A turf war is brewing in the interactive association business. In yet another sign of dwindling interest in interactive TV, the Interactive Television Association is changing its name and its focus. The 180-member Washington-based association will become the New Media Coalition in January, with three sub-groups focusing on online services, interactive TV and non-profit groups, said ITA President Andrew Sernovitz. The new group will compete directly with the 339-member Interactive Services Association, Silver Spring, Md. Said Mr. Sernovitz: "We stayed out of online for a year and a half because that was [ISA's] turf ... They never returned our phone calls."