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On Site at the Kagan Conference, Philly

It’s been a long day of sessions at Paul Kagan’s “Getting Personal” conference on interactive TV and targeted advertising. Here are three key messages I heard on how to move iTV and advanced advertising to the next level.

  • Operators need an effective management system, including a management interface, for both their content assets and their interactive applications and services. It must standardize across multiple delivery platforms.
  • The approach to iTV must move from a bottom-up activity to a top-down push. In other words, the operators need to be aggressive in their commitment. This isn’t grass-roots activity anymore.
  • EBIF is still exceedingly important. With all the talk of tru2way, EBIF is what will make iTV applications possible on legacy set-tops.