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Interactive TV has a rosy future if it's put at the heart of media.

Publication: New Media Age
Publication Date: 30-NOV-06 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
The media landscape is changing faster than ever before. Passive TV viewing, as dictated by the broadcast schedule, will be swept away by a new order where viewers download anything they like, anytime they like, on any device. At least, that's the impression you get reading the media about the media lately.

Yet we should also remember that new media platforms tend not to represent either/or choices for consumers. They are lots of things with varying degrees of crossover, and a legacy of traditional consumption patterns alongside the new.

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