iTV

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iTV

• Interactivity comes to
• Television

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What is iTV?

• Pay-per-view movies
• Surfing the Web on TV
• Ordering more information or a coupon from an
  advertiser
• Chatting online with other viewers of Survivor

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What is iTV?

• Purchasing a CD of the band playing on The
  Tonight Show

• Check stock quotes while watching CNBC
• Playing along with Wheel of Fortune

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What is the potential for iTV?

• Selecting which camera angle you want in your
  favorite sporting event
• Participating in a live news opinion poll
• Making a bid on a live auction
• buying the tie that Frasier is wearing, that lamp
  on Friends, or a translator for deciphering
  Dennis Miller on Monday Night Football

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What about the advertiser?

• Get closer to the consumer
• Target consumers in a more focused way
• Engender a sense of immediacy with the consumer
• Get closer to the point of sale

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You need to learn the lingo.

• Electronic Programming Guide (EPG)
• Interface
• Synchronous
• T-commerce
• Vertical Blanking Interval (VBI)

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iTV - IThe First Attempt August 99
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How would you like a free pizza with 2 toppings
and soda?
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Thanks for the order, your free pizza and soda
are on the way!
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iTV - IThe Results

• 150 Pizzas given away
• 10,000 WebTV owners in the Bay Area
• Criteria Watching the Star Trek Marathon - Have
  WebTV - Seen one of the Dominos spot that ran 13
  times during the 12 hour marathon - Want Pizza!

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iTV - IISing a songMarch 16, 2000
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iTV - IIThe Results

• Based on the WebTV viewers who were watching the
  Melissa Etheridge concert
• 46 responded to the message

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What about the viewer?
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iTVA Boom or Bust?
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iTVThe Reality

• Dealing with Dominos was more complicated than
  CDNow
• All responses are funneled through RespondTV
• If the interaction runs longer than 30 seconds

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iTVThe Reality

• Revenue sharing - everyone wants a piece of the
  pizza

• The odds are it is happening right now on your
  station and youre not getting any pizza

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Thank You
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