The growing perception of the low effectiveness of advertising on IDTV in combination with technological concerns that are rising after the first real-life try-outs may be the reasons for this threshold to use IDTV. Introduction The convergence of three industries - namely content (entertainment, publishing, advertising, etc...
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Interactive Digital TV (IDTV) is the most visible result of this convergence; offering new opportunities, but also implicating new threats for broadcasters, marketers, and advertisers because the existing TV business model becomes unstable. Broadcasters face the threat that the new entrants deliver content directly to the telecommunication provider; by-passing the packaging function of the broadcasters (Pagani 2000)...
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