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White Paper Details
Consumer Insights Associated with Interactive Television
The transition to digital television will increasingly introduce new business models and content formats to the existing television landscape. Clearly the transition to a digital terrain will best be facilitated when grounded in clear audience insight. Yet little empirical research is available to guide this process. Interactivity, in particular, represents a clear shift in the paradigm of television. How do audiences respond? This paper explores the theme by drawing on findings associated with selective studies conducted at the Interactive Television Research Institute.
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