‘Design and Evaluation of New Advertisement Formats: Effectiveness in the context of Interactive Digital TV’

 Issue No. 66 (September - November 2011) 

The convergence of three industries, i.e. content (entertainment, production, advertisement, e.tc.), telecommunication and informatics, which became possible through digitization, is related to the convergence of new media applications (Negroponte, 1995).

Interactive Digital Television (IDTV) is one of the most obvious examples of this new reality. It offers new opportunities, but it also presents new threats, to broadcasters, media producers and advertisers, because the current TV business model becomes more unstable. Broadcasters have to address the threat of new market incomers that transmit the content directly to the media provider, bypassing the operation of broadcasted programs (Pagani, 2000). 

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