TelevisionWeek contributing writer Daisy Whitney is blogging about the pinnacles and pitfalls facing viewers who want to consume television in new ways. Check in frequently as Daisy kicks the tires on the new media juggernaut and dishes on which services do -- and don’t -- make the cut.


Trial and Error

Oscar on Interactive TV

March 3, 2008 8:59 AM

What good is a blog if you can’t pimp your friends’ projects?

So allow me to pimp Mitch Oscar right now. He’s the executive VP of digital at Carat and one of the leading new-media and interactive TV advertising experts in the world. Yes, the whole wide world!

He’s written a book on interactive TV, "Trials and Defibrillations: Interactive Television in the U.S." (Well, more like a report you have to buy.) If you want some good intel on the ITV market, go here to get the book:

Here's the description you will find there:

Need to know how to address addressable TV advertising?

Demand more about video-on-demand?

Need a guide to interactive program guides?

Want to set the record straight on digital video recording?

If you answered yes to any of the above questions, then you need a copy of “Trials & Defibrillations: Interactive Television in the U.S.,” the definitive resource for understanding the burgeoning interactive TV marketplace. Authored by interactive television guru Mitch Oscar, “Trial & Defibrillations” is the ultimate reference manual on everything you need to know from addressable advertising to interactive program guides, plus case studies, best practices and practical applications that are transforming TV from a “lay-back” to a “lean-forward” medium.

A comprehensive vivisection of each of the dominant categories in the United States—addressable television advertising, video-on-demand, the interactive program guide and the digital video recorder—“Trials & Defibrillations provides a detailed overview for any interactive TV strategy, including:

  * Analysis of the major players within each realm

  * Reviews of their advertising propositions

  * Direction learning from specific trial developments


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