• by Wayne Friedman , April 12, 2011

The challenges in pushing forward interactive TV programming and marketing efforts -- those mostly found on cable or satellite TV services -- is a lot like the complaints of other growing digital media.

"It is still a CPM world," says Rob Aksman, co-founder and chief experience designer of BrightLine, in speaking at the MediaPost Re:Vision event. Aksman also worries there is still no broadly accepted means of comparing interactive TV campaigns.

Pat Ivers, co-founder and executive vp of advertising sales for The Band, an interactive TV company, says the hurdles are more general, that of "acceptance, cost, and time [factors]."

Ivers also complains that when visiting media agencies he is sent to the media department -- a place he feels doesn't help his needs.

Media executives then ask how these campaigns should "plugged into the department Donovan Data Systems," the media department systems which is design for straight-ahead TV media plans that includes standard schedules for commercials.