Interactive TV is alive and kicking. But it's not called that anymore. Instead, it's Internet TV.
Last week, two ventures, Intercast and the U.K.'s Channel 11, detailed separate initiatives to integrate the two technologies.
Time Warner is working to offer Internet services via the TV, as are companies ranging from Sega of America to Zenith Corp. to Tele-TV.
In the marketing world, meanwhile, more than 40 executives representing agencies and advertisers will meet July 11 in the first gathering of the Coalition for Targeted Advertising. The goal: to advise technology companies how advertising should be incorporated into interactive platforms.
"Many of the new-media platforms will begin to converge," said Bill Harvey, president of Next Century Media, New Paltz, N.Y., and acting coalition chairman. "Because advertisers will foot much of that bill, they should have some say in its development."
"ITV has been dismissed as not a real business," said Gary Arlen, president of Arlen Communications, Bethesda, Md. "But the fact is that many companies out there now-including Internet companies-are laying the groundwork for it."