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1953:
Winky Dink-- first "interactive " TV show. Kids put a
plastic sheet over the picture tube and draw on top of a running program.
1957: Zenith "Space Command" Remote Control-- with
13 VHF channels, the viewer could sit back in a Lazy Boy Lounger and
switch stations without getting up from the TV Dinner.
1972: Cable TV-- cable expands as HBO is launched, satellite
distribution becomes viable, and regulations loosen. Cable allows the
potential of over 75 channels, giving us the Set Top Box (STB) and making
the remote control man's (and woman's) best friend.
1977: Qube-- Warner Cable debuts ITV service in Columbus, Ohio.
A limited amount of customers can now get additional information while
watching a program and can participate in live polls. The system is
dropped as additional benefits can not justify the cost of the equipment.
1984: 1984 Cable Act-- deregulation accelerates cable penetration.
Cable homes increase to over 50M homes by the end of the decade.
1994: Full Service Network-- Time Warner launches ITV services
in Orlando FL. It works fine, but nobody wanted to pay for the $5,000
digital STB's. The newly rediscovered Internet looks more promising.
1995: Digital Satellite-- TV expands to 500 channels. Almost
12M 18" dishes are sold by the end of the 1990's. The enhanced
program guide becomes a necessity.
1997: WebTV-- the Internet converges on the TV screen. WorldGate
and AOLTV get into the act as well. Their combined base soon exceeds
1.5M. Microsoft buys WebTV.
1998: Digital Cable-- MSOs start expanding the digital infrastructure
to over 1.5M homes, giving customers potential access to ITV services.
By end of 1990's, that number expands past 5M.
1999: Digital Video Recorders-- TiVo and ReplayTV change how
we watch and interact with the TV. Including Dish Network and UltimateTV,
over 3M DVRs are sold by the beginning of 2000.
2000: ITV Deployment-- ITV programs started by every MSO and DBS
system. Wink is available in over 6M homes. OpenTV, Liberate, Canal+,
and WorldGate make important strategic alliances. Over 20M homes have
boxes capable of some form of interactivity. Cable companies
begin pushing Video on Demand (VOD) and Interactive Program Guides (IPG).
Microsoft gets into the cable business, selling its head-end software to
AT&T cable.
2001: 9/11-- the NYC disaster derails Microsoft's plan with
AT&T. Other plans are put on hold. RespondTV and CommerceTV
go under. In response to the downturn, the ITV Alliance launches
in 2002 with 5 original ITV companies leading the way (OpenTV, Liberate,
Canal+, ACTV, Worldgate). By end of year, the ITA adds over 30
companies, including Disney, Turner, Procter & Gamble, Mediavest,
Comcast, DirecTV, Microsoft and Intel.
2003: Consolidation-- John Malone's Liberty Media buys OpenTV, Wink
and ACTV. Rupert Murdoch's NewsCorp buys DirecTV. Microsoft
pushes MediaCenter PC as broadbandTV becomes more accessible in the
livingroom. The cable operators embrace OCAP as the new digital TV
platform and plans roll-out within 5 years. The TV Academy gives
its first Interactive Emmy Award.
2006: New TV's, New Platforms-- 42" digital flatscreens
approach $1,200, same price (equivalent) as a color TV in 1968.
DVD completely overtakes VCR's and HiDef (HD)TV's become standardized.
Mobile TV on cellphones and iPods become a credible business.
TelCos (Verizon and AT&T) get into the TV business with their own IPTV
platforms. Internet broadband is available in over 50% of American
homes.
Today and Beyond-- Interactive Television is now available
in over 60% - 70% of Americans homes. VOD, IPG's, DVR's are
becoming ubiquitous. Advertisers are taking advantage of targeting
and tracking of their ads, putting pressure on the traditional Nielsen
system. Google and Apple are now heavily invested in digital TV
and ITV. BluRay wins the HiDef DVD battle. And the "Digital
Mandate" is less than a year away (the analog TV signal will be turned
off on Feb. 17, 2009). All homes will need a digital TV, a digital
set-top box or a digital converter to get a signal. Within a year,
almost all homes will have some ITV capability. New interactive
programming and advertising will begin to proliferate.
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