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CHAPTER TWENTY
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Europe and Japan as well as a recent deal with EchoStar for their DISHplayer box; it is being mainstreamed into Microsoft TV, a new total ITV platform for MSOs Ultimately, WebTV has maintained its leadership position with respect to VBI analog advanced broadcasting Additional services offered include picture-in-picture (PIP), a walled-garden service, JavaScript support, banking and bill payment services, surveillance software, an EPG, and Web page building tools WebTV s set-top products include Classic, Plus, and WebTV for Windows 98 the last two feature two-way VBI broadcasting Producers of ITV content over a WebTV Plus or WebTV for Windows 98 can use third-party authoring tools, such as Dreamweaver, and the services of various ITV data broadcasters, such as Wink Communications, Mixed Signals, and RespondTV, to provide subscribers with interactive enhancements In the second half of 2000, a slew of new ITV, ATVEF-compliant, VBI-based programming was available over the WebTV platform WebTV also made a deal with the CBS network to enhance a range of different programs In 1999 ReplayTV and TiVo introduced retail stand-alone products that offered viewers advanced VCR-like digital recording capabilities via hard disk drives These DVR units also feature software that enhances the EPG model (including software that enables viewers to skip commercials) as well as data broadcasting content services At once proclaimed as important developments by the press and analysts, broadcasters continue to invest millions of dollars in these companies because the boxes clearly give the viewer a powerful tool of control; broadcasters want to have some influence on the evolution of the software that will control it; these companies want to own a piece of that action Strangely, these units have not met with great success Reasons for this lack of acceptance may be because the units are complicated to set up, too expensive (each has their own business model, but neither gives the box away), and there hasn t been enough advertising or brand development, although this fact has recently changed as both companies have launched aggressive advertising campaigns, rebate programs, and other special promotions around the world Certain deals made by ReplayTV and TiVo may bring their technology to a wider pub-
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INTERACTIVE ENHANCED TELEVISION
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lic TiVo will be featured on a later version of America Online s AOLTV stand-alone box (TiVo has also launched in the United Kingdom) ReplayTV is now packaged as Panasonic s Showstopper, debuting the first industry 60-hour drive in October, 2000 (It has been purchased by SONICblue) Microsoft TV s Ultimate TV platform has its own system These companies are also beginning to evolve their software and data broadcasting services to create more powerful ways to select programming interactively and even remotely (eg, MyReplayTV, which controls from the Web) Without skipping a beat, the DBS industry has again taken notice The DBS industry has always deployed stand alone retail products This fact has enabled them to sell or give away digital set-top receivers and interactive services mostly in Europe where DBS service is strong in advance of the cable and telecommunications industries there These companies (too many to mention) clearly understand the potential of ITV to deliver a unique service, targeted advertising, and T-commerce Each provider is trying to determine which box and set of services are strategic winners In the United Kingdom, BSkyB has deployed Open, an ITV service that features middleware from OpenTV DirecTV also offers its own ITV boxes featuring Wink Communications enhanced service and features that include DVR units Another company, which has yet to deploy, but might have another bright idea, is Telecruz This chip manufacturing company hopes its all-in-one ITV-on-a-chip series for embedding in televisions or even set-top boxes may prove the ultimate stand alone product Announced late in 2000, Telecruz received an additional $35 million round of funding on top of a previous $34 million to drive their strategy Partnering with TV manufacturers such as Zenith, Aiwa, Samsung, and Videocon in India, Telecruz hopes consumers will want to avoid the multiple set-top box dilemma But what of digital STBs DIGITAL SET-TOP BOX DEPLOYMENTS Although the set-top box has long been associated with the cable industry, the FCC mandated, in the Telecommunications Act of 1996, that set-top manufacturers must separate TV
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