Interactive TV isn't dead. It just took a while.
Judging by an Ensequence-sponsored study of US adults
conducted by Harris Interactive in November and December 2007, many TV viewers are ready to use their remote controls for more than just adjusting the volume.
More than seven out of 10 respondents said they were currently using their remote controls with onscreen TV guides, scheduling or selecting DVR recordings and for viewing content on-demand.
Respondents also indicated a desire to interact with a range of programming, including sports, scripted dramas and even advertising.
- 72% of those who watch reality TV shows want to interact with those shows
- 65% of those who watch sporting events on TV want to interact with those events
- 66% of viewers want to interact with commercial advertising
- 50% of those who watch drama TV shows indicated that they would be interested in interacting with those shows
"This study confirms that consumers have higher expectations and want to vote for contestants, get additional product information during commercials, purchase tickets for live events or get scores and statistics during sporting events—all using their remote controls," said Dalen Harrison, CEO of Ensequence.