Interactive digital television in Europe

Abstract

During its short history, television (TV) has gained a very significant role in information sharing and generally in people's daily life. Nowadays, TV is one of the most consumed media forms all around the world. On average, TV is viewed in Europe 3 hours and 33 minutes per person daily (Eurodata TV 2004). There are several reasons for its popularity. TV is a compelling medium due to its media and information richness. It requires little from the viewer (ease of use and follow) and provides possibilities for social interaction among viewers both during and after watching. It can be used both for entertainment purposes and information absorption. The single most important change process in TV's near history - digitalisation - has started during the 1990s. The process began with the digitalisation of the production and distribution infrastructure. The development has by now reached the viewer level. The transition period will last at least until the end of this decade (see Table 1). This development has a wide-ranging affect on all players in the TV industry from content owners to viewers. These changes are for example better picture and sound quality, more channels, more attractive content, and the possibility to use interactive services (e.g. information services, t-commerce etc.). © Springer Berlin - Heidelberg 2005.