Interactive TV will emerge as Web, TV hybrid

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Interactive TV is projected to reach 30 million U.S. households and generate $10 billion in revenue by 2000, but it must evolve into a hybrid of Web, TV revenue and programming models in order to succeed, according to research presented by Jupiter Communications at the Jupiter Entertainment Forum, Los Angeles. While the ITV platform will offer the entertainment industry an alternative to the Internet for programming, players must learn it's still too early for companies to jump on the Internet as an entertainment medium. The company recommended entertainment marketers use the Internet to drive traffic to their real

Copyright December 1999, Crain Communications Inc.

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