Interactivity: An Essential Element for Broadcasting on the Information Superhighway

The broadcasting industry is in the midst of a period of rapid change, brought about by the introduction of digital transmission technology for terrestrial and satellite broadcasting and for cable delivery. Initially, this new capability might be used to deliver current programming in a more efficient fashion or to enhance the capability of the delivery chain to include more programs. There exist, however, opportunities for the broadcaster to become a deliverer of new programming, such as interactive programs, and to deliver data services, becoming a part of the Information Superhighway in effect and bringing the benefits of it to users throughout their service areas much ahead of other mechanisms, such as the telecommunications network. The paper discusses some of these opportunities and the interactivity mechanisms that will be required to effect such services, in the context of broadcasting.

Print ISSN

0036-1682

Published

1996-03

Content type

Information

DOI

10.5594/J04648