What’s Holding Up ITV? Everything

Broadcasters, operators and technologists gathered at the TV of Tomorrow conference yesterday to discuss why the U.S. lags behind other markets in the deployment of interactive TV technologies. So why aren’t we living in an ITV utopia right now? According to the panel, it’s everyone’s fault… even yours.

It’s a chicken-and-egg scenario, with plenty of chickens. Programmers (networks) don’t want to develop interactive programs for each different platform. Competition has stalled technologists (middleware) and by extension, the development of a single technological standard. Operators (cable companies) don’t have or won’t give the data they collect on their customers to the networks or the advertisers. Advertisers don’t want to pay for ITV ad campaigns without that data. Then there are the affiliates to consider. And you? Well, you’re not adopting the services when offered and are only considering ITV services as a reason to retain an operator’s service, not sign up with them.

So don’t expect your ITV wishes to come true anytime soon.