The High-Water Mark for Interactive Cable

Published by: Yankee Group

Published: May. 1, 2008 - 12 Pages

Table of Contents

I. The US Market Is Cable's to Lose

The High-Water Mark

Move Over Impressions

II. Stemming the Interactive Tide: Recommendations for Cable and IPTV

How Should Cable MSOs Plan For Interactivity?

Hope for the Cable and IPTV Operators

Three Types of Television

Industry Structure

IPTV Is in the Same Boat

III. Conclusions

Winners and Losers in Interactive Television

Recommendations for Cable Networks

Recommendations for IPTV Operators

Recommendations for Broadcast Networks

IV. Further Reading

Abstract

Digital and interactive advertising is the cornerstone for the infrastructure investments necessary to support interactive programming. Cable operators have been promising interactivity for years, but they must realize that digital cable ad platforms won’t reach enough households to sufficiently drive new advertising revenue in interactive television.

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