The challenges of interactive television

Abstract

The explosive growth of wireless as a communication medium offering exciting new business opportunities and demanding that wireless become a new channel of the marketing Communication mix. A study of the technology of the interactive television will be interesting because it helps researchers to understand the contribution of a new information technology for doing business. The aim of this thesis is to gain a better understanding of how companies use interactive television in doing business. I will study the advantages and disadvantages of the interactive television and recommend its implementation in the Lebanese market. In order to fulfill the purpose of this research, I will explore, describe and try to find out factors related to advertising and programming that influence interactive television adoption. Three persons were interviewed who are academics and professionals in the field through an empirical research comparing their experience in the existing markets. The results of this study support the theoretical framework as well as clarify and extend it. The findings also include some suggestions for companies on how to use this kind of new emerging technological medium which combines the traditional telephone, the television and the internet.