Between the Lines: Interactive TV yet to deliver

It looks like it is crunch time for the still-nascent interactive TV market, with the news Zip TV has gone into receivership after failing to sign a contract with ITV (page 2). ITV, meanwhile, is rumoured to be setting up an interactive TV platform.

If it does, agencies will face the choice of booking their interactive TV slots either through ITV or through Sky, as these broadcasters would control the entire market.

And if they chose to set the price too high, advertisers could legitimately turn away from a medium that has yet to fulfil its long-awaited potential.

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