PCs and Laptops
• Toshiba creates a
  TV/laptop combo

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Workshop on Personalization in Future TV July
13-14, 2001 Sonthofen, Germany
TV'02 the 2nd  Workshop on Personalization in
Future TV May 28, 2002 Malaga, Spain
List of papers accepted
TV'03 the 3rd Workshop on Personalization in
Future TV June 23rd, 2003 Johnstown, PA, USA
TV'04 the 4th Workshop on  Personalization in
Future TV - Methods, Technologies, Applications
for  Personalized TV
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User Behavior PatternsErik GeelhoedCan Radio
Learn from Interactive TV?
?
.
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User Behavior PatternsProfessor John Carey
Can Radio Learn from Interactive TV?(11 June 2002)
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User Behavior PatternsProfessor John Carey
Can Radio Learn from Interactive TV?(23 Aug 2002)
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User Behavior PatternsProfessor John Carey
Can Radio Learn from Interactive TV?(23 Aug 2002)
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• and more....

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Edited by Ranjay Gulati, Mohanbir Sawhney and
Anthony Paoni
Harry Castle man, Walter J. Podrazik
Bruce Block (USC Prof.)
Janjay Gulati, Nohanbir Sawhney Anthony Paoni
(Mark S. Meadows)
(John Thornton Caldwell)
(Readings, Associations References)
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• Objectives
• 1) Gain a better understanding of attitudes,
  behaviors, and motivation behind TV viewing among
  analog, digital cable TV and satellite customers.
  
• 2)Measure consumer predisposition and preference
  for using certain services for their TV viewing
  choices (e.g. analog, digital cable TV,
  satellite, video rental, Internet videostreaming)
• 3)Develop consumer segmentation profiles based on
  viewing choices (digital cable TV, analog cable
  TV, satellite, Internet, video rentals, PPV
  purchases, simultaneous PC/TV, etc.)
• Methods
• Segmentation analysis to develop a profile of
  consumers based on their viewing choices

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V.O.D.

• Video on Demand The marriage of TV and the
  Internet
• Studies/News/Conference/
  Associations
• Interactive TV
  News Interactive TV Research

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What do you think of these Qs
It turns out that asking what people know after
seeing a ratings book was the wrong question. The
right one was "What didn't they know? Who is
"in the audience" for a program (and who is not)
depends entirely on three major interests in the
equation the content provider, the advertiser,
and the measurement organization We don't want
multiple audiences, we want THE audience
If streaming media is put in the same category
of advertiser-supported mass media as newspapers,
radio, and television, it will inevitably fall
into the ratings trap--it structurally has to
Will the future of iTV be limited to the needs
and wants of the consumer? And more, and more.