Return path

An interaction where the customer sends information to the iDTV provider using a phone line or cable.

Curry (2001) has proposed three alternative types of interactivity that online marketers can exploit:

1 Distribution interactivity. Here the user controls when the content is delivered. Video-on-demand is an example of this. Using personal video recorders such as Sky+ or TiVO is a further example, since users can choose to watch content at a later time and possibly omit adverts.

2 Information interactivity. Here the user can select different information. Curry gives the example of teletext and games which are, together, the most popular interactive TV activity. A further example is where a viewer of an advert can access a microsite with further information on the advert (known as 'red button advertising' in the UK). Information can be exchanged via a return path such as entering a competition. This provides an improved option for direct response advertising in comparison to traditional TV. An example is given in Mini Case Study 3.2: 'Volvo encourages viewers to "Press Red" for their "Mystery of Dalaro" campaign'. Interaction with interactive TV is often combined with text messaging in quiz and reality TV programmes.

3 Participation activity. This is where the user can select different options during a programme such as choosing a different camera angle in a football match or different news stories. There is no return path in this case.

Mini Case Study 3.2

Success For Affiliate Managers

Success For Affiliate Managers

Explode your Affiliate Income Today By Learning FIRST How To Become A Successful Affiliate Manager! Do you want to know everything there is to know about running a successful affiliate program that brings you money on autopilot? Then get your hands on this brand new e-book.

Get My Free Ebook

Post a comment