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A few important underlying ITV technologies have appeared that enable producers to author once, broadcast everywhere,
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CHAPTER TWENTY
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the professed goal of industry developers These are based on the HTML-based 10 specification developed by members of the Advanced Television Enhancement Forum (ATVEF pronounced atveff by some), the Digital Video Broadcasting Multimedia Home Products protocol (DVB-MHP), the JavaTV application programming interface from Sun Microsystems, and XML for controlling metadata supported by the TV Anytime Forum These technologies are continually mired in controversy because not one of them has become a worldwide standard Companies in Europe and American firms such as Liberate, Sun Microsystems, OpenTV, Excite@Home, ICTV, PowerTV, Microsoft, and interoperability organizations like CableLaboratories (CableLabs), promote discussions and workgroups to invent the answers, but no firm conclusions have been made Meanwhile, such technologies are finding acceptance on a regional basis ATVEF has found favor in North America In Europe, companies have embraced DVBMHP XML is just now gaining real popularity within the Internet community, which may carry over into ITV Unless a standard can be agreed upon, however, ITV technologies and, therefore, content programming will be expensive to produce
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Production budgets on ITV projects are escalating Today, a producer might spend perhaps $70,000 to $3 million to get it right Before long, these budgets will increase as technology improves and audiences demand more functionality and enhanced shows Production companies are developing new business models that reflect complex revenue sharing arrangements between producer, set-top box vendor, software provider, MSO, shopping vendor, Internet Service Provider (ISP), and billing vendor, in order to get commitments on a project Some revenues may come from the viewers, of course, through tiered subscriptions Additional revenues will come from interactive and/or targeted advertising T-commerce (interactive commerce on television), on the other hand, will be the greatest revenue generator, or so the theory goes Content producers
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are discovering that, in order to pay for new ITV programming, they will have to build a store, too Before embarking on an ITV production, therefore, it is important to develop a business plan that considers T-commerce Although some producers might shudder at this prospect, viewers may enjoy the accessibility of products relevant to programming On the other hand, this close relationship between consumerism and content can be abused Our hope is that we will build a medium that outshines its initial promise as a revenue generator and becomes an influential medium of personal and cultural expression But to understand where ITV may go, let s first discuss its origins
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Years before television was invented, people spoke as if film, radio, and the telephone would some day converge Sound familiar In the early part of this century, terms like Radiovision and Telephone Eye were used to express a future device that might provide an integration of services Although the electronic transmission of pictures ( television ) is what they got, the idea that these technologies could be combined into one device became a deeply embedded dream back then Today, our PC-TVs, NetTVs, or even video and teleconferencing services echo that long held vision Real ITV is something much more complicated, though: inventing it has taken great investment, innovation, trial, error, and further exploration One of the earliest innovations to have an influence on the generation that would invent ITV was a show called Winky Dink THE TELEVISION AS TOY Some people may remember Winky Dink a program first broadcast in October of 1953 in black and white, on the CBS network Created and hosted by future Joker s Wild game show host, Jack Barry, Winky Dink featured the adventures of a cartoon character named Winky Dink and his dog Woofer The simply drawn character was a small boy (voiced by Mae Questal of Betty Boop fame) with ragged hair who appeared
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