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Interactive TV in the UK - Katz, Barbara
Vergriffenes Buch, derzeit bei uns nicht verfügbar.
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Katz, Barbara:
Interactive TV in the UK - gebunden oder broschiert

2001, ISBN: 9783838643526

ID: f55f1c6da29308660d6be619470ef971

Master's Thesis from the year 2001 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, Middlesex University in London (unbekannt), language: English, abstract: Inhaltsangabe:Abstract:Interactive Television (iTV) has been around for several decades. Most people have probably heard the term before. Having started in the USA with some trials it is now conquering the UK. The first interactive services on Digital TV (DTV) have been broadcasted 18 months ago and are continuously growing in number. The four platform providers Sky, NTL, ONdigital and Telewest are trying to make their interactive services as appealing as possible and are, of course, offering new advertising opportunities for advertisers on that new medium.The aims of this project are to analyse those new advertising opportunities and compare them to advertising on traditional TV and the Internet and find out whether advertising on iTV combines their strengths and overcomes some of their weaknesses. In order to achieve this, the literature review focuses on the identification of the strengths and weaknesses of advertising on traditional TV and the Internet and also provides a good overview over the iTV market in the UK and the current developments.The UK is leading the way in the development of iTV and is even supposed to be 12 to 18 months ahead of the USA. The market is highly competitive and fragmented with the four different platform providers offering three different forms of receiving DTV, of which satellite is leading in the numbers of subscribers. The predictions of the DTV uptake are very positive and the spendings for advertising on iTV are supposed to be tremendous within the next couple of years.The results of the interviews carried out with iTV experts from the platform providers, media and advertising agencies show that advertising on iTV indeed combines the strengths and overvomes some weaknesses and has the potential to be more successful than its two closest relatives. Due to the fact that it is still in its infancy and companies are just starting to test this new medium and no success stories have been published so far, advertising on iTV in its current form is not yet the killer application it was supposed to be and the uptake of T-commerce is quite questionnabel as well. It also becomes clear though that iTV does have a great potential and when the technology is creatively used to make ads more involving and engaging it will be big.Inhaltsverzeichnis:Table of Contents:1.INTRODUCTION62.SETTING THE SCENE - LITERATURE REVIEW82.1TRADITIONAL TV ADVERTISING82.1.1Strengths of traditional TV advertising102.1.2Weaknesses of traditional TV advertising112.2ADVERTISING ON THE INTERNET142.2.1Introduction142.2.2Strengths of Internet advertising142.2.3Weaknesses of Internet advertising162.2.4Summary of Strengths and Weaknesses192.3INTERACTIVITY ON TV202.3.1Definition212.3.2Stages of interactivity on television222.3.2.1Basic interactivity232.3.2.2Advanced interactivity242.3.3Technological considerations for iTV content242.3.3.1Screen Resolution252.3.3.2Navigation252.3.3.3Font dimension, colours, and lines262.3.3.4Computer and Multimedia standards262.3.3.5Audiences262.3.3.6Download times272.3.4iTV in the UK272.3.4.1The main players - Digital Platform Wars282.3.4.2Interactive services provided in the UK322.3.4.3A special case: TiVo and other PVRs342.3.4.4The iTV market value and advertising spendings352.3.5Forms of advertising on iTV362.3.5.1Broadcast stream372.3.5.2Walled Gardens372.3.6The iTV audience382.3.7iTV in comparison41Source: Bueno, 2000423.METHODOLOGY443.1INTRODUCTION AND RESEARCH D... Buch / Sozialwissenschaften, Recht & Wirtschaft / Wirtschaft / Werbung & Marketing

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Interactive TV in the UK: New advertising opportunities in comparison - Barbara Katz
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Barbara Katz:
Interactive TV in the UK: New advertising opportunities in comparison - Taschenbuch

2001, ISBN: 3838643526

[SR: 13138052], Paperback, [EAN: 9783838643526], Diplomarbeiten Agentur diplom.de, Diplomarbeiten Agentur diplom.de, Book, [PU: Diplomarbeiten Agentur diplom.de], Diplomarbeiten Agentur diplom.de, MA-Thesis / Master, die am 04.05.2001 erfolgreich an einer Universität in Großbritannien eingereicht wurde. Abstract: Interactive Television (iTV) has been around for several decades. Most people have probably heard the term before. Having started in the USA with some trials it is now conquering the UK. The first interactive services on Digital TV (DTV) have been broadcasted 18 months ago and are continuously growing in number. The four platform providers - Sky, NTL, ONdigital and Telewest - are trying to make their interactive services as appealing as possible and are, of course, offering new advertising opportunities for advertisers on that new medium. The aims of this project are to analyse those new advertising opportunities and compare them to advertising on traditional TV and the Internet and find out whether advertising on iTV combines their strengths and overcomes some of their weaknesses. In order to achieve this, the literature review focuses on the identification of the strengths and weaknesses of advertising on traditional TV and the Internet and also provides a good overview over the iTV market in the UK and the current developments. The UK is leading the way in the development of iTV and is even supposed to be 12 to 18 months ahead of the USA. The market is highly competitive and fragmented with the four different platform providers offering three different forms of receiving DTV, of which satellite is leading in the numbers of subscribers. The predictions of the DTV uptake are very positive and the spendings for advertising on iTV are supposed to be tremendous within the next couple of years. The results of the interviews carried out with iTV experts from the platform providers, media and advertising agencies show that advertising on iTV indeed combines the strengths and overvomes some weaknesses and has the potential to be more successful than its two closest relatives. Due to the fact that it is still in its infancy and companies are j..., 2699, Advertising, 2698, Marketing & Sales, 3, Business & Money, 1000, Subjects, 283155, Books, 2702, Marketing, 2703, Direct, 2705, Global, 2706, Industrial, 2707, Multilevel, 2708, Product Management, 2709, Research, 2710, Telemarketing, 3563, Web Marketing, 2698, Marketing & Sales, 3, Business & Money, 1000, Subjects, 283155, Books

