iTV: Changes to business strategies and public policies

Varan, D. (2001) iTV: Changes to business strategies and public policies. In: Seminar: Interactive TV and datacasting: How to make it happen? , 16 October 2001, Sydney, Australia.

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Abstract

This space is fascinating, and the great tragedy is that we know next to nothing about the media. We have all kinds of dramatic assumptions about what it will and won’t do, most of which are not actually tested on people. A lot of the research that we have done on people is descriptive research which tells us what people do. But that is transient, it’s a moving target. What they do today is going to be very different to what they do tomorrow. What we need is analytical research that helps us understand why people do the things they do. And that unfortunately is missing.