Enhanced TV Programming Amassing Support From Broadcasters

  • by March 15, 2002
According to a new research report by TRACE strategies, the number of television networks developing programs with enhanced and interactive features will grow by 14% in 2002.

The report, titled “The U.S. Landscape of Enhanced Television Programming: An Examination of Content, Players and Emerging Trends,” has found that 40 television networks will add interactivity to at least one of their media properties in 2002, compared to 35 networks in 2001.

Television networks, including but not limited to MTV Hits, NicktoonsTV, The USA Travel Channel and The WB Television Network, are plotting an initial enhanced programming strategy and launch in 2002. As a group, television networks are increasing their developments of enhanced first run and syndicated programs in order to capitalize on new streams of advertising and consumer transaction revenue.

The research also found that of the total number of television networks developing interactive programming, 71% of industry executives rank PBS as the most aggressive programmer of enhanced television content. The Weather Channel ranks second with votes from 58% of respondents, followed by CBS, with votes from 38% of respondents.

Furthermore, of all the enhanced programming features developed in 2001, integrating additional show information (such as biographies of guest/actors, photos, locations) into a program, was found to be the most widely developed feature, accounting for 25% of enhancements in 2001.

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