Cable must get interactive act together

Interactive television won’t succeed until cable companies reach agreement on measurement standards, according to Starcom MediaVest executives. The initiative undertaken by six major cable companies, called Canoe, is a step in the right direction, said Jen Soch, MediaVest USA’s VP and director of advanced TV.

Tracey L. Scheppach, vice president/video innovation director at Starcom USA, said flaws include video-on-demand’s poor navigation and an inability to insert ads dynamically. Unless these shortcomings are addressed, Soch and Scheppach warned that advertising dollars would move into broadband.

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