"Has Interactive TV Come of Age?" at The TV of Tomorrow Show 2012

[itvt] is pleased to present a video recording of the closing plenary session, "Has Interactive TV Come of Age?," which was one of the highlights of The TV of Tomorrow Show 2012 (June 12th-13th).

The session was described in the show brochure as follows:

"Despite the cable industry's decision earlier this year to abandon its plans to launch a national interactive TV platform, there appears to be significant evidence that interactive TV and video are starting to gain broad acceptance--both among the public and among those whose job is to entertain and market to that public.

Examples of the mainstreaming of interactivity include the millions of views garnered by Annotations-powered interactive videos--including advertisements--on YouTube; the commissioning of 'choose-your-own-adventure' versions of their programming brands by major broadcasters and networks such as Fox and The CW; the release of interactive music videos by such major stars as John Mayer and The Red Hot Chili Peppers; and the widespread adoption of second-screen interactive TV by broadcasters, networks and advertisers, across multiple programming genres.

Panelists in this session will assess the extent to which interactivity really is becoming mainstream, examining the significance of these and other major interactive TV and video developments over the past year or so. They will also attempt to determine how well prepared the television and advertising industries are for the mainstreaming of interactivity. Questions to be addressed include: If viewers really are starting to hunger for interactive TV and video experiences, how can broadcasters, advertisers and other interested parties take advantage of this need to interact? Are we still conceiving of interactivity as an add-on--is there some way that we should be thinking of it as more fundamentally changing programming and advertising? Are we similarly still beholden to old models of monetization, and, if so, can we conceive of new monetization models that more effectively take advantage of audiences' increasing acceptance of interactivity?"

Panelists included:

  • Yoni Bloch, CEO, Interlude
  • John Gilles, Executive Vice President, Coincident (Note: Gilles is now Managing Director of A Different Engine)
  • Peter Low, President and CEO, Ensequence
  • Joe Penna, MysteryGuitarMan
  • Ashley Swartz, Principal, Furious Minds (Moderator)
  • Zane Vella, CEO, Watchwith
  • Laurant Weill, Executive Chairman, Visiware
North America