Lars Kirchhoff

The Arrival of iDTV / Interactive Digital Television: TV-Based Web-Access And Possible Implications For The Internet World Lars Kirchhoff

Diplomarbeit, die am 18.05.2001 erfolgreich an einer Universität in Großbritannien im Fachbereich International Management eingereicht wurde. Abstract: With the recent emergence of Interactive Television (iTV) in Europe, the TV set will rival the PC as an interface for interactive services in the European home. The purpose of this report is to look at the current situation and future prospects of Internet provision via TV in order to then identify possible changes within the traditional Internet world. Based on these findings, the study will give recommendations to Internet businesses regarding the appropriate choice of strategies to be pursued. In a first step, however, this report will introduce Interactive Television (iTV) and sum up its current and predicted market situation in Europe. This report consists of five chapters. Chapter 1 provides an introduction to Interactive Television and the Internet and states why the Net on TV stands the chance to influence the PC-based Internet world. In Chapter 2a detailed picture of Interactive Television and its features is created. Further, the European TV landscape is analyzed, looking at the current situation and future prospects of Interactive Television. After an assessment of the implications of TV-based Internet access, possible changes in the traditional Internet world are indicated. Chapter 3 outlines the methods used for the information gathering process of the primary and secondary research. Chapter 4 complements and evaluates the information stated in Chapter 2 with insights obtained from three industry specialists. Finally, Chapter 5 summarizes the key findings of this report and gives recommendations to Internet ventures regarding the appropriate choice of strategy in order to exploit the opportunities arising from iDTV. Table of Contents: |DECLARATION OF ORIGINALITY|I |EXECUTIVE SUMMARY|II |ACKNOWLEDGEMENTS|IV |TABLE OF CONTENTS|V |TABLE OF FIGURES|VIII |TABLE OF TABLES|IX |CHAPTER 1