Will MultiLayer TV Advertising make its debut in 2009?
Technologically MLTA can already be implemented without too much of a hassle (see section below, “what’s happening”). Data traffic (interactivity) is delivered via broadband separately from the TV signal, which is delivered via cable, DVB-T (ATSC) or satellite. Obviously IPTV, including Telco TV, is already delivered via broadband. The delivery systems are already in place as most cable providers also deliver high-speed internet services and increasingly Telco’s are delivering IPTV. “Fiber to the Home” projects are probably best positioned. Satellite- and over-the air TV providers will be forced to team up with Internet Service Providers. The increasing demand for “a la carte” TV services and the strong growth in multitasking, show that there is a receptive audience out there as long as they can access compelling content. This calls for “open” networks and the abolishment of “walled gardens” and content network-exclusivity. Obviously there is sufficient content available on the existin
