National borders have been unsuccessful in containing new strains of the extremely contagious viewer affliction – Mad Couch Disease. Symptoms of the disease have spread rapidly in households with interactive television causing viewer vertigo, remote control separation anxiety, sleepless nights, and perpetual channel surfing.
In January 2001 we previewed our interactive and enhanced television viewer interface research to standing room only crowds in the UK. New research shows that few iTV services have responded with any improvements to the viewer experience.
In January 2002 we published Stay Tuned 2 with the express objective of helping iTV companies reach their objectives and unlock the tremendous potential of iTV in the year 2002.
Stay Tuned 2 presents the critical benchmarks destined to become the defining success factors of interactive TV. In this study, we challenge the efforts of the service providers, programs and channels. By revealing their shortcomings, we propose a road map for improvements in iTV viewer-interface, the key to monetizing content and capturing viewers.