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Cable World, Oct 6, 2003
Byline: BRIAN SANTO, KAGAN
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There's tantalizing potential to extract revenue from interactivity, but as a priority, interactivity has dropped behind data, digital, hi-def and telephony. The one exception is video-on-demand, and that's minimally interactive. Nonetheless, direct response interactive advertising could gain an MSO with 500K subs over $13 mil. a year by 2006. VOD is already more lucrative than that, and other interactive options such as games, commerce and even Internet access through the TV have higher potential payoffs in the next few years. But the opportunity for incremental revenue should prompt at least a few MSOs to investigate interactive advertising.
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