According to a recent survey, interactive TV applications are starting to migrate from being “cool features” to “must-haves.”
Interactive applications developer Ensequence commissioned surveys with Harris Interactive to gauge consumers’ interest in, and use of, iTV applications. The first survey was in 2007, while the most recent findings were released today.
Today’s survey said that about 17 percent of the responders “would definitely or probably switch service providers to get interactive services.”
“This study shows that consumer interest in interactivity is substantial and that interactive television presents an important strategic opportunity for programmers, advertisers and service providers to increase the value of their respective businesses,” said Peter Low, Ensequence’s president and CEO.
Other findings from the most recent survey included:
• 73 percent of viewers would like to interact with TV commercials for a product they are interested in using their remote control.
• 70 percent of sports viewers would like to interact while watching a sporting event (up 5 percent from 2007), and 40 percent of sports viewers would like to get scores, news and information from other live games and matches.
• 55 percent of drama viewers want to interact (up 5 percent from 2007), and 30 percent of drama viewers would like to set recordings and reminders for upcoming episodes.
• 74 percent of reality viewers want to interact, and 55 percent of reality show viewers would vote for contestants.
• 43 percent of viewers would locate a local retailer that carries the product (up 2 percent from 2007).
Ensequence also announced that it was picked by Showtime Networks as the developer of choice to help bring EBIF interactive TV to the network’s sports programming.
The EBIF app, called Showtime Sports Interactive, launched to viewers on Feb. 26 and was made available on select Showtime boxing and mixed-martial arts HD telecasts in participating systems.
Ensequence said it worked with Showtime Networks’ in-house interactive TV team to add data-driven interactivity to the boxing and mixed-martial arts programming. Initially available on Verizon FiOS TV, the iTV application gives fight fans access to stats, fighter profiles, polling, fight calendars and a trivia game – all on the TV screen, synchronized with the telecast.
Showtime Networks is running the back-end operation of the EBIF application with the Ensequence iTV Manager Programmer Edition.