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(*) Derzeit vergriffen bedeutet, dass dieser Titel momentan auf keiner der angeschlossenen Plattform verfügbar ist.
Interactive TV in the UK - Barbara Katz
Vergriffenes Buch, derzeit bei uns nicht verfügbar.
(*)
Barbara Katz:
Interactive TV in the UK - Taschenbuch

2001, ISBN: 3838643526

ID: 13880997717

[EAN: 9783838643526], New book, [PU: Diplom.de], BARBARA KATZ,MARKETING,ADVERTISING, Paperback. 102 pages. Dimensions: 10.2in. x 7.2in. x 0.4in.MA-Thesis Master, die am 04. 05. 2001 erfolgreich an einer Universitt in Grobritannien eingereicht wurde. Abstract: Interactive Television (iTV) has been around for several decades. Most people have probably heard the term before. Having started in the USA with some trials it is now conquering the UK. The first interactive services on Digital TV (DTV) have been broadcasted 18 months ago and are continuously growing in number. The four platform providers - Sky, NTL, ONdigital and Telewest - are trying to make their interactive services as appealing as possible and are, of course, offering new advertising opportunities for advertisers on that new medium. The aims of this project are to analyse those new advertising opportunities and compare them to advertising on traditional TV and the Internet and find out whether advertising on iTV combines their strengths and overcomes some of their weaknesses. In order to achieve this, the literature review focuses on the identification of the strengths and weaknesses of advertising on traditional TV and the Internet and also provides a good overview over the iTV market in the UK and the current developments. The UK is leading the way in the development of iTV and is even supposed to be 12 to 18 months ahead of the USA. The market is highly competitive and fragmented with the four different platform providers offering three different forms of receiving DTV, of which satellite is leading in the numbers of subscribers. The predictions of the DTV uptake are very positive and the spendings for advertising on iTV are supposed to be tremendous within the next couple of years. The results of the interviews carried out with iTV experts from the platform providers, media and advertising agencies show that advertising on iTV indeed combines the strengths and overvomes some weaknesses and has the potential to be more successful than its two closest relatives. Due to the fact that it is still in its infancy and companies are j. . . This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN.

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(*) Derzeit vergriffen bedeutet, dass dieser Titel momentan auf keiner der angeschlossenen Plattform verfügbar ist.
Interactive TV in the UK - Barbara Katz
Vergriffenes Buch, derzeit bei uns nicht verfügbar.
(*)
Barbara Katz:
Interactive TV in the UK - Taschenbuch

2001, ISBN: 9783838643526

ID: 755047155

Diplom.de. Paperback. New. Paperback. 102 pages. Dimensions: 10.2in. x 7.2in. x 0.4in.MA-Thesis Master, die am 04. 05. 2001 erfolgreich an einer Universitt in Grobritannien eingereicht wurde. Abstract: Interactive Television (iTV) has been around for several decades. Most people have probably heard the term before. Having started in the USA with some trials it is now conquering the UK. The first interactive services on Digital TV (DTV) have been broadcasted 18 months ago and are continuously growing in number. The four platform providers - Sky, NTL, ONdigital and Telewest - are trying to make their interactive services as appealing as possible and are, of course, offering new advertising opportunities for advertisers on that new medium. The aims of this project are to analyse those new advertising opportunities and compare them to advertising on traditional TV and the Internet and find out whether advertising on iTV combines their strengths and overcomes some of their weaknesses. In order to achieve this, the literature review focuses on the identification of the strengths and weaknesses of advertising on traditional TV and the Internet and also provides a good overview over the iTV market in the UK and the current developments. The UK is leading the way in the development of iTV and is even supposed to be 12 to 18 months ahead of the USA. The market is highly competitive and fragmented with the four different platform providers offering three different forms of receiving DTV, of which satellite is leading in the numbers of subscribers. The predictions of the DTV uptake are very positive and the spendings for advertising on iTV are supposed to be tremendous within the next couple of years. The results of the interviews carried out with iTV experts from the platform providers, media and advertising agencies show that advertising on iTV indeed combines the strengths and overvomes some weaknesses and has the potential to be more successful than its two closest relatives. Due to the fact that it is still in its infancy and companies are j. . . This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN., Diplom.de

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ISBN: 9783838643526

Barbara Katz,Paperback, English-language edition,Pub by diplom.de Books Books ~~ Business & Economics~~ Marketing ~~ General Interactive-TV-in-the-UK~~Barbara-Katz diplom.de

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