Consumer interactivity in Cambridge

Abstract

This paper describes some of the diverse range of programming and services that can be delivered to the consumer over a broadband network. The development of such in home, TV oriented, services that promote a high degree of interaction between consumers and organisations suggests that there is a growing need to gain practical experience. The value of such an environment in exploration of the ‘interactive consumer’ is illustrated.

The work undertaken by Acorn Online Media and other partners in the Cambridge iTV Trial has given those organisations a practical insight in to the interactive consumer. The formation of a working group structure and automated collection of research data is described.

It is clear that the stage is now set for organisations to build upon their current understanding and to practically explore the technical and organisational issues of consumer interactivity and the socio-economic impact and opportunity that they may bring in the not too distant future.