Poor design and insufficient attention to detail are stifling the creative development of interactive TV services and ads, according to a report sponsored by the interactive TV development company SmashedAtom.
In response to the findings, SmashedAtom will be calling for the formation of an industry body aimed at improving the creative standards for interactive work.
The research, by Shelley Taylor & Associates, looked at UK and US interactive TV services. It highlighted some serious design and user-interface flaws, including misleading and unuseable navigation and unreadable text.
The research also identified the 'viewer vertigo' effect: disorientation and nausea caused by poorly designed visual displays.
Jonathan Peachy, the managing director of Smashed-Atom, said its cross-industry design group would complement bodies such as Cylo and Phosphorus's Interactive Forum, and Static's ITVAA.
Jo Hooper, the head of creative at SmashedAtom, said: 'Many designers do not have the knowledge of broadcast graphics to help them make the best of interactive TV. Some services use colours so unsuited for TV that they must literally be causing headaches for viewers.'
Jon Dobinson, the managing director of Phosphorus, said: 'Some of the poorer interactive TV results have come about because people with web backgrounds have been asked to produce TV, which is a very different medium. This will continue until the industry trains enough of its own people to meet demand.'