Switching On To Interaction: Consumer Insights Into Participation TV

() An interesting research white paper prepared by Fathom, a London-based tech/media consultancy (for Broadsystem) on the interactive TV market (from a UK perspective)…

Some main findings:

– Broadcasters could maximise gross revenue by pricing at 1.00 GBP per interaction. Digital satellite channels are in an ideal position to exploit participation as their viewers are prepared to pay the most per interaction;

– 18% of people claim to have responded to TV ads, 3% through each of fixed-line, telephone and SMS. Broadcasters can leverage their viewer relationships in this area as those who respond to TV programmes are the most likely to interact with advertising.

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