The learning curve: a panel of iTV industry figures share their thoughts with NMA on lessons the sector has learned and the financial and creative challenges it still faces

New Media Age, September, 2003

Nigel Walley: The main lesson from the last five years is that the things that work on TV around interactivity are actually things to do with watching TV. When Open first launched five years ago, there was a sense it was going to be a great leap forward into commerce and services that were, to an extent, alien to the TV experience. I think what we've seen in the last five years is the shift back to core TV and interactivity developing outwards from that, rather than leaps into the unknown.

Gerry O'Sullivan: If there's any trend, it's that things are always changing. We are an experimental platform. To me, it's all about ideas and having the ability to take risks knowing there's going to be some failures and some successes that will surprise you.

Toby Hack:...